MIAMI—Starwood Capital Group, a private investment firm with a primary focus on global real estate, and Adventurous Journeys Capital Partners (AJ Capital), a real estate and hospitality company, announced the launch of Field & Stream Lodge Co. (Field & Stream), a branded hospitality platform aiming to create modern and affordable lifestyle lodging across the United States. Field & Stream is an iconic American brand established in 1871 which brings great authenticity and brand recognition to a category of generic hotel offerings.
The Field & Stream platform aims to initially create approximately 20 to 25 hotels, first targeting U.S. markets near authentic natural experiences, including national parks, beaches, mountain, and ski towns. Together, Starwood Capital, through a controlled affiliate, and AJ Capital will leverage their collective real estate acquisition, investment, and development expertise to create a unique brand in a virtually undifferentiated segment that can scale rapidly. The U.S. outdoor recreation industry is thriving, enhanced by pandemic-driven consumer lifestyle changes, and Field & Stream’s assets will be strategically located in markets where existing lodging options are lacking or outdated for modern consumer preferences.
Barry Sternlicht, Chairman and CEO of Starwood Capital, said, “As we have proven through our creation of W Hotels, 1 Hotels and Treehouse Hotels, among others, today’s consumer has a strong desire to support brands that connect them with the outdoors, and this initiative with Field & Stream will provide them with authentic hospitality experiences. We look forward to partnering with AJ Capital to provide quality, well-designed affordable lodging that is perfect for travelers of all ages and backgrounds.”
“We are honored to be partnering with Barry and the entire Starwood Capital team to launch Field & Stream Lodge Co. Extending the legacy of Field & Stream that is rooted in trust and history is incredibly inspiring and aligns with the approach that AJ Capital leverages in every project,” said Ben Weprin, Founder and CEO of AJ Capital. “Field & Stream hotels will be a modern take on an American classic. As we have demonstrated through Graduate Hotels and Marine & Lawn Resorts, we believe our design-forward and vertically integrated approach will position the platform to scale rapidly and capitalize on consumer demand.”
