Industry Update
Press Release27 January 2011

Starwood’s Aloft Brand to Debut in Miami

Aloft Miami-Brickell Brings “Style at a Steal” to the City’s Vibrant Downtown

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aloft by W-Hotels

One of the nation's style capitals is getting a hotel to match. Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT), today announced plans to open its first Aloft hotel in Miami in December 2011. Aloft Miami-Brickell will become a key element of a sleek new multi-use lifestyle center in the city's vibrant downtown.


Aloft Hotels is the sizzling "style-at-a-steal" brand from Starwood that's rocking the hotel industry. Since its 2008 debut, Aloft has opened nearly 50 properties worldwide, making it the most successful brand launch in hospitality industry history.

Owned and managed by a joint venture between Sunview Companies and HES Group, the new hotel will offer 160 spacious, loft-like rooms, intuitive and accessible technology, and a vibrant, social atmosphere.

"Aloft Miami-Brickell will bring a dynamic mix of urban style and social interplay to downtown Miami, a world-renowned destination celebrated for its Latin style, nightlife and white sand beaches," said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood. "The Aloft brand's bold design and social atmosphere is a big draw for the next generation of travelers, who expect their lodging to reflect their constantly evolving lifestyle."

Ideally located within Mary Brickell Village on the southern end of downtown Miami, Aloft Miami-Brickell will offer spectacular views of Miami's skyline and direct access to the financial district. The 14-floor hotel will be just steps from the village's upscale shops and restaurants, and close to leading attractions including Miami Beach, South Beach, Coconut Grove, the Port of Miami and the new Miami Ballpark – future home of the Marlins. Guests will also be just 20 minutes from Miami International Airport in a location convenient to both the Metrorail and I-95. Amenities will include an indoor pool, w xyzsm bar, 24-hour gym, private parking, and nearly 3,000 square feet of flexible meeting space ideal for both business meetings and social gatherings.

"We are delighted to introduce Starwood's upscale and affordable Aloft brand to Miami's Mary Brickell Village. By partnering with Starwood, we are able to tap into the power of the Starwood network including the groundbreaking Starwood Preferred Guest® program," said Pedro Villar, CEO, Sunview Companies. "Aloft Miami-Brickell will target both sophisticated travelers and area professionals with its eclectic and electric experience, lively re:mix sm lounge and w xyz sm bar."

"We hope this is going to be the first of several Aloft Hotels we develop and manage in the Southeast Florida area," said Francisco Arocha, CEO of HES Group.

"There is a huge need for upscale accommodations within the select services niche in the area. This relationship will build on our growing strategy on the fulfillment of this attractive market space."

For more information or reservations, visit or call 877-Go-Aloft.

About Sunview Companies | Sunview Companies has a 50% ownership stake in Mary Brickell Village Hotel, LLC and built the first phase of the mixed-use development. The company has extensive experience in the real estate development and construction industry and is an important presence in southeast Florida where it has participated in several important projects during the last 10 years. Sunview Companies built and still owns several rental projects in the Miami area and has also been awarded several major construction management contracts in southern Florida.

About HES Group | HES is a well-established group of hospitality entrepreneurs with extensive expertise in Latin America. HES controls Brickell Hotel Properties LLC, a new Florida entity that holds a 50% stake of Mary Brickell Village Hotel LLC. The HES portfolio of projects includes the iconic 50-year-old Intercontinental Tamanaco Hotel in Caracas, Venezuela, and the new VIP hotel in Caracas. HES is also known for its ownership and operation of the MLB-affiliated winter league professional baseball team, Tiburones de La Guaira BBC (The Sharks).

About Aloft Hotels | Created to shake up the staid, traditional select service segment of the hotel industry, the Aloft brand delivers style at a steal with urban-influenced, modern, open and vibrant design - and a social guest experience - at an affordable price point. In the same way that W Hotels broke through the clutter of conformity in the upscale hotel arena a decade ago, Aloft is shaking up the industry for the next generation of traveler. Aloft hotels are geared toward savvy, design-conscious consumers who grew up with the democratization of design. Building on its tech-savvy DNA, the brand recently pioneered the industry's first "keyless entry" automatic check-in program at Aloft Lexington in Massachusetts. With nearly 50 hotels open in the two years since Aloft first arrived on the scene and nine more opening in 2011, Aloft can be found everywhere from Abu Dhabi and Baltimore to Dallas and Beijing and everywhere in between. For more information, please visit

Aloft Hotels, like all brands within Starwood's portfolio, is proud to offer the Starwood Preferred Guest® program, which offers a breakthrough policy of no blackout dates on Free Night Awards. To learn more, please visit

Starwood Hotels & Resorts Worldwide, Inc. | Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1,025 properties in 100 countries and territories with 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched Aloft®, and ElementSM. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit

Jennifer Leemann