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SEDONA, AZ-Gemstone Resorts International LLC has landed a three-year contract to manage and strategically position the 77-room, four-star Sedona Rouge Hotel and Spa. The Park City, UT-based management company’s contract includes an option to renew in three-year intervals.

“All rooms aren’t even online yet,” says Jeff McIntyre, principal with Gemstone. “But the last couple of weekends, we’ve been full, an astonishing accomplishment for a brand-new hotel.” Sedona Rouge, which opened in June at 2250 W. Highway 89A, has room rates of $149 to $320 per night. The amenity package includes a fitness center, swimming pool and 5,800 sf of meeting and function space.

Gemstone’s role in managing the asset is that of an “active advisory capacity,” McIntyre tells GlobeSt.com. “We’re involved daily with the management there and do anything and everything we can right now to help them achieve strategic objectives they’ve crafted.”

McIntyre says day-to-day resort activities are overseen by an on-site management team that reports directly to Sedona Rouge’s ownership; Jim Apple, co-founder of PickApple restaurants, and Al Walburg, president of Walburg Realty & Investments Corp., both San Francisco businessmen; Robert Brooks, executive vice president of strategic development, and Bill Kassling, chairman, president and CEO of Westinghouse Airbrake Technologies Corp. in Pittsburgh.

Though Sedona is a resort area, the property is not slated to go condo or time share. “There might be some additional parcels that the ownership is interested in looking at for purposes such as time shares or condos, but as of now, that’s not the purpose of the Sedona Rouge,” McIntyre says.

Gemstone also manages the Westward Look Resort in Tucson. “We’re actively looking for assets in the Phoenix and Scottsdale areas,” McIntyre says. “Our goal is to grow our asset base in Arizona and we’re actively trying to do that right now.” Gemstone also manages the Westward Look Resort in Tucson.

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