Starwood Capital Group and AJ Capital Partners have announced the launch of a new hospitality platform, Field & Stream Lodge Co. First established in 1871, the iconic American brand will now expand its reach with modern and affordable lifestyle lodgings across the country.
“As we have proven through our creation of W Hotels, 1 Hotels, and Treehouse Hotels, among others, today’s consumer has a strong desire to support brands that connect them with the outdoors, and this initiative with Field & Stream will provide them with authentic hospitality experiences,” says Starwood chairman and CEO Barry Sternlicht.
“We are honored to be partnering with Barry and the entire Starwood Capital team to launch Field & Stream Lodge Co. Extending the legacy of Field & Stream that is rooted in trust and history is incredibly inspiring and aligns with the approach that AJ Capital leverages in every project,” adds AJ Capital founder and CEO Ben Weprin. “Field & Stream hotels will be a modern take on an American classic. As we have demonstrated through Graduate Hotels and Marine & Lawn Resorts, we believe our design-forward and vertically integrated approach will position the platform to scale rapidly and capitalize on consumer demand.”
Field & Stream Lodge Co. plans to introduce between 20 and 25 hotels nearby outdoor recreation and nature attractions including national parks, beaches, mountain and ski towns.