The newest thing in the desert might be the Saguaro, a hotel brand based on -- what else? -- the colors and casual style of the Southwest. One opened this month in Scottsdale, Ariz., and a second is to open in Palm Springs in February as a redo of the former Holiday Inn at Sunrise Way and East Palm Canyon Drive.
The concept was developed by Sydell Group, and boutique hotel operator Joie de Vivre has been tapped to manage the new brand.
For the record, 10:45 a.m. Dec. 1: An earlier version of this post said Sydell Group was the creative force behind Ace hotels in Palm Springs and New York. Sydell Group developed the hotels but Ace Group International created their distinctive brand, design and marketing.
So what does this new translation of the desert look like in a hotel motif? Forget cool beiges and browns; the Saguaro Hotel in Scottsdale takes its cue from bright yellows, oranges and pinks derived from the flowers that bloom there.