Project HQ Hotels & Residences, a joint venture spearheaded by Sam Nazarian and Wyndham Hotels & Resorts, is set to redefine the lifestyle hotel sector. The brand proudly unveils transformative deals and strategic partnerships aimed at revolutionizing the hospitality industry.
Project HQ, with its nearly two decades of experience in the smart lifestyle domain, intends to lead the industry by emphasizing innovation, sophistication, and the seamless integration of cultural and smart lifestyle features. The brand aims to create premier destinations that cater to the evolving preferences of modern travelers, offering unforgettable experiences and enhanced connectivity.
Tailored for discerning travelers, Project HQ benefits from a strategic investment by entertainment mogul Marc Anthony and his company, Magnus. This collaboration will further solidify sbe’s status as a top-tier luxury and lifestyle hospitality leader globally, enriching its established restaurant and entertainment divisions, Disruptive Restaurant Group, and the leading premium QSR and digital food enterprise, Everybody Eats. This partnership specifically targets key demographics, including Millennials, Gen-Z, and Latin communities.
Sam Nazarian, Founder & CEO of sbe, states: “In the 22 years since establishing sbe, we have always been looking around the corner and understanding the ever-changing landscape of consumers – the tidal wave of consumers coming into the marketplace from the Millennial, Gen Z and Latino audience is staggering. They’re eager to partake in communal celebrations, create new memories, and relish moments of wonder – and we are creating the spaces to do just that. Having established our first locations in Montreux and Detroit, we’re steadfast in our commitment to meeting the evolving desires of upcoming generations. This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead, alongside Geoff Ballotti and his tremendous Wyndham team. With our sights set on the future, we aim to build tremendous momentum as we continue to innovate and inspire.”
Geoff Ballotti, President & CEO, Wyndham Hotels & Resorts states: “We’ve seen tremendous interest from owners looking to enter the smart lifestyle category created by Sam Nazarian’s sbe. 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, creating a turn-key solution unlike anything in the market today.”
Destinations:
HQ Montreux Hotel & Spa – Opening 2025
The iconic Royal Plaza & Villa Toscane in Montreux, Switzerland, is set to become the first international location for Project HQ. Originally constructed in 1905 by Swiss architect Louis Villard, the two villas, Toscane and Pauline, were combined in 1989 into a singular 155-room hotel with 42 residences, featuring a unique glazed walkway connecting the first-floor terraces. Following extensive renovations, this historic site will be rebranded as The HQ Montreux Hotel & Spa.
Guests can anticipate a comprehensive experience with two signature sbe Disruptive Restaurant Group eateries, a bespoke cocktail lounge in the lobby, and a morning coffee shop. Additional amenities include a spa and fitness center, substantial event and meeting spaces, positioning this property as a top-tier destination for luxury and wellness.
Montreux, set against the stunning backdrop of Lake Geneva and the Alps, is renowned for its beautiful Belle Époque architecture and vibrant cultural scene, including the famous Montreux Jazz Festival. Over the next five years, CHF 500 million will be invested in enhancing its cultural and recreational facilities, with CHF 125 million dedicated to improving transport links to Interlaken, further solidifying Montreux as a premier Swiss destination.
HQ Detroit Hotel & Spa
The Park Avenue House in Detroit, MI, is poised to be transformed into Project HQ’s first U.S. property, blending exceptional dining, innovative design, and personalized service. This comprehensive overhaul will include 174 hotel rooms and introduce sbe’s specialty restaurant and Everybody Eats quick-service-delivery platform.
Detroit is undergoing a dynamic resurgence, becoming a hub for major cultural and sporting events such as the Detroit Jazz Festival, Movement Electronic Music Festival, and major sports leagues. This revival, combined with its rich history and community spirit, positions Detroit as an enticing destination for tourists seeking a blend of culture, history, and modern urban excitement.
NEW sbe LEADERSHIP:
With the addition of over 15 seasoned professionals, sbe is primed for further innovation in the lifestyle hospitality sector. New leadership includes Todd Ruff as Chief Growth Officer, Angela Lester as EVP of Business Development EMEA, and more, all ready to drive sbe’s expansion and maintain its status as a global hospitality leader.
PROJECT HQ CORE IDEOLOGY:
Culinary Excellence:
Project HQ, in partnership with renowned chefs and sbe’s Disruptive Restaurant Group, is set to offer unique culinary experiences that blend innovative gastronomy with classic flavors. This initiative will be bolstered by Everybody Eats, reaching diverse audiences through exciting collaborations, including a new venture with Sofia Vergara.
Entertainment and Nightlife:
Nightlife remains a cornerstone of Project HQ, with plans to host exclusive events and vibrant entertainment options that enrich the guest experience.
Technology and Distribution:
Leveraging its strategic alliance with Wyndham, Project HQ integrates cutting-edge technology and distribution systems to enhance both owner benefits and guest experiences, from mobile check-in to personalized room settings.
Industry-Leading Rewards:
As part of Wyndham Rewards®, Project HQ connects to a vast network of approximately 108 million members, offering a reward system renowned for its value and simplicity, appealing to a broad range of travelers.
