On the Street: Hotel Zed brand coming to Tofino

Victoria-based Accent Inns has acquired Jamie’s Rainforest Inn in Tofino and will transform the property into its Hotel Zed brand.

It will be the third Hotel Zed location since Mandy Farmer, president and chief executive of Accent Inns, founded the retro-chic hotel brand in Victoria in 2014 and added another in Kelowna in 2016.

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“I am thrilled to be adding to the Hotel Zed brand,” said Farmer. “Each Hotel Zed has its own personality and unique experiences and the Tofino property builds on that. It will be completely different from our other properties because it has to fit in with the Tofino community.”

Jamie’s Rainforest Inn is nestled on four acres of rainforest backing onto the lagoon side of Tofino. It is in the middle of a bird sanctuary that attracts birders from all over the world.

Farmer said the Tofino Hotel Zed will celebrate the historical, environmental and cultural aspects of Tofino, bringing with new experiences that are still in the planning stage. “We want to create a place for locals first and we know that will also resonate with guests,” said Farmer.

Hotel Zed has a history of transforming hotels into fun experiences. The hotels have comic books in every room, retro amenities such as vinyl listening stations, typewriter stations, board games and rotary-dial phones.

The hotel will continue to operate as Jamie’s Rainforest Inn until the transformation to Hotel Zed. Timing of the transformation is still to be determined.

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