SilverBirch inks a deal to manage Marriott brands

Steve Giblin, president and CEO, SilverBirch (right) and Michael Beckley, senior vice president, lodging development, Marriott Hotels and Resorts Canada, exchanged hockey jerseys featuring the logos of their respective companies

VANCOUVER—SilverBirch Hotels & Resorts has announced their partnership with Marriott International Hotels to bring Marriott branded hotels to cities across Canada.

And SilverBirch will start off the new relationship with a bang, by undertaking a $25-million renovation to the former Cascadia hotel, transforming it into a Residence Inn by Marriott. When it is completed next June, the 201-room property will be the only dedicated extended stay property in downtown Vancouver.

“This is our first project under the agreement with Marriott, and we anticipate more in the near future,” SilverBirch president and CEO Steve Giblin told CLN last month.

“It’s got large guestrooms with beautiful balconies. We’ve redone the balconies with clear glass and the exterior work is complete,” said Giblin. The property is located on Hornby Street, close to Yaletown and Vancouver’s financial district, with ‘great views of the city.’

Model room at former Cascadia hotel, now becoming a Residence Inn by Marriott

“I toured the model room and it looks just like a $1 million condo in downtown Vancouver,” Giblin noted. SilverBirch has opted to close the hotel as it does complete interior renovations of all the guestrooms and public areas. “It’s for the safety of the guests, to avoid all the construction noise, and so we can open up fresh for our customers.”

In the next month, Giblin expects to announce two additional projects and maybe more.

“SilverBirch is focused on strategic growth in key markets across Canada. Aligning ourselves with the strongest international hotel brands is a critical piece of this strategy,” Giblin added. He said the company is “overweight out west”, and will be looking at deals in Eastern Canada as part of the strategic growth plans.

Marriott’s Michael Beckley is also enthusiastic about the deal. “Marriott International was looking for a partner that knows the Canadian market and has the capacity to expand, and SilverBirch fits the bill,” said Beckley, senior vice president, lodging development, Marriott Hotels and Resorts Canada.

"Marriott is in the strategic partner and long term relationship business. Silver Birch couldn't be a better fit, culturally and business-wise; we are perfectly aligned," he added.

One of Canada’s leading hotel and resort management companies, SilverBirch manages over 20 hotels and resorts from St. John’s, NL to Victoria, BC. The company’s portfolio includes independents and franchise brands such as Radisson, Hilton, Quality, Best Western and Ramada.

Model room at former Cascadia hotel, now becoming a Residence Inn by Marriott

Vancouver-based SilverBirch is in the midst of undertaking extensive renovations at some of its hotels, and is actively pursuing opportunities to acquire or build new properties across the country.

Marriott has over 65 hotels in Canada including 17 Courtyards by Marriott, 17 Residence Inns by Marriott, 11 Fairfield Inn and Suites, 2 SpringHill Suites, 1 JW Marriott, 14 Marriotts, 2 Renaissance Hotels & Resorts by Marriott, and 1 TownePlace Suites.