The Le Meridien at Beverly Hills to be Transformed to SLS Los Angeles,
Part of Starwood's Luxury Collection
|LOS ANGELES, April 3, 2007 - SBE Hotel Group (SBEHG), a division of
SBE Entertainment Group (SBE), today announced plans for the launch of
its new luxury hotel concept, to be called SLS Hotels. The first SLS property
will be operated under a management agreement with Starwood Hotels &
Resorts Worldwide, Inc. (NYSE: HOT). As part of the agreement, The Le Meridien
at Beverly Hills will undergo a complete transformation and emerge as SLS
Los Angeles, part of The Luxury Collection in early 2008, which will offer
guests exceptional experiences indigenous to Los Angeles. The luxury SLS
group will ultimately include hotels and resorts in the United States,
Mexico and the Caribbean. The announcement was made by SBE CEO Sam Nazarian.
The SLS Los Angeles property joins SBEHG's expanding roster of hotels which includes Miami's Ritz Plaza which the company is currently redeveloping along with Makar Properties, for reopening in mid-2008. On March 2, SBE also reached an agreement to acquire Las Vegas' famed Sahara Hotel & Casino, with equity partner Stockbridge Real Estate Funds.
"With SLS, we are examining and rethinking every possible aspect of the luxury hotel experience to create an entirely new paradigm that is truly in tune with what sophisticated travelers want today," said Nazarian. "To that end, we've teamed with the best minds and companies in the industry to help make SLS into one of the premier hospitality forces in the world, with an unwavering commitment to absolute innovation, the highest quality, and intuitive guest service."
As for what the SLS name represents, Nazarian added, "SLS is not an exact acronym for anything in particular. Most importantly, it is a name that will become synonymous with timeless elegance, intelligence, humanity, discovery and a completely novel guest experience." SLS properties will offer the utmost luxury, with lively public spaces, private guest check-in, highly personalized and attentive service, and a decor which will go beyond the notion of 'interior design' into a work of art.
Design Exclusive with Philippe Starck
A crucial component of the SLS concept's recipe for success is creative mastermind Philippe Starck, who is designing the look and feel of all SLS properties under a 15-year design exclusive with SBE for North America, the Caribbean and Mexico. The SLS hotel properties will be the first truly luxury hotels that Starck has designed in North America, having completely redefined every aspect of the hotel experience in the 1990s and spurred the 'boutique hotel' movement which has now permeated every corner of the industry.
This agreement builds upon a six-year design exclusive signed in May 2005 between SBE and Starck, under which Starck is currently designing several distinct restaurant and lounge concepts. The first of these new concepts, Katsuya, launched in June 2006 in Los Angeles' tony Brentwood neighborhood and has quickly become one of the city's hottest restaurants.
Starck's ingenious concepts for SLS promise to surprise, soothe, excite and enchant, and represent an important evolution for the celebrated designer. He commented, "The world -- and what I call the 'global tribe' which travels it -- are very different from when I designed my first hotels. What I am creating for SLS will be incredibly timeless, chic, bold and ultimately humane, designed only to bring happiness in an elegant way."
Culinary Wizardry by Chef Jose Andres
SBE also announced today an exclusive collaboration with renowned culinary
innovator Jose Andres to oversee all food and beverage development for
SLS properties. In the gifted hands of chef Andres, SLS guests will enjoy
revolutionary culinary experiences in the hotels' restaurants, lobby and
bars, as well as for in-room dining, banquets and meetings. A particularly
strong signature of SLS will be pioneering, multi-faceted culinary and
lounge concepts for the hotels' lobby spaces.
To ensure an unparalleled level of guest service, SBEHG has teamed with
Starwood Hotels & Resorts Worldwide, Inc. which will manage the Los
Angeles property under the umbrella of its world renowned The Luxury Collection(R)
brand, which includes famed hotels such as The Gritti Palace in Venice,
The Phoenician in Phoenix, Arizona, and the recently opened Marques de
Riscal in the Rioja region of Spain.
Collaborating with M. Starck on the design and creation of SLS is SBE
Chief Creative Officer Theresa Fatino, who directs all aspects of SBE's
environmental, interior and graphic design, and orchestrates such vital
brand touchstones as operating supplies, staff attire, ambient music, and
retailing. Before joining SBE, Fatino was a senior executive with W Hotels
where she played a key role in numerous facets of the brand.
SBE's launch of SLS Hotels, combined with its already successful development
and operation of some of the country's hottest restaurants and nightclubs,
represents an incredible synergy that no other hotel group can match. SBE's
Hyde Lounge, Area and Katsuya have all quickly become wildly popular destinations
for Los Angeles' A+ list, and additional U.S. locations for these brands
are already in the works, including outposts at future SLS properties.
SBE's clientele will thus be able to enjoy not only incredible hotels but
also fantastic restaurants and nightclubs, and receive VIP treatment and
preferential access at each establishment. Sophisticated customer tracking
systems will register guest preferences and ensure an incredibly personalized
experience wherever they go.
SBE Hotel Group
|Also See:||SBE Entertainment, Controlled by 31 year Old Sam Nazarian, Likely to Spend a Ton of Money Bringing the 1,720 room Sahara Hotel to the Next Level / March 2007|
|Sam Nazarian Signs 15 Year Agreement with Philippe Starck for the Creation of a New Luxury Hotel Brand to Debut in 2008 / April 2006|
|Sam Nazarianís SBE Entertainment Group Acquires the Le Meridien Hotel Beverly Hills; Plans to Redesign the 297 room Property / November 2005|
|Sam Nazarian Appoints Theresa Fatino to Lead the Brand Development for SBE Hotel Group; Fatino Credited as One of the Creative Founders of the W Hotel Brand / July 2005|
|Investor Sam Nazarian Contracts with Philippe Starck to Design Miami's Ritz Plaza Hotel / December 2004|