First sites revealed for Project HQ

Project HQ

Rendering of The HQ Montreux Hotel & Spa

US/Switzerland: Smart lifestyle brand Project HQ Hotels & Residences has revealed the locations of its first two properties – in Detroit, Michigan, and Montreux, Switzerland.

Launched earlier this year by sbe in partnership with Wyndham, Project HQ will debut next year. 

The Royal Plaza & Villa Toscane in Montreux, Switzerland, is set to be transformed into The HQ Montreux Hotel & Spa with a scheduled opening in 2025.

Amenities will include two restaurants from she’s Disruptive Restaurant Group (partners to be announced), a lobby cocktail bar, coffee shop, spa and fitness centre, as well as meeting and event space.

The 174-room Park Avenue House in Detroit, Michigan will be reimagined as the first US hotel for Project HQ. Plans include a restaurant from she’s Disruptive Restaurant Group, a cafe, and delivery service from virtual restaurant platform Everybody Eats. 

To support the growth of Project HQ, a number of appointments have been made within the leadership team:

• Todd Ruff, chief growth officer, sbe Hotels

• Angela Lester, EVP of business development EMEA, sbe Hotels

• Giovanni Rizzini, strategic advisor, sbe Hotels

• Anthony Miedenbauer, chief development officer, Disruptive Restaurant Group

• Geoff Madding, COO, sbe Hotels

• Fred Frosini, SVP of entertainment and lifestyle, sbe Hotels

• Jimmy Peters, chief revenue officer, Everybody Eats

Sam Nazarian, founder and CEO of sbe, said: “In the 22 years since establishing sbe, we have always been looking around the corner and understanding the ever-changing landscape of consumers – the tidal wave of consumers coming into the marketplace from the Millennial, Gen Z and Latino audience is staggering. They’re eager to partake in communal celebrations, create new memories, and relish moments of wonder – and we are creating the spaces to do just that. 

“Having established our first locations in Montreux and Detroit, we’re steadfast in our commitment to meeting the evolving desires of upcoming generations,” he continued. “This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead, alongside Geoff Ballotti and his tremendous Wyndham team. With our sights set on the future, we aim to build tremendous momentum as we continue to innovate and inspire.”

Ballotti, president and CEO of Wyndham Hotels & Resorts, said: “We’ve seen tremendous interest from owners looking to enter the smart lifestyle category created by Sam Nazarian’s sbe. These initial projects in Montreux and Detroit set the stage for a brand that will benefit from sbe’s legengary lifestyle experience and Wyndham’s unmatched scale and resources, creating a turn-key solutions unlike anything in the market today.”

More than 15 HQ hotels are reportedly under discussion, with applications in both adaptive reuse and conversion projects. Investment firm LionGrove has committed to develop 10 properties throughout the Caribbean and the sun belt of the US.

Be in the know.

Subscribe to our newsletter »