It’s a great move for Parkway Corp – the current owner of the land who operates a public parking lot on the site now. Previously the W Philadelphia was to be built by a company called Urban Residential (ironically, they still have the project listed on their website) “on land controlled by Parkway Corporation” in other words, Urban Residential was going to be operating the W on a land lease, with Parkway still owning the land. Now, with the Home2 Suites, Parkway Corporation will stand to make more money as they will be the owner of the hotel, instead of just a landlord.

Back in 2008 I spoke to Stephen Starr, owner of Starr Restaurants, who was supposed to open a restaurant in the W Philadelphia; at the time he told me he hadn’t heard from the W people in months and thought the project was dead – but no official word was ever made as to the status of the W Hotel project. Eventually it was assumed to be a cancelled project, but there was always hope that another developer may come along and build the W as planned.

Let’s do a comparison between the two projects:

W Hotel Philadelphia (2006)	vs	Home2 Suites (2011)
29	Stories	8
250	Rooms	246 (all suites w/ kitchens)
95	Residences	0
11,000 sq ft	Meeting Space	2,000 sq ft
Bliss Spa	Spa/Fitness Center	Pool/Fitness Center
?	Parking Garage	860 Spaces
$150,000,000	Estimated Construction Cost	$60,000,000

I have no doubt that this project will be built and will be opened as planned in summer 2013 – smaller projects, vs high end boutique projects are being built at a much faster rate in the current economy, plus its location – directly across from the Philadelphia Convention Center is a great location for an extended stay hotel.

andrew@alconic-inc.com

Here is Hilton’s Statement

In the lawsuit, originally filed in mid-2008, Starwood accused Hilton of stealing thousands of confidential documents and material which had information on how to create, brand and operate a boutique/lifestyle hotel brand. At the time, Hilton had wooed two Starwood Executives, and essentially their entire support staff and in a matter of months created the Denizen hotel brand. The support staff and executives had intimate knowledge of Starwood’s W hotel brand.

Starwood was sure to win this case from the beginning – starting with the drop shipment of thousands of propriary Starwood documents to Starwood’s corporate headquarters with a note from Hilton’s lawyers stating in essence “we found these in our possession, and thought they should be sent back to you”.

In the aftermath of the lawsuit, Hilton’s boutique/lifestyle brand – Denizen – was completely cancelled, and their entire luxury development team fired, it went right up to the top with Steve Goldman stepping down from Hilton.

The settlement between Starwood & Hilton has been detailed as containing the following three items

1. A moratorium on Hilton working on the development/planning/creation of any lifestyle brand until January 2013
2. A cash sum payment to Starwood, the amount of  which was not detailed
3. The supervision of Hilton by federally appointed monitors to ensure Hilton will be abiding by these rules.

In addition, it mentioned that the Federal Grand Jury investigation is still continuing and this settlement has nothing to do with that investigation. According to the Wall Street Journal, Hilton has been told it should not expect charges to be filed against it in the investigation; I think the settlement with Starwood should push that investigation to a close and will probably result in no action since Starwood seems to be satisfied with the results.

There was really no doubt in my mind that the case would end this way – it was just a matter of how long it would be until Hilton could develop a boutique/lifestyle brand, and how much Hilton would have to pay Starwood. I still wonder what it has done to the careers of Amar Lavlani and Ross Klein.. Are they ever to be employed by a major corporation again? It’s a sad story because I knew both of them, and have met them a few times, so I’m still a little suprised that they did what they did – but I think it comes down to this: money talks.

andrew@alconic-inc.com

Schrager also announced in the same press release that he was selling his interest in the Gramercy Park Hotel, which has been a great success – but not without unrest between him and partner Aby Rosen.

With Schrager Hotels, Schrager is looking to create two distinct hotel brands – as I mentioned in this post a little under two months ago. He’s looking to launch then in “24 hour cities” around the world, and has already placed bids on a number of properties in New York City, is currently proceeding with renovations on his purchase of Chicago’s Ambassador hotel and recently took a tour of the Chelsea Hotel in NYC, but deemed it not right for what he’s looking at. And by the way – I’ve never seen so much press coverage about a hotel developer taking a walking tour of a hotel in my life, are we that desperate for news lately?!

Schrager Hotels currently is still using the IanSchragerCompany.com domain name/website – typing in SchragerHotels.com just redirects to his primary website, which in itself has not been updated in years – it’s entry on edition hotels is still listed with the original press release, and doesn’t even refer to the brand by name yet (if you remember – the partnership was announced, but it was a few months before the name was chosen). Details about the 2 new brands are still difficult to come by. Today’s press release only stated that the new company will have

..one luxury lifestyle brand and one that will be reasonably priced. Both new brands will be rolled out in 24 international gateway cities around the world with the first opening in Chicago in 2011. (The Ambassador which should open in the Fall)

I’m curious to see where Schrager will take these new hotel brands and exactly how they will be positioned, will the reasonably priced brand be priced similar to Starwood’s Aloft? Or will it be priced similar to a Sheraton/Westin, yet have the W Hotel feel? I predict the luxury brand will easily be positioned within the same level as the Four Seasons, or Ritz-Carlton – yet have a boutiquey feel, pretty similar to his creations with Morgan’s Hotel Group. From the story in today’s WSJ about the launch, the hotels in the less expensive brand will have hundreds of rooms, leading to the possibility that they could be convention center hotels, a unique pairing which I dont believe has been done yet – “stylish hotel convention centers”.

I also saw mentioned today that he is looking into hotels that have been in major cities for 30-40 years and need loving touches to bring them up to par to standards that people expect when staying in a hotel.

One thing I do like – and it sets the tone of his company and brands is the logo. I’m always fascinated by the logos that companies choose to represent for their brands – the good brands will choose a logo that has more than one meaning – not just a graphical representation of the comapny’s name.. A good logo will also set the tone of the brand – be it classy, funky, elegant, modern, etc.. Schrager Hotels does both of that. Let me explain how.. The logo is clearly a “SH” with the H superimposed over the S – but it can also appear as though the H is made up of two I’s – standing for Ian. Additionally the font they used is a font which reminds me of the Gothic look – which is excatly what some of his past creations have shown in their designs, case in point: the Gramercy Park Hotel.

In my opinion, there are really only two people who really set the standard for whats “next” in hotels – Barry Sternlicht and Ian Schrager. It will be fun to watch this brand grow and become what Morgans Hotel Group could have been.

andrew@alconic-inc.com

I have to say, it’s hard to believe that this day actually came – almost a year later than it was originally supposed to open under the original developer Bruce Eichner, and 5 years after the project had its groundbreaking. In fact, a lot of people thought it would never open at all. It’s interesting to note that the Cosmopolitans neighbor – MGM’s CityCenter – took less time and is much, much much bigger.

I wanted to share some sidenotes about the Cosmopolitan and it’s development that seem to have been lost in the shuffle of it’s grand opening today..

-Unlike the original plans, condos will only be in the West Tower (the West Tower is the one not on the Las Vegas Strip), originally the condos were to be split between the two towers and intermixed with hotel rooms.

-There are about 2,000 condos available for sale still, only 214 are under contract – possibly to close on Jan 1st. (via LV Review Journal)

-Bruce Eichner, the original developer of the Cosmopolitan, is already off onto another project – just like he said he would be in the WSJ article I posted to in my first Cosmopolitan Las Vegas post. He is looking to finish the troubled One Madison Park highrise right on NYC’s Madison Square Park, an absolutely beautiful building which is going through the same troubles that the Cosmopolitan once went through – at least this time he’s trying to be the savior instead of looking for one.

-The interiors of the Cosmopolitan were designed by David Rockwell and the Rockwell Group – he’s the same person who created Starwood’s aLoft interiors, and a favorite restaurant of mine which is a little closer to home – Bobbys Burger Palace. Apparently Bruce’s original interior elements contained 20-ft high dancing robots, which to me would be just ridiculous.

-The Cosmopolitan project is still owned by Deutsche Bank, and Deutsche intends to make the project a long term investment and play an active role in its management. Out of all the other major Vegas/Atlantic City casino projects, Deutsche is the only one who actually stuck to it’s guns and finished the project in this economy. They get kudos in my book for that. Recently, Morgan Stanley let it be known via an SEC filing that they would let their Revel Atlantic City project essentially sit vacant and unfinished for years until the economy bounces back since they have been unable to find a buyer. That’s even after Morgan Stanley was willing to take no money for the project until the investor made a 20% return on their investment of at least $1.2 billion to finish and open the development.  The Fountainebleu in Vegas, which is over 70% finished – a lot of rooms were completely furnished – was purchased for only $150 million by Carl Icahn, leaving the lenders with almost a $1 billion loss.. Wow.. I think that in 5 to 10 years Deutsche Bank is going to look great by finishing this project and not selling it for a song. This economy is tough though, and if you don’t have the capital, well – you’re hands are tied. Deutsche Bank is a large, worldwide company, but they are still almost have the size of JP Morgan Chase & Bank of America by assets.

-Ok, I have to make one mention of the interior of the hotel which has been bugging me until today.. You know those 8 pillars in the lobby (if you’ve seen pictures or video of the lobby, you’ll know what I mean) are full video walls on all four sides, floor to ceiling, no projection screens, no 3D images, no LED walls, they are full motion video screens. Wow.

Best of luck to the Cosmopolitan! Only 40 more minutes until the first bet is placed.

andrew@alconic-inc.com

Today, she posted a story giving some details – not too many though – in fact many details aren’t even set in stone by Schrager himself.. But in a nutshell, he’s looking to create two new hotel brands, kinda like Morgans Hotel Group Pt II; a high end brand, and a low end brand.

Not surprisingly, the article states that neither of the brands will be considered competition to the Edition brand – but surprisingly he considers Edition a mid-tier hotel brand, whereas I always considered it pretty high-end luxury.

In fact, he states:

How would this compare to an Edition hotel, if hypothetically, one were to open in the same city? In the case the Ambassador East hotel, it would be the cheaper of the two, he said.

The first hotel will be the former Ambassador East in Chicago which Schrager purchased in April of this year with the intention of gutting it and putting his own name on it, instead of Edition as most expected.

Schrager’s idea of low priced boutique hotel may still be out most people’s budget, personally, I think low-priced boutique hotels would be in the range of $150-200, but Schrager is expecting the Ambassador East to average $225 a night.

The article also goes to mention that the company will grow slowly and look to purchase older, worn out hotels that haven’t been put to their full use in years. (I can think of one hotel which would be a great purchase – the Berkeley Carteret in Asbury Park – that would fit that criteria to the T).

Schrager isn’t out to re-prove himself, he’s done it already, I think he wants to create these brands, and these properties because he wants to and he feels there is a need to be filled. I think if Schrager can make a boutique brand at a low price point, it will really turn the boutique hotel industry on its head.

Going back to the comment about purchasing older, worn out hotels; I can almost picture it now: Ian Schrager as the Statue of Liberty “give me your tired, your poor……”

andrew@alconic-inc.com

Not much has been said about the property or the project – in fact the former Renaissance has been closed and deserted since 2007 leading to speculation as to what will go there.

Last week, with Hyatt Hotels, Starwood Capital announced that they will be starting a joint venture to open an Andaz Resort & Residences on the property, it’s due to open in the fourth quarter of 2012.

The Former Renaissance Wailea

Starwood Capital already has a number of Hyatt Hotels in their portfolio, off the top of my head I know they own the Hyatt Regency New Orleans, and one in Chicago as well, so dealing with Global Hyatt isn’t exactly something new to them (I’m sure some will find that hard to believe!) In fact, this joint venture is a very good deal for Starwood Capital.

According to their press release, Hyatt will be contributing around $90 million for the renovation and improvements for the property, and the press release didn’t mention it, but Starwood’s biggest expense will most likely just be the land and it’s existing buildings. That’s a HUGE discount from the initial capital expense Starwood would have had to incur for the construction of the Baccarat hotel; not only would they have to tear down the existing buildings, but Baccarat required a completely different site plan and appearance than exists on the current site. Plus, even though Andaz isn’t a W or Baccarat or other Barry Sternlicht creation – the Andaz brand does have the design and architecture ethos that is typical for a Sternlicht creation.

I’ll be interested to see how the property ends up looking – all the Andaz’s so far have not disappointed in appearance and unique style, I’m sure this one won’t disappoint either.

andrew@alconic-inc.com

Ever since that post went up, I hadn’t seen or heard anything about the new logo and everything has been status quo.

Today however, Hilton Worldwide just announced what is essentially a brand relaunch for DoubleTree. Not only is Hilton updating the logo but they are changing the brand name to ‘DoubleTree by Hilton’ – and with both changes I think they went too far.

Brand Name Change

The name change is similar to the naming scheme that Hilton uses for their brands outside of America. For example in Europe, Asia and Canada the DoubleTree, Hampton and Embassy Suites names are always followed with “By Hilton”. This may make sense for overseas customers who are more familiar with the Hilton brand name, yet do not easily associate Hilton Worldwide’s other brands as being a safe, clean hotel with similar quality standards as the Hilton name. At the least – it may raise the cachet of those other names by being associated with Hilton…

I don’t think that equates to the same feeling for hotel guests in America. Sure, the average hotel guest wouldn’t avoid DoubleTree because its now associated even more with the Hilton brand, I just think that in some cases it cheapens the already established brands of DoubleTree, Embassy Suites and Hampton Inn. A good brand is something that needs to resonate with the customer, make the customer feel good about frequenting the establishment; if they wanted to associate the brands closer to Hilton – why not just rebrand everything as a Hilton?

New Logo

Hilton’s choice of a brown color for a new logo absolutely floors me – (notwithstanding the fact that the new logo reminds me of the South Carolina symbol of a tree and moon). Why would a company whose name has the word tree in it portray a dead tree in their logo? Not only that, but green is the new black – green is the best subconscious reminder of eco-friendliness – brown on the other hand.. Well, that just makes me think of trees dying because of pollution and environmental waste.

Hilton Worldwide feels the new logo is “modern, and updated” and has “color palettes custom-designed for the brand”.

I say “blah”

Whats Next

This rebranding of DoubleTree is the first phase of a complete overhaul of the DoubleTree brand which apparently hasnt had any major changes since 1995. I think it’s also the first of some major changes that will appear thoughout Hilton Worldwide’s brands in America.. I can see Hampton Inn and Embassy Suites joining the rest of the Hilton Brands (Home2Suites, DoubleTree, Garden Inn, and Homewood Suites) joining in on the party and having “by Hilton” plastered all over the name.

It’s ashame, its almost as though Hilton doesn’t have enough faith that their individual brands can stand on their own without being closely associated with Hilton.

andrew@alconic-inc.com

New York Magazine scored a great interview with him, and ended up reminding me that it was Barnett’s Extell that sold the building that currently houses the W Times Square to Starwood Hotels in 2001.

This is the same building, located on 47th St, behind the Roxy Deli where Robert Earl originally planned to open the first Planet Hollywood Hotel (back in 1997) which was to be managed by Sheraton, at the time known as ITT-Sheraton before being purchased by Starwood Hotels. (And everyone thought that Sheraton managing the Planet Hollywood Las Vegas was out of left field).

The project languished without even getting off the ground for a number of years, with Gary Barnett finally taking ownership of the property, and building it out. Then right as it was about to open, the events of 9/11 occurred, the project was once again put on hold because travel essentially dropped. Gary Barnett ended up having Barry Sternlicht’s Starwood Hotels purchase the property and open it as one of W Hotel’s flagship properties.  The W Times Square is still owned by Starwood Hotels to this day.

I knew about this years ago and have been looking for information on it since then. Finally! My questions have been answered.

andrew@alconic-inc.com

This news really shouldn’t come as a surprise because it’s been an open secret that Trump would like to divest of the property which has been a perennial money loser and has quickly lost its luster as new, bigger and more popular venues have come online.

I could see this property fetching very little – similar to what recently happened with the Resorts property that was still sold for only $35 million – even after opening a $110 million tower in 2004 and undergoing a refinancing worth $360 million in 2007. Resorts sold for 1/10th of its value in less than 3 years.. A few years ago Trump Marina was valued around $400 million and from what I’ve heard is in worse shape than Resorts – both cosmetically and physically.

Would $25-30 million be too far fetched?? Depends on how desperate Trump is to sell the property.

One idea that could definitely raise interest in the property is combining it with MGM Resort’s small parcel which sits just to the north of Trump Marina that is also on the block. The only question remains is who would be willing to put that much of an investment into Atlantic City at this time.

andrew@alconic-inc.com

One of the 2 towers that make up the Cosmopolitan Las Vegas

It’s been a very interesting journey for the Cosmopolitan – starting back in 2005 with the announcement that it would be managed by Hyatt Hotels, then after the original foreclosure and take over by Deutsche Bank, it was heavily rumored to be turned into a W Hotel.. Then after Ross Klein left Starwood to join Hilton Hotels – it was an open secret that the Cosmopolitan would end up being one of the first Denizen hotels, and well – we all know where that went.

It’s a huge win for Marriott, a big loss for Hilton – who was originally hoping to come into the marketplace swinging with the Cosmopolitan as a Flagship Denizen property, and Starwood still doesn’t have a presence in Vegas for its W Hotel brand, a location which would be perfect for the W.

This is a huge step for Marriott because it gives them a huge appearance front and center on the Vegas Strip – up until now Marriott had no boutique or architecturally significant properties in Vegas. It’s also going to assure that the property will be managed by an experienced group and will be frequented by many people who are just looking for a place to utilize their Marriott Rewards points.

I’m really curious to see how the Ritz-Carlton tie in will appear, I have a feeling that one of the two towers may be catered toward Ritz-Carlton guests, be a bit more high end, but we’ll see how that ends up playing out as time goes on.

andrew@alconic-inc.com