PRG Hospitality Group, the independent hotel brand behind destinations including Sparrows Lodge, Sands Hotel & Spa, White Water Cambria and more, has introduced its newly reimagined parent brand, Common Thread Hotels. The new brand will replace the PRG moniker across all facets of sales, marketing, branding and corporate relations.
Common Thread has been brought to life with a new portfolio website, branding and messaging, designed to represent their vision of contemporary, design-centric boutique hospitality cohesively.
The brand's current collection of hotels within California includes Casa Laguna Hotel & Spa in Laguna Beach; The Prospect Hollywood in Los Angeles; Sands Hotel & Spa, Holiday House and Sparrows Lodge in Palm Springs; San Luis Creek Lodge in San Luis Obispo; and White Water Cambria and Cambria Beach Lodge in the Central California coastal enclave of Cambria.
All the hotels and any new future openings, including destinations in Carmel-by-the-Sea and Paso Robles, California, will be branded under the Common Thread Hotels umbrella, alongside its on-property collection of signature restaurants and spas, including the renowned The Pink Cabana at Sands Hotel & Spa and The Barn Kitchen at Sparrows Lodge. The team's first hotel property, Colony Palms Hotel in Palm Springs, debuted in 2008 and was later sold in 2012.
"Common Thread represents an important and inspiring evolution for our company," said David Dittmer, co-founder of Common Thread Hotels (formerly PRG Hospitality Group).
"Our hotels have become synonymous with a very special hospitality experience that puts design, personalized amenities, and a true sense of relaxed luxury at the forefront and we feel that this new brand vision captures that approach beautifully."
Common Thread's new website features a complete aesthetic rebranding for the company, including a reimagined logo, brand narrative, imagery, video content, and storytelling. Internal and external communications reflect the Common Thread ethos: " Behind every stay, there is a story." The brand's social media channels and internal corporate platforms will also reflect the new brand identity. New brand-wide offerings for guests are soon to follow.
"We began our hospitality journey with the Colony Palms which cemented our passion for the potential of independently minded hotels and we are immensely proud to celebrate the continued growth and progression of our brand and portfolio with the debut of Common Thread Hotels," said Britten Shuford, co-founder of Common Thread Hotels (formerly PRG Hospitality Group).
"As long-time collaborators, I've had the pleasure of watching this team turn decades of experience in hospitality and service into some of the most special destinations in California. Weaving them all together under a cohesive, focused vision – both aesthetically and physically – will add even more allure and presence to their beautiful portfolio of small hotels as it continues to grow and expand."
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