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The DoubleTree hotel wasn’t broken, but it wasn’t memorable either. One of two nearly identical DoubleTree’s in the same market, it delivered a dependable guest experience but lacked distinctiveness. That’s when Kenzie Vath, VP of Strategic Innovation at Pacific Hospitality Group, saw an opportunity: transform the space into something bold, local, and full of life, without blowing the renovation budget.
At HotelSpaces, she shared the journey of turning a standard-issue business hotel into Hotel Zessa: a vivid, art-filled soft brand infused with the spirit of Santa Ana, California. Think murals, custom signage, a fresh fitness space with a yoga room—and yes, a bright orange façade that travelers now spot from the sky.
From Overlooked to Orange County Original
The hotel had solid performance, but little personality. With few differentiators and low guest enthusiasm, it was easy to blend into the background.
Vath and her team proposed a soft brand conversion—keeping the DoubleTree flag but introducing a new identity that would resonate more deeply with the market.
Hotel Zessa was born out of a simple idea: bring the “zest” of life from Orange County, known for sun, art, and eclectic creative energy.
It was a strategy designed to stand out—visually, culturally, and operationally.
High Impact, Low Drama
With a $14 million renovation budget, the team made strategic moves that packed a punch:
- Smart Material Choices: Finishes were selected for long-term durability and hospitality realities—stylish, but built to last.
- Art + Architecture as Statement Pieces: Murals, custom neon, and a vivid orange exterior helped establish Zessa as a local landmark.
- Creative Reuse: Rather than gut the space, the team found ways to refresh what worked. Case goods were refinished. The fitness center was relocated and expanded. Standard drop ceilings got an unexpected upgrade with architectural tiles.
Coming in under budget wasn’t the mission—but it opened the door for even more creative moments.
Before and after the renovation.
Think Like Zessa
This wasn’t a splashy new build. It was a reimagining—and it worked because the team had a point of view, not just a punch list. Here’s what helped it land:
- Lead with Vision: The “zest for life” concept shaped every detail, from murals to room keys.
- Collaborate Across Teams: Designers, operators, and construction leads stayed aligned, ensuring that nothing was just a pretty idea on paper.
- Rework What Works: Refreshing, not replacing, can go a long way with the right eye.
- Stretch the PIP: Brand standards aren’t limitations—they can be launchpads for something more memorable.
Why It Pops
Zessa stands out because it reflects the people and place around it. The brand’s identity lives in the murals, the colors, the art, the ceiling tiles, the playlists—and the feeling guests get when they walk in.
For hotel design and construction teams, the takeaway isn’t about budget tricks or trend-chasing. It’s about leading with creativity, staying grounded, and making intentional choices that leave a lasting impression.
Thinking more like Zessa doesn’t mean copying it—it means finding bold, resourceful ways to make your next project unmistakably yours.
Since the renovation, guest feedback has shifted dramatically—Zessa now ranks at the top of Santa Ana’s hotels on TripAdvisor, a jump of more than 50%.
Watch her full talk here:
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