IN A QUEST TO ‘HELP TURN THE TIDES,’ THE TIDES BRAND PARTNERS WITH OCEANA TO PROTECT OCEANS

The Tides, a Kor Hotel Group luxury hotel brand, is excited to announce a new partnership with Oceana, the largest international organization focused solely on protecting the world’s oceans.  The newly announced partnership kicks off with an exclusive, intimate event at the flagship Tides South Beach on December 31st. Beginning January 1, 2008, special online-only Oceana room rates will be available at all Tides locations through a dedicated webpage, helpturnthetides.com; the rates will be valid for the duration of the year.

“The Tides is proud to support Oceana and their ongoing fight to protect the world’s oceans,” said Nicholas Clayton, President of Kor Hotel Group.  “The importance of these eco-systems to the well-being of our planet cannot be overstated. Whether visiting the beach or enjoying a seafood meal in our restaurants, our guests engage the oceans as a defining part of their vacation at any Tides destination. We want our guests to rest assured that we are responsible in our operations and that we are positive contributors.”

Oceana’s scientists, economists, lawyers and more than 300,000 active supporters in over 150 countries work together to achieve specific and concrete policy changes that protect essential ocean habitat such as corals; reduce the accidental killing of marine wildlife; reduce pollution; and eliminate government subsidies that promote over-fishing. In their new partnership, The Tides and Oceana will work to increase the organization’s reach and funding by enabling thousands of Tides guests annually to contribute to the organization’s mission of achieving measurable change through the execution of fact-based campaigns.

“Scientists say that our oceans could collapse by mid-century if we maintain current levels of overfishing and habitat destruction—we’re already seeing the impacts of the fishing industry on our most beloved sea creatures and particular ocean habitats that people plan their vacations around,” said Andy Sharpless, CEO of Oceana. “Companies like Kor Hotel Group and its Tides brand that depend on the appeal of the oceans for their business can make a real difference by getting involved and activating their customers. We are grateful for this partnership and are looking forward to protecting more ocean habitats as a result.”

As a celebratory gesture, The Tides will host an exclusive New Year’s Eve Dinner and Cocktail event at The Tides’ recently unveiled flagship property in South Beach, Florida.  The five-course dinner will include sustainable seafood selections such as Alaskan sablefish and Maine lobster, and Chef Pietro Rota of The Tides South Beach’s highly acclaimed La Marea restaurant will welcome special guests, high-profile activists and Oceana donors to enjoy an unforgettable evening honoring the organization’s work and the new partnership with The Tides.

The Tides Contributes in 2008
Beginning January 1, 2008, guests can learn more about Oceana and The Tides and get involved by booking a special ‘Oceana’ room rate on helpturnthetides.com, a webpage dedicated to this partnership. A portion of all room rates booked via this special website will be donated to Oceana to help fund ongoing efforts.  (Rates based on availability, online only).

Endless Possibilities
2008 promises to be a successful and exciting first year for The Tides and Oceana. In the coming months, each Tides location will work with Oceana to identify creative approaches to increasing ocean awareness of and support for the organization. At The Tides Zihuatanejo, for example, sea turtles will benefit by the increased focus and support Oceana will bring to that property’s already acclaimed nesting program.

In addition, every Tides culinary team is already finding alternative approaches to traditional seafood offerings, incorporating sustainable choices without sacrificing quality or taste.

Plans for 2008 also include a June promotion in celebration of World Ocean Day (June 8, 2008). For the entire month, The Tides plans to offer packages and exclusive events at every location, allowing guests to make additional contributions to the cause.

For more information about the partnership between The Tides and Oceana, please access helpturnthetides.com or contact Daniel Guerrero at Kor Hotel Group or Juliana Stein at Oceana at the contact information above. Media inquiries can be directed to Hawkins International at the contact information above.

About The Tides
All Tides hotels and resorts are set in coastal locations and provide a chic-by-the-shore setting, inviting guests to unwind. The Tides offers a backdrop for encounters that inspire reconnection through cultural experiences delivered with style and spirit. Kor Hotel Group reserves The Tides identity for select projects of only the highest service and design standards.  The Tides collection includes The Tides South Beach in Florida, The Tides Riviera Maya on Mexico’s Yucatán Peninsula and The Tides Zihuatanejo on Mexico’s Pacific Coast. Forthcoming developments include The Tides Playa del Carmen on the Riviera Maya and The Tides Anguilla in the British West Indies. Please visit thetidesresorts.com for all related information.

About Oceana
Oceana campaigns to protect and restore the world’s oceans. Our teams of marine scientists, economists, lawyers and advocates win specific and concrete policy changes to reduce pollution and to prevent the irreversible collapse of fish populations, marine mammals and other sea life. Global in scope and dedicated to conservation, Oceana has campaigners based in North America (Washington, DC; New York; Juneau, AK; Los Angeles and Monterey, CA; and Portland, OR), Europe (Madrid, Spain; Brussels, Belgium) and South America (Santiago, Chile).  More than 300,000 members and e-activists in over 150 countries have already joined Oceana. For more information, please visit oceana.org.