Traveler-Focused Platform to Develop
Branded Hotels Focused on Serving the Growing
Market for Affordable and Authentic Outdoor
Experiences
MIAMI and NASHVILLE,
Tenn., Jan. 31, 2023 /PRNewswire/ -- Starwood
Capital Group ("Starwood Capital"), a private investment firm with
a primary focus on global real estate, and Adventurous Journeys
Capital Partners ("AJ Capital"), a dynamic real estate and
hospitality company, today announced the launch of Field &
Stream Lodge Co. ("Field & Stream"), a branded hospitality
platform aiming to create modern and affordable lifestyle lodging
across the United States. Field
& Stream is an iconic American brand established in 1871 which
brings great authenticity and brand recognition to a category of
generic hotel offerings.
The Field & Stream platform aims to initially create
approximately 20 to 25 hotels, first targeting U.S. markets in
close proximity to authentic 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lacking or outdated for modern consumer preferences.
Barry Sternlicht, Chairman and
CEO of 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."
"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," said Ben
Weprin, Founder and CEO of AJ Capital. "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."
About Starwood Capital Group
Starwood Capital Group is a private investment firm with a core
focus on global real estate. The Firm and its affiliates maintain
16 offices in seven countries around the world, and currently have
over 4,500 employees. Through a series of comingled opportunity
funds and Starwood Real Estate Income Trust, Inc. (SREIT), a
non-listed REIT, the Firm has invested in virtually every category
of real estate on a global basis, opportunistically shifting asset
classes, geographies and positions in the capital stack as it
perceives risk/reward dynamics to be evolving. Starwood Capital
also manages Starwood Property Trust (NYSE: STWD), the largest
commercial mortgage real estate investment trust in the United States. Over the past 31 years,
Starwood Capital Group and its affiliates have successfully
executed an investment strategy that involves building enterprises
in both the private and public markets. Additional information can
be found at starwoodcapital.com.
About AJ Capital Partners
Adventurous Journeys Capital Partners ("AJ Capital" or "AJ") is a vertically integrated real estate
investment manager with a portfolio of timeless businesses and
brand platforms. AJ's portfolio includes hotels, multi-family
apartments, creative office, single-family rental, retail, and
entertainment venues.
AJ anchors developments in the core principles of hospitality, placemaking
and residentially inspired design, applying the firm's deeply
rooted hospitality expertise to every project, including 100+
portfolio assets, across 50+ markets worldwide, and owns and
operates multiple brands such as Graduate Hotels, a collection of
handcrafted hotels in university communities internationally. For
more information on AJ
Capital Partners, please visit www.ajcpt.com.
Media Contacts:
For Starwood Capital Group:
Tom Johnson / Dan Scorpio
H/Advisors Abernathy
(212) 371-5999
tom.johnson@h-advisors.global / dan.scorpio@h-advisors.global
For AJ Capital Partners:
Kerstin
Hjelm
(610) 291-8609
khjelm@ajcpt.com
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SOURCE Starwood Capital Group; Adventurous Journeys Capital
Partners