Catalina Island Company Unveils New Investments in the Island’s Exciting Future

New Corporate Identity and Offerings to Elevate Guest Experiences for
California’s Island Escape™

Island Company
, formerly known as Santa Catalina Island Resort
Services, Inc., kicks off 2017 with a refreshed name and logo,
reemerging as “California’s Island Escape™.” This new brand identity
represents an exciting, ongoing transition for the legendary island
destination as it prepares to unveil significant new experiences and
activities this spring and onward through 2020.

“It’s very important to us that Catalina retains its character and
continues to be a fun, engaging getaway,” said Randall Herrel, president
and chief executive officer of Catalina Island Company. “We want to
ensure that there are adventures and amenities for all types of
travelers, regardless of their budget, background or interests.”

As CEO of the Catalina Island Company for almost 10 years, Herrel has
overseen the company’s significant growth. In 2016, the company was
proud to see that tourism to the island has grown more than 45 percent
over the last seven years. Catalina Island Company’s investment in the
island and significant marketing initiatives has been successful for not
only the company, but for the community, the city of Avalon, and other

The Catalina Island Company’s executive management team is now
spearheading even more major developments in 2017. This spring, Two
Harbors on Catalina’s west end is undergoing a transformation with the
opening of Harbor Sands, which will feature rustic palapas and lounge
chairs for waterfront relaxation, the addition of a food and beverage
service on the new white sands, and revitalized group gathering and
meeting spaces, all while maintaining the rustic charm and rich history
of this iconic beachside village.

With the summer opening of Catalina Aerial Adventure and Descanso Drop
Tower, Catalina Island Company will expand the thrilling immersive
activities available at Descanso Canyon in Avalon, which currently
include the popular Zip Line Eco Tour, Catalina Climbing Wall and
Catalina Falconry Experience.

At nearby Descanso Beach Club, recently added Catherine’s Terrace, with
beautiful bay views, is the perfect venue for meetings, events, weddings
and more. The combination of activities and dining options, not to
mention the gorgeous secluded Pacific waterfront location, makes
Descanso Beach Club the perfect place to spend a day on the island.

Relating to the island’s history, the Catalina Island Company is
launching its first evening tour of the Casino, which will recreate the
ballroom experience from over a half century ago by offering visitors a
chance to dance across the historic hardwood, enjoy a glass of wine and
drink in the gorgeous night views of Avalon Bay.

As the new tagline states, Catalina Island is “California’s Island
Escape” from hectic, everyday life. It’s just about an hour away, but
feels like a different world. The new, simplified name, Catalina Island
Company, conveys the relaxed, approachable spirit of the island, while
the revitalized logo—a striking image of the sun over the
island—connects travelers to the destination.

Over the past 10 years, the island has undergone an incredible
transformation through the company’s ongoing multi-million dollar
investments, including the addition of Island Spa Catalina, the island’s
only experiential spa; Zip Line Eco Tour, a thrilling two-hour adventure
and TripAdvisor Certificate of Excellence recipient; Descanso Beach
Club, featuring one of Avalon’s few waterfront restaurant/bars; and
Avalon Grille, serving fresh, regional cuisine in a blended setting of
urban chic and island casual. The company also collaborates on design
and ideas with partners such as Bluewater Avalon, the Latitude 33 retail
concept, as well as specialty shops, including The Steamer Trunk and
Two’s Company, to support tourism on the island.

Honoring its tradition of creativity and innovation along with
impressive year-to-year growth, the Catalina Island Company will
continue to expand and improve the overall island experience by offering
a growing selection of activities and ever improving shopping and dining
concepts. While preserving Catalina’s rich cultural history, Catalina
Island Company will continue to create economic opportunities for our
local community.

With its diverse offerings, high-quality service and more than two dozen
guest experiences, California’s Island Escape is now poised to become
California’s “resort without walls.”

For more information visit

Keep up to date with Catalina Island Company information:
Facebook @santacatalinaisland

About Catalina Island Company

The Catalina Island Company, the premier resort operator on Catalina
Island, is located 22 miles off the coast of southern California and
offers an abundance of amenities including Descanso Beach Club and
Canyon, Island Spa Catalina, Pavilion Hotel, Avalon Grille and
state-of-the-art beachfront conference and meeting space, Catherine’s
Terrace, as well as Banning House and Harbor Reef Restaurant in Two
Harbors. The Catalina Island Company boasts more than 25 activities and
tours designed to introduce visitors to the island’s natural beauty and
rich history including the Zip Line Eco Tour, East End Adventure,
Undersea Expedition and many more. For more information, please go to


Murphy O’Brien
Elizabeth Maxim, 310-586-7131