sbe launches Project HQ with new hotels in Switzerland and Michigan

In collaboration with Wyndham Hotels & Resorts, Project HQ aims to enhance the lifestyle hotel experience through innovation and cultural connectivity.

HQ Montreux Hotel & Spa

The Royal Plaza & Villa Toscane in Montreux, Switzerland, will be transformed into HQ Montreux Hotel & Spa, opening in 2025. The renovated property will feature 155 rooms, 42 residences, two restaurants, a cocktail bar, a coffee shop, a spa, a fitness center, and extensive event and meeting spaces. Montreux, known for its scenery and the annual Montreux Jazz Festival, offers an ideal setting for this new destination.

HQ Detroit Hotel & Spa

The Park Avenue House in Detroit, Michigan, will be converted into the first U.S.- based Project HQ property. This transformation will include 174 hotel rooms, a specialty restaurant, a cafe, and quick-service delivery from the Everybody Eats platform. Detroit’s cultural scene and events, such as the Detroit Jazz Festival and the North American International Auto Show, make it a good location for the new hotel.

Expansion and Investment

Project HQ plans further expansion with over 15 additional hotels under discussion, focusing on adaptive reuse and conversion developments. LionGrove has committed to building 10 HQ Hotels across the Caribbean and the Sun Belt of the U.S. To support this growth, sbe has announced a $50 million Key Money & Sliver Equity Fund for HQ Hotels.

Leadership and Strategic Partnerships

sbe has strengthened its hotel platform leadership team with the addition of over 15 industry veterans from around the globe. The team will lead new growth initiatives and enhance the brand’s presence in the lifestyle hospitality sector. Key appointments include Todd Ruff as Chief Growth Officer and Angela Lester as EVP of Business Development EMEA.

Core Ideology of Project HQ

Project HQ aims to offer dining experiences, nightlife, and advanced technology. The brand will collaborate with top chefs and culinary experts to create innovative gastronomic experiences. Strategic alliances with entertainment brands will provide guests with access to exclusive nightlife and events. Leveraging Wyndham’s technology and distribution platforms, Project HQ will offer advanced property and revenue management systems, mobile check-in/checkout, mobile key access, and customized room settings.

“In the 22 years since establishing sbe, we have always been looking around the corner and understanding the ever-changing landscape of consumers – the tidal wave of consumers coming into the marketplace from the Millennial, Gen Z and Latino audience is staggering. They’re eager to partake in communal celebrations, create new memories, and relish moments of wonder – and we are creating the spaces to do just that. Having established our first locations in Montreux and Detroit, we’re steadfast in our commitment to meeting the evolving desires of upcoming generations. This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in themonths ahead, alongside Geoff Ballotti and his tremendous Wyndham team. With our sightsset on the future, we aim to build tremendous momentum as we continue to innovate andinspire.- Sam Nazarian, Founder & CEO of sbe

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

Wyndham Rewards Integration

Project HQ will be part of Wyndham Rewards, connecting hotels to a large member base of approximately 108 million travelers worldwide.