Starwood Launches New Eco-Friendly '1' Hotel Brand

The first 1 hotel will be built on a vacant parcel of land on Second Avenue and Pine Street in Seattle. The other three US properties to be built are in the Mammoth Mountain resort in California; Scottsdale, AZ; and Fort Lauderdale, FL.

A company spokesman says that the first international 1 hotel will involve the renovation of the Hotel Lutetia in Paris. No details on the cost of the 1 brand launch were released by Starwood Capital. The initial five 1 hotels are owned by controlled affiliates of Starwood Capital Group Global LLC.

The company says it expects to enter New York, Los Angeles, Washington, DC and other major urban markets, as well as some prime resort destinations, within the next year. The company hopes to have 15 hotels signed or under construction within 24 months.

The Natural Resources Defense Council has agreed to be an environmental advisor on the 1 brand.

"Our intention with '1' is to build hotels and residences that are truly green and minimize their impact on their environment," says Starwood Capital Group chairman and CEO Barry Sternlicht. "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."

In conjunction with the 1 launch, Sternlicht reports that Starwood Capital has an agreement with New York City restaurateur Steve Hanson and his BR Guest Inc. chain, which will provide the dining, banqueting and room service at each of the 1 properties.

A company spokesman says future 1 hotels and spas could be either new construction or renovations of existing properties. The size of the facilities will range from 150 to 400 rooms with 250 rooms being the "sweet spot," he adds.