SAN FRANCISCO—RESET, a new hotel brand, has broken ground on its first property on 180 acres of private desert next to Joshua Tree National Park. This 65-room property will serve as the flagship for the RESET brand co-founded by Ben Uyeda. Sightline Hospitality has signed on as the operator.
This project combines state-of-the-art steel frame modular construction, a modern and minimalist approach to design, and an investor group with over 40 million social media followers to create a new brand that brings curated hospitality to the very edge of one of California’s most iconic natural landscapes.
RESET Hotel, Joshua Tree, features 65 rooms including 25 suites. Every room has a generous private patio with mountain views and personal fireplaces. The common area includes an expansive swimming pool surrounded by a terraced garden.
Creative Director is Ben Uyeda
The design vision for RESET was created by Creative Director and Co-Founder Ben Uyeda, a multi-faceted architect and designer with 2.5+ million social media followers who lives and works full-time in Joshua Tree. Uyeda conducts hands-on design experiments ranging from recycling giant wind turbine blades into 30-foot-long dining tables to constructing entire homes out of shipping containers. His work is documented in videos that have been viewed over 100 million times.
“In a world hungry for authenticity, transparently showing the process of making is the ultimate form of marketing content. We will show how factory construction of steel framed modules, an army of cranes and a team of skilled crafts people will come together to create a special place. Value is not surface level, and thoughtful consumers want to understand the ingredients and process to deeply understand what makes a place different and special,” says Uyeda.
Joshua Tree National Park is one of America’s most popular national parks, boasting over 5 million visitors annually. An influx of short-term rentals has caused disruption to the local housing market and resulted in an increase of stricter regulation. The allure of a remote desert getaway has certainly enticed visitors, but inconsistency in property quality, lack of transparency in pricing, and exorbitant cleaning fees for short-term rentals has made both property managers and visitors think twice. The presence of these properties in residential neighborhoods has led to significant complaints and protests from the local population.
Expansive Mountain Views
Anticipating this, the RESET Team procured 180 acres of commercially zoned desert land in a beautiful location with expansive mountain views. The team then partnered with the city of 29 Palms to develop the project and get it fully entitled and permitted.
The landscape of Joshua Tree has a long history of attracting creatives seeking inspiration. The mystique of a desert sojourn combined with unique rock formations and iconic plant life has created an enduring allure across generations of musicians, artists, writers, and adventure seekers alike. The Joshua Tree area has seen a surge in popularity over the last five years but there is a noticeable gap in high-end hospitality accommodations that blend luxury with sustainability and design.
