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Press Release Sales & Marketing

Sam Nazarian’s sbe Unveil First Sites for Project HQ in Montreux, Switzerland and Detroit, Michigan

Key details:

sbe and Wyndham
Sam Nazarian

Sam Nazarian

Photo by sbe

Key details:

  • Sam Nazarian’s sbe and Wyndham Unveil First Signings for Project HQ in Montreux, Switzerland and Detroit, Michigan
  • Well Poised for Continued Domestic and International Expansion, Project HQ Has 10+ Additional Hotels Under Discussion With Applications in Both Adaptive Reuse and Conversion Developments
  • sbe Announces a $50MM Key Money & Sliver Equity Fund for HQ Hotels that will Propel Its Growth and Further Expansion
  • sbe Announces the Expansion of its Hotel Platform Leadership Team with the Addition of Over 15 Highly Experienced Industry Veterans from Around the Globe
  • Project HQ hotels will become part of Wyndham's Registry Collection hotels brand. This is Wyndham's highest tier hotel with an average ADR of approx $250.
  • Project HQ marks sbe's first hotel brand after the 2020 sale of its hospitality brand and management platform, which included 100+ hotels (SLS, Delano, Mondrian among others), +150 restaurants and over $4BN of luxury residential sales.
  • The Brand is defining a new category - smart lifestyle - revolutionizing hospitality by building communities and creating meaningful memories for its savvy Millennial and Gen Z guests. It was concepted to be a more approachable experience for the consumer that has been priced out of the lifestyle hotel market and doesn't feel like they have a brand that speaks to their desires in travel.
  • The name "Project HQ" is born from the concept that Project HQ Hotels will be in the heart of the locations they launch in, serving as the "headquarters" for exceptional dining, nightlife and wellness.
  • Project HQ plans to open 50 hotels by 2030, delivering approx. 7,500 rooms.
  • 50% of the upcoming openings will be international, 50% stateside. These will be a mix of 80% conversion projects with 20% ground up new construction.
  • With a 360 approach to programming a property, Project HQ can equip a hotel with unique F&B experiences, sbe Wellness Clinics & world class nightlife destinations. Influential partners include the likes of Sofia Vegara, Chef Dani Garcia, Dario Checchini and Iron Chef Masharu Morimoto.
  • Through its strategic alliance with Wyndham, Project HQ joins Wyndham's Registry Collection Hotels brand and will participate in Wyndham Rewards, connecting them to a rapidly growing enrolled member base of approx 105M everyday travelers around the globe.

Access the full press release HERE.

Sales & Marketing Sales & Marketing
sbe
Management CompanyBrand OwnerHotel Group

Established in 2002 by Founder and CEO Sam Nazarian, sbe is a privately-held, leading lifestyle hospitality company that develops, manages and operates award-winning hotels, residences, restaurants and nightclubs. Through exclusive partnerships with cultural visionaries, sbe is devoted to creating extraordinary experiences throughout its proprietary brands with a commitment to authenticity, sophistication, mastery and innovation.

Wyndham
Hotel GroupManagement CompanyFranchise OrganizationBrand Owner

Wyndham Hotels & Resorts (NYSE: WH) is the world's largest hotel franchising company by the number of properties, with approximately 9,100 hotels across over 95 countries on six continents. Through its network of approximately 836,000 rooms appealing to the everyday traveler, Wyndham commands a leading presence in the economy and midscale segments of the lodging industry.

Registry Collection Hotels
Brand by Wyndham

Get lost in your travels and let Registry Collection Hotels meet you there. With thoughtful design, brilliant service and unsurpassed attention to detail, our handpicked hotels and resorts deliver incredible experiences in spectacular destinations around the world. Book your next stay at www.registrycollectionhotels.com or visit www.wyndhamdevelopment.

HQ Hotels & Residences
Brand by sbe

Leveraging over two decades of sbe’s expertise and proven success in lifestyle hospitality, we’re redefining richness through experience by turning every hotel space into exceptional hubs for dining, nightlife, and wellness. This comprehensive enhancement not only revitalizes the property but also deeply enriches the guest experience, making every visit memorable and unique.