Brand Guru Bloss To Roll Out Health And Wellness Cannibis-Based Hotels
By Dennis Nessler
Hotel Interactive – May 29, 2019
As its name implies, Alternative Hospitality, Inc., is anything but your ‘traditional’ hotel company. Led by hotel brand veteran Roger Bloss, the newly created company is poised to roll out a collection of health and wellness cannibis-based hotels throughout the country.
Alternative Hospitality, a division of MJ Holdings, Inc., has already inked a deal to break ground in the coming weeks on the Coachill Inn Resort in Desert Hot Springs, CA.
MJ Holdings is a diversified publicly trading holding company providing seed to sale services to the regulated cannabis industry. Bloss, meanwhile, has been responsible for the launch of a number of hospitality brands such as Knights Inn, Signature Inn by RLHC and Vantage Hospitality, a membership organization that included the Americas Best Value Inn brand.
Bloss–who is president and CEO of Alternative Hospitality–noted the company has identified sites for as many as eight properties, which are in various stages of negotiations. The portfolio of health and wellness cannabis-based hotels will feature dispensaries, wellness goods, and services to educate guests about the health-enhancing aspects of cannabis.
Bloss detailed his inspiration for the property and how the partnership was forged with Kenny Dickerson, co-owner & managing member of Coachillin’ Holdings, LLC, which owns the 160-acre privately funded park known as Coachillin’ Canna Business Park within Coachella Valley.
“I approached him because I thought it was just perfect for our first launch. He had really never though of a hotel there or never thought of turning it into a destination. The more we talked about it we really liked each other and liked the idea of doing it,” he said.
The Coachill Inn Resort, which has been designed by architect David Wallace, will have roughly 150 rooms, as well as a handful of suites, according to Bloss, who further noted the exact breakdown has not yet been determined. The property will also include a more than 2,000-seat amphitheatre for entertainment and meetings to help attract corporate business, in addition to a lazy river pool and natural hot springs water.
Bloss acknowledged that part of the driving force for the creation of Alternative Hospitality is the expectation that cannibis will eventually be legalized federally in the not-too-distant future. There are currently 10 states in which it has been legalized, including California.
He further explained the concept. “We want to first build a great hotel then create the destination around it. Even after cannibis becomes legal, very much like wine, people are going to still be interested in wine tours and those experimental opportunities,” he said, later clarifying, “it’s a health and wellness hotel not a smokehouse.”
Bloss also referred to the Coachill Inn Resort as “the greenest project North America has ever seen.”
All of the company’s health and wellness hotels will be independently owned and Bloss emphasized that land must be included as part of any development deal. The properties will be operated by Cal-Vegas, Ltd., the Coral Springs, FL-based operating company run by Bloss and COO Bernie Moyle.
Moyle noted with regards to the new properties the management company would be focused on “bringing the right spread to the bottom line” as well as “satisfying the investors with the returns.”
Emphasizing there is no cookie-cutter approach, Bloss reported that the second property for Alternative Hospitality will be a condo hotel located in Las Vegas. He noted the owner has already put up 12 acres for the development of the condo hotel, which will include branding opportunities.
According to Bloss, “it’s not a health and wellness hotel, but it will have a health and wellness component.” He further referenced the fact that the city draws some 44 million visitors a year to explain the differentiated approach. “We want to adapt to the local market,” he stated.
The CEO revealed other potential locations include Michigan, Oklahoma and Orlando as well as additional properties in Las Vegas.
The hotels will have a unique approach to food & beverage eschewing a traditional sit-down restaurant in favor of an interactive space similar to a lobby which would include both indoor and outdoor space.
“The main focus is health and wellness food but its going to start with a pizza base foundation,” said Bloss, who added the properties will be focused primarily on “serving a great breakfast.”
Finally, Bloss noted that he expects room rates to come in at roughly $125 a night, but acknowledged he also expects further discretionary spending. He further touted some of the amenities the hotels will offer, such as welcome kits tailored specifically for each guest based on feedback prior to their arrival.
“Everything we’re going to tell you and offer you is included in your room rate. There will be no resort fees or Internet fees. The idea is you can come to this resort and explore, experiment, talk to people of like minds and enjoy the ambiance of what we do because, first and foremost, it’s going to be a great hotel,” he concluded.