National Attention To What We Call One Of The Worst Re-Branding Efforts.
BOCA RATON, FL (BocaNewsNow.com) (Copyright © 2025 MetroDesk Media, LLC) — It’s been a few years since we first mocked one of the most absurd re-branding campaigns of all time — changing the name of the storied “Boca Resort” and giving it the same name as a city, “The Boca Raton.” As we wrote:
“They took the name of the city, put “The” in front of it, and now you have the new name of the resort. Here’s the issue as we see it: it’s going to be confusing for people when you talk about “The Boca Raton Police Department” — are you talking about security at the hotel or professional law enforcement? “The Boca Raton Beach.” Are you talking about a beach in Boca, or sand and water near the hotel? How about, “The Boca Raton Trash Problem.” There isn’t a problem that we know of, but you see the hazard of naming your private resort after a municipality. Then there’s the problem of just sounding really old in a place where many people are really old. “Did you read what they wrote on The Twitter?” “Did you read what someone wrote on The Facebook?” “Did you hear Saul died of The COVID?!”
Fast forward to May of 2025. The mocking continues, but now “The Boca Raton” is host to some of the photos in “The Swimsuit Issue” of the “Sports Illustrated.” The models came to The Beach for The Photos. (Wait, let’s rebrand the hotel again to just “The.”)
Here’s The official announcement from Sports Illustrated:
>> The Boca Raton resort and club was unveiled as a featured location in the 61st edition of the Sports Illustrated Swimsuit issue, released today. Coinciding with the highly anticipated reimagination of its Beach Club, The Boca Raton’s beachside and harborside settings provided the ultimate backdrop for the magazine’s celebrated issue. This year’s talent, shot at The Boca Raton, includes Olympic medalists Jordan Chiles, Gabby Thomas, Sunisa Lee, Eileen Gu, Nelly Korda, Caroline Marks, Toni Breidinger, and Ali Truwit.
The Boca Raton was selected as a host hotel and primary shoot location, an honor befitting its reputation as one of South Florida’s most iconic resort destinations. The timing is especially meaningful as The Boca Raton debuted its all-new Beach Club hotel in January following an extensive $130 million redesign. Set along a half mile of private golden beach, Beach Club’s seamless blend of indoor and outdoor spaces create a naturally stunning location where coastal elegance can be captured in every frame. Beach Club now features 210 fully renovated guest rooms and suites, some with expansive outdoor terraces, as well as new restaurants, three private pools, and luxury cabanas.
“It was an honor to collaborate with the Sports Illustrated team who captured our property’s energy and spirit of eternal summer, permanently within its pages,” said Daniel A. Hostettler, President & CEO of The Boca Raton. “The Sports Illustrated Swimsuit issue is globally recognized as a symbol of women’s empowerment, diversity, and inner and outer beauty. It’s especially poignant to join the brand’s legacy during a milestone year as we celebrate an exciting new chapter in The Boca Raton’s evolution.” <<
