Fairmont Hot Springs Launches Billion Dollar Brand Makeover

"We hope for Fairmont Hot Springs to become one of the world's most recognized destinations - we wanted the visual elements of the new identity to represent the attributes of a world class resort." says Ken Fowler, Chairman and CEO of Ken Fowler Enterprises.

The new brand concept has three main elements: rejuvenation, family/community and recreation. These elements match the reasons why the resort has attracted Canadian and International visitors and home owners since the late 1800s. It has always promoted a lifestyle that celebrates recreation, family and health, as Fairmont has the largest therapeutic mineral hot springs and offers accommodations, golf, skiing, and health and wellness Spa.

As part of a rebranding process, a new logo, wordmark and tagline were created. The new tagline is "Immerse Yourself" and was coined to emphasize the resorts' biggest reasons why people visit - and stay.

"The new tag line works on so many different levels," says Paul McIntyre, Director of Sales and Marketing for Fairmont Hot Spring, "You can come to Fairmont Hot Springs to physically immerse yourself in the hot springs, you can immerse yourself in the new community growing out of the existing resort and you can immerse yourself in the recreational and cultural activities that abound."

McIntyre continues, "The expansion is about creating more of a good thing at Fairmont and the branding needs to communicate this message. People all over the world come to Fairmont to rejuvenate in the mineral hot springs, to enjoy the spectacular mountain setting, to partake in the finest recreational activities, and to be with their families."

The expansion includes a new design of the natural hot springs, an enhanced spa and wellness center, expanded hotel and condominiums. The master plan also includes a village centre with retail shops, restaurants, outdoor event plaza and walking trails linking the entire community.

Fairmont has purchased the Riverside Golf Resort and is now the largest golf operator in the Columbia Valley. Plans are underway to evaluate the ski area for an expansion, adding a gondola and additional 1000 vertical feet of skiable terrain. Details of the first release of home sites will announced soon.