Starck Joins New Hotel Brand
SBE managed to tied Starck down to a 15-year exclusive deal (so much for his claim in an interview last year that he'd be retiring in three years). The new boutique brand will be hitting all the hot spots including New York, Miami and the Caribbean but instead of creating new hotels, these will all be conversions. Starck will also remodel the Ritz Plaza in Miami but it will not be part of the new brand. He will also design restaurants and lounges including a new Brentwood restaurant set to launch in May.
SBE seems to have learned from the drama involving the Roosevelt hotel and Amanda Scheer Demme, who blocked hotel guests from her exclusive clubs. In an article in Travel Weekly, Michael Doneff, SBE Entertainment Group’s vice president of marketing promises that "if you stay at our hotels, you will have preferred access to our nightclubs.” It's a smart move to make the guests feel like they pare part of an exclusive group rather than feeling alienated in their own hotel.