Peter Serena Named General Manager of Vero Beach Hotel & Club

VERO BEACH, FL – Hospitality industry veteran, Peter Serena, has been named the General Manager of the Vero Beach Hotel & Club, announced George Heaton, president of Heaton Companies, the property’s developer.

Serena enjoys more than 30 years experience working in some of the country’s finest hotels, golf resorts, and spas as well as private golf and tennis clubs.

As General Manager, Serena will be responsible for managing the day to day operations of the Vero Beach Hotel & Club as well as hiring, planning critical paths for each division and establishing standards and systems for what is anticipated to be the market leader for quality and luxury in Vero Beach.

Located on prime oceanfront property on Vero Beach’s famed Ocean Drive, the Vero Beach Hotel & Club is a new four-story all suites hotel featuring 83 one-, two- and three-bedroom, fully furnished designer suites with exquisitely detailed West Indies-style design and décor. Guestrooms evoke an understated elegance with dark mahogany woods, Jerusalem stone flooring, granite countertops, plasma and flat screen televisions, sumptuous bedding and linens and spacious balconies and terraces overlooking the spectacular Atlantic Ocean and unspoiled beaches of the Treasure Coast.

“We are thrilled to have Peter on our team. He is a well-respected hotel professional with a proven track record. His excellent leadership and team buildings skills as well as his vast experience working at some of the finest hotels in the country make him the perfect professional to establish and maintain the high levels of quality and service that will be hallmarks of the Vero Beach Hotel & Club,” says Heaton.

Serena’s prior experience includes working as a General Manager for a number of the country’s leading hotels including the Starwood Hotels & Resorts Wigwam Resort and Golf Club in Arizona, the Adams Mark Hotel in Oklahoma and the Ihilani Resort and Spa in Hawaii, where he worked as the Assistant General Manager. Serena also worked as the Hotel Manager for the Starwood Hotels & Resorts St. Regis in Aspen and the Director of Food and Beverage for the Scottsdale Princess Resort. Prior to that, he worked at the Hyatt Hotels Corporation for 12 years in various senior management positions.

Serena received his B.S. in Hotel Restaurant and Travel Administration from the University of Massachusetts and is a graduate of the Center for Creative Leadership Development Program.

“I am delighted to be a part of what is destined to become a landmark hotel serving new and repeat visitors to Vero Beach for generations to come. Guest satisfaction and quality assurance will be paramount to me as will building a culture of intuitive service. I welcome the challenge and the opportunity.”

The Vero Beach Hotel & Club is a member of the prestigious Preferred Hotel Group, a global brand uniting more than 300 of the worlds finest and most distinctive independently owned luxury hotels and resorts. The Vero Beach Hotel & Club is opening in two phases. Phase One, scheduled for February, includes 50 one-and two- bedroom suites, a pool bar & grill, heated oceanfront pool and aquaspa, poolside cabanas, fitness center, full concierge services, 24-hour valet parking, room service, laundry service and business center services. The second phase, slated for completion in June 2007, will include 33 two- and three-bedroom suites and a signature contemporary restaurant, Indigo Room. Meeting and function facilities will also be available in Phase Two, including an executive boardroom hosting meetings for up to 12 people as well as additional venue offering 1,000 square feet of space that can accommodate up to 100 people. A luxurious 5,000-square-foot spa and salon is scheduled for completion in the fall of 2008.

Special introductory rates will be offered from the hotel’s opening through April 30th ranging from $279.00 to $729.00. Rates are subject to availability and are subject to change. Some guest amenities will be limited until completion of Phase Two. Fore more information please call 772.231.5666 or visit

Condominium hotel suites are available for purchase through the Heaton Companies. Prices start at $795,000. For more information please call 561.833.5500 or visit

Vero Beach Hotel & club is owned and developed by Heaton Companies and managed by Coral Hospitality. Based in Naples, Florida, Coral Hospitality is a full service management company with a diverse portfolio of resorts, hotels, condominiums, private golf clubs, marinas, spas and community associations. Currently managing 35 properties throughout the Southeastern United States and the Caribbean, Coral operates each with a core belief in providing thoughtful service in unique surroundings. For more information, please contact Kerry Mitruska at 239.449.1800 or visit

Media Contact:
Sissy De Maria
Cindi Perantoni
Kreps/De Maria


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