The 294-room Sugar Bay Resort & Spa in St. Thomas is the only fully all-inclusive hotel in the USVI, perched along a cliff overlooking one of the island’s best beaches. Long a favorite for budget-conscious groups, the property is undergoing an 18-month renovation following its rebranding this summer when it absolved its relationship with the Wyndham Hotels group.
The inherent all-inclusive value is further enhanced by a wide array of onsite amenities for both business events and group teambuilding activities. The rooftop meeting space, as well as the grand terraces of the Manor House restaurant, feature jawdropping views of the nearby British Virgin Islands. The beach, pool and watersports center are among the most comprehensive in the USVI, including all kinds of charter opportunities to the BVI and sister American island of St. John.
Another big added bonus, the northern location is just minutes from Red Hook Harbor where public ferries make the 40-minute crossing to St. John and its vaunted world-class beaches. For those who prefer to stay put, the 10,000-sf standalone Journeys Spa features myriad wellness programs and tropically inspired treatments. Treat yourself to their Caribbean green coffee wrap. Total meeting space at Sugar Bay is 16,560 sf.
We spoke with to Bill Heaney, who is on a task force assisting with the hotel’s marketing, about the evolution of Sugar Bay.
Prevue: What types of groups do you host at Sugar Bay Resort?
BH: Many of our groups use 30-100 rooms and they come a lot from the incentive side of the business. We have the meetings facilities to host associations but most of our meetings are board meetings. In the spring and fall we have an enormous amount of group business. Lots of groups in June, lots in April and lots in May. I know that for next year we’re budgeting that almost 30% of our mix will be group business.
What does the renovation entail?
As we speak, a lot is going on. We’re developing another specialty restaurant which will be a steak and seafood restaurant. We have Ristorante Baci, our elegant specialty Italian restaurant and we have a few more restaurants and bars. We’re also updating our second pool and adding a swim-up bar under the waterfall, and all of our public areas are being enhanced.
Then, over the next 18 months, all of the rooms are going to be renovated. Our biggest problem is that we’re going to be busy. We have to do this project in accordance to the demand.
What are some of the hotel’s top selling points?
I think being all-inclusive is a big selling point, period. Secondly, when you’re selling a resort in the Caribbean, do you know what the most important thing is? Having the right beach. Some of the resorts in the Caribbean don’t really have a fantastic beach and I just don’t get it. That’s a big seller for us. You can snorkel and you can go out safely. It’s a beautiful beach and it’s in a wonderful setting.
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