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tacobelldoorhangar.jpg Taco Bell

Taco Bell to charge at least $169 a night for themed hotel

Immersive experience is ‘unlike anything the brand’ has ever done, executive says

Taco Bell has revealed new details about its latest marketing play aimed at chalupa-loving tourists looking for the ultimate immersive brand experience at a quick-service-themed pop-up hotel in Palm Springs, Calif.

The Irvine, Calif.-based chain teased fans last month when it announced the creation of “The Bell: A Taco Bell Hotel and Resort,” a hotel infused with Taco Bell branding from the room décor to the sauce packet floaties found poolside. On Thursday, the brand said the starting price for a room will be $169 per night during the four-night event, which begins Aug. 8.

TacoBellhotel_CreditTB.jpgThe 70-room hotel will start accepting reservations June 27 at 10 a.m. PDT. Taco Bell Corp. declined to name the hotel and the capital investment it is making to convert the Palm Springs hotel into an immersive experience.

The company did reveal the hotel’s address, 333 E. Palm Canyon Drive, which Google lists as the location for the V Palm Springs hotel. The hotel’s website describes the venue as having a “soulful spirit” and a “chic vibe” in an open-air layout situated in a revitalized section of South Palm Springs.

“The mountains provide a breathtaking backdrop for the scene, while you enjoy specialty libations and scintillating conversation with friends,” the website states.

The chain said it plans to “bring to life Taco Bell” in every aspect of the hotel. It will feature a “Freeze Lounge” inspired by the chain’s Mountain Dew Baja Blast frozen beverage drink, live performances from the “Feed the Beat” artists, a salon offering taco-inspired nail art, a poolside menu with exclusive Taco Bell foods and themed hotel amenities.

“The hotel draws on Taco Bell’s vibrant palette to create a unique and flavor-filled destination that is the ultimate expression of the brand, unlike anything the brand has done before,” said Jennifer Arnoldt, senior director of retail engagement and experience, in a statement.

Taco Bell is offering four room types for customers ages 18 and over: a king bed, standard view; a king bed with a pool view; two queen beds, standard view; and two queen beds with a pool view.   

Taco Bell did not provide pricing for each room, only stating the experience will be “Taco Bell luxury at a value.”

According to the V Palm Springs booking site, the hotel is charging $140 a night for a standard king room on Aug. 6 – the day before the four-night Taco Bell takeover begins. A pool view room with two queen beds is listed at $220 a night.

Taco Bell said it expects reservations to be “snapped up” in moments given the fervor fans have shown in the past for similar lifestyle experiences.

The company, for example, offers onsite weddings for customers in Las Vegas and offered fans reservations through OpenTable for an exclusive Taco Bell feast held at the company’s headquarters two years ago.

Taco Bell is a division of Louisville, Ky.-based Yum Brands Inc. It operates nearly 6,600 units in the U.S. It is the No. 5 ranked chain, by systemwide sales, in Nation’s Restaurant News’ 2019 Top 200 report.

Contact Nancy Luna at [email protected]

Follow her on Twitter @FastFoodMaven

TAGS: Marketing
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