Sugar Bay Resort and Spa is now Dreams Sugar Bay and has a new management company, according Apple Leisure Group, which owns the management company.
The new management contract is with Apple Leisure Group’s subsidiary, AMResorts. The contract also brings AMResorts’ brand, Dreams Resorts & Spas, to St. Thomas for the first time.
“AMResorts has enjoyed continued success and strong performance in Mexico, the Dominican Republic, Jamaica and Curacao over the last 13 years,” said Alex Zozaya, chief executive officer for Apple Leisure Group, in a statement. “Given our longtime presence within the region through our distribution subsidiaries, it made good business sense to expand our resort footprint in the English Caribbean," he said.
AMResorts took over operations of the 294-room resort July 1 and, according to the company, it will immediately begin renovations to bring the property to brand standards. The project includes upgrading all guest rooms, with 100 rooms updated to Preferred Club level. Official rebranding to Dreams Sugar Bay St. Thomas Resort & Spa will take place in November, making it the 12th property for the brand.
Javier Coll, executive vice president and chief strategy officer of Apple Leisure Group, said Sugar Bay has “the right mix of beauty and desirability for U.S. travelers,” the company’s largest guest population. “That, combined with our powerful distribution network, is a recipe for success in this market,” he said.
For more information on Apple Leisure Group, visit www.appleleisuregroup.com.
