December launch of Crown Dynasty to kick off line's revival

HOLLYWOOD, Fla. -- Crown Cruise Line, the premium line that is being revived on Dec. 4 by the owners of Commodore Cruise Line, is expected to grow to a fleet of three or four ships "in the very near future," according to Fred Mayer, chief executive officer of Commodore Holdings Ltd., which operates both lines.

Crown will launch the 820-passenger, 20,000-ton Crown Dynasty Dec. 4 for the first of two cruises from New Orleans before the vessel begins its winter season of one-week lower Caribbean cruises from Aruba on Dec. 18. The vessel will then sail from Philadelphia to Bermuda, starting May 10.

The Crown Dynasty is finishing its Alaska season under Norwegian Cruise Line as the Norwegian Dynasty before being turned over to Crown Oct. 6. The project marks the revival of Crown Cruise Line, which was launched early this decade and later acquired by Effjohn, a Scandinavian ferry operator.

Effjohn built the Crown Dynasty and its sister ship, the Crown Jewel, before the ships were handed over to Cunard Line for marketing. Subsequently, operation of the Crown Dynasty was taken over by Majesty Cruise Line, followed by NCL, and the Crown Jewel was chartered to an operator in the Far East.

According to Mayer, Commodore Holdings is chartering the Crown Dynasty from Effjohn and has purchased the rights to the Crown Cruise Line name from that company.

Mayer, who also has restored the previously floundering Commodore Cruise Line, said Crown would be interested in acquiring the Crown Jewel "at the right price" as well as other recently built liners in the medium-size class.

Commodore Holdings, which is a public company traded on Nasdaq, also might order a new build and has access to financing, Mayer said.

Overseeing the revival of Crown as president is veteran cruise executive Ron Kurtz, who also is executive vice president of Commodore Holdings. Kurtz was senior vice president of Windstar Sail Cruises in the late 1980s. He was also senior vice president of marketing and sales at NCL before becoming founding president of Sea Goddess Cruises from 1982 to 1986.

"We're seeking to position Crown as a four-star premium product that is reasonably priced," he said.

"Our target clients are experienced cruisers who are looking for something with a little more style and quality than mass-market ships."

The vessel, following its appointment by the government of Bermuda to call there over a three-year period, is being redesigned with a Bermuda-inspired decor, according to Kurtz.

Noting that the company's marketing started late last month in conjunction with Apple Vacations, Kurtz said, "We're following a strategy of working with travel agents.

"We think our best opportunity is to make sure travel agents are educated about what it is we're offering."

Kurtz has put together a marketing team composed of veteran cruise executives. The team is headed by Mike Smith, vice president of marketing and passenger services, who has held senior marketing positions with Royal Caribbean International, NCL, Majesty Cruise Line and Radisson Seven Seas.

Mike Beale is vice president of sales. Beale has held executive sales positions with NCL, Windstar and Maritz.

Kurtz said Apple is playing a major role in marketing the program, concentrating on sales in northern states.

"Crown is concentrating on the southern tier of states from Florida to California," said Kurtz, "mainly in Texas, Florida and Georgia."

To "jump start" the program, he said, Crown is offering Florida residents an early booking offer for cruises in December and January booked before Oct. 15.

The offer is priced at $799 per person, double, for an inside cabin; $949 for an outside cabin. The price includes roundtrip air and port charges. Other inaugural rates start at $1,299, with a second person sailing for $499, regardless of category.

HOLLYWOOD, Fla. -- Crown Cruise Line will operate its inaugural season based in Aruba starting Dec. 18, with a series of 19 seven-night cruises calling on five destinations.

The Crown Dynasty will sail Saturdays from Aruba, calling on Barbados, St. Lucia, Grenada, Bonaire and Curacao, while spending one day at sea.

Air add-ons, starting at $149 from Miami, will be available from a number of gateways.

Crown has been chosen by the government of Bermuda to call at the Royal Navy Yard, where it will dock on 22 seven-night sailings -- 20 from Philadelphia and two from Baltimore.

The Crown Dynasty will inaugurate operations under Crown on Dec. 4 from New Orleans, with a seven-night roundtrip to Playa del Carmen and Cozumel, Mexico; Grand Cayman, and Montego Bay, Jamaica.

On Dec. 11, the vessel will sail from New Orleans to Aruba, calling on Cozumel; Grand Cayman, and Ocho Rios, Jamaica. Starting May 10, the vessel will sail to Bermuda from Philadelphia.