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From unused space to Reno’s most talked-about wellness destination

Service Tier : ALL OUT FEAST – The Comprehensive Partnership

Best Bet Motor Lodge had an awkward, low-value space with no clear purpose. The owners saw an opportunity to tap into the growing wellness and sauna culture trend, but needed a concept strong enough to attract locals as much as hotel guests — and a brand that could stand on its own.

Results

Transformed a previously unused space into a fully booked, standalone wellness concept.
Attracts local visitors and travellers equally, creating a new revenue stream for the hotel.
Brand identity designed to scale across multiple locations and states.

What they say;

Working with Cultivate on Reno Sauna Club gave us a brand that’s become a destination in its own right. Victoria saw the potential of the space, and the identity she created has allowed us to attract a completely new audience. It’s become one of our strongest revenue drivers

— Piper Stremmel, Owner, Best Bet Motor Lodge
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Solution

The identity was built around heat, warmth, texture, and the ritual of the sauna experience. The earthy colour palette and bold signage signal something different from a typical hotel amenity.

Entrance signage was designed to introduce the sauna club within the wider hotel environment, creating a strong and recognisable first impression.
Entrance signage was designed to introduce the sauna club within the wider hotel environment, creating a strong and recognisable first impression.
The brand mark works as a standalone identity, separate from Best Bet Motor Lodge, giving the concept room to grow into its own business and expand to new locations.
The brand mark works as a standalone identity, separate from Best Bet Motor Lodge, giving the concept room to grow into its own business and expand to new locations.
Every interaction was considered carefully, with the brand language carried consistently through signage, graphics, and guest-facing materials.
Every interaction was considered carefully, with the brand language carried consistently through signage, graphics, and guest-facing materials.
Every touchpoint was considered — from wayfinding to usage guidelines. The design language carries through the entire guest experience.
Every touchpoint was considered — from wayfinding to usage guidelines. The design language carries through the entire guest experience.
Designed to feel equally welcoming to hotel guests and Reno locals, creating a community around wellness that drives repeat visits and word-of-mouth.
Designed to feel equally welcoming to hotel guests and Reno locals, creating a community around wellness that drives repeat visits and word-of-mouth.
Clear and considered sauna instructions were incorporated into the branded environment, reinforcing consistency across the space.
Clear and considered sauna instructions were incorporated into the branded environment, reinforcing consistency across the space.
The sauna landing page was designed to integrate seamlessly within the existing Best Bet website, extending the brand experience into a responsive mobile interface.
The sauna landing page was designed to integrate seamlessly within the existing Best Bet website, extending the brand experience into a responsive mobile interface.
A complete brand toolkit so the team can maintain consistency as they grow.
A complete brand toolkit so the team can maintain consistency as they grow.
Ready to turn an underused space into a standalone brand?
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