Starwood Unveils First Five Star, Environmentally Friendly Hotel Brand

Starwood Capital Group, led by Barry Sternlicht, has announced the launching of “1” Hotel and Residences, the first luxury, eco-friendly global hotel brand.

The concept, says Starwood, will combine the best of environmentally sustainable architecture and interior design with impeccable service and luxurious comfort. “1” will adhere to green construction and operating principles and commit to environmentally sensitive consumption of natural resources. “1” will demonstrate that green principles can coexist and enhance a luxury hospitality experience and healthy residential lifestyle.

The Natural Resources Defense Council (NRDC) has agreed to be an environmental advisor on “1” with the initial goal of setting a new standard for environmental excellence and, over time, to transform the entire hotel industry.

“We are incredibly excited to be able to bring a whole new concept to the hospitality industry with the launch of the “1” brand. As a CEO and parent of three young children, I have grown acutely aware of the personal responsibility we each have to help preserve and protect our planet, which can only happen through the accumulation of small efforts by millions of individuals. It is the perfect time for “1”. With such critical issues facing us as foreign energy dependence and global warming, we cannot afford to ignore the growing consumption of our natural resources and the inability to sustain our enterprises,” said Sternlicht.

“While some hotel brands pay lip service to the environment by asking guests to reuse towels, and adding plants to a lobby, “1” is not using eco-friendly jargon simply as a marketing tool. Our intention with “1” is to build hotels and residences that are truly green and minimize their impact on their environment. We are excited about our partnership with the NRDC. Each property will donate one percent of its revenue to local environmental organizations guided by a steering committee with NRDC representation. All of our buildings will be built to LEED standards and all of our interiors will be LEED-compliant,” continued Sternlicht.

The initial four properties in the United States will all be new construction. The first hotel will be the “1” Hotel and Residences Seattle expected to open in late 2008. Following Seattle, “1” will open in the ski resort of Mammoth Mountain, California; in Scottsdale, Arizona; and in Ft. Lauderdale, Florida. The first international “1” hotel will be located in Paris, France and will be a renovation of a historic property. In addition, we expect “1” to enter New York, Los Angeles, Washington, D.C. and other major urban markets, as well as premier resort destinations, within the next 12 months. The aim will be to have 15 hotels signed or under construction within 24 months.

Each new “1” will be built to meet the green building standards of the Leadership in Energy and Environmental Design (LEED) Green Building Rating System, created by the U.S. Green Building Council. LEED promotes a whole-building approach to sustainability by recognizing performance in five key areas of human and environmental health: sustainable site development, water savings, energy efficiency, materials selection, and indoor environmental quality.