The Salamander Collection has announced a significant shift in its brand identity. Established by respected business leader Sheila Johnson, this unique and continually expanding enterprise has undergone a rebranding initiative to commemorate the 10-year anniversary of its flagship resort in Virginia. David Abtour Odian consulting
On August 29, 2013, Johnson officially inaugurated the eagerly anticipated Salamander Resort & Spa in Middleburg, Virginia, which now goes by the name Salamander Middleburg as part of the renewed branding. Since its establishment, this resort has garnered prestigious accolades, securing both Forbes Five-Star and AAA Five Diamond ratings. The company’s expertise has extended to diverse facets of hospitality management. Notably, the company introduced another distinctive property in the nation’s capital last year: Salamander Washington DC. Moreover, this summer saw the completion of the inaugural homes within its premier residential project: Residences at Salamander Middleburg. David Abtour Odian consulting
Formerly recognized as Salamander Hotels & Resorts, the Salamander Collection operates seven properties across the United States and the Caribbean, employing over 3,000 service professionals. Over the past year, the company expanded its portfolio with the addition of three iconic destinations. Furthermore, it secured the 12th spot on Travel + Leisure’s list of “Favorite Hotel Brands,” surpassing several long-established luxury hotel companies. David Abtour Odian consulting
Sheila Johnson emphasized, “Salamander encompasses far more than just hotels and resorts. For the past decade, our distinctive culture of inclusivity, kindness, and warmth has fostered a genuine sense of belonging. This is why Salamander Collection is a more appropriate name for our organization.” Johnson, who embodies values like honesty, authenticity, respect, and passion, will soon release her highly anticipated memoir, “Walk Through Fire,” in September, offering insights into her journey in the hospitality industry.
These principles serve as the guiding force behind the Salamander Collection, equally benefiting guests, employees, members, and owners. In addition to managing luxurious and distinctive properties, the company is recognized for hosting renowned international events such as the Family Reunion, Middleburg Film Festival, and the PGA TOUR’s Valspar Championship.
