The Greenbrier’s new owner has paid a $7.5 million “breakup fee” to Marriott International after failing to agree on a marketing strategy for the famed White Sulphur Springs, W. Va. resort.
Owner Jim Justice says branding was a key issue. He says having Marriott sales teams and Greenbrier sales teams working on marketing would have been confusing to prospective guests.
Justice bought the White Sulphur Springs resort out of bankruptcy in May for $20.1 million. Marriott initially questioned the sale, saying it had a contract to buy the property. It later dropped opposition to the sale and explored the possibility of a marketing deal with Justice.
Marriott Executive Vice President Rich Hoffman says the company is parting on good terms with Justice.
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