NEW YORK -- J.W.
"Bill" Marriott Jr., CEO of Marriott International, had probably
never been introduced by SpongeBob SquarePants, the TV cartoon
character, until he held a press conference to announce the launch
of Nickelodeon Resorts by Marriott, a chain of water park-centered
properties aiming to reach 20 locations by 2020.
The first
property will open in San Diego at Liberty Station, a former naval
yard, early in 2010; the 650-room property will feature a
100,000-square-foot water park and 30,000 square feet of meetings
space.
Beyond that,
Marriott said the chain would be looking pretty much everywhere in
the world for possible locations, including Europe, Asia and
Australia.
The focal point
of each resort, he said, will be a "huge" water park. Rooms and
restaurants will be themed with kids in mind. For adults, there
will be spas, lounges and features like lap pools. All properties
will have "extensive" meetings facilities.
Cyma Zarghami,
president of Nickelodeon and the MTV Networks Kids and Family, said
that after opening the only existing Nickelodeon resort in Orlando,
focus groups showed "a big opportunity for us to bring the
Nickelodeon experience to life."
(The Orlando
property is a Holiday Inn franchise and will remain so until the
contract runs out in 2009. A story on the property appears on Page
39.)
Rick Hoffman,
Marriott's executive vice president, said properties would have "a
large number of multiroom suites." Fitness centers will be geared
to joint use by kids and adults. A NickToons Cafe will be home to
the daily character breakfasts and special evenings as well as a
"grab-and-go" area hosting chain food vendors.
To contact reporter Harvey Chipkin, send e-mail to [email protected].