Project HQ Hotels & Residences, the “smart lifestyle” hospitality brand launched by Sam Nazarian through an alliance with Wyndham Hotels & Resorts, has entered into a series of deals and strategic partnerships. The first hotels in HQ’s brand portfolio will be based in Montreux (Switzerland) and Detroit.
The brand has investment from entertainer and entrepreneur, Marc Anthony and his company Magnus, which will also allow the brand to connect with the most sought-after audiences such as Millennials, Gen-Z and Latin communities, the company reports.
“In the 22 years since establishing sbe, we have always been looking around the corner and understanding the ever-changing landscape of consumers—the tidal wave of consumers coming into the marketplace from the Millennial, Gen Z and Latino audience is staggering,” said Nazarian. “They’re eager to partake in communal celebrations, create new memories and relish moments of wonder—and we are creating the spaces to do just that.”
He continued, “Having established our first locations in Montreux and Detroit, we’re steadfast in our commitment to meeting the evolving desires of upcoming generations. This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead, alongside Geoff Ballotti and his tremendous Wyndham team. With our sights set on the future, we aim to build tremendous momentum as we continue to innovate and inspire.”
Ballotti, president/CEO, Wyndham, added, “We’ve seen tremendous interest from owners looking to enter the smart lifestyle category created by Sam Nazarian’s sbe. These initial projects in Montreux and Detroit set the stage for a brand that will benefit from sbe’s legendary lifestyle experience and Wyndham’s unmatched scale and resources, creating a turn-key solution unlike anything in the market today.”
The Royal Plaza & Villa Toscane in Montreux, Switzerland, will soon be transformed into the first international hotel for the brand. Swiss architect Louis Villard built two nearly symmetrical villas—Toscane and Pauline—in 1905. In 1989, significant renovations merged the two villas into a 155-room hotel with 42 residences featuring a glazed passage connecting the terraces on the first floor. Preserving the history of the location, the building will reopen as The HQ Monteux Hotel & Spa following a major renovation.
The Park Avenue House in Detroit is set to be reimagined as the first U.S.-based property for the brand. The transformation of the entire property, including 174 hotel rooms, “signals a significant step for Project HQ as it introduces its unique blend of smart lifestyle and contemporary hospitality to the bustling Detroit market,” according to the company.
New leadership
The company has also added 15 hospitality veterans to its hotel platform team. They include:
Todd Ruff, chief growth officer, sbe Hotels
Angela Lester, EVP, business development EMEA, sbe Hotels
Giovanni Rizzini, strategic advisor, sbe Hotels
Anthony Miedenbauer, chief development officer, Disruptive Restaurant Group
Geoff Madding, COO, sbe Hotels
Fred Frosini, SVP, entertainment and lifestyle, sbe Hotels
Jimmy Peters, chief revenue officer, Everybody Eats
