CAREFREE TRUTH

Carefree Resort plans extensive makeover

by Beth Duckett - May. 20, 2010 12:58 PM
The Arizona Republic

The Carefree Resort and Villas is poised for a high-profile makeover that includes design changes and room renovations costing millions of dollars.

Following a bankruptcy and ownership change in 2009, the foothills resort is profitable for the first time in years.

New owner Bridlie Hospitality Management plans to revitalize the property with Phoenix designer Cathy Hayes, whose firm designed space for the new Hotel Valley Ho.

Edwin Leslie, Bridlie president, said the company wants a more-polished look without sacrificing the resort's character.

"We started making changes in the past six months," Leslie said. "When you look all over Scottsdale and Phoenix, there are some fabulous resorts. But none of them have this character."

Former resort operator, Carefree Mule Train Ventures, LLC, filed for bankruptcy in 2008.Despite financial setbacks over the years, the 1960s resort has maintained a nostalgic appeal.

With its mid-century design and palm-tree vistas, the formerly-named Carefree Inn was a hangout for celebrities such as Dick Van Dyke, Lucille Ball and Bob Hope. These days it attracts weekend tourists, business folk and the occasional celebrity trying to elude the bustle of larger cities.

Since acquiring the property at a foreclosure sale in September, Bridlie has made changes to the property's outdoor fountains, patio areas and flower-trimmed landscape

The resort has turned a profit for the first time in four years, said Leslie, a former Texan who resides in Cave Creek.

"We're . . . 26 percent ahead in occupancy compared to last year," Leslie said. "We had a number of sold-out nights."

The first phase of renovations begins July 1 at a cost of up to $6 million.

Changes will be made to the resort's casitas, tennis villas, restaurant area and casual Red Horse Saloon, which will be shuttered and re-opened as a meeting facility.

The estimated timetable is seven months, according to Leslie. Larry Goldenthal, Bridlie vice president and general counsel, said one goal is to be a destination resort, attracting jet-setters from across the country seeking the Carefree/Cave Creek experience.

"We have a wide array of demographics we attract," Goldenthal said. "We want to be the resort for everybody."

The Bridlie company, which owns and operates its properties, moved its headquarters to Phoenix from Texas in January.

In April, the company welcomed $250 million in new capital to acquire premium hotels and resorts. Leslie said the focus would be on distressed and underperforming properties.

Shelley Rapier, the company's sales and marketing vice president, said Carefree Resort fell off the map in recent years, partly due to a lack of marketing.Bridlie is reaching out to new clientele through events and deals.

On its Facebook page, the resort offers a weekly vacation giveaway contest with a private reception, spa treatments and a food-and-beverage credit.

In addition, Rapier said Bridlie is trying to dip into the surrounding community with sponsorships and discounts for neighbors."We're trying to overcome about five years of advertising in a year or less," Rapier said. "We're attacking it from all angles. We're trying to be great community citizens."

In June, the resort's opera house will host the Canadian Tenors, a classical singing quartet that has performed on "The Oprah Winfrey Show." The opera house has a balcony and raised ceilings and can accommodate up to 750 people for concerts and receptions.

The resort has 60,000 square feet of meeting space and is one of few conference venues in the Carefree/Cave Creek area.

"From a marketing perspective, we've pursued every traditional and non-traditional channel," Rapier said. "We've done print advertising . . . social networking, marketing and built a Facebook page. We've completely revamped and redeveloped the website."