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B Hotels & Resorts -  A New Lifestyle Brand Alternative for the
Conversion of Existing Flagged and Independent Hotels

First Property to Open in Fort Lauderdale

FORT LAUDERDALE, Fla., Sept. 23, 2010 - Signaling a positive shift in the economy and indicating growth opportunities on the horizon for the hospitality industry, last night marked the first new hotel brand announcement at The Lodging Conference in Phoenix in several years.  During a cocktail reception on day one of this annual event, B Hotels & Resorts™ took several hundred industry leaders by storm with a bold, visually stunning 'after hours' affair that featured signature B'licious cocktails and desserts and special entertainment, including aerialist performances.

Headquartered in South Florida, B Hotels & Resorts™ is an innovative brand alternative for the conversion of existing flagged and independent hotels.  With three property designations – Hotel, Resort and Boutique, B Hotels & Resorts™ properties will primarily be in urban and resort destinations in the United States and Caribbean.  Ultimately the brand will be found in global destinations.

B Hotels & Resorts™ is led by CEO & President Ayelet Weinstein, Corporate Vice President and Brand Marketing executiveChristopher Tompkins, and an Advisory Council of travel industry experts.  A successful real estate developer with experience in a wide array of business disciplines, Weinstein has specialized in the acquisition, finance, development, operation and marketing of residential, hospitality and mixed-use assets.  Tompkins, an innovative marketing professional with experience in virtually every segment of the travel, hospitality and entertainment industries, has worked on the corporate and property levels for Carlson, Hilton, Hard Rock, Starwood and others. 

"B is a fresh, innovative and unpretentious class of hotels in the upper-upscale category that welcome today's travelers by igniting a genuine emotional connection to the brand," said Tompkins.  "In creating B, we have established a new genre in we like to call Self-Expression." 

Consistent across all B Hotels & Resorts™ will be several B Signatures, including B Ambiance, B Social™, B in Touch™, B Nourished™, B Active™, B Indulged™, B Adventurous™, and B Green.

B Ocean Fort Lauderdale Makes its Debut

During the brand announcement event, the company unveiled its flagship property, B Ocean Fort Lauderdale (a former Holiday Inn located at 999 Fort Lauderdale Beach Boulevard).  Located on the famed Fort Lauderdale Beach, B Ocean will set the tone for a spectacular brand experience sure to attract travelers from all over the world.  Conveniently located on Sunrise Boulevard and A1A, B Ocean is minutes from the Las Olas art/entertainment district, Port Everglades and the Fort Lauderdale/Hollywood International Airport.  With 240 rooms, complimentary internet access, 8,000 square-feet of meeting space and unique dining concepts, B Ocean will begin accepting guest reservations in October.  The hotel is currently accepting group and event bookings.  The hotel will open in December with a grand opening celebration in early 2011.

"After individuals experience our flagship hotel, B Ocean Fort Lauderdale, I have no doubt that they will be inspired by this fresh new approach," said Tompkins.  "B represents a service culture allowing individuals the ability to communicate their personal desires in our brand language, which is what will make this brand so uniquely different, compelling, desirable and almost addictive."
B Hotels & Resorts™ invites you to B Our Guest™ and experience our Self-Expression brand.

About the Brand - B Hotels & Resorts™ 
B Hotels & Resorts™ is a fresh and unpretentious class of hotels in the upper upscale category that understand and welcome today’s travelers, both business and leisure, by igniting a genuine emotional connection to the brand. B Hotels & Resorts™ has established and defined a new genre in hospitality – Self Expression. This new, intriguing brand incorporates today’s common lifestyle characteristics with unique elements that embrace, express and define each guest’s personality and individuality. 

B Hotels & Resorts™ is an innovative brand alternative for conversion of existing flagged and independent hotels. The brand has three property designations – Hotel, Resort and Boutique, all of which will compete with three and four star hotel properties. 

The B Language 
B Hotels & Resorts™ aims to engage and inspire the emotions of travelers by using a distinctive form of communication – in essence, a unique B Hotels & Resorts™ brand language. This innovative brand language provides guests with a unique vehicle to express themselves – their moods and desires – through the use of phrases like B Smart, B Happy™ and B Excited…all statements of individual desires that communicate the guest’s state of mind when arriving on property. 

From hotel guests to collaborative partners, suppliers, employees, ownership groups and the communities in which B does business, it is important to the brand that everyone feels engaged, appreciated and inspired. Unique elements define the B brand, with a commitment to B Distinct, B Identified, B Seen, B Achieved and B Successful. 

What Can I Expect From a B
Consistent across all B Hotels & Resorts™ will be several B Signatures, including: 

• B Ambiance – Sound, lighting and scent speak to the subliminal mind and have definitive mood altering effects on how guests interact with a hotel brand. 

• B Social™ – As a brand focused on people, communal seating, tables and gathering spaces are standard in B Hotels & Resorts™ dining establishments and public spaces. 

• B in Touch™ – Complimentary Internet access throughout all B Hotels & Resorts™ public spaces and guestrooms allow business colleagues, friends and family the power to always B in Touch™. 

• B Nourished™ – Food and beverage offerings include a signature restaurant, bar, in-room dining, pool/patio dining, banquets, catering and the B’Stro™, offering a variety of fresh and organic menu selections. 

• B Active™ – As part of the Well B-ing Program, each hotel will offer a fitness center where guests can exercise and/or reenergize. 

• B Indulged™ – Each B hotel will feature a B Indulged™ limited-service Spa Suite or a full service B Indulged™ Spa. 

• B Adventurous™ – Applying the cruise industry’s model, this key element of B Hotels & Resorts™ has been designed and developed specifically for leisure travelers who want to explore and discover all that each destination has to offer. 

• B Green™ – At B Hotels & Resorts™, we care greatly about our environment and community. The brand encourages and supports green initiatives and sustainable alternatives during the renovation process and long term operations. 

Where to Find B 
Headquartered in South Florida, B Hotels & Resorts™ will primarily be in major urban and resort destinations in the United States and Caribbean. Ultimately, the brand will be found globally. 

Flagship Property 
In December 2010, B Hotels & Resorts™ will debut its flagship hotel. Located on the famed Fort Lauderdale Beach, B Ocean Fort Lauderdale sets the tone for a spectacular brand experience sure to attract travelers from all parts of the world. The 14 story, 240-room oceanfront hotel will evoke travelers’ senses with a unique culture, customized hospitality and uncompromised comfort. 

Join The B Experience 
B Hotels & Resorts™ invites you to B Our Guest™ and experience our Self Expression brand. 
To know more, visit 
To know more about B Ocean Fort Lauderdale, visit www.BOCEANFORTLAUDERDALE.COM

*This information is not intended as an offer to sell, or a solicitation of an offer to buy a franchise.
B Hotels & Resorts™, an Innovative New Lifestyle Hotel Brand, Debuts at The Lodging Conference in Phoenix

Management & Advisory Council Biographies 

Ayelet Weinstein 
CEO & President 
Continuing her successful career as a real estate developer, Ayelet Weinstein is breaking the mold of traditional hotel brands with her new company, B Hotels & Resorts™.  Weinstein has substantial experience in a wide array of business disciplines and has specialized in acquisition, finance, development, operation and marketing of residential, hospitality and mixed use assets. Prior to forming B Hotels & Resorts™, Weinstein served as Senior Vice President of InSite Group, a South Florida boutique real estate development firm. Since the first acquisition of a New York City residential building in 1996, Weinstein’s focus has been opportunistic real estate with an emphasis on repositioning and creating significant value applying creativity and a hands on approach. This has included her involvement in the development of more than a half billion dollars of apartment communities, condominium conversions, hotel conversions and mixed use projects. 

Prior to 1996, Weinstein worked in various positions within the financial and marketing sectors. She holds an International MBA in Finance, as well as a Bachelor of Arts in Economic and Business Management. 

Christopher Tompkins 
Corporate Vice President and Brand Marketing 
Christopher Tompkins is an innovative marketing professional with diversified experiences spanning virtually every segment of the travel, hospitality and entertainment industries. Tompkins began his career as a professional dancer and choreographer in NYC. Following Broadway, Off Broadway and Regional Theatre performances, he embarked on a new adventure with Sitmar/Princess Cruise Lines, where he started as a performer and then held various onboard positions including Director of Fitness, Director of Shore Excursions and then Director of Cruise Entertainment. After seven years of traveling to more than 55 countries  including Central and South America, Europe, the Mediterranean and Eastern Europe  Tompkins ventured into hospitality, accepting a post as Convention Services Manager for Carlson Hotels. 

Over the past 16 years, Tompkins has evolved into an established corporate marketing executive, working on the property level and in corporate positions for Carlson, Hilton, Hard Rock, Starwood, Hotel Investors and The Procaccianti Group. He has led sales, marketing and public relations efforts for many hotels, including the grand openings of Hard Rock Hotel & Casino, Gallery One and the largest ever new build W hotel. 

As Corporate Vice President and Brand Marketing for B Hotels & Resorts™, Tompkins accepts his newest challenge, marketing a fresh new self expression brand of hospitality set to open its first hotel in Fort Lauderdale, Florida, in December 2010. 

B Hotels & Resorts™ Advisory Council 

Michael Smith 
Sharing his expertise in the development of Brand Operation Standards, Michael Smith has more than 30 years of experience in the hotel, travel and hospitality fields. Smith entered the hotel business field with Hilton Hotels, moved to on property sales leadership with Omni Hotels and then joined Richfield Hospitality in regional corporate sales and marketing. Smith contributed 13 years to the growth and expansion at Starwood Hotels & Resorts, most recently as Vice President, Sales & Marketing with Starwood’s new hotel developments and brand conversions throughout North America. In that position, he worked closely with hotel developers launching new hotels in a wide range of markets and resort destinations. Smith’s hotel background has included city center, airport, convention, suburban and resort hotels leading sales and marketing teams and hotel portfolios. His extensive career has allowed him to experience the myriad of changes in hotel brands and has been active in new marketing channels and tools that have expanded the reach of hotel marketing to the group meetings, business and leisure traveler. Smith graduated from the University of Notre Dame with a Marketing Management degree. 

Beatriz Arauz Fernandez 
A creative interior designer with an extensive professional career, Beatriz Arauz Fernandez manages the Interior Design Department of Arquitectonica and has 12 years of experience designing hotels and resorts, offices and corporate headquarters, retail and entertainment centers, schools, arenas and residential developments. From her contribution to the master design plan for the Cipriani Hotel & Residences in Brazil, to her collaborations with the Miami Children’s Museum, Arauz Fernandez’s portfolio includes the completion of projects that were launched locally and internationally. She has worked in South Florida and other U.S. hotspots, including New York, Boston, Atlanta, Chicago and San Francisco. She has also overseen initiatives internationally, including France, Brazil, Peru, China and the Middle East. Arauz Fernandez graduated from Cornell University where she earned a Bachelor of Architecture degree. 

Marc Magazine 
Marc Magazine is a real estate professional and Principal of a full service hospitality company, Humboldt Hospitality Advisors, LLC. Magazine provides real estate advisory services to owners, developers, lenders, hotel chains, operators and governments. Magazine’s hotel industry experience began when he accepted the position of General Manager for the renowned family owned Hay Adams Hotel. Complimenting his experience in hospitality, Magazine remains a third  generation real estate professional in the Washington, DC area. Being involved in commercial and residential transactions in the metropolitan area has led to several accolades for Magazine, including being the recipient of the Washington Business Journal’s Best Real Estate Deal Award for both Best Office and Residential transactions. Currently, Magazine is a faculty member in Georgetown University’s master of Professional Studies in Real Estate program, where he teaches a Hotel Valuation course. Magazine earned a Bachelor of Science degree in Finance from the University of Denver, as well as a Master’s degree in Real Estate Economics from the University of Wisconsin. 

Laurie Cameron 
Laurie Cameron is the Managing Director and Partner with Olympus Real Estate Partners. Cameron most recently managed a nearly $1 billion hospitality portfolio for her company, a major private equity firm. She is also one of the founding partners of Volition Advisors, a real estate sales and marketing entity created to provide services to the luxury fractional market. During her time with Olympus, Cameron’s hotel properties enjoyed significant value enhancement throughout a strategic and orderly disposition of assets. Prior to joining Olympus, Cameron held senior positions with major real estate holding companies having sizable hospitality portfolios including Lend Lease, Hyatt Development and Prudential. Additionally, she owned and operated hotel properties including the White Barn Inn, a high end hotel and restaurant affiliated with Relais & Chateaux. Cameron holds a Masters of Professional Studies from Cornell University’s Hotel Management Program and a Bachelors Degree in Business from Arizona State University. 

Ronald Tencer 
Ronald Tencer is the Vice President – Acquisitions and Development for the InSite Group, a South Florida boutique real estate firm. With nearly 20 years of experience in the real estate industry, Tencer has a solid background in the acquisition and development of commercial real estate. Prior to joining the InSite Group, Tencer worked with leading developers in acquiring multi million dollars in commercial assets. In a variety of positions for top real estate corporations, he was thoroughly involved in the entire acquisition process including sourcing, investment analysis, due diligence, closing, site planning and marketing. For the past five years, Tencer has been focused on the acquisition of hospitality assets including hotel and resort properties. A licensed real estate sales associate in the State of Florida, Tencer is a founding member of the Mount Sinai Hospital and Medical Center Foundation in Miami Beach, Florida. Tencer studied International Business at Florida International University in South Florida. 

Morris Silver 
Morris Silver, Chairman & CEO of M. Silver Associates, Inc., founded M. Silver Associates more than 35 years ago with clients in finance, manufacturing, technology, insurance, retail, consumer products and real estate. Since then, he has actively built the company into one of the country’s top public relations and communications consultancy firms with a specialization in international travel and tourism. A former newspaper journalist, Silver has been credited with the creation and implementation of hundreds of strategic programs for clients in all segments of the hospitality sector. In addition, he frequently serves as strategic advisor to heads of state, corporate management and hospitality industry leaders on image and reputation management and crisis communications. A graduate of New York University who attended Columbia Graduate School of Business, Silver was the first recipient of the coveted Hospitality Sales and Marketing Association International’s (HSMAI) Winthrop W. Grice Award for significant contribution to public relations in the hospitality industry. 

Alex Pittman 
Alex Pittman is Air Canada’s VP/General Manager of Latin America’s and Caribbean. Pittman began his career in 1980. Since that time, he has held various senior leadership roles within the airline industry including Marketing/Sales positions at Eastern Airlines and Northwest/KLM. In 1998, Pittman was appointed VP/General Manager, Latin America with Canadian Airlines. Subsequent to the merger of Canadian and Air Canada, he retained his current position, where he is responsible for Air Canada’s Customer Service Delivery, Commercial activities, Sales, Marketing and Public Relations. Pittman is based at Air Canada’s regional office 
in Fort Lauderdale, FL. In 1999, he was elected President of the Airline Sales & Marketing Executives of South Florida. Pittman is a native of North Carolina and holds a Bachelor of Arts degree from the University of North Carolina at Chapel Hill. 

Ina Lee 
Ina Lee is the President and Owner of Travelhost Magazine of Greater Fort Lauderdale. She has propelled Travelhost to the leader in visitor publications, serving 83 hotels, 72 restaurants, 13 nightlife establishments, 40 retail venues and 40 attractions. Lee has dedicated herself to Fort Lauderdale Beach since l986, when she founded and chaired for seven years the Beach Council of the Greater Fort Lauderdale Chamber of Commerce. Under her leadership, the Beach Council played a major role in the transformation of Fort Lauderdale Beach. Lee was the chairperson of Winterfest for its first 6 years. Under her leadership, Winterfest became a nationally recognized festival featured on the Today Show and Entertainment Tonight. During her tenure Winterfest became the backdrop for the Bob Hope Christmas special which was seen by 30 million Americans. This was the first network television special originating from Broward County. Lee has served the tourist industry for 16 years as a member of the Marketing and Advertising Committee of the Convention and Visitor’s Bureau and now serves as its Vice Chair. She has received awards locally and nationally, including Small Business Person of the Year, 2008 Greater Fort Lauderdale, March of Dimes Women of Distinction, 1996, Crohn’s and Colitis Foundation of America Women of Distinction, 1995 and Travelhost Omni Awards, 1991, 1994, 2000, 2005. 


B Hotels & Resorts

Also See: Blackstone's LXR Luxury Hotels Subsidiary Planning a $20 million Conversion of a 38 Year Old Fort Lauderdale Holiday Inn into its New Lodging Concept - Stay Social / September 2006

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