Sam Nazarian's sbe Unveil First Sites for Project HQ in Montreux, Switzerland and Detroit, Michigan

~ Los Angeles, CA - Project HQ Hotels & Residences, a partnership between Sam Nazarian and Wyndham Hotels & Resorts, is making waves in the hospitality industry with its innovative approach to lifestyle hotels. With a strategic investment from Marc Anthony and his company Magnus, Project HQ is well-positioned for continued domestic and international expansion.

Led by founder and CEO Sam Nazarian, sbe has nearly two decades of experience in smart lifestyle hospitality. The company's goal is to redefine the industry by focusing on innovation, sophistication, and a unique blend of cultural and smart lifestyle elements. This vision has attracted the attention of Millennials, Gen-Z, and Latin communities, solidifying sbe's position as a leading luxury and lifestyle hospitality platform.

In partnership with Wyndham Hotels & Resorts, Project HQ is launching groundbreaking deals and partnerships to create destinations that cater to modern travelers seeking memorable experiences and connectivity. "We've seen tremendous interest from owners looking to enter the smart lifestyle category created by Sam Nazarian's sbe," says Geoff Ballotti, President & CEO of Wyndham Hotels & Resorts. "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."

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The first locations for Project HQ will be in Montreux, Switzerland, and Detroit, Michigan. The Royal Plaza & Villa Toscane in Montreux will be transformed into The HQ Montreux Hotel & Spa after a major renovation. Originally built in 1905 by Swiss architect Louis Villard, the two villas were merged in 1989 into a 155-room hotel with 42 residences. The hotel will feature two signature restaurants from sbe's Disruptive Restaurant Group, a bespoke cocktail bar, an on-site coffee shop, a spa, a fitness center, and significant event and meeting space.

In Detroit, the Park Avenue House will be reimagined as the HQ Detroit Hotel & Spa. The transformation includes 174 hotel rooms, featuring a specialty restaurant from sbe's Disruptive Restaurant Group, a cafe, and quick-service delivery from the Everybody Eats platform.

Project HQ's core ideology centers around culinary excellence, entertainment and nightlife, technology and distribution, and industry-leading rewards. In collaboration with top chefs and culinary visionaries, Project HQ will offer exclusive dining experiences that blend innovative gastronomy with traditional flavors. sbe's Disruptive Restaurant Group will continue to create cutting-edge dining through partnerships with chefs like Katsuya Uechi, Dani Garcia, and Wes Avila. Additionally, the premium QSR brand Everybody Eats will connect with Millennials, Gen-Z, and Latin communities through partnerships like TOMA, developed with Sofia Vergara and Manolo Vergara.

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Project HQ also maintains sbe's focus on vibrant nightlife and entertainment, providing guests with exclusive access to nightclubs, lounges, and special events. Through its alliance with Wyndham Hotels & Resorts, Project HQ offers access to best-in-class technology for both hotel owners and guests. And as part of Wyndham's recent $275 million investment in technology, guests can enjoy mobile check-in/checkout, mobile key access, and customized room settings.

Furthermore, Project HQ is part of Wyndham Rewards®, connecting hotels to a rapidly growing enrolled member base of approximately 108 million everyday travelers around the globe. Members account for nearly one out of every two check-ins at Wyndham's hotels.

With 15+ additional hotels under discussion in both adaptive reuse and conversion developments across the Caribbean and along the Sun Belt of the US, Project HQ is poised for continued domestic and international expansion. To support this growth further, sbe has announced a $50MM Key Money & Sliver Equity Fund for HQ Hotels. Additionally, sbe has expanded its hotel platform leadership team with the addition of over 15 highly experienced industry veterans from around the globe.

"In the 22 years since establishing sbe, we have always been looking around the corner and understanding the ever-changing landscape of consumers," says Sam Nazarian. "This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead." With its unique blend of luxury, lifestyle, and technology, Project HQ is set to redefine the hospitality industry and provide guests with unforgettable experiences.
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