Barry Sternlicht's Field & Stream Lodge Expands

Barry Sternlicht's Field & Stream Lodge brand is expanding with the addition of two new hotels, as announced by Starwood Capital and AJ Capital. These new properties are slated to open in 2028 and represent conversions of existing sites in Bend, Oregon, and Big Bear, California. The Field & Stream Lodge brand, which launched in 2023, aims to capture a market segment focused on outdoor experiences and nature-oriented travel. The expansion into these two distinct locations signifies a strategic move to broaden the brand's geographical footprint and appeal to a wider audience seeking authentic outdoor adventures.

The development of these two new hotels is part of a larger strategy to build the Field & Stream Lodge brand into a recognized name in the hospitality sector. Starwood Capital, a global private investment firm focused on real estate, and AJ Capital Partners, a private equity firm specializing in real estate and hospitality, are jointly developing these properties. The decision to convert existing structures rather than build new ones suggests a focus on efficient development and potentially faster market entry, though the 2028 opening date indicates a deliberate and phased approach to growth. The brand's positioning around outdoor activities and a connection to nature is a key differentiator in a competitive hospitality landscape.

Building a new hotel brand, especially one with a specific niche like outdoor lodging, requires significant investment and time to establish recognition and loyalty among consumers. According to statements from Starwood Capital and AJ Capital, high capital costs are a significant factor influencing the pace of brand-building efforts. This implies that the companies are prioritizing sustainable growth and ensuring that each new development aligns with the brand's core values and quality standards. The success of Field & Stream Lodge will depend on its ability to consistently deliver on its promise of an immersive outdoor experience, coupled with high-quality hospitality services. The brand's strategy involves leveraging the established Field & Stream media brand, which has a long history of covering outdoor recreation, to attract its existing audience.

The two new locations, Bend and Big Bear, are well-known for their natural beauty and outdoor recreational opportunities. Bend, Oregon, is a popular destination for hiking, skiing, and craft breweries, while Big Bear Lake in Southern California is renowned for its mountain resorts, skiing, and water sports. These choices of location are strategic, aligning with the brand's focus on outdoor activities and providing a natural setting for guests. The conversions are expected to be tailored to reflect the Field & Stream ethos, incorporating elements that celebrate the outdoors and offer guests a unique connection to their surroundings. The phased opening in 2028 allows for meticulous planning and execution of the brand's vision for these properties, aiming to create memorable experiences for travelers seeking an escape into nature.