The Clarion Resort Fontainebleau Hotel on 101st Street is getting new signage, with the old burgundy and gold signs switched to blue signs with white lettering. 

(Sept. 11, 2020) Out with the old, in with the new — Clarion Resort Fontainebleau Hotel on 101st Street is switching to new signage as part of a rebranding effort by parent company Choice Hotels. 

The Ocean City location, owned by Dr. Leonard Berger with 250 rooms and 40,000 square feet of conference space, has been operating for more than 30 years under the burgundy and gold design. 

In May 2019, however, Choice Hotels announced at its annual international convention in Las Vegas, Nevada, that several of its brands, including Quality Inn, Sleep Inn, MainStay Suites and Clarion, would get fresh new looks. 

“Choice added a new [brand] called Clarion Pointe and when they created that new brand, they incorporated a new logo,” Clarion General Manager Mark Elman said. “During certain focus group meetings they felt that incorporating the new Clarion Pointe logo was a new fresher look for the Clarion brand in general.” 

The new sign features a dark blue backdrop with Clarion printed in a white lettering instead of gold. 

The font has changed, as well, Elman said, giving the signs a cleaner look.  

Elman said the new logo originally had to be implemented by the end of 2020 or the beginning of 2021, but Choice Hotels offered partial reimbursements to hotels that implemented the change earlier. 

He said the hotel originally had planned to make the change earlier this year, but then the covid-19 pandemic took the nation by storm and delayed the project. 

Speaking of storms, Elman said the next crossover date had been early August, but then Tropical Storm Isaias hit Ocean City, causing further delays and damaging the hotel’s main sign on Coastal Highway.   

Nevertheless, Choice Hotels extended the deadline, Elman said, and as of this week signs on the building and at the adjacent parking lot were complete. 

Later in the year, Clarion will update its interior signage, prints and webpage to the blue, as well, Elman said.

Josh covers everything Ocean City government and crime. He graduated from the University of Richmond in 2019 with a B.A. in French and Journalism.

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