- June 30, 2026
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Two hotels in Sarasota County, off Fruitville Road near Interstate 75, are rebranding as the owner aims to reposition them as places aligned with the Gulf Coast.
Michigan-based hospitality firm and hotel operator Lodgco Hospitality plans to spend nearly $2 million transitioning Ameniti Bay and Magnolia Pointe to Caretta Landing Sarasota and Coral Pointe Sarasota, respectively. The rebranding takes effect July 1, when the hotels will join the Ascend Collection by Choice Hotels.
“We are incredibly excited about this conversion and what it means for the future of these hotels,” Lodgco Hospitality President Scott Stuart says in a statement. “We are confident this move will drive increased visibility, guest satisfaction and long-term performance.”
Caretta Landing is a tribute to the loggerhead sea turtle, whose scientific name is Caretta caretta. Coral Pointe will be inspired by the coastal ecosystems around Florida’s waters.
Guests will notice updated furnishings, design touches and new signage aligned with each property’s story, Lodgco Vice President of Sales and Commercial Strategy Callie Cain tells the Business Observer in an emailed response to questions. There will be new soft seating and additional furnishings in key public places. High-impact areas will also be upgraded, with new pool furniture, televisions, mattresses and in-room artwork, Cain says.
"As part of a broader repositioning, we are making a reinvestment of near $2 million across the two hotels," Cain says, "focused on enhancing the guest experience through refreshed design, upgraded amenities and a cohesive brand narrative."
Ameniti Bay and Magnolia Pointe were previously part of the Best Western collection. Parent company Best Western Hotels & Resorts has 4,500 hotels globally.
The Choice Hotels network contains more than 7,000 hotels around the world, including brands like Radisson and Clarion. According to its website, one in 10 U.S. hotels is a Choice Hotels brand. The company’s Ascend Hotel Collection includes more than 400 boutique, historic and resort properties categorized as upscale, independent hotels.
Becoming part of the Ascend Collection enables Caretta Landing Sarasota and Coral Pointe Sarasota to take advantage of Choice Hotels’ scale, distribution and reservation power while maintaining their individual character, Cain says.
“Ultimately, Ascend was the right fit because it allows us to stand out, not blend in — offering guests a more immersive, locally inspired experience while maintaining the confidence and consistency they expect from a trusted hotel brand,” Cain tells the Business Observer.
General Manager Ashleigh Gonzalez oversees operations at both properties and will continue leading both Caretta Landing and Coral Pointe as they change hotel flags.
The nearly $2 million investment in rebranding comes about four years after Lodgco Hospitality purchased the hotels for more than $27 million combined.
Off Fruitville Road at 5895 Brookhill Blvd., Caretta Landing Sarasota contains 105 rooms. Lodgco Hospitality bought the property for $14.85 million in July 2022, through a series of Michigan LLCs, according to Sarasota County property records.
Across Brookhill Boulevard, Coral Pointe Sarasota has 86 rooms at 5965 Brookhill Blvd. It too was purchased by a handful of Michigan LLCs for $12.65 million in July 2022, property records show.
Lodgco currently owns four other hotels in Sarasota, according to Cain: Hyatt Place Lakewood Ranch, Hyatt Place Sarasota Airport, Home2 Suites Nokomis Casey Key and Hampton Inn & Suites North Port.
