Orange County’s hospitality sector is poised for significant changes with the announcement of a new luxury hotel development in Anaheim and a major corporate buyout planned by a local hotel brand. These developments underscore ongoing investment and expansion within the region's tourism and business landscape.
OCVibe, the 100-acre mixed-use development backed by Henry and Susan Samueli, recently unveiled plans for SENA, a Marriott Autograph Collection hotel. This property is slated to be the first of two hotels planned for the Anaheim project. Located on the south side of the development, near the Honda Center at the corner of Katella Avenue and River Road, the hotel is expected to be completed in 2028 and open to guests in 2029.
SENA will feature more than 300 rooms. Denver-based Sage Hospitality Group is set to operate the hotel, with WATG designing its exterior, which will include a reflective facade and a terraced podium. Rockwell Group will manage the interior design, planning for a circular bar near the entrance and a lobby crafted to offer a changing atmosphere throughout the day. A signature restaurant from chef José Andrés, known for concepts such as the Michelin-starred é, is also planned for the hotel.
Dan Young, Executive Director of Development, described SENA as "both a destination in its own right and a front door to everything OCVibe is becoming." This new hotel is expected to become Anaheim's inaugural Marriott Autograph Collection property, joining two other such hotels in Orange County: Lido House in Newport Beach and the Inn at the Mission San Juan Capistrano. OCVibe’s broader plans include a pedestrian bridge over Katella Avenue, intended to enhance pedestrian flow between the Anaheim Regional Transportation Intermodal Center (ARTIC) and the Honda Center.
Separately, Soul Community Planet (SCP) is pursuing a $75 million buyout of an institutional venture partner. This strategic move aims to transform the "holistic hospitality" brand, founded by Ken and Pam Cruse in 2018, into a hotel owner and operator. SCP has launched a crowdfunding offering to raise up to $2 million through the sale of Class B common stock, according to regulatory filings. This crowdfunding effort is intended to precede a larger securities offering or private placement to finance the proposed acquisition of its institutional partner’s interests in SCP and its affiliated businesses.
Should the transaction be completed, SCP would gain ownership of five existing hotels and SCP Hospitality Manager LLC, centralizing hotel ownership, brand licensing, and management under one corporate structure. Currently, SCP generates revenue primarily by licensing its brand to nine hotels owned by affiliated entities, operating under collections such as SCP WildFree, SCP Hotels, and By SCP. An additional SCP-branded hotel in Costa Rica operates under a separate licensing arrangement.
Chief Executive Ken Cruse noted that the company has spent seven years refining its brand, stating that modern travelers "will go out of their way and pay more" for their offerings. He invited various types of investors, from hotel guests to family offices, to participate in the company's growth.
SCP also highlights its Every Stay Does Good sustainability program, which supports regenerative environmental initiatives. The company reported achieving net carbon-negative status in 2025, stating it offset eight pounds more carbon than it generated per guest stay and planted over 330,000 trees in deforested areas.
The company's five-year expansion strategy involves deploying approximately $300 million in equity, supplemented by debt financing, to grow its hotel portfolio. SCP aims to operate 25 to 30 hotels with more than 1,500 rooms by 2029, with plans to expand to the East Coast and launch a broader franchise program. Longer-term aspirations include further expansion in Costa Rica and potential residential development in that region. SCP said it has previously raised $60 million from institutional investors.
