sbe Brand Book 2016 by Ennismore_

At sbe, we have a reputation for being trailblazers in the crowded field of hospitality. It didn’t happen by luck or sleight of hand. Our model has always been perfectly straightforward: abandon all conventional wisdom about what a hotel, restaurant, or nightclub should be; formulate new thinking by analyzing and anticipating the desires of our clients; forge strategic alliances with the world’s most elite designers, architects, chefs, and developers; and always be sure that the legendary style for which sbe is known never eclipses the substance of f lawless service. The following pages are a celebration of everything that we have accomplished. I take enormous personal pride in sbe’s evolution as a business and as a cultural catalyst. None of this success would have been possible without the support and sage counsel of my family, my phenomenal team, and our extraordinary clients and colleagues. I thank you all profoundly.

SAM NAZARIAN sbe, Chairman & CEO

INTRODUCTION

A leading lifestyle hospitality company that develops, manages and operates award-winning hotels, restaurants and nightclubs. Through exclusive partnerships with cultural visionaries, sbe is dedicated to delivering the best in service, design, culinary programming, and entertainment. Already a proven leader in the hospitality and real estate industries, sbe will have over 100 properties by the end of this year, as well as the expansion of several f lagship brands, including SLS Hotels, Katsuya, The Bazaar by JosĂŠ AndrĂŠs, Hyde Lounge and The Redbury, both nationally and internationally. The company will debut a new slate of hotel & residence properties in the coming years, including the recently announced Hyde Hotel & Residences. Founded in 2002 by Chairman & CEO Sam Nazarian, sbe is a privately held company.

SEATTLE SLS HOTEL (2017)

LAS VEGAS SLS HOTEL BAZAAR MEAT BY JOSÉ ANDRÉS

CHICAGO SLS HOTEL (2018)

DOUBLE BARREL ROADHOUSE

NASHVILLE

CLEO

THE REDBURY (2018)

800° DEGREES

HYDE HOTEL (2020)

UMAMI BURGER

HYDE HOTEL (2021)

FOXTAIL NIGHTCLUB

ATLANTA

HYDE BELLAGIO

SLS HOTEL (2019)

HYDE T MOBILE ARENA (2016)

BEVERLY HILLS SLS HOTEL

THE REDBURY BAZAAR Ñ BY JOSÉ ANDRÉS

KATSUYA

OAKLAND

NEW YORK CITY

THE SAYERS CLUB

SLS RESIDENCES (2019) HYDE HOTEL (2019)

S BAR (2016)

PHILADELPHIA SLS HOTEL (2018) SLS RESIDENCES (2018) HYDE HOTEL (2018) HYDE RESIDENCES (2018)

XIV SESSIONS

THE BAZAAR BY JOSÉ ANDRÉS

WASHINGTON, D.C. SLS HOTEL (2018)

TRES BY JOSÉ ANDRÉS

SLS RESIDENCES (2018) HYDE HOTEL (2018)

BRENTWOOD KATSUYA

GEORGETOWN HYDE HOTEL (2017)

GLENDALE KATSUYA

HOLLYWOOD THE REDBURY KATSUYA CLEO THE LIBRARY

HOUSTON

THE SAYERS CLUB

HYDE HOTEL (2019)

LOS ANGELES SLS DTLA (2018)

DALLAS

SLS DTLA RESIDENCES (2018)

SLS HOTEL (2017)

KATSUYA L.A. LIVE

DOHENY ROOM GREYSTONE MANOR

SLS HOTEL (2016) SLS RESIDENCES (2016)

HYDE SUNSET KITCHEN + COCKTAILS CREATE NIGHTCLUB

BAHA MAR

KATSUYA

MEXICO CITY

CLEO

SLS HOTEL (2019)

BUNGALOW BEACH BAR & GRILL

SLS RESIDENCES (2019)

HYDE SUNSET KITCHEN + COCKTAILS HYDE LOUNGE AT STAPLES CENTER XIV SESSIONS

COACHELLA VALLEY

PUNTA MITA

CANCÚN

SLS HOTEL (2019)

SLS HOTEL (2018)

SLS RESIDENCES (2019)

SLS RESIDENCES (2018)

CABO SAN LUCAS

HYDE HOTEL (2017)

SLS HOTEL (2018)

HYDE RESIDENCES (2017)

SLS RESIDENCES (2018)

SÃO PAULO SLS HOTEL (2019)

PUERTO MADERO OR ANGE COUNTY HYDE HOTEL (2021)

SLS HOTEL (2019)

SAN DIEGO HYDE HOTEL (2020)

SLS RESIDENCES (2019)

WORLD MAP C H A P T E R 5 | D A KO TA D E V E L O P M E N T

CURRENT LONDON SLS HOTEL (2020)

PIPELINE

HOTELS

RESIDENCES

RESTAURANTS

NIGHTLIFE

CAIRO KATSUYA (2016)

KUWAIT KATSUYA KATSUYA ARABELLA

INDIA KATSUYA (2017) CLEO (2017)

SHANGHAI SLS HOTEL (2021)

HONG KONG

DUBAI

SLS HOTEL (2021)

SLS HOTEL (2020) KATSUYA (2016)

QATAR SLS HOTEL (2021)

SINGAPORE

KATSUYA (2016)

HOLLYWOOD, FL

MIAMI

SLS HOTEL (2021)

SOUTH BEACH

HYDE HOTEL (2016)

SLS BRICKELL (2016)

SLS HOTEL

HYDE RESIDENCES (2016)

SLS BRICKELL RESIDENCES (2016)

THE REDBURY

HYDE BEACH HOUSE (2018)

HALLANDALE BEACH, FL HYDE BEACH KITCHEN + COCKTAILS

SLS LUX BRICKELL (2017) SLS LUX BRICKELL RESIDENCES (2017) HYDE MIDTOWN HOTEL (2017) HYDE MIDTOWN RESIDENCES (2017)

THE RALEIGH TOWNHOUSE HOTEL THE BAZAAR BY JOSÉ ANDRÉS KATSUYA CLEO

ONE BRICKELL HOTEL (2019)

THE RESTAURANT AT THE RALEIGH

TOWNHOUSE MIAMI (2017)

K RAMEN. BURGER. BEER

BAZAAR MAR BY JOSÉ ANDRÉS

HYDE BEACH

HYDE AT AMERICANAIRLINES ARENA

XIV SESSIONS

S BAR (2016) 5

FORT LAUDERDALE HYDE HOTEL (2020)

CHAPTER 1 | HOTELS

SA M NAZARIA N BIOGR APHY Sam Nazarian’s career began in the tech industry with a wireless company he co-founded and later sold after spearheading its rapid growth and record sales. In 2001, he began to hone his expertise in development and hospitality by diversifying his family’s assets into real estate holdings across virtually all sectors of the market. It was during this phase that he began to see a demand for a different approach to hospitality—one that would fundamentally change the industry. That seed of an idea matured into the lifestyle giant sbe. From the launch of sbe’s first nightclub in 2003, Nazarian has evolved the privately held company into the definitive name in luxury hospitality, with a collection that includes some of the most exclusive destinations in the world. To create sbe’s award-winning portfolio, Nazarian has aligned with internationally acclaimed design and culinar y talents including Philippe Starck, Matthew Rolston, and chefs José Andrés and Katsuya Uechi. Nazarian’s business savvy and creative vision have also attracted the interest and active participation of such powerhouse financial institutions as Merrill Lynch, JP Morgan, Credit Suisse, Lowe Enterprises, Colony Capital, and Stockbridge Real Estate Funds.

“YOU CAN THINK OF SBE AS A HIGHWAY– ONCE YOU GET ON, THERE ARE MANY ROADS TO EXPLORE.” — SAM NAZARIAN

MAYER RUS

Was an awareness of design always part of your DNA?

SN You can get the best designer in the world, but if the developer doesn’t execute

SAM NAZARIAN Not really. I was a typical kid growing up in Beverly Hills. Design

that designer’s vision, the designer gets hurt. I think Philippe realized early on

was never something I thought much about. But I’ll never forget the first time I went

that sbe would remain true to both the spirit and substance of his unbelievable

to the Delano in South Beach. I was amazed not just by the interior design, which

imagination, and that my commitment was for the long term. Philippe was more

was groundbreaking, but by the energy it created. The impact was extraordinary—

than a collaborator, he was my eyes and ears on the world.

it slapped me across the face. MR

How did you eventually begin working with Philippe Starck yourself?

Tell me about the genesis of the original SLS.

SN sbe is ultimately in the brand business. That’s what we’re selling. With the SLS,

SN I’ve always been very ambitious. When we opened our first nightclub under the

the idea wasn’t just designing a single hotel and hoping it took off and then maybe

sbe umbrella in 2003, we bought a place on Sunset called the Coconut Teaszer, which

doing multiples. We spent a year and a half designing the SLS brand, and then we

looked like a bomb shelter. I said naïvely, “Let’s get the best designer out there.” It

found an asset—the old Le Méridien on La Cienega. We launched the SLS brand at

took us a year to track Philippe down and get him on the phone. I was a 26-year-old

the Milan Furniture Fair to make a statement. We rented a beautiful 19th-century

who wanted to open a nightclub in LA—basically everything Philippe would have

house and invited all these major players. Everyone said, “Good luck with that!”

said no to. But I was very persistent. The first time we met face-to-face was in my

Starting an international hotel company at the age of 27, no one took us seriously.

father’s office. Philippe later said that if it wasn’t for the charm of my father, he would

Frankly, no one took L.A. seriously.

have never agreed to work with us. MR

How did you secure that trust?

What was your first project together?

So the SLS proved them wrong?

SN It was a sensation from the moment it opened. We brought on collaborators like

SN Our first Starck project was the Katsuya in Brentwood. People thought it was an

Murray Moss to do our retail, Technogym for the fitness component, BMW. Looking

odd choice location-wise, but the restaurant ignited the scene and caused a sensation

back, what we did was almost absurdly ambitious. We bought a rundown, traditional

in the food world. It was something totally new. In the beginning, Philippe was very

1980s property and transformed it into something entirely new. I was crazy enough—

intimidating because of his persona and his incredible résumé. But over time he

and naïve enough—that whatever Philippe sketched, we built. We opened two months

became a friend and a part of the family. Philippe has said in interviews that he looks

after the recession hit, but there was a line out the door. There still is today.

at me like his younger brother. Now there’s a real mutual trust.

Manhattan. It’s in the old Martha Washington Hotel, which is a block away from

What were the lessons you learned from that first hotel project?

the new SLS we’re opening on Park Avenue in September. Matthew is helping SN There were many lessons! We were the owner, the developer, and the operator,

conceptualize that Redbury as well.

and perhaps we tried to do too much in one building. We were launching the brand, so we spent a huge amount of time up front making sure that everything was perfectly

MR What

are some of the other sbe milestones?

attuned to our brand message. There were some very cutting-edge ideas, things that had never been done before, like putting the television screens behind mirrors, which

SN Opening the SLS in South Beach across the street from the Delano was very

ended up being a little too complex. I always tell our new development partners that

gratifying. It sort of brought things full circle. In Vegas, sbe did something no one

we’ve already made all the mistakes—we’ve overbuilt, we’ve overspent—so we have

thought we could do, especially because of the recession. But when most companies

the battle wounds. Now that we are growing our brand around the world, we know

deliver a project the size of a 2.5 million-square-foot hotel and casino, they have

how to avoid those missteps and move forward from a position of confidence.

an opportunity to step back and absorb it. We’re always looking ahead. When we

SLS BEVERLY HILLS

MR How

announced our SLS hotel in DC, we got a call from someone who wants a Hyde

did chef José Andrés enter the picture?

Hotel as well as Hyde Residences—we do that, too. He also wants a couple of our SN We were in San Francisco meeting with the people at The Slanted Door. The

restaurants and nightclubs, and a development company that can build these places

family ultimately couldn’t do the deal, but they told us about this incredible chef in

and fill them with people. We offer all of that. It’s what sets sbe apart.

D.C. At the time José only had three restaurants, all in Washington, and he’d just won a regional James Beard Award. He wasn’t what he is today. My approach to him

Isn’t the Hyde nightclub sort of where it all started?

wasn’t, “Hey, let’s go do a restaurant in L.A.” It was more like, “Hey, let’s change the SN Hyde was such a game changer. When we bought the space, it was a shitty little

culinary game of hotel dining.”

bar, about the size of my office. Back then, big clubs were the thing. We spent eight MR How

months designing Hyde. It was going to be super high-end, super exclusive, something

did The Redbury enter your portfolio?

that had never been done here. When Hyde opened, it put us on a national stage. For SN When the recession hit, sbe got the opportunity to purchase the property from a

two years it was the hardest club to get into. Every A-lister was there. TMZ was across

bankruptcy proceeding. Everything was almost 100% designed. It was like a Top Chef

the street, and they were just launching their video paparazzi. They trained a camera

cook-off. Because licenses were set to expire at a certain date, we had four months to

on Hyde not to see which celebrities were going in, but which ones were getting turned

create a brand, finish the hotel, create a restaurant brand, and get it opened. So we went

away. They had a link on their website dedicated to who didn’t get into Hyde.

to Matthew Rolston, who wasn’t technically a designer but someone with great vision and imagination nevertheless. I asked him to help me define the brand and finish out

MR And

now you’re leveraging the prestige of that brand?

the design. We had very little time and no budget—the opposite of everything we had SN Absolutely. The things that are getting me most excited now are brands that can

done previously—so we had to be very courageous with our design choices.

get to 200 locations, brands like Hyde. I’m trying to chip away at the big boys a little MR Is

bit. Hyde could be a franchise-able model, which is something our competitors in the

that a brand that’s expanding?

boutique hotel space never did. I’m trying to take that boutique thinking and make SN Yes! We have three now: there’s one in South Beach and we just bought one in

a quantum leap in scale.

INTRODUCTION

MR What

differentiates the sbe approach?

SN A lot of companies are in the discount business. We like to build value by

connecting people to new places and experiences. When we sell an SLS residence or a Hyde residence, it’s not just about finishes and design details. We’re selling access to the sbe portfolio. Whether it’s New Year’s Eve in Vegas or a trip to the Coachella festival or some other event we curate for our customers, we bring all the sexiness and adventure on top of the real estate. MR What’s

the next chapter for sbe?

SN The next chapter is to take all of these brands we’ve cultivated and export them

internationally. We have opened three locations of Katsuya in the Middle East, have four more under construction, and we’re finalizing deals on two hotels in Mexico and one in the Bahamas. Even still, we’re just sort of mini-international. The next leap is becoming the international powerhouse I always dreamed of. I just turned 40. We’ve done hundreds of projects. But for me that was just the beginning. MR What

do you personally enjoy?

SN I love the building process. Whether it’s a new restaurant or a major hotel, I’m

interested in the way you visualize an idea and turn it into a three-dimensional reality. Conceptualizing the brand is more exciting than the operational aspect, but you always have to have the operational part nailed down. I used to spend a lot of times in my clubs, shaking hands, hanging out. Now I rarely go out, and when I do, it’s usually to check out someone else’s place. MR Do

you proceed from a grand master plan? Is there an endgame?

SN There are different models to follow. I personally look at the Conrad Hilton

and Issy Sharp/Four Seasons model—innovation at a grand scale. SLS is well on its way. We now have fifteen hotels either built or signed. Hyde has maybe even more HYDE SUNSET KITCHEN + COCKTAILS

potential. We are now looking at different markets, working with great partners, to

MR In

to have 25 SLS hotels by 2020, 50 Hydes by 2025. There’s an urgency—what is it

foster brands that will eventually become iconic in the hospitality business. We want

a business as mercurial as hospitality, how do you stay relevant?

that Obama called it?—the fierce urgency of now that propels us forward. We’ve met SN New ideas are the lifeblood of everything we do at sbe. We’re working with a

with such great success because two out of three ideas we’ve had have been new ideas,

generation of people who grew up in our clubs, ten or twelve years ago. Now almost

good ideas. You can’t look in the rear view mirror. It’s always forward.

every brand is trying to communicate to those customers, the 35- to 45-year-olds with discretionary income who are trendsetters within their own communities. We have a built-in relevancy with that customer base. They could be artists or they could be bankers or lawyers. We speak to them in the same way. That’s why companies like AEG and MGM want to work with us. We’re not a mom-and-pop operation with two restaurants or a couple of nightclubs. We’re held to an institutional standard even though we’re operating in a very non-institutional world of entertainment. MR W hat

part does social media play in your efforts to communicate with those consumers?

SN Social media is a big piece of what we do—our content business, our blogs, our

organic conversations with our customers. I’ve spent a lot of time in the past few years trying to understand the possibilities afforded by new technologies to galvanize our community. And it’s really all about the idea of community. You can think of sbe as a highway—once you get on, there are many roads to explore. Whether you come in as a 21-year-old in one of our nightclubs, or as a 15-year-old whose parents took you to Katsuya, or you had a corporate account in Vegas, or you bought one of our residences—at some point, once you’re in, we want you to see our perspective on the

PHILIPPE STARCK, SAM NAZARIAN, LENNY KRAVITZ AND JOSÉ ANDRÉS AT SLS LAS VEGAS GRAND OPENING.

world to come.

“ A LL THE SCENES OF LIFE COULD HAPPEN IN THE THEATER THAT WE’RE CREATING WITH SAM. HE’S NOT A BUSINESSMAN, I’M NOT A DECORATOR OR AN ARCHITECT. WE ARE METTEURS EN SCÈNE.” — PHILIPPE STARCK

INTRODUCTION

COLLABORATORS At sbe, we’ve always believed that we are only as good as the company we keep. Our designer, artist, and chef partners represent the best in class—true visionaries who have transformed their individual fields through innovation, imagination, and a daring contempt for received ideas tied to antiquated models. These are the people who challenge and inspire us, the people who have helped make the sbe brand an international calling card for peerless style and service. DESIGN COLLABORATORS

PHILIPPE STARCK From lemon squeezers and mega-yachts to electric cars and ghostly chairs, designer Philippe Starck’s creations lift people out of the everyday and into a world of whimsical beauty. Starck first won acclaim for his work on nightclub venues in Paris and Dallas, as well as former French President François Mitterrand’s private residences at the Elysée Palace. He went on to design celebrated hotels in New York, Miami, Los Angeles, London, Rio de Janeiro, and Paris. Starck collaborated with sbe Founder & CEO Sam Nazarian to create the SLS brand and continues to contribute his inspired designs to SLS Hotels & Residences, restaurants, and nightlife venues to this day. In all his work, Starck strives to create a more inspiring world through love, poetry, and humor.

YABU PUSHELBERG Yabu Pushelberg, an international, multidisciplinary design firm with studios in Toronto and New York City, was founded in 1980 by partners George Yabu and

LENNY KRAVITZ DESIGN

Glenn Pushelberg. Renowned for experimentation with form and materials as

Four-time Grammy Award-winning recording artist Lenny Kravitz expanded

of place, the firm boasts a client list encompassing many of the world’s most elite

his creative purview from the worlds of music and film to the arena of design

hotel and retail brands, furniture makers, and private residential clients. That

with the 2003 opening of his eponymous studio. The New York-based firm has

roster includes Bergforf Goodman, Barneys New York, Louis Vuitton, Printemps

interpreted Kravitz’s unique sensibility and eclectic global lifestyle into innovative

Paris, Tiffany & Co., and, of course, sbe. In 2013, the partners were honored to

design solutions for commercial and residential spaces, product development,

become Officers of the Order of Canada—the nation’s highest honor—for their

and branding strategies, all infused with rock-star attitude and iconoclasm.

contributions to design excellence both at home and abroad.

well as commissioning independent artists and artisans to create a specific sense

Hallmarks of his style include diverse cultural references, nods to bygone eras of glamour, and an artist’s eye for color and texture. 12

INTRODUCTION

DESIGN COLLABORATORS

ANWAR MEKHAYECH Anwar Mekhayech is a founding partner of Toronto-based The Design Agency, an award-winning studio that unites interior and architectural design, strategic branding, and visual communication. With clients in more than 26 cities in nine countries around the globe, the firm bases its progressive approach on the fundamental values of discovery, innovation, and invention. Mekhayech was recently recognized by Hospitality Design as one of seven ALEXANDRA CABRI

designers representing the “Wave of the Future.”

FRANK GEHRY Hailed by Vanity Fair as “the most important architect of our age,” Frank Gehry long ago secured his esteemed position in the history of 20th- and 21st-century design. A 1989 laureate of the prestigious Pritzker Architecture Prize, he has changed the landscape of cities around the world with monumental projects such as the revolutionary, titanium-clad Guggenheim Museum in Bilbao, Spain; the Walt Disney Concert Hall in downtown Los Angeles; the Louis Vuitton Foundation in Paris; the Lou Ruvo Center for Brain Health in Las Vegas; the New World Center in Miami Beach; and the Biomuseo in Panama City His work has been the subject of museum and gallery exhibitions across the globe,

A. EUGENE KOHN/KPF

and his list of accolades includes Japan’s Praemium Imperiale, the Cooper Hewitt National Design Award, the Woodrow Wilson Award for public service,

As a cofounder and principal of Kohn Pedersen Fox Associates (KPF),

and France’s Order of the Legion of Honor.

A. Eugene Kohn has led the firm to become one of the world’s most respected and innovative architectural design practices. Under Mr. Kohn’s direction, KPF has earned more than 300 design awards, including nine AIA National Honor Awards, for projects such as Unilever Headquarters in London and DZ Bank Headquarters in Frankfurt, Germany. In 1990, KPF became the youngest firm ever to receive the AIA Architectural Firm Award—the institute’s most prestigious honor.

PIERO LISSONI Piero Lissoni opened his Milan-based practice Lissoni Associati in 1986 with

DAVID ROCKWELL

Nicoletta Canesi. The acclaimed firm

David Rockwell founded the protean design firm Rockwell Group in 1984.

product and graphic design, corporate

LISSONI PHOTO G.GASTEL

handles architecture, interior design,

Based in New York City, with offices in Shanghai and Madrid, the studio specializes in a broad range of design disciplines, from luxury hospitality, cultural, and healthcare projects to educational, product, retail, and set design.

identity, and art direction. Lissoni’s client list reads like a Who’s Who of the greatest names in modern and

Staffed not only by architects and designers but also by coders, engineers,

contemporary design: Alessi, Boffi, Cappellini, Cassina, Flos, Fritz Hansen,

and brand strategists, Rockwell Group is a pioneering, tech-savvy firm that

Kartell, Knoll, Matteograssi, Poltrona Frau, Tecno, and many more. His work

creates multisensory environments using state-of-the-art lighting systems and

is distinguished by a mastery of proportion and scale, an innate facility with

arresting visual effects. Rockwell is a member of the elite AD100, Architectural

line and form, and an acute sensitivity to the subtleties that differentiate the

Digest’s list of the world’s most inf luential and imaginative designers.

pedestrian from the sublime.

TERRY O’NEILL

Terry O’Neill is one of the world’s most celebrated photographers. For more than six decades, he has probed the universe of fame and celebrity, training his incisive lens on an astonishing array of subjects, from Winston Churchill and Nelson Mandela to Frank Sinatra, Audrey Hepburn, and Amy Winehouse. One of the great pioneers of rock-and-roll photography, O’Neill helped launch the careers of The Beatles, The Rolling Stones, and Elton John with pictures that fired the imagination of fans across the globe. Sam Nazarian, founder, chairman, and CEO of sbe, has been a dedicated collector of O’Neill’s work for years. As innovators in their respective fields, O’Neill and Nazarian share a common drive to seduce their audiences with profoundly eloquent images and experiences that resonate with the energy of the zeitgeist. Each one, in his own way, is a true visionary.

CULINARY COLLABORATORS

JOSÉ ANDRÉS Named as one of Time magazine’s “100 Most Influential People” and awarded “Outstanding Chef” by the James Beard Foundation, José Andrés is an internationally recognized culinary innovator, author, educator, television personality, and chef/owner of ThinkFoodGroup. A pioneer of Spanish tapas in the United States, he has made a dramatic impact on contemporary gastronomy both here and abroad. His award-winning restaurant group spans 23 restaurants plus a food truck in Washington, DC, Los Angeles, Miami, Las Vegas, Puerto Rico and Mexico City. He is also a committed advocate for food and hunger issues, and is known for championing the role of chefs in the national debate on food policy.

DANNY ELMALEH Danny Elmaleh is a culinary partner of sbe’s diverse portfolio of restaurants, overseeing a broad array of dining and night life venues. Synthesizing his roots as the Israeli-born son of a Moroccan father and a Japanese mother, Elmaleh seamlessly blends traditional global cuisines to create exotic dishes that sing with a decidedly modern flair. He applied his eclectic, globetrotting sensibility to the menu at Cleo, his first signature restaurant, which serves contemporary Mediterranean fare in a warm, seductive environment redolent of old Hollywood glamour.

KATSUYA UECHI

MICHAEL SCHWARTZ

Known for his inventive style and expert execution of traditional Japanese

Owner of The Genuine Hospitality Group, James Beard Award-winning

fare, Katsuya Uechi is a trendsetter and visionary in the contemporary sushi

chef and cookbook author Michael Schwartz is the face of the South Florida

world. Katsuya, the namesake dining concept he developed in collaboration

restaurant industry and a nationally recognized celebrity chef. Since his flagship,

with sbe, electrified the food world when the brand opened its first venue

Michael’s Genuine Food & Drink, first opened in Miami’s Design District in

in 2006. At the time, Food & Wine magazine heralded the eatery as “one of

2007, locals and tourists alike have come to embrace and crave his unpretentious

the most exciting restaurants to open in Los Angeles in years.” Since then,

food emphasizing fresh, local ingredients. Branching out with this established

Uechi and sbe have exported their winning formula to Miami, Las Vegas, the

fresh, simple, pure approach, Michael has since successfully developed an ever-

Bahamas, and sites throughout the Middle East. That dissemination continues

growing roster of restaurants far beyond his home base in Florida.

apace as discerning diners and gourmands around the world call out for a Katsuya of their own. 16

INTRODUCTION

“ WHAT I DO IS ASSEMBLE AND LEAD TEAMS OF THE BEST PEOPLE IN THEIR FIELDS, AND THEN HELP THEM EXPRESS THE ETHOS OF sbe’s BUSINESSES. I LIKE TO EMPOWER PEOPLE.” — SAM NAZARIAN

CREATIVE COLLABORATORS

MATTHEW ROLSTON Internationally acclaimed photographer, filmmaker, and creative director Matthew Rolston has collaborated with sbe to revive Hollywood glamour and South Beach chic with an aesthetic approach that draws on a wide variety of historical antecedents synchronized to the rhythms of the modern world. Rolston has photographed pop culture icons for Vogue, Vanity Fair, Rolling Stone, GQ , and countless other top-tier journals. He has created landmark music videos for the likes of Madonna, Janet Jackson, Beyoncé, and Christina Aguilera, and crafted international campaigns for Estée Lauder, Polo Ralph Lauren, Gap, and Elizabeth Arden. A creative chameleon, his repertoire has grown to include product development, experiential design, and branded entertainment.

INTRODUCTION

THE sbe ODYSSEY BEGAN WITH ONE SIMPLE IDEA: HYDE

Sam Nazarian had a vision for a Los Angeles nightclub so

José Andrés, SLS dazzled capricious international travelers

chic and exclusive, so divinely decadent, that it would forever

with an entirely new conception of elegance and luxury with a

redefine the velvet rope experience. And that it did. Hyde created

sophisticated, cheeky modern spirit. This was an idea with legs.

an instant sensation when it opened in 2007, immediately establishing itself as the white-hot epicenter of Hollywood

In short order, it became clear to Nazarian and his team that sbe’s

cool. All the hallmarks that would come to distinguish an sbe

savvy business model—revolution through reinvention—could

project—design, attitude, service, cuisine, and clientele—

be applied to a seemingly limitless array of lifestyle experiences,

coalesced as if by alchemy in one tiny, unprepossessing venue

from clubs and restaurants to luxury resorts and condominiums.

on Sunset Boulevard. It was pure magic.

The key to success would be the meticulous dissemination of sbe’s DNA across every project, every platform, and every image.

With the phenomenal success of Hyde, Nazarian seized

“Ultimately, we are in the brand business,” Nazarian says. “We

the attention of celebrities, A-listers, and the millions of

are selling continuity and the promise of entrée into a very

people who track them in the media. The company’s

exclusive community where beauty and comfort reign supreme.”

next ambitious enterprise, the launch of the avant-garde SL S Hotel Beverly H i l ls, conf ir med what many had

When Hyde debuted in 2007, few people realized that the

come to suspect: something was happening in the city of

maelstrom of paparazzi f lashes at the front door heralded the

Los Angeles. Combining the creative genius of designer

arrival of a new hospitality juggernaut. Today, there’s no telling

Philippe Starck with the sublime culinary artistry of chef

how far sbe can take it. OPEN TO EXPLORE THE sbe TIMELINE

“WE ARE SELLING CONTINUITY AND THE PROMISE OF ENTRÉE INTO A VERY EXCLUSIVE COMMUNITY WHERE BEAUTY AND COMFORT REIGN SUPREME.” — SAM NAZARIAN

HYDE INTERIOR, LOS ANGELES, 2007

HERE WE GO

• The Colony opens in Hollywood • Hyde Lounge opens on Sunset

• sbe acquires Ritz Plaza Hotel in South Beach

• Katsuya Brentwood opens

• sbe acquires The Abbey • Foxtail Lounge opens in Hollywood

• Katsuya Glendale opens

• sbe establishes corporate offices in Los Angeles

• Sam Nazarian founds sbe

2002

2004 2003 • Sam Nazarian opens Shelter, sbe’s first property, in Hollywood

2006 2005 • sbe establishes exclusive partnerships with Philippe Starck and Katsuya Uechi

“WHAT I DO WELL IS LEAD THE ETHOS OF THE BUSINESS AND PUT THE BEST PEOPLE AROUND THE BRANDS.” — SAM NAZARIAN

• sbe establishes exclusive partnership with José Andrés

• sbe acquires Le Meridien Hotel in Beverly Hills

SEAMLESSLY BLENDED EXPERIENCES

• sbe establishes exclusive partnership with Lenny Kravitz

• SLS Hotel Beverly Hills opens with The Bazaar by José Andrés and Tres by José Andrés

2008 2007 • Katsuya Hollywood opens

2010 2009

• sbe acquires Sahara Hotel and Casino in Las Vegas

• sbe establishes exclusive partnership with Matthew Rolston

• Hyde Lounge at Staples Center opens

• Katsuya L.A. Live opens

• XIV Summer Sessions launches

Opening the following properties/venues:

• SLS Hotel South Beach opens with The Bazaar by José Andrés, Katsuya South Beach and Hyde Beach • SLS Las Vegas Hotel & Casino opens with Bazaar Meat by José Andrés, Cleo, Katsuya Las Vegas, Umami Burger, 800° Degrees Pizza, Ku Noodle, The Perq, LiFE, Foxtail and The Sayers Club Las Vegas

• Hyde Resorts • Hyde Lounge at T-Mobile Arena & Residences, Hollywood Florida

• Hyde American Airlines opens

• SLS Washington, DC Hotel & Residences

• SLS Park Ave, Bazaar Ñ

• Disruptive Restaurant Group created • Hyde Sunset Kitchen + Cocktails relaunches in Hollywood

• SLS Philadelphia Hotel & Residences

• Fi’lia by Michael Schwartz • Reopening of Greystone Manor and Doheny Room

• Cleo South Beach opens

• K Ramen. Burger. Beer. Glendale & South Beach

• Double Barrel Roadhouse opens

• The Redbury Hotel at Hollywood and Vine opens with Cleo and The Library

2012 2011

• SLS Brickell, Bazaar Mar

2014 2013

• Hyde Beach House

• Cleo L.A. Live

2016 2015

2018 2017 Opening the following properties/venues:

• Hyde Beach Kitchen + Cocktails opens

• The Sayers Club • sbe enters into opens in a joint venture Los Angeles with Umami Restaurant Group

• Greystone Manor opens in Los Angeles

• The Redbury Hotel South Beach opens

• sbe awarded management of the Martha Washington Hotel, NYC

• sbe takes over The Raleigh Hotel in South Beach

• Hyde Suites & Residences Midtown Miami • SLS LUX Brickell Hotel & Residences

• sbe establishes Dakota Development as affiliated entity • Hyde Resort & Residences Coachella Valley

• SLS Seattle • sbe wins industry-leading six digital marketing awards

• sbe opens Hyde Bellagio in Las Vegas

• sbe partners with MGM Resorts for Mlife loyalty program

• sbe rebrands The Restaurant at the Raleigh • sbe opens a Las Vegas office

• Restaurant Michael Schwartz at The Raleigh opens

• sbe partners with Insomniac to open Create

• The Emerson Theatre opens

• sbe acquires 444 Park Avenue in New York City • Katsuya begins expansion into the Middle East

ROCK ON

“THERE ARE VERY FEW PEOPLE DOING WHAT WE ARE DOING ON THIS KIND OF SCALE.” — SAM NAZARIAN

HOTELS

RESTAURANTS

NIGHTLIFE

SLS Beverly Hills

CHEF JOSÉ ANDRÉS

106

Hyde Beach SLS South Beach

161

SLS South Beach

The Bazaar

109

Hyde Lounge Bellagio

162

SLS Las Vegas

Bazaar Meat

112

Hyde Staples Center

165

SLS Brickell

Bazaar Mar

117

Hyde American Airlines

166

SLS Park Ave

Bazaar Ñ

118

Hyde Lounge T-Mobile

169

SLS Baha Mar

Tres

121

The Sayers Club

170

SLS Seattle

Foxtail

174

SLS LUX Brickell

CHEF K ATSU YA UECHI

122

Doheny Room

176

SLS Philadelphia

Katsuya

125

Create

178

SLS Washington DC

130

S-Bar

179

CHEF DANN Y ELMALEH

Cleo

133

The A-List

180

Hyde Beach Kitchen + Cocktails

134

CHEF MICHAEL SCHWAR T Z

136

Fi’lia

139

SLS Atlanta

SLS Puerto Madero

The Redbury Hollywood

The Redbury South Beach

The Redbury New York

Hyde Coachella Valley

Double Barrel

140

Hyde Hollywood, FL

Hyde Sunset Kitchen + Cocktails

141

Hyde Midtown Miami

Umami Burger

142

Hyde Philadelphia

99 E VENTS & CATERING

147

Services

151

Collins, sbe Cocktail Catering

152

Event Highlights

154

The Raleigh

101

RESIDENCES

Jorge PÃ©rez Interview

186

FLORIDA

SLS Brickell

191

SLS LUX Brickell

193

Hyde Midtown Miami

197

Hyde Resort & Residences Hollywood

199

Hyde Beach House

203

BAHAMAS

SLS Baha Mar

205

PHIL ADELPHIA

SLS Philadelphia

209

WASHINGTON DC

SLS Washington DC

211

CALIFORNIA

Hyde Coachella Valley

213

ARGENTINA

SLS Puerto Madero

215

DAKOTA DEVELOPMENT

THE sbe NETWORK

Mission Statement

218

The Code

238

Dakota Development Facts

220

sbe Digital

242

Capabilities

224

Press

244

Design & Development

230

Corporate Sponsorships

246

HOTELS Presenting our exclusive portfolio of luxury lodgings, ravishing resorts, and other heavenly homes away from home. From the azure beaches of Florida to the twinkling lights of the Vegas Strip to the power corridors of Manhattan, sbe offers a range of inspired hospitality experiences that turn business into pleasure and pleasure into sheer heaven.

CHAPTER 1 | HOTELS

Sam Nazarian announced sbe’s entry into the hotel arena in spectacular fashion with the launch of the inaugural SLS in Beverly Hills. Combining the creative genius of visionary designer Philippe Starck with the sublime culinary artistry of chef José Andrés, SLS Beverly Hills upended the status quo in the hospitality

industry by presenting an alternative conception of elegance and luxury that revels in an unabashedly cheeky, modern spirit. No detail was overlooked in the debut of the SLS brand. From the cosseted indulgence of Ciel Spa to the tantalizing fare at The Bazaar, every piece of furniture and lighting, every amenity and service was meticulously crafted and curated to underscore the SLS credo: style and substance need not be mutually exclusive.

THE PROPERTY Location Key Count Designer Developer Opening Date

465 S. La Cienega Blvd, Los Angeles, CA 297 Philippe Starck Dakota Development 2008

F&B Outlets Amenities

The Bazaar by José Andrés, Tres by José Andrés Ciel Spa & Fitness Center, Altitude Pool, Over 30,000 SF of Flexible Meeting Space

AWARDS

2009

Virtuoso Best of the Best Awards: Best Achievement in Design

2011 2012

José Andrés wins James Beard Award 50 Best Designed Hotels, California Home + Design

CIEL SPA BEVERLY HILLS

CHAPTER 1 | HOTELS

In a town long inured to strained theatrics and artificial poses, SLS presents a revolutionary model of seaside luxury where decadence and debauchery go hand in hand with elegance and élan. Trendsetting designer Philippe Starck has conjured a world of radical chic that nods to the hedonistic excesses of the 18th century French aristocracy, fusing Old World savoir-faire with high-end contemporary comfort. Boasting a penthouse designed by Lenny Kravitz, restaurants by chefs José Andrés and Katsuya Uechi, and an extravagant beach club that could only be Hyde, SLS has become the go-to destination for a new generation of discriminating pleasure seekers.

THE PROPERTY Location Key Count Designer Developer Opening Date F&B Outlets Amenities

AWARDS

1701 Collins Ave, Miami Beach, FL 140 Philippe Starck, Lenny Kravitz (Bungalow Suites) Dakota Development 2012 The Bazaar by José Andrés, Katsuya, Hyde Beach Pool Deck with Cabanas, Hair Salon, Fitness Center, 1.4 Acres of Beachfront Access

2012 2013 2013

Hotelier of the Year: Sam Nazarian Hotelier of the Year: Sam Nazarian OpenTable #1 and #2 Hottest Hotel Restaurants

MASTER SUITE DESIGNED BY LENNY KRAVITZ

CHAPTER 1 | HOTELS

To match the brio and bluster of a city like Las Vegas, sbe took the SLS model and super-sized it in a state-of-the-art resort and casino boasting more than 1,600 guest rooms and suites along with outposts of many of sbe’s world-famous restaurants, nightclubs, and lounges. SLS Las Vegas is appropriately built on the site of the legendary Sahara Hotel & Casino, a destination that, in its day, set the bar for luxury hospitality and

entertainment. With interiors by groundbreaking designer Philippe Starck, cuisine by award-winning chefs José Andrés, Katsuya Uechi, and Danny Elmaleh, and a host of sybaritic clubs and intimate boîtes, SLS Las Vegas has shown Sin City the true meaning of style and swagger.

THE PROPERTY Location Key Count Designer Developer Opening Date F&B Outlets Amenities

AWARDS

2535 Las Vegas Blvd S, Las Vegas, NV 1,613 Philippe Starck, Gensler, Lenny Kravitz Dakota Development 2014 11 Restaurants, 4 Lounges 50,000 SF Casino Floor, Retail, 80,000 SF of Special Event Space, 30,000 SF of Meeting Space, Salon, Ciel Spa & Fitness Center

2016

Time Out ‘The Best Restaurants in Las Vegas’, Bazaar Meat by José Andrés

2014

AGA Communication Awards for Best Social Media Outreach, Best Print Advertisement & Increasing Reach

“ SAM AND HIS TEAM BRING A LEVEL OF ATTENTION TO DETAIL THAT IS VIRTUALLY UNRIVALED. FROM THE DESIGN AESTHETIC TO THE SCENT AND THE SOUND, EVERY MOMENT OF A GUEST EXPERIENCE IN ONE OF THEIR PROJECTS IS CURATED TO BE UNFORGETTABLE.” — JIM MURREN, CHAIRMAN AND CEO, MGM RESORTS INTERNATIONAL

CHAPTER 1 | HOTELS

Visionary developer Jorge Pérez and hospitality guru Sam Nazarian have joined forces to create the hottest destination in downtown Miami. Set on South Miami Avenue in the heart of Brickell, the SLS Hotel & Residences marries the design genius of Philippe Starck and the culinary mastery of chefs José Andrés, Katsuya Uechi, and Michael Schwartz to conjure a unique luxury experience with something to delight the senses and fire the imagination of all guests. The inimitable ambience of SLS Brickell comes alive on the luxuriously landscaped Pool Terrace, where private cabanas, alfresco dining, and Hyde Lounge spark excitement all day long and late into the night.

THE PROPERTY Location Key Count Designer Developer Opening Date F&B Outlets

1300 S. Miami Avenue, Miami, FL 124, Plus 450 Residential Philippe Starck Dakota Development 2016 Michael Schwartz Fine Dining, Bazaar Mar by José Andrés

Amenities

Ciel Spa & Fitness Center, Pool Deck & Bar, 13,000 SF of Meeting Space

PRESS “ The new SLS Brickell condo and hotel isn’t scheduled to open for years still, but developers behind the project were already celebrating a virtual sellout Thursday night.” - MIAMI HERALD, 2013

CHAPTER 1 | HOTELS

At SLS Baha Mar, the brand’s signature spirit of sensuality and glamour marches to a distinctly Caribbean beat. The resort was envisioned as a tropical sanctuary for connoisseurs of global culture and style, a place where dazzling natural scenery is paired with unparalleled service and amenities curated specifically for the world’s most discerning guests and residents—a clientele accustomed to enjoying the best of the best.

THE PROPERTY Location Key Count Designer Opening Date F&B Outlets Amenities

PRESS “ Located within the $3.5 billion, five-hotel mega complex in

Nassau, Bahamas 300, Plus 107 Residential Avenue Interior Design in Collaboration with BNO Coming Soon Cleo, Katsuya, Lobby Bar, Pool Bar & Grill 7,000 SF of Meeting & Banquet Facilities

the capital of the Bahamas known as Baha Mar, the SLS is one of the Caribbean’s hottest debuts.” - TRAVEL AND LEISURE, 2015

CHAPTER 1 | HOTELS

Slated to open in 2017, SLS Seattle brings the visionary talents of developer Sam Nazarian, designer Philippe Starck, and chef José Andrés to a city long known as a hotbed of creativity and innovation. Located in the 5th and Columbia tower, the hotel will be a beacon of cutting-edge style on the downtown Seattle scene. The SLS ethos of luxury with attitude dovetails perfectly with the city’s rich history of cultural renegades and iconoclasts. The property features 189 guest rooms and suites along with 20,000 square feet of commercial meeting spaces and SLS’s renowned food and beverage offerings.

THE PROPERTY Location Key Count Designer Developer Opening Date F&B Outlets

5th & Columbia, Seattle, WA 189 Philippe Starck Dakota Development 2017 sbe Fine Dining, Restaurant and Bar, Hotel Lounge

Amenities

Ciel Spa & Fitness Center, Pool Deck & Bar, 20,000+ SF of Meeting Space

PRESS “ A luxury hotel will fill the bottom third of a 660 -foot downtown Seattle office tower scheduled to break ground this fall — and it will be operated by a company that cut its teeth running some of Los Angeles’ hottest nightclubs and restaurants.” - THE SEATTLE TIMES

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CHAPTER 1 | HOTELS

Sam Nazarian and groundbreaking developer Jorge Pérez have assembled a dream team of internally-renowned designers and artists to craft a landmark lifestyle destination that sets a new gold standard for luxury hospitality. Nestled in a 57-story tower designed by the celebrated architecture firm Arquitectonica, with interiors by award-winning Yabu Pushelberg, 84 lavish hotel suites beckon guests with the promise of unparalleled comfort and style. Museum-quality sculptures by Fernando Botero and Matias Duville, a dazzling LED façade by Ana Isabel Martinez, and an exterior mural by Fabián Burgos add a layer of fine art to a supremely indulgent SLS experience.

THE PROPERTY Location Key Count Designer Developer Opening Date F&B Outlets Amenities

PRESS “ T he Related Group’s Arquitectonica-designed

Brickell, Miami, FL 84, Plus 450 Residential Yabu Pushelberg / Arquitectonica The Related Group 2017 Katsuya, S Bar 10,000+ SF of Retail and Restaurant Space, Ciel Spa & Fitness Center, Pool Deck, Tennis Facilities

Brickell wowed buyers with its 28,000-squarefoot spa and $5 million abstract ‘faces’ sculpture garden entrance.” - HOME & REAL ESTATE, 2016

CHAPTER 1 | HOTELS

sbe has partnered with Dranoff Properties, a premier developer of luxury apartments and condominiums, to bring unprecedented glamour and energy to Philadelphia’s Avenue of the Arts. The team has commissioned Kohn Pedersen Fox (KPF), the internationally renowned architecture firm, to create a new 47-story landmark on the city’s skyline. Drawing inspiration from the city’s cultural heritage, designer Philippe Starck will work his signature magic on the property’s 152 guest rooms and 98 luxury residences, conjuring a dazzling display of SLS style.

THE PROPERTY Location Key Count Designer Developer Opening Date

301 S. Broad St, Philadelphia, PA 152, Plus 98 Residential KPF Architects, Philippe Starck Dakota Development 2018

F&B Outlets Amenities

Cleo Ciel Spa & Fitness , 12,000+ SF of Meeting Space & Event Garden, Lap Pool

PRESS “ SLS Philadelphia will pay homage to the home and studios of Philadelphia International Records and the rich musical history that unfolded there.” — PHILLY.COM, 2013

CHAPTER 1 | HOTELS

The nation’s historically stodgy capital is bracing for the arrival of the SLS Hotel & Residences, Washington, DC’s first SLS property. Working in concert with the Peebles Corporation, a national real estate and investment f irm, sbe will develop, manage, and operate the innovative mixed-used complex, which encompasses 198 hotel rooms and 59 branded condominium residences. In a market saturated with safe, traditional hospitality options, SLS aims to spark the imagination of discerning travelers and homeowners with a taste for the kind of modern luxury that only sbe can offer.

THE PROPERTY Location Key Count Developer Opening Date

901 5th St NW, Washington, D.C. 198, Plus 59 Residential Dakota Development and The Peebles Corporation 2018

F&B Outlets

A collection of sbe’s award-winning food & beverage venue outlets

Amenities

Ciel Spa & Fitness Center, Meeting Spaces

PRESS “DC’s hotel portfolio will get a bit more chic come 2018, when the city’s first SLS-branded hotel opens at Fifth and Eye streets NW.” — WASHINGTON BUSINESS JOURNAL, 2016

CHAPTER 1 | HOTELS

Set to debut in early 2019, the SLS Atlanta Hotel & Residences marks the first collaboration between sbe founder and CEO Sam Nazarian and The Trillist Companies, a leading developer headed by Scott L. Leventhal and Joseph Kavana. The hotly anticipated property, located at 13th Street and Crescent in the fast-growing Midtown neighborhood, will consist of 225 SLS hotel rooms and suites, 60 SLS branded condominium residences, and a collection of sbe’s acclaimed food and beverage venues. Legendary designer Philippe Starck, SLS’s creative partner, will play a major role in shaping a vision of modern luxury attuned to the unique spirit and beauty that make the ATL one of the most vibrant urban centers in the country.

THE PROPERTY Location Key Count Developer Opening Date

13th Street and Crescent, Atlanta, GA 225, Plus 60 Residential Dakota Development and The Trillist Companies 2019

F&B Outlets

A collection of sbe’s award-winning food & beverage venue outlets

Amenities

Health Spa & Fitness Center, Meeting Spaces

“ T here is a tremendous opportunity to generate a new pulse and energy in this incredibly beautiful city. The SLS experience, with its award-winning hospitality and playful aesthetic, is a perfect match.” — SAM NAZARIAN

CHAPTER 1 | HOTELS

Demonstrating the global appeal of the SLS brand, sbe and The Related Companies are bringing the exclusive SLS concept to the Argentine capital of Buenos Aires. Located in the chic Puerto Madero neighborhood, the property will consist of 128 condominium residences and 64 furnished designer suites. Milan-based design superstar Piero Lissoni will craft bespoke interiors for the development’s public spaces and suites, while Swiss architect Enzo Anea will create landscaping tailored to the stunning site. The Argentine f irm VMA will serve as the local architect. Set to open in 2019, SLS is already causing a stir among Puerto Madero’s community of highly demanding, sophisticated buyers.

THE PROPERTY Location

Intersection of Boulevard Juana Manso and Rosario Vera Penaloza, Puerto Madero, Argentina

Key Count Designer Developer Opening Date

64, Plus 128 Residential Piero Lissoni The Related Group 2019

F&B Outlets

A collection of sbe’s award-winning food & beverage venue outlets

Amenities

Pool Deck, Health Spa & Fitness Center, Meeting and Event Spaces

“ sbe & SLS Hotels couldn’t be more thrilled to announce our 7th project developed in partnership with The Related Group and Jorge Pérez. We are so proud to have thousands of Argentinian loyalists experiencing the SLS family of hospitality offerings in the United States every year and we strongly believe a product with this level of style, luxury and service will do exceptionally well in Buenos Aires.” — SAM NAZARIAN

CHAPTER 1 | HOTELS

Perfectly positioned at the legendary intersection of Hollywood Boulevard and Vine, The Redbury beckons the D.I.Y. generation— tech-savvy twenty- and thirty-somethings working in art, music, media, fashion and other creative fields—with a hotel experience that blends boutique attitude with the comforts of apartment living. The brand’s hip, unpretentious ethos and bohemian-chic aesthetic were shaped by creative director Matthew Rolston, the celebrated photographer and auteur, in collaboration with sbe founder and CEO Sam Nazarian. Their vision draws strength from the neighborhood’s storied history, its idiosyncratic, slightly seedy past, and its present spasm of revitalization. Ideal for long-term stays, The Redbury’s 57 spacious guest flats provide a stimulating canvas for intrepid travelers to paint their own hospitality masterpiece.

THE PROPERTY Location Key Count Designer Developer Opening Date

1717 Vine Street, Los Angeles, CA 57, All Suites Matthew Rolston CIM Group / Dakota Development 2010

F&B Outlets Amenities

Cleo, Library Bar, Glade Terrace Home-Like Atmosphere with European-Style Kitchen and Washer/Dryer

AWARDS

2015 2012 2012

Tripadvisor Certificate of Excellence CBS Los Angeles Best Hotel Dining National Geographic Traveler Best of the World: Must See Places for 2012

2011 2011

Condé Nast Traveler Hot List Hotel Travel & Leisure It List: Best New Hotels

“ EVEN THOUGH MY WORK IS EXTREMELY DIVERSE, THE UNIFYING FACTOR HAS ALWAYS BEEN A STRONG SENSE OF PLACE AND A SPECIAL FEELING OF ROMANCE. I WANT GUESTS TO FEEL BOTH STIMULATED AND RELAXED AT THE SAME TIME. THAT’S SOMETHING WE ALL CRAVE.” — MATTHEW ROLSTON, CREATIVE DIRECTOR, THE REDBURY HOTELS

CHAPTER 1 | HOTELS

Located in the heart of South Beach, The Redbury imports the bohemian glamour and laidback attitude of its sister property in Hollywood to Miami’s most coveted vacation and nightlife destination. Creative director Matthew Rolston put a decidedly contemporary spin on classic Art Deco style to conjure a vision of seaside leisure that nods to the past while stimulating the present. Each of the spacious 69 guest rooms—which start at 350 square feet—features a record player with a collection of vinyl curated by Capitol Records. Chef Danny Elmaleh’s nouveau Middle Eastern cuisine at restaurant Cleo and a 12,000-squarefoot rooftop pool with views of the Miami skyline complete the picture of an ideal South Beach getaway.

THE PROPERTY Location Key Count Designer Developer Opening Date

1776 Collins Avenue, Miami, FL 69 Matthew Rolston / Avenue Interiors Dakota Development 2013

F&B Outlets Amenities

Cleo 12,000 SF Rooftop Pool and Deck

AWARDS 2015 2014 2014 2014

Virtuoso Best of the Best Awards WebAward Hotel and Lodging Standard of Excellence Travel + Leisure It List: The Best New Hotels UK Condé Nast Traveller The Hot List 2014

CHAPTER 1 | HOTELS

In late 2015, sbe took over the management of the Martha Washington Hotel, with plans to convert to The Redbury New York in early 2016. Centrally located in the evolving NoMad (North of Madison Square Park) district, The Redbury is just blocks from the Empire State Building, Union Square, Bryant Park, and many of New York’s hottest boutiques, restaurants, and bars. Built in 1903, this historic property has 280 guest rooms, all redesigned in a fresh, unpretentious style that is unmistakably Redbury. In addition to Veronica’s Lobby Bar and Lounge, the hotel is home to Marta, a Roman-inspired pizzeria from Danny Meyer’s Union Square Hospitality Group.

THE PROPERTY Location Key Count Developer Opening Date

29 E. 29th St. New York, NY 280 Matthew Rolston / Avenue Interiors 2016

F&B Outlets

Marta by Danny Meyer, Veronica’s Lobby Bar and Lounge

Amenities

Meeting & Event Facilities, Fitness Center

PRESS “ The rebranded hotel will feature The Redbury’s awardwinning boutique design, authentic bohemian counterculture aesthetic, and curated hospitality amenities.” — BUSINESS WIRE, 2015

CHAPTER 1 | HOTELS

The legendary style and attitude of Hyde converge with the glories of Mother Nature to create a destination like no other: Hyde Resort & Residences Hollywood. Set against a backdrop of breathtaking views of the sky, sand, and Atlantic surf, the property offers endless opportunities for sensory stimulation or sublime relaxation—take your pick. Channeling the ultra-hot vibe of the Hyde nightclub brand, Brazilian architect Débora Aguiar has crafted guest rooms and social spaces that marry sophistication and seduction with casual seaside comfort.

THE PROPERTY Location Key Count Designer Developer Opening Date

2801 E. Hallandale Beach Blvd, Hollywood, FL 400 Resort Condominiums Débora Aguiar / Arquitectonica The Related Group 2017

F&B Outlets Amenities

Hyde Beach Club, 3-Meal Restaurant Pool Deck, Ciel Spa & Fitness Center

“ Hyde Resort & Residences brings art, fashion, and music to the most spectacular oceanfront setting.” — JORGE PÉREZ

CHAPTER 1 | HOTELS

In the words of Jorge Pérez, chairman and CEO of The Related Group, “Midtown is the only place to be if you want to live and play at the leading edge of Miami’s next cultural transformation.” The edgy, urban-hip neighborhood puts guests at the center of the city’s white-hot art and entertainment scene, and Hyde is perfectly positioned to make the most of it. The hotel gathers the talents of many of the world’s leading creative minds, including the renowned architecture firm Arquitectonica and design maestro David Rockwell. Their work celebrates the essence of Miami— its unique light, color, texture, and spirit.

THE PROPERTY Location Key Count Designer Developer Opening Date

Midtown Ave & 34th Street, Miami, FL 60, Plus 400 Residential Arquitectonica and David Rockwell The Related Group 2017

F&B Outlets

A collection of sbe’s award-winning food & beverage venue outlets

Amenities

Pool Deck, Spa and Fitness Center, Executive Board Room

PRESS “ Hyde Midtown, the third biggest project coming to Miami, broke ground last month and has sold close to 70 percent of its 410 units.” — THE REAL DEAL, 2015

CHAPTER 1 | HOTELS

Situated at South Broad Street and Pine, Hyde Philadelphia will be the lynchpin of the rejuvenation of this bustling, central district of the historic city. The new landmark property will come alive with the distinctive attitude and style that define the Hyde brandâ&#x20AC;&#x201D;slightly irreverent, thoroughly modern, and infused with elements of local art and culture. Striking the perfect balance between curated and carefree, the immersive guest experience is tailored to the needs of contemporary travelers hungry for authenticity and connection. A rooftop lounge with dazzling views and a selection of sbeâ&#x20AC;&#x2122;s famed food and beverage venues will add to the allure of this singularly exciting hotel development.

THE PROPERTY

PRESS

Location Key Count Developer Opening Date

Broad and Pine Streets, Philadelphia, PA 76, Plus 83 Residential Dakota Development and Dranoff Properties 2018

Carl Dranoff has once again partnered with sbe to create

F&B Outlets Amenities

Hyde Kitchen + Cocktails Spa and Fitness Center

rooms and approximately 83 apartment units. It would all

a 22-story mixed-use tower proposal featuring a ground floor restaurant, an underground parking garage, 76 hotel be topped by a separate restaurant on the roof deck.

CHAPTER 1 | HOTELS

Hailed as the grand dame of South Beach Art Deco, The Raleigh is a perfect blend of style, comfort, and old-school Miami glamour. In 1947, Life magazine anointed the hotel with the distinction of possessing “the most beautiful pool in America,” a masterpiece of sinuous Deco curves worthy of Esther Williams. From the modern American fare served at The Restaurant at the Raleigh to the irresistible handcrafted cocktails poured at The Martini Bar, this classic oceanfront destination caters to every taste and desire under the Florida sun.

THE PROPERTY Location Key Count Designer

AWARDS

1775 Collins Ave, Miami Beach, FL 105 Designed in 1940 by Acclaimed Architect L. Murray Dixon

2015 2015 2015 2015 2013

Opening Date 2012 (As sbe Managed) F&B Outlets Amenities

The Martini Bar, Coffee Bar, The Restaurant Pool Deck with Cabanas, Spa & Fitness Facilities, Private Beach Access

101

Telegraph.co.uk: Top 10 Best South Beach Hotels Departures: Where to Stay in Miami USA Today: South Beach’s 10 Best Hotels The New York Times: Places To Go in 2015 Haute Living: Miami’s Top Chef

102

RESTAURANTS sbe’s award-winning restaurant brands promise unforgettable— and unforgettably delicious—dining experiences built around the pillars of inspired cuisine, daring design, and impeccable service. In partnership with our extraordinary chef partners, sbe has blazed a trail of gastronomic delight across America— and across the globe. From sublime sushi to tantalizing ceviche to heavenly burgers, each of our restaurants invites guests on a voyage of culinary discovery. Bon appétit!

The name says it all. Disruptive Restaurant Group, a subsidiary of sbe, is more than simply a collection of brands. The restaurant group functions as an incubator of innovative culinary concepts with global potential. Disruptive’s roster now spans California to Kuwait, with more than 50 locations of Katsuya, Cleo, The Bazaar by José Andrés, Hyde Kitchen + Cocktails, and Umami. Our unbeatable pairing of iconoclastic chefs and brilliant designers has put the food world on notice: prepare for disruption.

105

JOSÉ ANDRÉS

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C H A P T E R 2 | R E S TA U R A N T S

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C H A P T E R 2 | R E S TA U R A N T S

SLS BEVERLY HILLS, SLS SOUTH BEACH

From the innovative artistry of the award-winning master chef José Andrés, paired with the prodigious mind of visionary designer Philippe Starck, The Bazaar by José Andrés takes visitors on a wild sensory adventure, blending Old World delicacies with avant-garde delights in a bold, multifaceted atmosphere where anything is possible. A vibrant mix of sophisticated cuisine and playful lounge spaces where dining transcends into fête extraordinaire, The Bazaar invites you to explore a collection of magical dining experiences.

“Los Angeles has never seen anything remotely like this exciting restaurant from Spanish chef José Andrés.” — Los Angeles Times

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C H A P T E R 2 | R E S TA U R A N T S

“ THIS IS NO GAME OF SMOKE AND MIRRORS. ANDRÉS IS A CULINARY CLINICIAN WHO HAS CONSIDERED EVERY REACTION HIS FOOD WILL ELICIT, WEIGHING NOT ONLY ITS DEPTH OF FLAVOR BUT ITS EVERY HUE, AROMA, SOUND, TEXTURE AND MOUTH FEEL.” — THE MIAMI HERALD

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THE BAZAAR BY JOSÉ ANDRÉS, SOUTH BEACH

SLS LAS VEGAS

A groundbreaking culinary experience, Bazaar Meat by José Andrés is the James Beard Award-winning chef ’s wild and wonderful celebration of the carnivorous, in all its forms. Far from a traditional steakhouse, the restaurant tantalizes diners with a kaleidoscopic array of carpaccios, cured meats, tartares, and every imaginable cut of beef. This epicure’s delight is served in a dreamy setting of debauched aristocracy that could only have come from the mind of designer Philippe Starck. Vegetarians need not fear, however. There are plenty of sexy vegetables to go around.

“Think anything that will fulfill carnivorous cravings.” — Zagat “10 Hottest Restaurants in Las Vegas”

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C H A P T E R 2 | R E S TA U R A N T S

SLS BRICKELL HOTEL & RESIDENCES, MIAMI

Chef José Andrés sets his sights on the fruits of the sea at the latest iteration of his celebrated Bazaar restaurant concept: Bazaar Mar. In characteristic style, the inimitable Spanish chef has taken an entirely new approach to seafood, presenting Neptune’s bounty in tantalizing dishes with bright, sophisticated f lavor profiles. Loyal patrons of Bazaar have come to expect dazzling dining rooms, and Bazaar Mar does not disappoint. Rejecting stale cliches of barnacled buoys and knotty nets, the décor is as fresh and contemporary as the menu.

The catch of the day gets elevated to dizzying heights at Bazaar Mar.

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SLS BEVERLY HILLS

Tres by José Andrés offers comfort food with a twist in a sanctuary of intimate alcoves and inviting fireplaces discreetly woven into the lobby of SLS Hotel Beverly Hills. In a chic yet laidback setting conjured by designer Philippe Starck, guests can enjoy everything from continental breakfast with caviar and cured meats to high tea to evening cocktails—anyone care for a Brazilian screwdriver?—to a Sunday brunch guaranteed to revive Saturday night revelers.

“Tres by José Andrés is an unexpected departure from the generic hotel dining atmosphere… The only reminder you’re not ACTUALLY in your own cozy living room? The server interrupting with plates full of elevated California comfort food.” — Thrillist LA, 2015

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KATSUYA UECHI

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BRENTWOOD, GLENDALE, HOLLYWOOD, LA, LAS VEGAS, SOUTH BEACH, BAHA MAR, DUBAI, KUWAIT, QATAR

Featuring the dynamic pairing of master chef Katsuya Uechi and design impresario Philippe Starck, Katsuya by Starck is truly a feast for the senses. Chef Uechi skillfully reinterprets timehonored Japanese cuisine for discerning palates from Miami to the Middle East, creating a destination for discriminating diners always on the search for new taste experiences. To provide an appropriately transcendent setting, Philippe Starck has conjured otherworldly interiors that underscore the cross-cultural fusion inherent in the menu. Add to that the exemplary service synonymous with sbe restaurants and it’s no wonder that A-listers, celebrities, and finicky gourmands around the world flock to Katsuya.

“I have a serious weakness for Japanese food, and Katsuya is one of my favorites!” — Haute Living

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“ W E APPRECIATE sbe’s OPENNESS TO OUR INSIGHTS AND LOCAL OPERATING KNOWLEDGE. THE SHARED TRUST WE’VE BUILT HAS HELPED US GROW THE KATSUYA BRAND TO MUTUAL BENEFIT.” — WASSIM ARABI, CEO, M.H. ALSHAYA CO., sbe’s PARTNER IN KATSUYA MIDDLE EAST PROJECTS

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DANNY ELMALEH

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CLEO, HOLLYWOOD

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HOLLYWOOD, LAS VEGAS, SOUTH BEACH, BAHA MAR, L.A. LIVE

Classic Mediterranean fare meets old-school Tinseltown glamour at Cleo. Under the gaze of celluloid images of Cleopatra drawn from the Golden Age of Hollywood, guests savor a menu of exotic dishes crafted by celebrated chef Danny Elmaleh, a culinary pioneer who synthesizes his roots as the Israeli-born son of a Moroccan father and Japanese mother. Cleo venues are designed to evoke an ambience of gracious Mediterranean hospitality, redolent of olive trees and sea breezes. Creative director Matthew Rolston has put a decidedly contemporary spin on Old World antecedents, crafting rooms that are equally welcoming for cocktails with friends, intimate dinners à deux, or rollicking parties with friends and family.

“The authentic cuisine combined with our social-dining style and welcoming atmosphere all join to create the Cleo experience. Whether you’re here for a big celebration or a fun night out with close friends, we hope to give you an experience you’ll never forget.” — Danny Elmaleh

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MICHAEL SCHWARTZ

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“ THERE IS A BEAUTY AND AN ART TO SIMPLICITY THAT IS SOMETIMES NOT SIMPLE.” — MICHAEL SCHWARTZ

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SLS BRICKELL, WEST HOLLYWOOD

Chef Michael Schwartz celebrates the glories of simple, honest Italian cooking with a deliciously unpretentious menu centered on fresh ingredients, heavenly handmade pastas, and artisanal breads. Rustic pizzas from a wood oven showcase intriguing combinations of seasonal produce. Caesar salads are tossed tableside in a shower of shaved Parmigiano cheese and toasted garlic croutons. A focused wine list of Italian regional varietals and sympathetic American wines that share an Old World sensibility balance a menu of refreshingly uncomplicated, distinctly delightful cocktails. The whole experience reinforces the homey pleasures that have made classic Italian cuisine famous the world over.

“We are excited to collaborate with well-known restaurateur Chef Michael Schwartz on our newest concept, which will debut at SLS Brickell.” — John Kolaski, President, Disruptive Restaurant Group

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LAS VEGAS

The boisterous American roadhouse meets cutting-edge mixology at Double Barrel, where the strong, handcrafted cocktails f low freely, live entertainment pulses to a state-of-the-art sound and lighting system, and classic American barbecue gets a culinar y k ick in the pants. Located smack dab on the Las Vegas Strip in the Monte Carlo Resort & Casino, Double Barrel makes an ideal watering hole for kicking back during the day or whooping it up at night. This ainâ&#x20AC;&#x2122;t your grandpappyâ&#x20AC;&#x2122;s roadhouse.

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LOS ANGELES

Located on an iconic corner of the Sunset Strip, Hyde Sunset Kitchen + Cocktails represents a welcome evolution in cuisine and nightife as West Hollywoodâ&#x20AC;&#x2122;s latest hospitality experience. This hybrid Los Angeles destination features fresh seasonal California cuisine by Top Chef â&#x20AC;&#x2122;s Chris Crar y, with signature craft cocktails and an elegant yet inviting ambience curated by acclaimed designer Waldo Fernandez. A favorite among local foodies and nightlife connoisseurs alike, Hyde Sunset Kitchen + Cocktails is sure to charm any palate with delicious dining and enticing energy.

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CALIFORNIA, CHICAGO, LAS VEGAS, NEW YORK, JAPAN

The original Umami Burger caused a sensation when it first opened its doors in Los Angeles in 2009. The venerable yet predictable hamburger was suddenly reimagined and revolutionized as a new kind of comfort food, one with a surprisingly complex f lavor profile that celebrates umami, the so-called “fifth taste.” Umami Burger represented a major leap forward in the conventional thinking about what a hamburger could be. It changed the whole burger game. And now, with locations from Manhattan to San Francisco, Chicago to Vegas, burger aficionados around the country are riding the umami wave.

“All hail the Umami Burger.” — The New Yorker

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EVENTS & CATERING Our clientele ranges from world-renowned financial institutions to game-changing tech start-ups. We value each relationship we have built over the years, whether we’ve worked on events for 20 guests or 2,000. Likewise, we are committed to making your event a success no matter the size, budget or location.

OUR CLIENTS INCLUDE: Yahoo

Macy’s

Walt Disney Pictures

American Express

Target

Viacom

Wells Fargo

Nike

Pepsico

Bank of America

Universal Music Group

BMW

Beats by Dr. Dre

Samsung

Live Nation

ABC

DirecTV

Citibank

Fox

Delta

Oracle

Pfizer

Google

The Weinstein Company

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“sbe EVENTS & CATERING DELIVERS A COMPLETE HOSPITALITY EXPERIENCE EVERY TIME. I CAN ALWAYS COUNT ON THEM TO GO ABOVE AND BEYOND FOR EVERY GUEST. IT’S IMPRESSIVE.

“

— JON PLATT, PRESIDENT, WARNER / CHAPPELL MUSIC

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SERVICES From buzzworthy blockbuster premieres to showstopper corporate events, our signature style, ingenuity, and meticulous attention to detail have earned us accolades from Fortune 500 CEOs and leading publications alike.

ENTERTAINMENT sbe Events and Catering is the trusted partner for top studios, record labels, and Hollywood’s A-list. Our renowned catering services and eclectic collection of venues play host to an assortment of events, from film and photo shoots to fashion shows, movie premieres and red-carpet celebrations.

Album Releases Filming & Photo Shoots Premieres Private Screenings Red-Carpet Events Wrap Parties

WEDDINGS & SINGLE-LIFE SEND-OFFS From the engagement dinner to the wedding reception, sbe catering and our awardwinning collection of hotels, restaurants and nightlife venues provide everything you need to make sure your complete cycle of wedding events comes off without a hitch—well maybe just one.

Anniversary & Vow Renewals Bachelor & Bachelorette Parties Bridal & Baby Showers Engagement & Rehearsal Dinners Wedding Ceremonies & Receptions

PRIVATE DINING sbe provides you with access to our private and semi-private dining rooms tucked away within our award-winning restaurants. Dine by design with custom menus, premium mixology and best-in-class hospitality that are sure to impress your guests.

Private & Semi-Private Dining Rooms Large Groups & Intimate Gatherings Custom Menus Premium Mixology

SOCIAL EVENTS Whether you are planning a celebratory dinner for friends or an elegant charity fundraiser gala, we believe that entertaining is an art form. We make sure every detail is in place—so you don’t have to. From décor and ambience to custom menus and cocktails, we ensure that each event is unique and lives up to the occasion.

Bar / Bat Mitzvahs Birthdays Charity Fundraisers Celebrations of Life Graduations Retirement Celebrations

CORPORATE EVENTS We like to think outside of the boardroom by executing professional functions with sbe’s signature style and innovation to create a whole new corporate experience. sbe pairs unique settings with inventive culinary offerings and best-in-class service, impressing everyone from prospective clients to discerning executives.

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Incentive Programs Networking Events Product Launches Press Junkets Trade Shows Award Dinners Board Meetings & Seminars Conventions Client Luncheons Holiday Parties

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Custom cocktails and premium mixology catered to you, anywhere. Collins Cocktail Catering offers a sweet and savory selection of craft cocktails developed by an award-winning team of mixologists. Our master bartenders use only the freshest ingredients and top-shelf spirits to carefully blend each concoction. Treat your guests to hand-crafted spirits inspired by our award-winning culinary collection, or collaborate with us to create your own signature infusions. Our comprehensive packages feature selections from our premium cocktail menu, a top-shelf bar, red and white wines, beer, soft drinks and fresh fruit elixirs.

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EVENT HIGHLIGHTS AWARD SHOW EVENTS Republic Records Grammy Celebration Presented by Chromecast Audio / Hyde Sunset Kitchen + Cocktails MTV Official VMA After Party / The Colony J. LO’s American Music Awards

Billboard Grammys / Emerson Theatre +

Teenage Mutant Ninja Turtles Premiere

The Redbury + Create + The Sayers Club

/ The Sayers Club

Pandora Grammys / Create

TELEVISION

People Magazine Grammys / The Sayers Club Big Sean Grammy Dinner / The Redbury Hollywood Maxim Hot 100 Party / Create

After Party / Hyde Sunset Kitchen + Cocktails People Magazine Pre-Grammy Event / The Sayers Club

LL Cool J Pre-Grammy Dinner / SLS Beverly Hills Roc Nation / Jay Z’s Grammy Brunch / sbe Catering Weinstein Post-Golden Globes Party / Catered by The Bazaar, Katsuya, Cleo, Mercato di Vetro, & sbe Catering Comedy Central Emmy Party / The Colony MTV VMA After Party / The Colony Spike TV Guys Choice Awards / My Studio + Greystone Manor Seth Meyers’ Official Emmy Party / Hyde Sunset Republic Records Grammy Party / Hyde Sunset + Emerson Theatre Women in Film Oscars / Hyde Sunset Roc Nation Grammy Brunch / sbe Catering

The League Premiere / The Colony Sons of Anarchy Premiere / Gladstones Modern Family Premiere / Emerson Theatre Bones Premiere / Emerson Theatre

FILM & TELEVISION PREMIERES

Billboard + Mastercard Concert Series / The Sayers Club & Create

It’s Always Sunny in Philadelphia Premiere / Hyde

Hot in Cleveland Premiere / Emerson Theatre Grey’s Anatomy Premiere / The Colony American Idol Premiere / Greystone Manor

FILM

X Factor Premiere / The Bazaar

Non-Stop Premiere / Katsuya Brentwood

The Mindy Project Premiere / Emerson Theatre

Godzilla Premiere / Katsuya Catering

The Voice Premiere / Hyde + The Sayers Club

A Million Ways to Die in the West Premiere / sbe Catering Friends with Benefits Premiere / The Sayers Club

FASHION, SPORTS & ART EVENTS

Horrible Bosses Premiere / The Colony Journey 2 Premiere / The Colony Spring Breakers Premiere / Emerson Theatre Scream 4 Premiere / The Redbury Hollywood The Wedding Ringer Premiere / Hyde Sunset Kitchen + Cocktails

Kardashian Kollection Launch / The Colony US Weekly Style Issue Party / Greystone Manor GQ / Chris Paul Cover Launch / The Sayers Club Ferrari/Hublot Art Basel Dinner / SLS South Beach

Ted 2 Premiere / sbe Catering Annabelle Premiere / Emerson Theatre Single Mom’s Club Premiere / Emerson Theatre About Last Night Premiere / The Sayers Club Warm Bodies Premiere / The Colony

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Rico Love/Roberto Cavalli Fashion Show / SLS South Beach Miami Heat Championship Event / Hyde Beach & Hyde American Airlines Arena

NIGHTLIFE Before sbe mastered the day, we owned the night. We still do. Our clubs and lounges are unrivaled in glamour, comfort, style, and serviceâ&#x20AC;&#x201D;the cornerstones of every sbe lifestyle experience. When the lights go down, we turn the volume up.

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“ FOR A NIGHTCLUB TO BE SUCCESSFUL, IT HAS TO CONNECT IN A MEANINGFUL WAY WITH THE SPIRIT OF THE TIMES AND THE PARTICULAR ENERGY OF THE LOCATION AND PATRONS. WE’RE BASICALLY SELLING SOMETHING YOU CAN’T SEE AND YOU CAN’T TOUCH—THE VIBE.” — COSTAS CHARALAMBOUS, PRESIDENT, sbe ENTERTAINMENT

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If South Beach is one big party, then Hyde Beach at the SLS Hotel is the VIP section. Impeccable service meets cuttingedge style in an 8,000-square-foot, indoor/outdoor venue where the party rocks from day to night and back again. A gorgeous pool, access to the beach, artful cocktails, and cuisine by chef José Andrés—the perfect recipe for fun in the sun or moonlit madness.

INFO & AMENITIES Location

1701 Collins Ave, Miami Beach, FL

Size

8,000 plus sq ft

Designer Philippe Starck Opening Date 2012

• H yde Beach accommodates up to 1,100 guests in five expansive yet flexible spaces: Hyde Garden, Interior, Pool Decks and Cabanas • C uisine by James Beard Award-winning chef José Andrés and Master Sushi Chef Katsuya Uechi • S pecialty cocktails presented by renowned mixologists, using only the freshest juices and ingredients. Tableside mixology available • Beachfront access

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In a city where nightlife is king, Hyde boasts the most coveted location in Las Vegas, overlooking the spectacular fountains at the Bellagio. Philippe Starck designed the 10,000-square-foot, indoor/outdoor club as a fantasy of an opulent Italian villa restored to its former Renaissance glory, replete with Italian marble, lavish chandeliers, and towering glass doors that lead to a secluded Tuscan garden. While guests partake of Hyde’s award-winning mixology program and intriguing menu of small plates, DJs and live performers set the beat for evenings with endless possibilities. INFO & AMENITIES Location

3600 S. Las Vegas Blvd, Las Vegas, NV

• Full-service bars

Size

10,000 sq ft

Designer

Philippe Starck in Collaboration with Gulla Jonsdottir

• Premium bottle service

Opening Date December 31, 2011

• Full-service sbe catering available • Specialty cocktails created by renowned mixologists, using only the freshest juices and ingredients • State-of-the-art sound system and DJ booth with built-in Serato capability • Expansive indoor and outdoor spaces • Exclusive terraces overlooking the Fountains of Bellagio

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A truly one-of-a-kind experience, Hyde Lounge at Staples Center combines a sexy, sophisticated ambience with spectacular views of the best concerts, shows, and sporting events in Los Angeles. The exclusive 4,000-square-foot venue encompasses three bars, a dance f loor, and a VIP room—an oasis of style and comfort amid the raucous arena crowd. Handcrafted cocktails and upscale interpretations of classic stadium fare complete the picture of Hyde hospitality.

INFO & AMENITIES Location

1111 South Figueroa Street, Los Angeles, CA

Size

4,000 sq ft

• Intimate lounge atmosphere • Three full-service bars • Premium bottle service

Designer Studio Collective Opening Date 2009

• Contemporary cuisine composed by sbe Executive Chef • Specialty cocktails created by renowned mixologists, using only the freshest juices and ingredients

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A chic, intimate getaway for nightlife connoisseurs, Hyde Lounge at American Airlines Arena is the ultimate in exclusive socializing. The spacious 250-person venue has multiple bars, lounge seating, and a private dining room. With gourmet fare by sbe’s award-winning chef Danny Elmaleh and a branded cocktail program that sets the standard for modern mixology, Hyde Lounge gives new meaning to home-court advantage.

INFO & AMENITIES Location Size Designer Opening Date

601 Biscayne Blvd, Miami, FL Accommodates up to 250 guests Gulla Jonsdottir of G + Design 2013

• Intimate lounge atmosphere • Two full-service bars • Premium bottle service • Contemporary cuisine composed by sbe Executive Chef • Specialty cocktails created by renowned mixologists, using only the freshest juices and ingredients

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Hyde Lounge is the crowning jewel of the new, 20,000-seat T-Mobile Arena in Las Vegas. Located near the top of the state-of-the-art venue, the 18,000-square-foot club features two platforms extending out over the action. As guests soak up the high-octane, high-glamour atmosphere, they’re treated to spectacular views of concerts, UFC fights, rodeos, and every other type of event the arena hosts. Hyde may have originated in Los Angeles, but its legendary style and service are ideally suited to the go-go spirit of Sin City.

INFO & AMENITIES Location Size Designer Opening Date

3780 Las Vegas Blvd. South, Las Vegas 18,000 sq ft The Design Agency April 2016

• Intimate lounge atmosphere • Four full-service bars • Premium bottle service • Contemporary cuisine composed by sbe Executive Chef • Specialty cocktails created by renowned mixologists, using only the freshest juices and ingredients

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™

With its combination of spontaneity, star power, and a low-key, neighborhood vibe, The Sayers Club is one of Hollywood’s and Las Vegas’s most exciting live music venues. Guests can grab a seasonal craft beer or a hand-tossed pizza in the front room before moving into the back room for shows or impromptu performances by both emerging artists and the brightest stars in music. Among the greats who’ve played The Sayers Club are Prince, Gotye, The Black Keys, Slash, and Capital Cities. The club’s raw steel and iron accents are tempered by cozy tufted-leather sofas and Afghan rugs, creating an intimate, living room-like space where all eyes and ears are on the music. INFO

THE SAYERS CLUB LAS VEGAS

THE SAYERS CLUB HOLLYWOOD

Location

SLS Las Vegas, 2535 Las Vegas Boulevard South, Las Vegas

Size Designer

4,688 sq ft Philippe Starck in collaboration with Gensler

Location Size Designer Opening Date

Opening Date

August 2014

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1645 Wilcox Ave, Los Angeles, CA 3,700 sq ft Avenue Interior Design June 2011

THE SAYERS CLUB HOLLYWOOD

Luxe sophistication and uninhibited revelry converge at Foxtail, an exclusive Las Vegas nightlife venue that boasts an expansive pool for wet and wild adventures. Design maestro Philippe Starck, in collaboration with Gensler, has worked his signature magic on the 8,000-square-foot interior space, creating a fantasy-fueled playground accented by elaborate chandeliers and a display of vibrant street art by master calligrapher Tarek Benaoum. The pool club is an oasis of indulgence for sun worshipping by day and celebrating under the stars by night. Inspired mixology and cuisine complete the flawless Foxtail experience. INFO FOXTAIL NIGHTCLUB

FOXTAIL POOL

Location

SLS Las Vegas, 2535 Las Vegas Boulevard South, Las Vegas

Location

SLS Las Vegas, 2535 Las Vegas Boulevard South, Las Vegas

Size Designer

8,036 sq ft Philippe Starck in collaboration with Gensler

Size Designer

43,000 sq ft Philippe Starck in collaboration with Gensler

Opening Date September 2014 Other Located inside SLS Las Vegas, LED fixture centrally located over the dance floor, connected to outdoor pool (Foxtail Pool)

Opening Date April 2014 Other Located inside SLS Las Vegas, connected to Foxtail Nightclub

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A stylish neighborhood bar/lounge boasting a f lavorful multicultural menu of shared plates, desserts and classic craft cocktails, Doheny Room effortlessly cultivates a lively yet refined atmosphere that beckons to the after-work dinner crowd and ripens seamlessly as the night evolves. The venue’s colorful palette and fresh Art Deco decor harken back to early 20thcentury Los Angeles, an homage to the brand’s mysterious namesake, L.A. mogul Ned Doheny. Floor-to-ceiling windows, shutter treatments and abundant greenery yield a comfortable ambience shaped to satisfy the city’s many social appetites. INFO & AMENITIES Location

9077 Santa Monica Blvd, West Hollywood, CA

• Indoor/outdoor • Eclectic lounge and dining seating

Size 5,000 sq ft Designer Rockwell Group Opening Date April 2016

• DJ • Full kitchen

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True to its name, Create is a hotbed of artistic experimentation, brought to life by the musical event mavens at Insomniac in collaboration with the nightlife impresarios of sbe. In addition to showcasing the worldâ&#x20AC;&#x2122;s highest-profile dance music talent, the club serves as a laboratory for emerging artists to explore and hone their craft. Cutting-edge light and sound designers get in on the action as well, using Create as a test site for developing intriguing new technologies.

INFO Location Size Designer Opening Date

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6021 Hollywood Blvd, Los Angeles, CA 23,000 sq ft Avenue Interior Design December 2012

THE A-LIST The first law of attraction is this: glamour attracts glamour. Perhaps that’s why so many mega-stars of film, music, and sports feel perfectly at home in sbe hotels,

LENNY KRAVITZ & MARIA MENOUNOS AT SLS LAS VEGAS OPENING

restaurants, and nightclubs. With infinite options at their disposal, the world’s most sought-after celebrities trust sbe for dazzling style and sublime service.

T.I., PHARRELL WILLIAMS, LEWIS HAMILTON AT THE SAYERS CLUB

ARNOLD SCHWARZENEGGER, LEBRON JAMES, SAM NAZARIAN AFTER-SCHOOL ALL-STARS AFTER PARTY AT KATSUYA

JOE MANGANIELLO & SOFIA VERGARA AT HYDE LOUNGE

KIM KARDASHIAN AT GREYSTONE MANOR

NBC’S THE VOICE JUDGES AT THE SAYERS CLUB

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SCOTT BORCHETTA, MONTE LIPMAN & TAYLOR SWIFT AT HYDE SUNSET KITCHEN + COCKTAILS

TONY BENNETT & ARIANA GRANDE AT HYDE SUNSET KITCHEN + COCKTAILS

C H AC PH T EA R P T6E|R T3H |E N S IBGEH N T LE ITFW EO R K

PHILIPPE STARCK, SAM NAZARIAN, ARASH AZARBARZIN & JOSÉ ANDRÉS AT SLS BEVERLY HILLS

JENNIFER LOPEZ AT GREYSTONE MANOR

THE WEEKND & BELLA HADID AT HYDE SUNSET KITCHEN + COCKTAILS

ADAM LEVINE AT THE SAYERS CLUB

RIHANNA AT GREYSTONE MANOR

ALESSANDRA AMBROSIO AT HYDE SUNSET KITCHEN + COCKTAILS

EMINA CUNMULAJ, SAM NAZARIAN, RICK FOX, ELIZA DUSHKU AT HYDE BELLAGIO

IGGY AZALEA & RITA ORA AT SLS LAS VEGAS OPENING

DRAKE AT GREYSTONE MANOR

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“ SAM NAZARIAN HAS SEALED HIS REPUTATION AS LOS ANGELES’ KING OF THE NIGHT.” — LOS ANGELES TIMES

RESIDENCES It’s one thing to visit the extraordinary world of sbe; it’s quite another to live it every day. Sam Nazarian has joined forces with some of the country’s leading developers to create a new kind of super-sophisticated residential experience steeped in the legendary style and attitude of the SLS and Hyde brands. Beyond the lavish amenities custom tailored to each location, residents enjoy exclusive access to sbe’s entire portfolio of hotels, restaurants, and nightclubs—the ultimate ticket to ride.

RESIDENCE FEATURES •

Common-Area Cleaning and Maintenance

•

Pet-Friendly Amenities & Services

•

Controlled Access to Residential Floors

•

Game Room

•

Controlled Access to Parking Garage

•

Valet Parking

•

24-Hour Concierge Service

•

Full Service Spa

•

Package Delivery Services

•

State-of-the-Art Fitness Center

•

Private Screening Theater

•

Signature Cuisine by sbe’s Disruptive Restaurant Group

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“ WHEN YOU GO TO AN SLS, YOU KNOW YOU’RE GOING TO GET GREAT FOOD, GREAT DRINKS, AND A BEAUTIFUL CROWD.”

JORGE PÉREZ BIOGR APHY Jorge M. Pérez is the Founder, Chairman and CEO of The Related Group, Florida’s top multifamily developer and the largest Hispanicowned business in the United States. In August of 2005, Time named Mr. Pérez one of the top 25 most influential Hispanics in the United States. Pérez has been at the forefront of South Florida urban evolution, often being the first developer to enter emerging or undiscovered neighborhoods. Among The Related Group’s most recognized properties in South Florida are Por tofino Tower, Murano at Por tofino and Murano Grande, a trio of luxury highrises that helped define a hot, new emerging neighborhood on South Beach. In West Palm Beach, The Cour t yards and The Tower Condominium at Cit yPlace have added a dynamic residential element to the shopping and entertainment center in the heart of the city. His passion for vibrant urban centers is reflected in his community involvement in the arts and cultural affairs, and he has received numerous awards for his professional and philanthropic achievements.

— JORGE PÉREZ / CHAIRMAN AND CEO, THE RELATED GROUP

MAYER RUS

version of the SLS brand. And we recently finished a beach club to service all these

Can you tell me about the genesis of your relationship with sbe?

condominium projects in Hallandale, which is just north of Miami. That one is

JORGE PÉREZ I first met Sam ages ago when he was doing nightclubs in Los

already up and running, and doing extremely well. It has become the go-to meeting

Angeles. A little bit after that, when he was getting into the hotel business, he made

place for North Dade and South Broward—actually, people come all the way from

a presentation to us for a project we were considering in Las Vegas. I was very

Palm Beach.

impressed. He was a young man, full of intelligence and passion. That project never materialized, but we kept in touch, and every time I was in L.A. or he came to

Miami, we’d have dinner and catch up. When he did his SLS in South Beach, he

JP The relationship has been flawless. We’ve not had one argument. They are great

asked for some advice and I helped him. And when I saw what he had done with the

partners—they’re creative, they’re intelligent. We respect each other—and like each

SLS here, as well as the one in Los Angeles, I said this is exactly what we need for the

other—very, very much.

type of cool, sophisticated living I wanted to create. So we decided to work together.

MR Why do think the sbe brands resonate so strongly in the South Florida market?

MR How

does sbe’s business complement The Related Group’s work in the residential arena?

JP Consider the places where we’re building. We’re going for an audience that

loves the nightlife, loves to be pampered, loves the cool vibe of Miami and

JP It’s very simple and effective. Basically, sbe provides the hotel component of our

L.A—it’s an entire lifestyle. And I think SLS captures that spirit perfectly. When

developments. Then we brand the residential with the SLS name and they provide

you go to an SLS, you know you’re going to get great food, great drinks, and a

their services to the residents from the hotel. That way we achieve a higher standard

beautiful crowd. Those things attract the people we want to be our buyers. Take

of living for our condominium buyers. MR

Can you describe your day-to-day working relationship with sbe?

Hallandale, for example. It’s never been known for being a cool, hip town, but you should see the scene going on there now. At Sunday brunch, at night, all

Give me a snapshot of what’s currently in the works.

during the day, it’s become a very cool place. That’s what SLS brings. It’s not

JP The big one under construction now is the SLS Brickell. We’re working with

just a name; it’s a brand with backbone. They deliver great design, great service,

Philippe Starck, an amazing designer, and we have two great restaurateurs, José

great food—that’s what we’re all about.

Andrés and Michael Schwartz. The amenities package is tremendous. The project will be finished by the end of this year and there is already incredible buzz around

it. We think this is going be the hot location in downtown Miami. We have another one under construction in downtown called SLS LUX, which is the higher end

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S o the Hallandale project has really changed people’s view of leisure in that part of greater Miami?

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SLS LUX Brickell

JP Absolutely. We’ve been able to create a more relaxed South Beach in the

installations by major artists commissioned especially for the property. We’re

Hallandale area. People who want to experience the good food, the good music,

doing the same at our other developments. We spent a lot of money on art,

the ambience, this is the place for them. And we’re having an effect on the entire

but I feel that art makes one’s life better, more joyous, more meaningful, more

area. It’s becoming a very hip place for the young and the young at heart. I’m 66

complete. And since that’s the impact that art has on my life, I try to find a place

and I go there all the time.

for it in everything we do.

And what about projects in the Brickell area?

JP Brickell is the financial capital of Miami, and now it’s becoming the shopping

D o you have your eyes on other properties in the U.S. to expand this partnership with sbe?

capital. Next to the SLS and SLS LUX they’re building an enormous shopping

JP Absolutely, and not only in the U.S. We’re constantly looking for new

destination, where you’ll be able to find an incredible array of great restaurants

opportunities. sbe is our hotelier of choice, so as we go to Brazil, Argentina, Mexico

and retailers. The area is now the go-to place for young executives. You don’t

and the larger cities, we always have them in mind for collaborations.

need a car because everything is right there. Brickell has become the urban

center of Miami, and we’re going to have the coolest hotel there, which is great. MR

What was the reaction to the first sbe-branded properties you launched?

JP SLS Brickell sold immediately. It’s a very large project, almost 500

Have you spent much time in SLS hotels outside Miami?

condominiums, and we sold 95 to 98 percent of them in less than a month. It

JP I stayed at the SLS in L.A. I went to the opening of Vegas. We follow what sbe

was extremely successful. We also sold out Hyde in Hallandale in a month. The

does very closely. Our relationship is all about quality and upholding the highest

partnership has been great for our buyers, and it’s been very profitable for us.

standards in the long term. It’s not just about a one-shot deal. Sam’s interested in

Sam and I look at life in the same way: we believe in partnership, we believe

the legacy of what he’s doing, and so are we. That’s why we get along so well.

in friendship, and we believe in our work. The relationship has been so fruitful

because our companies have very similar cultures. We both focus on a strong work

I know that you’re an avid collector and patron of contemporary art. How has that passion been expressed in your projects?

ethic and a strong moral ethic. And we both care deeply about the places we build.

JP On both the condo side and the hotel side, we feel that having the presence

of great art is extremely important. At SLS Brickell we have several major

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“ SAM AND I LOOK AT LIFE IN THE SAME WAY: WE BELIEVE IN PARTNERSHIP, WE BELIEVE IN FRIENDSHIP, AND WE BELIEVE IN OUR WORK.” — JORGE PÉREZ

SAM NAZARIAN, JORGE PÉREZ, MICHAEL SCHWARTZ, PHILIPPE STARCK AND JOSÉ ANDRÉS.

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Harnessing the design genius of Philippe Starck, the culinary mastery of chefs José Andrés and Michael Schwartz, and the development expertise of sbe and The Related Group, SLS Hotel & Residences Brickell presented an unprecedented ownership opportunity to an audience of sophisticated buyers looking for homes with a distinct point of view. And the audience responded in force. Most of the condominiums sold out in less than a month. In addition to dazzling décor, residents have full access to the extraordinary amenities curated for the world’s most discerning travelers.

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Situated in the heart of Miami’s most vibrant business and cultural community, SLS LUX Hotel & Residences Brickell takes the SLS brand’s DNA of inimitable style and service and launches it into the stratosphere. The celebrated architects of Arquitectonica, working in concert with world-renowned interior designers Yabu Pushelberg, have crafted a stunning new landmark on the Miami skyline. The 57-story property contains 450 residential units, all offering exclusive access to sbe’s hotels, restaurants, and nightclubs, along with a panoply of extraordinary, custom-tailored amenities that truly deserve the name LUX. Museum-quality sculptures by Fernando Botero and Matias Duville, a dazzling LED façade by Ana Isabel Martinez, and an exterior mural by Fabián Burgos add the finishing touch to the supremely indulgent SLS LUX experience. 193

CHAPTER 4 | RESIDENCES

Hyde Suites & Residences Midtown Miami amplifies the attitude and energy of sbe’s legendary Hyde nightclub brand into a fully immersive, urban-hip lifestyle experience. Located in the city’s white-hot nexus of art and entertainment, the property marries the talents of many of the world’s leading creative minds, including the renowned architecture firm Arquitectonica and design maestro David Rockwell. With nods to the unique light, color, and spirit of Miami, the residences seamlessly blend local flavor with international élan to create a community for enterprising individualists who step to the beat of the modern world.

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Superbly located along the azure waters of the Atlantic, Hyde Resort & Residences Hollywood features a variety of twoand three-bedroom condominiums with ocean views from almost every home. Residents enjoy all the amenities Hyde has to offer, including room service to all units, a state-of-the-art fitness center and cardio theater overlooking the water, 24-hour personal concierge service, a luxurious sea-inspired spa, and barefoot butler service for snacks and drinks on the beach. Brazilian architect Débora Aguiar has designed the property’s myriad indoor and outdoor spaces as a fusion of ultra-sleek design and ultra-plush comfort—an intoxicating recipe.

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Hyde Beach House in Hollywood, Florida, brings storied Hyde style to a residential resort set at the edge of the Atlantic Ocean. Every unit is surrounded by sun, sand, and surf, with floorto-ceiling windows to soak in all the natural beauty. Open f loor plans encourage casual repose, while gourmet kitchens and elegantly appointed bathrooms cater to the needs and desires of the most discriminating residents. The property’s beach-inspired design by Brazilian architect Débora Aguiar provides the ideal backdrop for both tranquil relaxation and high-octane nightlife. It’s the last word in barefoot chic and tropical glamour.

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“ THE HOTEL-CONDO TOWER WOULD RESHAPE THE CITY’S SKYLINE. THE PROJECT WILL EMBRACE THE GREAT HISTORY AND DIVERSE MUSICAL LEGACY OF THIS LOCATION.” — MICHAEL NUTTER, FORMER MAYOR OF PHILADELPHIA

In a city firmly rooted in American history, the residences at SLS Philadelphia offer a window into the future of style, sophistication, and comfort. In partnership with Dranoff

Properties,

premier

condominiums and apartments,

developer sbe

has

luxury

commissioned

internationally-renowned architects Kohn Pedersen Fox to design a defining, 47-story landmark on the Philadelphia skyline. Philippe Starck’s dazzling interiors will give the city a jolt of modern glamour like it’s never seen before, a perfect background to enjoy a host of amenities including a state-ofthe-art spa, f itness center, pool, ballroom,

and a broad

range of tantalizing food and beverage concepts cooked up by sbe’s all-star lineup of innovative chefs.

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“ sbe MERGES STYLE AND LUXURY, BRINGING SERVICE, CONVENIENCE AND ATTENTION TO DETAIL NOT OTHERWISE EXPERIENCED IN SUCH A VIBRANT AND ALLURING ATMOSPHERE.” — DONAHUE PEEBLES, CHAIRMAN AND CEO, THE PEEBLES CORPORATION

sbe makes its grand entrance into the DC market with the unveiling of the SLS, a seriously sophisticated, ultraluxurious mixed-use project developed in partnership with The Peebles Corporation, a premier real estate and investment company. Owners of the SLS's 59 branded residences will share the distinction of living in Washington’s most innovative, exciting new property, located in the heart of

the

city’s

most

desirable

residential

neighborhood.

Boasting a slate of top-of-the-line amenities, the SLS residences are sure to attract admirers from both sides of the aisle.

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A desert playground as divinely decadent as Palm Springs and the Coachella Valley cries out for the kind of curated residential experience that only Hyde can offer. sbeâ&#x20AC;&#x2122;s Dakota Development Company, in partnership with Beijing-based Global House Buyer, has devised a lifestyle destination resort perfectly attuned to the cultural ferment that has revitalized this storied mecca of leisure in recent years. As home to one of the largest music festivals in the world, Coachella is synonymous with innovative ideas, youthful spirit, and irreverent styleâ&#x20AC;&#x201D;the same hallmarks that define the Hyde brand. Residents of this groundbreaking development will be able to sample all the delights of the region, natural and cultural, from a place of sublime comfort and beauty.

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The 180 residences of the SLS Puerto Madero will set a new standard for residential luxury in the Argentine capital of Buenos Aires. Set in the highly desirable Puerto Madero

neighborhood, SLS is a collaboration between

hospitality giant sbe and renowned real estate developer The Related Group. The property boasts all the unparalleled amenities and top-of-the-line design details that have established SLS as a leading light among the constellation of the worldâ&#x20AC;&#x2122;s f inest hospitality brands. Residents will enjoy preferred access to SLS's restaurants, lounges, and recreation facilities, providing a broad canvas of deeply indulgent

experiences

for

cosmopolitan living.

215

the

ultimate

refined

DAKOTA DEVELOPMENT Dakota Development is the prolif ic international real estate subsidiary of sbe. With industry-leading expertise and cuttingedge design partners, Dakota Development has successfully master planned and developed a host of acclaimed projects, from exclusive SLS properties to Hyde hotels and nightlife venues to celebrated restaurants such as Katsuya and Cleo. Dakota Development was born from the realization that sbe’s design and construction team had a skill set lacking in other hospitality development groups. The Dakota team is responsible for all of the branding, design, construction and project management initiatives for every sbe project. Dakota’s involvement isn’t limited to just sbe’s portfolio—the group consults and assists other developers in taking their own projects to the next level.

217

Dakota Development adheres to one very straightforward philosophy: Collaborate with industry visionaries to create culturally transcendent properties that become a place of community for generations. To achieve this philosophy, Dakota Development delivers a suite of unparalleled expertise and partnerships that maximize a propertyâ&#x20AC;&#x2122;s design, functionality, technological infrastructure and budget.

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SLS BEVERLY HILLS 219

DAKOTA DEVELOPMENTâ&#x20AC;&#x2122;S FIRST HOTEL PROJECT

DAKOTA DEVELOPMENT HASâ&#x20AC;¦

Over

Billion Dollars in Development Over

150

Years of Collective Experience

4600+ Keys Developed or Repositioned

40+

Restaurants and Nightclub Projects Completed

More than

Unique Brands Developed

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C H A P T E R 5 | D A KO TA D E V E L O P M E N T

221

“ M AKING DAKOTA A SEPARATE PLATFORM ALLOWS US TO UNLOCK THE INHERENT VALUE IN ONE OF THE MOST DYNAMIC AND SOUGHTAFTER DIVISIONS OF OUR COMPANY. IT’S CLEAR THAT DAKOTA’S EXTRAORDINARY CAPABILITIES AND MARKET SAVVY HAVE APPLICATIONS FAR BEYOND sbe.” — SAM NAZARIAN

C H A P T E R 5 | D A KO TA D E V E L O P M E N T

223

CAPABILITIES From ground-up construction to adaptive reuse, Dakota Development has an established track record of developing, renovating and re-imagining properties in a manner that creates the highest value possible per square foot. For Dakota

Development, the ultimate goal is to keep all stakeholders on the same page throughout the development process so there are no surprises–only exceptional results. This is accomplished through a tailored blend of services and capabilities including:

•

MASTER PLANNING

•

CONSTRUCTION MANAGEMENT

•

DESIGN DEVELOPMENT & MANAGEMENT

•

VALUE-DRIVEN ENGINEERING

•

FF&E MANAGEMENT

•

UNIQUE “IN-HOUSE” CAPITAL MARKETS DIVISION

•

OS&E MANAGEMENT

•

INSTITUTIONAL CONSTRUCTION ACCOUNTING PLATFORM

•

PROJECT MANAGEMENT

•

PROJECT BUDGETING & CASH FLOW MANAGEMENT

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SLS PARK AVENUE DAKOTA DEVELOPMENTâ&#x20AC;&#x2122;S FIRST SLS PROPERTY IN NYC, SCHEDULED TO OPEN IN 2016.

ROOM DRAWINGS BY PHILIPPE STARCK ARE TR ANSFORMED INTO REALIZED FURNISHINGS AND LIVING SPACES.

SLS SEATTLE

SLS PHILADELPHIA A STARCK ORIGINAL DRAWING OF THE GROUND FLOOR PLAN FOR PHILADELPHIA. DETAILED RENDERINGS SUPPORTING THE ORIGINAL VISION SOON FOLLOW AND BRING THE SKETCH TO LIFE.

228

C H A P T E R 5 | D A KO TA D E V E L O P M E N T

229

DESIGN & DEVELOPMENT Utilizing a proven approach to design management, Dakota Development optimizes the conceptual design phase by supporting a culture of creativity while adhering to structured processes. As a result, partners are empowered to achieve the strategic goals of each project with ease and effectiveness. This comprehensive approach encompasses the following elements:

•

COORDINATION WITH ARCHITECT, INTERIOR DESIGNER AND ENGINEERING CONSULTANTS

•

ENSURES OPERATIONAL CRITERIA DOCUMENTED

•

DESIGN SCHEDULE OVERSIGHT

•

BRAND STANDARD INCORPORATION

•

PROJECT REPORTING

230

•

CONSTRUCTION, DESIGN AND ACCOUNTING OVERSIGHT

•

TECHNICAL SERVICES COORDINATION

•

PERMITTING AND ENTITLEMENT OVERSIGHT

•

GENERAL PROJECT OVERSIGHT

•

PURCHASING AGENT OVERSIGHT

C H A P T E R 5 | D A KO TA D E V E L O P M E N T

THE NEW GREYSTONE MANOR 231

A COLLABORATION BETWEEN SBE AND ROCKWELL GROUP

232

SLS SEATTLE FROM BATHROOM FIXTURES TO THE CONSTRUCTION OF THE PROPERTY ITSELF, DAKOTA PRIDES ITSELF ON METICULOUS ATTENTION TO DETAIL.

“ DAKOTA DEVELOPMENT IS UNIQUELY POSITIONED TO ASSIST OWNERS AND INVESTORS IN DELIVERING sbe-BRANDED ASSETS THROUGH ITS EXPERIENCE, INTEGRATION AND INTIMATE INVOLVEMENT IN THE CREATION OF THE CONCEPTS. LIKEWISE, DAKOTA CAN TAKE THE LESSONS LEARNED OVER NEARLY A DECADE OF CREATING SOME OF THE MOST SOUGHT AFTER HOSPITALITY CONCEPTS AND ASSIST OWNERS IN CREATING THEIR OWN UNIQUE VISIONS AND BRANDS.” — JOE FAUST, PRESIDENT, DAKOTA DEVELOPMENT

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SLS SEATTLE

THE sbe NETWORK At sbe, everything we do is about communicating—and connecting—with our inf luential network of guests, followers, collaborators, and friends. From our award-winning website, sbe.com, to our celebrated lifestyle blog, The Collection, the stories we tell are carefully crafted to underscore the specific philosophy and unerring style that have made sbe unique in the hospitality space. We’ve harnessed the power of digital marketing and social media to galvanize an international community of like-minded travelers, gourmands, hedonists, and residents, all united in their pursuit of extraordinary experiences and memories. The Code, our groundbreaking loyalty program, synthesizes all data, services, and opportunities sbe has to offer into a single integrated portal. Once you’ve cracked The Code, the doors to sbe and all of our many delights swing wide open. Welcome to our community.

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ACCESS THE AMAZING Exclusive promotions and invitations to the latest and greatest happenings across the entire sbe collection.

HOSPITALITYâ&#x20AC;&#x2122;S ONLY LIFESTYLE PLATFORM

OFF-MENU ITEMS Access to exclusive off-menu food and cocktail items.

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A-LIST ON YOUR B-DAY Let us treat you to complimentary bubbly at our nightclubs and a $30 dining credit.

BE THE FIRST TO KNOW AND GO Exclusive pre-sale access for ticketed nightlife events.

THE CODE 50 Every month enjoy 50% off at an sbe restaurant in LA or Miami.

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THE CODE CREATES MAGICAL MOMENTS THAT ELEVATE THE sbe GUEST EXPERIENCE HOTELS / RESIDENCES / RESTAURANTS / NIGHTLIFE / SPECIAL EVENTS ONLINE / IN-VENUE / INVITES & ACCESS / SURPRISE & DELIGHTS / DEDICATED OFFER EMAILS

sbe.com/thecode

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CHAPTER 6 | THE SBE NET WORK

UNLOCK INCREDIBLE EXPERIENCES THE CODE seamlessly connects sbe’s hotels, residences, casinos, restaurants, nightlife and events with over 300,000 members—all in one fully integrated lifestyle platform.

“ LOYALTY MEANS WELCOMING A GUEST HOME... EVEN IF IT’S THEIR FIRST VISIT TO ONE OF OUR VENUES.” — SAM NAZARIAN

AMPLIFY YOUR LIFESTYLE

Join THE CODE to receive insider offers, exclusive invites & customized experiences here and across sbe’s award-winning collection of hotels, restaurants & nightlife venues.

FIRST NAME

LAST NAME

EMAIL ADDRESS

/ DAT E O F B I R T H

/ ZIP CODE (Optional)

Yes, I want to JOIN THE CODE and receive program benefits and exclusive offers. Yes, I want to receive news, offers, or special event invites from this venue and the world of sbe.

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To JOIN THE CODE online visit sbe.com/THECODE For THE CODE’s Terms and Conditions, please visit sbe.com/THECODE/terms

WELCOME TO HOW sbe DOES DIGITAL: The Collection & sbe.com Our marketing team has raised the exclusive profile for sbe and carved out a niche as an industry leader in digital marketing. Taking big, innovative ideas and developing them across sbe’s digital, social, PR and guest touch-points, we are industr y leaders in the activation of proprietary digital experiences. Our work has been recognized by Hospitality Sales Marketing Association International (HSMAI), Interactive Media Awards, and the Web Awards for Best in Industry Digital Marketing.

THE COLLECTION BLOG + SOCIAL ENGAGEMENT

SBE.COM & E-CRM HIGHLIGHTS

SBE.COM: A VISIBLE DIFFERENCE

•

200k+ page views annually

•

Visited by 2.6M people annually

•

Style-driven site focusing on experiential/lifestyle

•

Blog posts covering: Style + Gear, Travel, Drink + Dine, Art + Design, Music + Film, News, Culture + Local Guides

•

6 industry-leading Digital Marketing Awards won, with SVP Mktg/PR recognized as top 25 extraordinary minds in hospitality marketing

•

Responsive design

•

Venue pages + locator and events calendar

Over 1M social media followers and counting

•

Hotel paid digital media initiatives generated $1.7M in direct revenue with a return on ad spend of $9

•

Integrated booking

•

Restaurant search marketing drove over $1M in revenue with a return on ad spend of $14

Localized & interest-focused with a contentforward approach

•

eCRM data collection

•

67% increase in special event web inquiries YOY, total 6,389 RFPS came in from sbe.com

•

Nightlife & event management platforms

•

1.4M+ emails in our database

•

$1.1M in direct revenue generated via email

•

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CHAPTER 6 | THE SBE NET WORK

WEB AWARDS sbe.com Outstanding Website

SLSLasVegas.com Standard of Excellence

TheRedburySouthBeach.com Standard of Excellence

INTERACTIVE MEDIA AWARDS

HSMAI ADRIAN AWARDS

TRAVEL WEEKLY MAGELLAN AWARDS

Best in Class Award

2015 The Collection Blog, Gold

2015 sbe.com

2014 sbe.com SLSVegas.com

2015 The Collection Blog

Hotel / Resort: The Redbury Hotel Website

Food / Beverage: Katsuya Restaurant Website

Lifestyle: The Redbury Hotel Website

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Hotel Says ‘G’Day,’ and ‘G’Night,’ With Music-Centric Campaign

A scene from a video clip that is part of the new campaign for The Redbury hotel.

Campaign Spotlight By STUART ELLIOTT SEPT. 3, 2013

Remember the commercials that proclaimed Certs was both a candy mint and a breath mint, which “Saturday Night Live” famously spoofed with a mock spot for Shimmer, the floor wax that doubled as a dessert topping? Decades later, a video clip for a boutique hotel is also promoting a rock band or is it a video clip for a rock band that is also promoting a boutique hotel? As the announcer used to say in the Certs commercials, “Stop, you’re both right.” The clip, with an accompanying behind-the-scenes video, does double duty, for the Redbury Hotel in Los Angeles and an Australian rock band named the Rubens. The clip and the video are part of an extensive campaign, with a budget estimated at $75,000 to $100,000, that also includes the Web sites for the Redbury and the Rubens; e-mail marketing; social media like blogs, Facebook, Instagram, Twitter, Vimeo and YouTube; prize giveaways; and paid ads on Facebook. Synergistic marketing efforts have become commonplace in recent years, particularly with the increasing popularity on Madison Avenue of what is known as branded content, branded entertainment or content marketing.The goal is to produce advertising that is perceived by consumers as entertaining or informative rather than yet another hard-sell product pitch. While the clip works hard on behalf of the Redbury and the

Rubens, it originated as a content marketing campaign for the Redbury, a five-story, 57-room hotel near the intersection of Hollywood and Vine that was opened in 2010 to cater to guests in creative industries like film, fashion, advertising, television and music. The SBE Hotel Group, a unit of the SBE Entertainment Group that manages the Redbury, brought in Matthew Rolston, the director and photographer, to develop the concept for the hotel along with Sam Nazarian, the entrepreneur and nightlife impresario who is also the chairman and chief executive of SBE Entertainment. Mr. Rolston was asked recently to produce a campaign that would help attract to the Redbury more guests from its largest international feeder market, Australia, as well as show off its features, which include a restaurant, Cleo, and an indoor-outdoor lounge, the Library. His idea was to find a band from Australia to front the campaign, musicians who would personify the image of the Redbury, which The Los Angeles Times describes as “an effort to mix bohemian, 1960s f lower power and old Hollywood sensibilities.” Mr. Rolston then turned to Warner Brothers Records, part of the Warner Music Group, whose executives suggested that he work with the Rubens, a band... that includes three brothers from New

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CHAPTER 6 | THE SBE NET WORK

“L.A. Venues

“The Making of a

“Famed French

Greystone Manor and

Mogul: Sam Nazarian’s

Designer Plans Seattle

Mercato di Vetro to

Improbable Rise.”

Hotel to Make

Get Makeover.”

You Feel Smarter and Sexier.”

“New Katsuya

“2016’s Hottest

“This Katsuya

Restaurants in the

Hotel: The 16

Has a Secret Ramen,

Middle East.”

Most Anticipated

Burger, and Beer

Openings.”

Joint Upstairs.”

“Upscale Hyde

“Justin Bieber celebrated

“sbe Partners with

Lounge adds to the

being No. 1 on the charts

Rockwell to Revamp

glitz of the coming

with an impromptu surprise

Two Los Angeles

Las Vegas arena.”

performance at Hyde Sunset

Nightclubs.”

Kitchen + Cocktails in LA on Friday.”

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CORPORATE PARTNERSHIPS & SPONSORSHIPS

246

247

“ H ERE’S TO THE DREAMERS, THE EXPLORERS, AND THOSE THAT BELIEVE LIFESTYLE IS AN ADVENTURE IN DISCOVERY.” — SAM NAZARIAN