BRAND PERSONA, STORY & GUEST JOURNEY
A T
S A R I N A
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BY PRIME MARKETING
M I C H E S
Take the day.
MICHES
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EL SEIBO
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DOMINICAN REPUBLIC
WHAT THIS DOCUMENT HOLDS
Eight parts, in the order the day is built.
The inheritance this house rests on — what the First People did on the sea, on the land, in the house and between people, and what that became. Then the architecture that fixes it, the mark, the day, the stay, the direction it gives its designers, and the words it uses.
The guest, the market and the open items sit at the back.
JW MAR RIOT T AT SAR IN A M I CH ES
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FRONT
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CONTENTS
Eight parts, one instruction 01
The Inheritance
02
The First People, and what their method became
03
The Mark
Promise, positioning, and the house's place
04
The House of Stillness
05
The Guest Journey
06
The Resort in Use Rooms, table, hands, the handoff
Design Direction
08
Light, material, building
JW MAR RIOT T AT SAR IN A M I CH ES
The Day Five hours, and the year beneath them
Ten moments, in order
07
The Architecture
The Words Manifesto and lexicon
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FRONT
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THE SHORT VERSION
This house keeps the day. A coast that was read before it was looked at, and a province that still farms, bakes and sails the way it was taught. The JW Marriott at Sarina Miches takes that inheritance and organises it into one thing: a day on this coast, made well, and repeated for as long as you stay.
First light to after dark, and nothing in it you had to arrange.
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FRONT
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THE THROUGH-LINE
One story, seven beats, four threads 1
2
3
4
5
6
7
The First People
The province today
The land behind
Sarina
This house
The day
The return
They read this coast: the sea, the land, the house, the stranger.
The same farms, bakers, boats and hands, still working.
Hills, river and mangrove, greener than any corridor near it.
One destination, one soul, many voices.
The main house: shade, water, the table, the people you came with.
First light to after dark, kept rather than scheduled.
You leave with a practice, not a souvenir.
Woven through every part:
JW MAR RIOT T AT SAR IN A M I CH ES
ON THE SEA
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FRONT
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ON THE LAND
IN THE HOUSE
B E T WE E N P E O P L E
PART ONE
The Inheritance What the First People did on the sea, on the land, in the house and between people — and what it became.
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WHAT THEY DID HERE
The First People The Taíno reached this island by open water and stayed a thousand years. What they built here was not monumental. It was a method, and the method is the part that outlasted them.
ON THE SEA
ON THE LAND
IN THE HOUSE
BETWEEN PEOPLE
They read the water
They planted together
One roof, open air
A name for a name
They crossed open ocean in canoes cut from a single trunk, reading current, cloud and the sound of surf on a reef they could not yet see. They named the storm huracán by the noise of it coming.
Behind the shore they worked the conuco: yuca, batata, maíz and ají in raised mounds, feeding the island for centuries without exhausting its soil. They grew tobacco and baked casabe on a clay burén.
They slept in hamacas and gave the word to the world. They roofed with guano palm and gathered in the caney, the long house where a stranger was received.
A stranger became kin through guatiao: two people exchanged names, and each carried the other's afterward. Hospitality as an exchange of identity, not a transaction.
Most of what they built is gone. The method is not. JW MAR RIOT T AT SAR IN A M I CH ES
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THE FOUR PILLARS
Four threads, still alive here The house takes its four pillars from the four things the First People did on this coast. Each is named in the words a guest already has, and each answers one of JW Marriott's own brand pillars and principles of design.
PILLAR
WHAT IT ME ANS
JW BRAND PILLAR
JW DESIGN PRINCIPLE
The Sea Sets the Pace
On the sea — read by sound, not by light
Be Mindful and Present
Tranquil Environs
Nothing Travels Far
On the land — nothing grown alone
Nourish the Soul
Elements of Nature
One Roof, Many Rooms
In the house — open to the stranger
Be Mindful and Present
Architectural Awe
Known by Name
Between people — a name for a name
Come Together
Warm Touches
The inheritance is credited and never performed. No costume, no ceremony, no borrowed iconography. JW MAR RIOT T AT SAR IN A M I CH ES
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PILLAR ONE
The Sea Sets the Pace The boats of Miches still leave at first light and come home by what the water allows, so the kitchen opens to the boats and not to a service clock. Whale days are announced the morning they happen. In nesting season the beach goes dark and the evening moves inland, for the turtles rather than for the mood. Water is this property's sound. Nothing is played over it on any terrace facing the sea.
ON THE SEA
Whale days in winter. Hatchlings in summer. Nobody schedules either. JW MAR RIOT T AT SAR IN A M I CH ES
The coast keeps its own time. The house keeps time with it.
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PILLAR TWO
Nothing Travels Far The JW Garden is a working plot on the growing system this
CASABE
THE GARDEN
province has used for a thousand years: mixed, mounded,
The region's bakers
The JW Garden
Baked on the same clay surface it has always been baked on, at volume committed in advance.
Herbs, fruit and vegetables at the centre of the resort, not behind it. Guests walk in.
FISH
FRUIT
The boats of Miches
Named provincial farms
Credited to the crew that landed it, on the board, that morning.
Mango, coconut, citrus and cane, bought by the season from growers named on the menu.
replanted after the rains. It feeds the Market, the Food Hall and the Culinary School, and what it cannot grow comes from named farms inside the province.
Everything on the table has an address within an hour of here.
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PILLAR THREE
One Roof, Many Rooms The caney received the stranger under one roof, open to the air. This house keeps that shape at a larger scale: one shaded volume you pass through rather than check into, built so a family of nine, a wedding party and one person who wants to be left alone all fit beneath it without being sorted into products.
SHADE FIRST
OPEN SIDED
Built cool
No front door
Deep eaves, hand-worked louvres, cross-ventilation and canopy planting do the first half of the cooling. Air conditioning is asked second.
The arrival volume is open on all sides. You are met in shade, by name, and the rest is handled out of sight.
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SOMEWHERE TO LIE DOWN
ONE ROOF
Every terrace
Everyone under it
A shaded daybed on every terrace, at a fixed height, as ordinary as a chair.
Children are addressed first at arrival. Nothing in the public rooms is zoned by age or by rate.
PILLAR FOUR
Known by Name A stranger became kin by exchanging names. No ceremony survives and this house will not invent one. What it keeps is the idea underneath: welcome as an exchange rather than a transaction. Guests are greeted by the name they gave. The people who grow,
Two names Every host says two: the guest's, and the maker's.
bake, sail and build are named back, on the menu, the market shelf,
The second cup
the garden gate and the treatment card. Ordinary courtesy, performed
Poured before it is wanted, and without comment.
at the scale of a full house, which is the harder version.
Hospitality as an exchange of identity, at the scale of a full house.
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Read first Read the guest before the menu. Answer what is asked.
What they did here is still being done. The conuco is still worked in this province. Casabe is still baked on the same clay, every day, for the same reason. The boats still go out at first light. This house is built on that method, not on its imagery.
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PART TWO
The Architecture One instruction, a promise, and the six words that decide a choice.
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THE BRAND
Take the day. Brand promise. You will be given one day on this coast, made well, and the means to spend it however you are. The shade, the table, the water and the people you came with are handled so completely that by the third morning you stop asking what time things are.
JW's promise is The Whole You. On this coast, the whole you needs a day with nothing taken out of it.
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POSITIONING
PERSONALITY
For travellers who want to be restored
Sarina Miches is the main house of the
The one who keeps the big house, and knows your name before you arrive.
wellbeing, the table and the people you
Generous without display. Competent without visible effort.
without being managed, JW Marriott at destination: the place on this coast where came with are held in one unhurried day, under shade, in sight of the water.
Every property on this coast sells the view. This house sells the day the land behind it makes possible.
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Moves the table into the shade rather than issuing instructions. Comfortable with children, with a wedding party, and with someone who wants four days of silence. It is the biggest house on this site and never behaves like it. Unhurried in a full room, which is the hardest thing on this page and the whole point of the brand.
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THE DESTINATION
The main house among houses Sarina Miches is one destination with several houses standing on it — this one, an Autograph Collection house, branded residences, a convention centre and smaller boutique houses, along 700 metres of continuous beachfront. This is the largest of them, and the size is an obligation rather than a privilege.
VOLUME
RITUAL
STA ND AR D
GRACE
It holds the weight
It keeps the rituals
It carries the law
It hands on well
The conventions, the weddings and the groups of three hundred land here, so that the smaller houses are free to stay small.
The Sarina Hour, the Long Breakfast and the House of Stillness belong to the destination. This house holds all three at full scale, every day.
The dark shore, the amber glass and the sound rules bind every elevation on the site. This house is where the standard is set and seen.
When a guest wants something this house is not, it is offered once, arranged quietly, and never chased.
The big house's job is to make the small ones possible. JW MAR RIOT T AT SAR IN A M I CH ES
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BRA ND AT T RIB UTE S
Six words that decide a choice Gracious
Present
Nourishing
Hospitality that arrives before the ask.
Attends to one person in a full room.
Feeds the body and the day.
Never: formal
Never: rehearsed
Never: prescriptive
Spacious
Daylit
Together
Room to breathe, indoors and out.
Shade, not glare. Light handled like water.
Makes gathering easy for anyone.
Never: grand
Never: bright
Never: programmed
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INSIDE THE JW BRAND
The Whole You, read on this coast JW's framework is not adapted here. It is answered: three brand pillars, four principles of design, and a target guest who measures a stay by how they leave rather than by what they were given.
JW PILLAR
JW PILLAR
JW PILLAR
Be Mindful and Present
Nourish the Soul
Come Together
The sea sets the pace and the house keeps time with it. Shade, water and silence are programmed before activity is.
The garden, the market and the Culinary School. Nothing on the table travels farther than it has to.
One roof, many rooms. The long table, the family table, the lawn, the ballroom, and everyone named.
THE FOUR PRINCIPLES OF DESIGN
HOW THIS HOUSE ANSWERS THEM
Architectural Awe
One shaded volume, open on all sides, the sea withheld until the threshold.
Elements of Nature
A working farm plot at the centre of the resort; river, mangrove and hill planting.
Tranquil Environs
Shade by day, amber by night, dark toward the water, water as the only soundtrack.
Warm Touches
Hand-worked louvres, woven cane, lime plaster, clay and linen, at human scale.
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INSIDE THE SARINA BRAND
Where Sarina's five rituals are housed Sarina is the soul of the destination. This is the house large enough to hold all five of its rituals in full, every day, at scale. SARINA RITUAL
EXPRESSION IN THIS HOUSE
The Sarina Hour
The main stage, and the one moment the whole destination does the same thing at once. Every terrace slows together, and the house is built so the ritual is visible from anywhere in it.
The Long Breakfast
In the JW Garden and the Food Hall. No turnover, no seating pressure, a table you are invited to keep for as long as the morning lasts.
House of Stillness
The Mindfulness House, sited inland in the trees and reached on foot. The destination's wellbeing home, and this property's mark.
Marked by Miches
The JW Market and the Culinary School. Named makers, provincial goods, and things you can only take home from this shore.
Sarina Gatherings JW MAR RIOT T AT SAR IN A M I CH ES
Event lawn, pavilion and ballroom. The convention, wedding and incentive business of the whole destination lives here. ·
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PART TH R E E
The Mark A hard brand's lockup arrives finished. Its distinction has to be built instead.
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WHAT A HARD BRAND BUILDS INSTEAD
Our mark is a building. The JW Marriott lockup arrives finished. It is carried exactly as Marriott specifies it, and nothing is added to it. So every ounce of this property's distinction has to live somewhere else — in the architecture, the programming and the shape of the day. The mark of this house is the building only this house could have: the House of Stillness.
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THE MARK · IN THE HOUSE
The House of Stillness
Sited inland, in the trees, deliberately out of sight of the shore and reached on foot through planting. The walk is the beginning of the treatment. A main house of warm, low rooms; pavilions in the garden for breath, movement and sound; and outdoor spaces with water at ground level. The treatments are built from the JW Garden and the sea — herbs cut that morning, salt, clay, coconut, aloe — and the
01
02
Intentional Arrival
The Main House
Lush walk from the main resort, secluded entry, a sense of leaving without going far.
Welcome ritual, changing rooms, a garden tea counter. Indoor and outdoor lounging.
03
04
The Pavilions
Outdoor Spaces
Breath, movement, sound, aromatherapy from the garden's own botanicals.
Water at ground level, heat and cold gardens, small pools that hold the sky.
JW MAR RIOT T AT SAR IN A M I CH ES
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PA RT T HR EE
only sound inside is water.
You are not given a programme. You are given a day and the means to spend it.
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THREE HOURS THE HOUSE KEEPS FOR ITSELF
One building, three hours BEFORE LIGHT
M I D D AY
DUSK
First Water
The Long Shade
The Sarina Hour
On the sea
In the house
Between people
The pool and the shore path open before the kitchen does. Cold water, a warm infusion from the garden, no booking and no charge. The dawn host pours for whoever has woken.
The hottest three hours are given over to doing very little, well. Treatments run long, the pavilions are open, and the terraces are arranged for sleeping.
The whole house slows together. Service pauses, the pours change, the light drops to amber, and every terrace has a horizon to watch it from.
Three hours the house protects, every day, in the open.
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PART FOUR
The Day Five hours the house keeps, and the four seasons running underneath them.
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CHOOSE YOUR HOUR, NOT YOUR ITINERARY
The house changes five times a day, because the light does 05:30 – 08:00
08:00 – 11:30
11:30 – 16:30
16:30 – 19:00
19:00 – L ATE
First Light
The Long Morning
The Shaded Hours
The Sarina Hour
After Dark
On the sea
On the land
In the house
Between people
On the sea
Boats out. The shore path, the chill pool and one pot from the garden. No programme, no booking.
Breakfast in the garden for as long as you want it. One class most mornings, taught by the people who do it for a living.
Depth of shade, depth of water. The House of Stillness runs long. Family spaces run loud, and far enough away.
The house slows in unison. Every terrace has a horizon and somewhere to put a glass down.
The beach goes dark and the evening moves inland: the Food Hall, the lawn, the long table, the lit garden.
Nothing in the day is compulsory, and nothing in it has to be arranged.
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THE YEAR UNDERNEATH
Four seasons, because the coast has four SEASON
WHAT THE COAST IS DO ING
WHAT THIS HOUSE DOES
La Hoja
Jan – Mar
Humpbacks in the bay; tobacco curing in the Cibao; the conuco at full growth.
Whale mornings on the boats; the long breakfast at its fullest.
La Cosecha
Apr – Jun
Main cacao harvest; mango season; leatherbacks begin nesting.
The Culinary School runs daily; mango through the whole market.
La Arena
Jul – Sep
Hatchlings reach the water; the calm fishing months; the conuco replanted.
La Casa
The beach goes dark early; dinner moves inland; family season at full volume.
Oct – Dec
Second, smaller cacao harvest; quiet water.
Gatherings, weddings and long treatments. The house is at its most private.
The calendar is the coast's. The house reads it as today's weather, not as a programme. JW MAR RIOT T AT SAR IN A M I CH ES
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PART FIVE
The Guest Journey You arrive expecting a resort. You leave with a way of spending a day.
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THE GUEST JOURNEY · 01–03
Arriving 01
02
K N OWN BY N A M E
ON THE LAND
03
IN THE HOUSE
Before you arrive
The road in
The welcome
The pre-arrival note asks one question, and it is not logistical: how do you want to feel when you leave? The answer routes the table, the pace and the wellbeing days.
The last miles pass farms, river and mangrove. Arrival is under canopy and through planting, with the sound of water before the sight of it. The sea is withheld until the threshold.
No desk facing the door. You are met in shade, by name, and handed something cold from the garden while the rest is handled out of sight. Children are addressed first.
Owner Reservations Build Intention captured at booking, visible to every department
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Owner Driver-host Build Transformative arrival; sea revealed only inside the house
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Owner Arrival host Build Concealed registration; pouring station; family-height welcome
THE GUEST JOURNEY · 04–06
Settling in 04
05
IN THE HOUSE
BETWEEN PEOPLE
06
ON THE SEA
The room
The first evening
First light
Bed to the water. A terrace with a shaded daybed and an outdoor shower. Louvres worked by hand, so the room cools itself before the air conditioning is asked to.
The Sarina Hour on the terrace: service pauses, the pours change, the light drops. It is happening everywhere on the site at once, which you notice without being told. Dinner afterwards at whichever table suits you.
The shore path and the chill pool open before the kitchen. One pot poured for whoever has woken. By the third morning most guests are up for it without an alarm.
Owner Housekeeping Build Hand-operated shade; no seaward glare; daybed at a fixed height
Owner The whole destination Build A horizon sightline from every public terrace
Owner Dawn host Build A terrace pour that works in amber alone
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T H E G U E ST J O U R N E Y · 0 7– 0 8
Taking part 07
08
ON THE LAND
IN THE HOUSE
The long morning
The middle of the day
Breakfast in the garden for as long as you want it, then one thing if you want one: casabe with the region's bakers, a morning in the garden with the keeper, or a morning with a boat crew. Booked by conversation, never from a menu of activities.
Shade, water, and nothing required. The House of Stillness is chosen rather than prescribed: a long treatment, a breath session in the pavilions, or the chill pool and a book. Family spaces run at full volume, far enough away to be heard by nobody else.
Owner Garden and culinary team Build JW Garden adjacent to Market and Food Hall; a teaching counter
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Owner Well-being lead Build Mindfulness House with its own arrival; family zones sited downwind and inland
THE GUEST JOURNEY · 09–10
Leaving, and returning 09
10
BETWEEN PEOPLE
ON THE LAND
The night the house eats together
Departure and return
One evening a week the long table goes out on the lawn and the makers come with it: the garden keeper, a baker, a boat crew. Anyone staying can sit. Nothing is performed — the food is what came in that day, and the conversation is the programme.
You leave with something the province made and something you learned to do: a way of cooking, a way of breathing, a way of taking the morning. The house keeps no record of you. It sends you home with a practice instead.
Owner F&B and the garden team Build A table for forty on the lawn; power and light run inland
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Owner Departure host Build Market packing at departure; the arrival intention written back to the guest
WHY THE THIRD MORNING
On the third morning you stop asking what time things are. That is the measure. Not what you did, but how little you had to decide.
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PART S IX
The Resort in Use The four pillars at work in every space, the pours, the hands, and the handoff across the site.
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[__ ] KEYS
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[ __ ] RESTAURANTS
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THE MARKET
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THE HOUSE OF STILLNESS
The resort at a glance IN THE HOUSE
ON THE LAND
IN THE HOUSE
BETWEEN PEOPLE
The rooms
The table
The House of Stillness
The gatherings
Beds to the water. Handworked seaward louvres, a terrace daybed, an outdoor shower. One reading light, one terrace light, nothing overhead.
The JW Market, the Food Hall and the garden. Casabe from the region's bakers at every service, fish credited to the boat, fruit named by farm.
Inland, in the trees, reached on foot. Long treatments, breath pavilions, water at ground level, and the garden's own botanicals.
Lawn, pavilion and ballroom. Weddings, conventions and incentive groups, lifted by the same light every other guest gets.
Counts to be confirmed with the development team before this leaves the building.
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JW ' S I CON I C S PACE S , R E A D ON T H IS COA ST
Twelve spaces, one instruction The Approach
The Lobby
Mindfulness House
Farms, then river, then canopy. Water heard before the sea is seen.
One open volume. The Welcome, the library, the lounge, the bar.
The House of Stillness. Inland, on foot, its own arrival.
Well-being Spaces
Family by JW
Pools
Spa, express pods, chill pool, gym. Natural light, no screens facing water.
Club, greenhouse cafe, teens' room. Loud, and sited where loud is fine.
Chill pool for swimming, family pool inland, quiet water seaward.
The Beach
Signature F&B
Mindful Transitions
Dark at night in season. Shade, daybeds, and the boats at first light.
Market, Food Hall, Garden, Culinary School, one specialty room.
Shaded walks, serene pockets, a bench with a horizon every hundred metres.
Guest Rooms & Suites
Griffin Club
Meetings & Events
Seaward, louvred, one amber light. Lofts and family suites.
For owners and long stays. Quiet breakfast, quiet hour, quiet room.
Lawn, pavilion, ballroom. Daylight and a wall that opens.
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ON THE LAND · T HE TABLE
Six rooms, one supply chain A L L D AY
EVENING
MORNING
The JW Market
The Food Hall
The JW Garden
Cafe, counter and marketplace. Provincial goods, handmade products, things you can take home from this shore and nowhere else.
Charcoal grill, open counters, varied seating, cooks you can watch. Built for a family of nine and a table for two at once.
A working plot on the conuco system. Farm to table in a hundred metres, and the reason the menu changes.
D A I LY
DINNER
ANY TIME
The Culinary School
The specialty room
Family dining
Casabe, the garden and fish, taught by the people who do it for a living. Hands on, no history lesson.
One chef-driven room, seasonal and small. Booked, not walked into.
Communal tables, picnics, pop-up service on the lawn and the sand, and food that arrives before the children lose interest.
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ON THE LAND · THE POURS
Five pours, in the order the day takes them The list is fixed; only the garden and the season change what goes in it. Everything is served in glass and ice, and two of the five are poured for children as readily as for adults.
BEFORE LIGHT
THE LONG MORNING
THE SHADED HOURS
AT S I X
AFTER DARK
First Water
The Garden
The Shade
The Sarina Hour
The Long Table
Coconut water, lime, a little sea salt. Poured from one jug on the shore path. No booking, no charge.
Whatever the garden cut that morning, pressed with cane and citrus. It is different most days, and that is the point.
Tamarind, lime and soda over a long ice. Built for the heat, and poured for the whole table.
Rum, cane, bitter orange, a long ice. Served on every terrace at the same moment.
For six to twelve: rum, the market's fruit, cane, soda. Set down in the middle and left there.
Nothing on this list needs explaining at the table. That is the test it had to pass. JW MAR RIOT T AT SAR IN A M I CH ES
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BETWEEN PEOPLE · THE HANDS
Every hand is named Six crafts keep this house running, and all six are credited to the guest in the words a guest already has — on the menu, the shelf, the gate and the card.
The garden keeper
The casabe bakers
The boat crews
Runs the JW Garden and sets what the kitchen can promise.
The women who bake the region's bread, at volume committed in advance.
The fishermen of Miches. Hosts on the water, not transport.
Named on: menu, garden gate
Named on: menu, bread card
Named on: menu, by boat name
The provincial farms
The nesting patrol
The house teams
Mango, coconut, citrus and cane, bought by the season.
Local beach watch, paid year-round, not seasonally.
Recruited from this province first, trained on the four pillars before the menu.
Named on: menu, market shelf
Named on: turndown card
Named on: the badge, by first name
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BETWEEN PEOPLE · HOW IT IS TAUGHT
Taught hand to hand, like everything else here 01
02
03
Read first, act second
Two names, always
Notice, don't announce
Read the guest before the menu. Answer what is asked, and nothing beyond it.
Say the guest's name, and the name of whoever made the thing you are putting down.
The second cup is poured before it is wanted, and never mentioned once it is.
Training. Before a new host learns the menu, they learn the four pillars the way the province learned them: one morning on a boat, one day in the garden, one dawn at the pot, one night with the beach watch — and one walk across the site at dusk, so they learn the handoff before they learn the list. JW's service standards sit on top of that, not instead of it.
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BETWEEN PEOPLE · ACROSS THE SITE
The handoff is the part nobody should notice A guest who books here has the run of the destination. Moving across it is the easiest thing to get wrong and the hardest thing to notice when it is right. Six rules, none of them ever said aloud to a guest.
The name travels
Offered once
The walk is lit for the walk
A guest known here is known anywhere on the site. The intention they gave at booking goes with them, and nobody asks for it twice.
A host mentions the rest of the destination once, at the moment it is useful, and never again. Nothing here is sold to the same guest twice.
Amber, ankle height, continuous. A guest crossing after dark never meets a dark gap or a bright one.
The evening is not contested
The same welcome back
One folio
When a guest eats elsewhere on the site, the table here is released without comment. It is not held, and it is not chased.
No “how was it?”. The second cup is poured as usual and the day picks up where it left off.
The seam between houses is an operating problem, not the guest’s. They never carry it.
Done properly, a guest never learns where one house ends. JW MAR RIOT T AT SAR IN A M I CH ES
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PART S EVEN
Design Direction One question for every decision: does it give the day back to the guest?
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ON THE SEA · THE LIGHT LAW
Shade is the luxury The nesting sand runs the length of this shore, and so does the obligation. The law below is a destination standard, binding on every elevation that faces the water. By day it is expressed as shade; after dusk, as amber.
Shade
Colour
Height
Designed before cooling. Deep eaves, louvres, canopy planting and cross-ventilation carry the first half.
Amber seaward, always. No white light toward the water at any hour, at any property.
No fixture visible above eye level from the beach. No uplit palms, no pool light.
Glass
Gardens
Back of house
Seaward glass switches amber after dusk by house rule, not by guest choice.
The light the house does carry lives inland: paths, the market, the lawn.
No spill to seaward elevations. Service routes lit inland only.
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IN THE HOUSE · MATERIALS
Pale, woven, watered Every material is one that is touched, used or worked — never applied as a look. The palette is cool because the architecture's job is shade, and shade reads cool.
Coral stone
Lime plaster
Floors, thresholds, the arrival volume. Cut, not polished.
Hand-floated walls, white-washed. Never sprayed, never sealed flat.
Woven cane
Teak, unfinished
Screens, ceilings, louvres and shade. The house's single repeated motif.
Decks, daybeds, the long tables. Allowed to silver.
Water
Canopy planting
At ground level wherever it can be. Heard before the sea is seen.
Palm, sea grape and almond. Half the cooling, and all of the shade.
Linen Every soft surface. Washed, not pressed.
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A R R I V A L , R O O M S , F A M I LY, S O U N D
What each space requires Arrival
Rooms
No lit signage. Ankle-height amber wayfinding. No desk facing the door. A pouring station, and the sea withheld until the threshold.
Beds to the water. Hand-operated louvre, amber-switching glass, outdoor shower, daybed at a fixed height. No overhead light, no screen facing the bed.
Family
Sound
Sited inland and downwind, generous and loud, with its own water
Water seaward, garden and kitchen inland. Nothing recorded plays
and its own food, so that no other guest has to be protected from it.
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anywhere. Every space signed off by ear before eye.
COLOUR & TYPOGRAPHY
Water, stone and shade A light field drawn from what the architecture actually does: hold water, cut stone and make shade. The connection to Sarina is carried by typography and pattern rather than by colour, so the palette can belong wholly to this house.
Honda
Dusk
Bruma
Agua
Palma
Piedra
Sal
Tinta
#22394A
#33546A
#9EC0CE
#3F7173
#6E8A6B
#E8E6E0
#F9F9F6
#1C2A32
TYPOGRAPHY
STATUS · INDICATIVE
A high-contrast serif for headlines, an italic serif for the lines the house speaks, and the JW sans for everything else. The stack is taken from Marriott's JW identity standards and from Sarina, and it is the one visual thread the destination shares throughout.
These hex values are a working set. They must still be reconciled against Sarina's nine-colour palette and against Marriott's JW identity standards before any production artwork is commissioned.
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PART E IG HT
The Words The manifesto retells the four pillars, so the book ends where it began.
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MANIFESTO
We give you the day. ON THE SEA
ON THE LAND
IN THE HOUSE
BETWEEN PEOPLE
We keep our shore dark, and we start when the boats do. We grow what we can behind the house, and name whoever grew the rest. We build shade first, and everyone sits under it. We say two names: yours, and the name of the hand behind the thing.
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LEXICON
Six lines the whole house speaks Take the day.
The brand. Arrival wall, website header, key sleeve.
Shade is the luxury.
Architecture, the beach, the approach.
The morning is yours to keep.
The Long Breakfast; the in-room card.
Grown behind the house.
Garden, market, menu.
The house slows at six.
The Sarina Hour.
Leave with a practice.
Departure, said as the market bag is handed over.
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APPENDIX
The Case Who comes, what this house claims on this coast, and what has to be confirmed.
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THE GUEST
Four dispositions, not demographics THE CORE
THE ADVOCATE
T H E M U LT I P L I E R
THE ANNUITY
The Restorative Family
The Well-being Traveller
The Convener
The Owner
The volume
The proof
The base
The return
38–58 · HHI $250K+ · 5–8 nights.
32–55 · couples and solo · 4–6 nights.
40–65 · weddings, conventions, incentives · groups of 20–300.
Comes for a practice, not a treatment menu.
Comes for a reason to bring people together at scale.
Sarina residence buyers and repeat guests · multiple stays a year.
Converted by: the House of Stillness, and first light.
Converted by: the lawn, and a house that never feels booked out.
Comes to be slowed down without the children being parked. Converted by: shade, and a morning nobody organised.
One guest, four reasons. All four measure the stay by how they leave, not by what they were given. JW MAR RIOT T AT SAR IN A M I CH ES
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Comes for a place that already knows how they take the day. Converted by: the Griffin Club, and being known on arrival.
THE MARKET
Everyone here sells the view Five properties share this coast and its sightline. None of them is built on the land behind it, and none sells the day that land makes possible. PROPERTY
KEYS · O PENED · RATE
WHAT IT SELLS
Club Med Playa Esmeralda
300 · 2022 · $400–700
The view, all-in
Zemi Miches, Curio by Hilton
500 · 2025 · $350–600
The view, with a theme
Viva Miches by Wyndham
535 · 2024 · $200–350
Volume
Hyatt Secrets & Dreams
2 resorts · 2025–26 · $350–650
The view, twice
Four Seasons at Tropicalia
95 + 25 res. · 2026 · $1,200+
Seclusion
This house sells the shade, the table, the water and the people you came with, handled so completely that by the third morning you stop asking what time things are. That space on this coast is empty, and it is the one a JW is built to hold.
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BEFORE THIS LEAVES THE TEAM
Nine items to confirm ITEM
CHECK WITH
All-inclusive or classic JW
Marriott brand team; ownership. F&B, Family by JW and Griffin Club all move on the answer.
Keys, outlets, treatment rooms, events
Development team. Placeholders throughout this document.
Griffin Club and the residences
Marriott; PMG. Whether the owner benefit routes through the club or through Sarina.
The dark-shore light law
Master plan; ProTortuga; Medio Ambiente. To be issued as a destination standard.
Direct-trade sourcing at JW volume
Provincial growers and casaberas. Whether volume can be committed in advance.
Palette and type
Prime Marketing design team. To be reconciled against Sarina and JW identity standards.
Logo artwork
Official vector lockup from Marriott Global Source, with clear-space and minimum-size rules.
Photography licensing
Per image, before anything leaves the building.
“Marriott Miches Beach”
Marriott brand team. A 350-key Marriott appears in research for this coast; confirm what it is.
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Take the day. JW MARRIOTT AT SARINA MICHES