Norm Levy has joined the SilverRock Resort redevelopment team in La Quinta, California, as a consultant focused on strategic partnerships, brand integration, and capital strategy. SilverRock represents one of the most ambitious resort and residential projects in Southern California — a 525-acre master-planned destination set against the stunning backdrop of the Santa Rosa Mountains.

Anchored by Montage and Pendry Hotels, the project is being transformed into a world-class community that unites luxury hospitality, wellness, championship golf, and contemporary residential living. With full city backing and entitlements in place, SilverRock is positioned to become the centerpiece of the Coachella Valley’s next era of tourism and lifestyle development.

The new sponsorship group, led by Cypress Equity Investments, has taken control of the project through a court-approved restructuring, bringing institutional execution and fresh vision to a location with extraordinary fundamentals. The plan integrates two iconic hotel brands with branded residences, luxury villas, a 70,000-square-foot events center, and an 18-acre retail and culinary village — all designed to create a vibrant, experience-driven community.

In his role, Levy will advise the SilverRock team on partnerships across sports, media, consumer brands, and technology. His work will help position the project as a model for next-generation destination development, blending innovation, sustainability, and elevated living in one of California’s most sought-after resort corridors.