Sam Nazarian, the visionary behind esteemed hotel brands such as Hyde, SLS, and Mondrian, is poised to make a significant re-entry into the hotel industry. In a surprising turn of events, Nazarian has joined forces with hospitality powerhouse Wyndham Hotels & Resorts and renowned music artist Marc Anthony to introduce a new line of “smart lifestyle” hotels under the Registry Collection soft brand.
SBE, known as Sammy Boy Entertainment, rose to prominence as the largest nightclub operator in Los Angeles during the 2000s. Its forward-thinking approach led to the creation of iconic hotel brands like SLS, Hyde, and Mondrian. Following the acquisition of Morgans Hotel Group in 2016 and a partnership with Accor in 2018, SBE solidified its position as a major player in the hospitality industry. However, the pandemic dealt a significant blow to SBE, resulting in the divestiture of its hotel brands and a refocus on restaurants.
Undeterred by these challenges, SBE now aims to open 50 hotels with 7,500 rooms over the next six years. These hotels, part of the “Project HQ” initiative, will serve as the epicenter of the lifestyle experience, offering vibrant dining venues, lively nightlife, rejuvenating spas, and fitness facilities tailored to Millennial and Gen Z guests. Each property will feature a celebrity or influencer chef to anchor its restaurants, underscoring the pivotal role of food and beverage offerings in SBE’s vision.
What sets SBE’s approach apart is its focus on repurposing existing properties and integrating branded residential components to enhance the overall allure for property owners. By blending upscale student housing and workforce accommodation with traditional luxury condos, SBE aims to create a dynamic community while maximizing the use of campus amenities.
Through its partnership with Wyndham, SBE gains access to a wide array of resources, including property and revenue management software, support for digital guest engagement, and the potential to leverage Wyndham’s extensive loyalty program. This strategic alliance is designed to equip hotel owners with the necessary tools and capabilities for success while tapping into Wyndham’s vast customer base.
For Wyndham, the collaboration presents an opportunity to offer its loyal guests a new and enticing redemption experience. With the majority of Wyndham’s 9,100 hotels catering to mid-tier clientele, the addition of SBE’s lifestyle concept brings a fresh and aspirational appeal to the table, enriching the overall value proposition for the Wyndham loyalty program.
The collaborative spirit between Sam Nazarian and Wyndham CEO Geoff Ballotti underscores the synergy of ambition and innovation. It reflects the eagerness of industry leaders to embrace inventive ideas and collaborate to shape the future of hospitality.
In conclusion, the partnership between SBE and Wyndham signals a new era in the hotel industry, blending lifestyle innovation with established hospitality expertise. As SBE embarks on this ambitious journey to redefine the hotel experience, the collaboration with Wyndham sets the stage for an exciting evolution in the lodging landscape.
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