Taking its brand and branding in a new direction, Taco Bell is “dipping” into the hospitality market this summer with The Bell: A Taco Bell Hotel and Resort in Palm Springs, California. Set to open August 9 for a limited run, the pop-up hotel is described as a “tacoasis,” complete with “Bell” hops and sauce packet floaties.
This isn’t the first time Taco Bell has extended in new directions through novel brand experiences. There’s a wedding chapel above one of its Las Vegas locations, where couples can tie the knot with unique Taco Bell-branded merchandise and a sauce packet bouquet. And in 2017, the chain set up a pop-up speakeasy in New York. Open for two nights, the lounge accepted only 500 reservation-holding guests per night.
The company plans for the hotel to be an immersive trip into its brand. Everything from guest rooms to breakfast and poolside cocktails will feature a Taco Bell twist. A gift shop will offer exclusive apparel, and guests can stop by an onsite salon for Taco Bell-inspired nail art, fades and a braid bar. The Bell will also offer menu items only available at the hotel.
“The Bell stands to be the biggest expression of the Taco Bell lifestyle to date. It will be fun, colorful, flavorful and filled with more than what our fans might expect,” says Taco Bell’s Chief Global Brand Officer Marisa Thalberg. “Also, just like some of our most sought-after food innovation, this hotel brings something entirely new for lucky fans to experience and enjoy.”
The Southern California-based brand, founded by Glen Bell in 1962, chose Palm Springs as the ideal resort destination for its hospitality venture. Reservations for the hotel will open in June.
