Shortly after divesting itself of four French properties, Starwood Capital Group announced the launch of two new hotel brands and five hotel openings with the new Baccarat Hotels & Resorts, a luxury brand, and the lifestyle eco-brand 1 Hotels & Resorts. The hotel openings are scheduled under the group’s hotel brand management company, SH Group. The initial five hotel openings will occur over the next 24 months and include: Baccarat Hotel & Residences New York, N.Y.; Baccarat Hotel Rabat, Morocco; 1 Hotel & Residences South Beach, Fla.; 1 Hotel Central Park, N.Y.; and 1 Hotel Brooklyn Bridge Park, N.Y.
In late January, C. Scott Rohm was named president of SH Group, which oversees the development and launch of Baccarat Hotels and 1 Hotels & Resorts. Rohm will oversee the operations of the SH Group-managed hotels, including development, operations, sales, finance and accounting, and human resources.
“What was once just an idea will soon be a reality,” said Barry Sternlicht, chairman and CEO of Starwood Capital Group. “With two revolutionary hotel brands entering the marketplace and five hotel openings in the next two years, we are confident that Baccarat and 1 Hotels will place Starwood Capital Group at the very forefront of the dynamic hospitality industry.”
Baccarat Hotels will position itself after the crystal company of the same name, a company that is majority owned by a subsidiary of Starwood Capital Group. Baccarat Hotel & Residences New York is located on 53rd Street just off Fifth Avenue directly across from the Museum of Modern Art. The 50-story glass tower will feature 114 guest rooms including 26 suites, as well as 61 private residences ranging from one to four bedrooms, four full-floor units and a five-bedroom penthouse duplex with a terrace. The hotel will feature a stand-alone “crystal bar” at the top of the base podium surrounded by an outdoor terrace, a spa, indoor pool and fitness facility, and a bar and restaurant at street level. Sales of the Baccarat Residences are expected to begin in March. The Baccarat Hotel & Residences will open in 2014, coinciding with the Baccarat’s 250th anniversary.
As eco properties, 1 Hotels will feature farm-to-table dining and other ecologically responsible amenities and green services. Each property will be built using LEED-certified building standards, including the adaptive reuse of raw materials when possible. 1 Hotels will launch with three properties: The 1 Hotel & Residences South Beach, opening early 2014; The 1 Hotel Central Park in New York, located on 58th Street and Sixth Avenue, opening in the spring of 2014; and The 1 Hotel Brooklyn Bridge, opening in the summer 2015. Additional 1 Hotel properties will open internationally with the first location expected to debut in Marrakech, Morocco.
“The 1 Hotel name reflects my belief that there is only one world; that together we have a responsibility to take care of our planet for the benefit of future generations,” said Sternlicht. The 1 Hotel & Residences South Beach is expected to open in the first quarter of 2014. The 1970s building is being gut renovated and completely redesigned inside and out with new systems in an effort to achieve LEED certification. The exterior and interior design will celebrate nature and light. The 1 Hotel & Residences South Beach will feature 417 hotel rooms, four swimming pools including the largest pool in South Beach and rooftop pool, landscaping, a spa and fitness center, private beach amenities and a variety of entertainment and dining destinations, including a new signature farm-to-table restaurant. As the first branded residential property tied to the new 1 Hotel brand, the project will also include 163 private residences ranging from one to four bedrooms, as well as duplex homes. Residence owners will have access to a private lobby and arrival courtyard and concierge, as well as access to a full-range of 1 Hotel services. Sales for The 1 Residences South Beach are slated to begin in April.