STORE SPACES

Taco Bell getting into the hotel business — temporarily

BY Marianne Wilson

Taco Bell Corp. is giving its popular Nacho Fries some competition with a new limited time offer — but this one is in the hospitality space.

The quick-serve chain is temporarily taking over a hotel in Palm Springs, Calif., to open The Bell: A Taco Bell Hotel and Resort. The site will open on Aug. 9 for a limited time.

Taco Bell described the project as “an immersive way to celebrate the best of the brand.” Everything from guest rooms to breakfast and poolside cocktails will be infused with a Taco Bell twist, according to the company. Attractions will include a gift shop with exclusive Taco Bell-themed apparel and an on-site salon for Taco Bell-inspired nail art, fades and a braid bar. The hotel will offer menu items exclusive to the site.

Taco Bell will start accepting reservations The Bell in June. For a related video, click here.

“The Bell stands to be the biggest expression of the Taco Bell lifestyle to date,” said Taco Bell chief global brand officer Marisa Thalberg. “It will be fun, colorful, flavorful and filled with more than what our fans might expect. Also, just like some of our most sought-after food innovation, this hotel brings something entirely new for lucky fans to experience and enjoy.”

This is not the first time Taco Bell has not appealed to fans with an immersive brand experience. Other experiences include marrying customers in a Taco Bell-themed ceremony for $600 at its Las Vegas Cantina flagship. To date, Taco Bell has had over 165 wedding registrations. In 2016, the brand teamed up with Airbnb to reward four people with an overnight stay at a location in Canada.

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