Proposed eco-luxury hotel to remake American Tin Cannery.

When the press release arrived in email inboxes yesterday, announcing there were firm plans to replace Pacific Grove’s American Tin Cannery with a luxury hotel, it only hinted at the grand ambitions of developers Domaine Hospitality Partners, LLC.

The statement read that “Project Bella”—the working title for the development—“aims to be the leading luxury hotel in the United States.”

Given what was said at an 11am press conference at the old cannery building today, even those lofty words seem like an understatement.

After an introduction by David Armanasco, whose public relations firm put on the event, Domaine CEO Ron Meer was called to the podium. Cameramen hustled for position.

Meer thanked Foursome Development Co. and its managing partner Ted Balestreri, who helped hatch the dream for a hotel at the site 20-some years ago.

Meer called the location “maybe the best luxury hotel site in the world,” and thanked his partner Gen. Wesley Clark (ret.) and the rest of the Domaine team. Among Domiane’s past projects are Nicklaus Club Monterey, Residences at Spanish Bay and multiple Hyatt hotels across the state.

Development agreements have been made between Domaine and Foursome, which owns the land and the American Tin Cannery building, but Meer stressed the project is very much in the beginning stages. The process from here, he said, will first be approvals (from Pacific Grove and the Coastal Commission), then construction, and ultimately, the grand opening.

“We will keep the community informed as we develop the milestones of the project,” he said. “We want to keep the community advised.”

Meer said Domaine has retained renowned local architect Mark Hornberger to design the building, and expects—if it’s approved—to become one of three LEED Platinum hotels in the nation, and one of only five in the world. He added that every room would have an ocean view, and there are plans for a world class restaurant with a three-star Michelin chef

The hope for Project Bella, Meer said, is that it will become not only a big transient occupancy tax boost for Pacific Grove, but also an economic engine for the entire region.

“We want to be part of the community, and a great asset to the city,” he said. “We believe we will draw a significant number of visitors to the Monterey Peninsula, and benefit all the businesses in the area.”

Monterey Bay Aquarium Executive Director Julie Packard spoke next, saying she was proud to be part of the today’s announcement and expressed excitement that potentially more people would get to experience the “great ocean stories” of the Monterey Bay.

Those are stories, she was happy to report, that proved a smash hit with “Big Blue Live” ratings in the U.K over the last weekend in their world premiere. (The Aquarium, it should be noted, has no direct involvement in the project, and is only a supporter.)

“Success at this building was built on sardines,” she said. “Success for the Bella project is going to be built on guests from around the world appreciating and caring for this amazing bay."

Packard stressed that the local economic base is driven by healthy oceans, and called the Monterey Bay—which has been jumping with marine mammals of late—the “golden goose.”

She finished on a conciliatory note: “Collaboration is the key to making anything happen in a community.”

Next up was Foursome’s Ted Balestreri, who began by kissing the cheek of an older woman in the front row he referred to as a “sister” and former teacher from his Catholic school days. One of his earlobes, he joked, is lower than the other from times it was yanked down as punishment.

Balestreri soon followed Packard’s lead, emphasizing the importance of making the our priceless marine sanctuary an economic engine.

“It’s a federal agency, and we’re just entrusted with it,” he said of the MBNMS. “It belongs to everybody in the U.S.”

Balestreri said we must keep it safe, clean and accessible.

“Pacific Grove is coming into its own, and with this hotel, it’s going to be second to none.”

Keeping the community in the loop, as Meer noted—and excited, as Packard and Balestreri spoke to—will be key to the project’s approval: Pacific Grove Mayor Bill Kampe, who spoke next, said that in order for it to move forward, Pacific Grove voters will have to pass a ballot measure to allow it.

He also added he’s happy that he can finally tell people the city’s plans the former cannery.

After the speakers finished, everyone made themselves available for further questions from the media.

Meer, surrounded by journalists, said that the water supply for the project isn’t fully hashed out, but that there are plans to recycle as much water as possible, and to utilize the existing water credits in the building. He also said that, best scenario, it would be at least two years before any current tenants would have to vacate the building, pending approvals.

He also gave an estimate that the proposed hotel would have an estimated 160 rooms, street-facing retail as well as a conference center. As to whether it might compete with Monterey's conference center, he said it would be smaller, and "complementary."

There is no projected budget yet for the project, and Hornberger’s designs are still very much in the conceptual stage.

Pacific Grove City Manager Thomas Frutchey said that it’s hard to predict when a measure to allow the project will reach the ballot, and that will require far more specific plans from Domaine. The number of votes the measure will need to pass is 50 percent plus 1.

As for his level of optimism about the planned hotel, Frutchey said he is “very excited.”

He is so excited, in fact, he has reached out to Hopkins Marine Station marine biologist and author Stephen Palumbi, as well as Domaine Chief Development Officer Michael Krall, about approaching the United Nations: Frutchey would like to make at least a part of the area—Hopkins, the Aquarium, the hotel-to-be—a UNESCO World Heritage Site.

It’s a prime example, he says, and one for the world, of environmental stewardship.