In August 2004, Island Resort Collection (IRC) bought the defunct Daniel's Head Village and soon announced plans to spend $4.5 million renovating the property.[7][8] They decided to target 25- to 40-year-old tourists and locals with a fun casual resort.[8] The resulting resort, 9 Beaches, opened in April 2005.[3]
Despite an extensive advertising campaign, 9 Beaches failed to gain traction in its first year.[9] Occupancy rates ran under 50% in the business' first summer and by late summer had dipped to 30-40%.[9] In September, some staff were laid off amid other cost-cutting measures.[10] In a last-ditch effort to save the remainder of the season, rates were cut substantially.[11] The move worked and occupancy rates nearly doubled.[11] Local Bermudians using the facility generated a significant portion of the increased business.[11] Lack of air-conditioning, poor customer service, and unpleasant odors emanating from a nearby dairy farm were cited as contributing factors to the rough first year.[6][12]
The resort was closed for the winter and management worked to address problems. Laid off staff who were the "most enthusiastic for the success of the resort" were rehired and a staff training program was introduced (previously staff received no formal training).[12] Air conditioning was installed.[12] Marketing was refocused to emphasize that the resort offered an entertainment package consisting of primarily outdoor activity, not a traditional hotel environment.[12] An increased emphasis on attracting locals was also adopted.[12] As a result, business picked up significantly.[3] Revenue was up 65% in 2006 and by 2007 revenue was double 2005 levels.[2]
In 2008, 9 Beaches revamped its food and evening entertainment. Chef Joseph Dolby, who trained at a 5-star resort, was hired to create an "eclectic, ever-changing menu with internationally inspired modern cuisine."[2] Live music was added, as was an all-you-can eat buffet.[2] United States media coverage soon followed. During 2008, 9 Beaches was featured on the cover of Islands Magazine, The Boston Globe's Sunday Travel Magazine, Travel + Leisure Family and Arthur Frommer's Budget Travel Magazine. The resort was also profiled on The Today Show.[2] As a result, occupancy increased, and hotel manager Robin Gilbert declared the resort was quickly becoming Bermuda's "Cover Girl."[2] While Bermuda tourism was down overall, 9 Beaches reported record occupancy rates and revenues.[2] Guest feedback was also strong, as the resort climbed to the island's fifth most popular hotel on TripAdvisor.com.[2]
In 2009, 9 Beaches began offering "Eco-Chic Weddings."[13] These ceremonies include organic champagne, organic cake, and decorations made of local seashells.[13] Couples plant a Bermuda cedar as part of the ceremony.[13]
In May 2010, it was announced that 9 Beaches would close for major renovations.[14] The original plan was to spend $80 million redeveloping the property into a 150 unit mixed-use facility.[14] The new property would feature both traditional hotel rooms, as well as leaseback units, and would feature an upgraded restaurant and new public space.[14] The project was estimated to take 5-years to complete fully, but the resort was scheduled to reopen in 2011.[14] Plans were later revised to call for 120 one to three bedroom dwellings for "tourism or residential use" and 69 new hotel units.[15] It was revealed that the resort would move away from its eco-friendly orientation, which owner David Dodwell called a mistake.[15] Stuart Hayward, chairman of Bermuda Environment and Sustainability Taskforce, was disappointed saying "It is not encouraging that the ecotourism concept seems to have given way to a less environmentally sensitive development."[15]
Complications with the plan arose due to 9 Beaches being located on government owned property. The government's Bermuda Land Development Company was supportive during the planning phases and a 117-year lease extension, the maximum allowable under law, was signed in July.[14][16] However, IRC wanted a longer lease. A bill was introduced in the Senate to extend the maximum allowable lease period to 262 years. The bill passed on 11 December 2010.[17] A 240-year lease was drafted and passed by the House, but delayed multiple times in the Bermuda Senate.[18] It was finally passed in February 2011.[18]
With development still delayed, IRC opened the property's beaches to the public during the summer of 2011.[19] Local vendors used the opportunity to generate new business.[19] Additionally, some of 9 Beaches accommodations were rented out to ensure "people [were] always buzzing around" the resort.[19]
By 2017 the resort was home to squatters, who were evicted in January of that year after a fire.[1]
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