Starwood Capital Group, a private investment firm with a primary focus on global real estate, and Adventurous Journeys Capital Partners (AJ Capital), a real estate and hospitality company, have launched Field & Stream Lodge Co., a branded hospitality platform aiming to create modern and affordable lifestyle lodging across the U.S. The brand was established in 1871.
The Field & Stream platform aims to initially create approximately 20-25 hotels, first targeting U.S. markets in close proximity to natural experiences, including national parks, beaches, mountain and ski towns. Together, Starwood Capital, through a controlled affiliate, and AJ Capital will leverage their collective real estate acquisition, investment and development expertise to create a unique brand in a virtually undifferentiated segment that can scale rapidly. The U.S. outdoor recreation industry is thriving, enhanced by pandemic-driven consumer lifestyle changes, and Field & Stream’s assets will be strategically located in markets where existing lodging options are lacking or outdated for modern consumer preferences, according to the companies.
Barry Sternlicht, chairman/CEO, Starwood Capital, said, “As we have proven through our creation of W Hotels, 1 Hotels and Treehouse Hotels, among others, today’s consumer has a strong desire to support brands that connect them with the outdoors, and this initiative with Field & Stream will provide them with authentic hospitality experiences. We look forward to partnering with AJ Capital to provide quality, well-designed affordable lodging that is perfect for travelers of all ages and backgrounds.”
Ben Weprin, founder/CEO, AJ Capital, added, “We are honored to be partnering with Barry and the entire Starwood Capital team to launch Field & Stream Lodge Co. Extending the legacy of Field & Stream that is rooted in trust and history is incredibly inspiring and aligns with the approach that AJ Capital leverages in every project. Field & Stream hotels will be a modern take on an American classic. As we have demonstrated through Graduate Hotels and Marine & Lawn Resorts, we believe our design-forward and vertically integrated approach will position the platform to scale rapidly and capitalize on consumer demand.”