The Salamander Collection, founded by business leader Sheila Johnson, has rebranded to mark the 10-year anniversary of its flagship resort in Virginia.
On August 29, 2013, Johnson opened the Salamander Resort & Spa in Middleburg, VA, which is now called Salamander Middleburg under the fresh branding. In 2022, the company added another branded property in the nation’s capital, Salamander Washington DC, while this summer has seen the completion of the first homes in its inaugural branded residential project: Residences at Salamander Middleburg. Formerly known as Salamander Hotels & Resorts, the Salamander Collection owns and operates seven properties in the U.S. and Caribbean.
“Salamander represents much more than hotels and resorts; for the past decade, our unique culture of inclusion, kindness and warmth, has created a genuine sense of belonging, which is why Salamander Collection is an even more fitting name for our company,” said Johnson, who this September will share details about her voyage into hospitality with the release of her memoir, “Walk Through Fire.”
Johnson’s values of honesty, authenticity, respect and passion have provided the guiding direction for the Salamander Collection, applying in equal measures to the guests, employees, members and owners that Salamander serves. The new brand work, overseen by Salamander’s chief marketing officer Tracey Slavonia, was designed to harness Johnson’s vision. Both company and property websites have been redesigned, while a new Salamander magazine has also been published.
In addition to those mentioned above, the company has properties in Charleston, Aspen, Tampa Bay, Jamaica and Anguilla. The company also hosts numerous events such as the Family Reunion, Middleburg Film Festival and the PGA Tour’s Valspar Championship.
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