The redevelopment plans will include a hotel flying one of Starwood’s brand flags, in possible combination with retail and office uses. As the hotel is redeveloped, Starwood will remove the Sheraton flag and operate the hotel as a non-branded Starwood property beginning in April 2010. The hotel will remain open as the company finalizes redevelopment plans, and will continue to be a member of the Starwood Preferred Guest loyalty program.
Starwood made the decision to operate the hotel as an independent because the hotel does not currently meet the upgraded standards of the Sheraton brand, which is culminating a three-year, $6 billion dollar global overhaul. As part of the revitalization of Sheraton, the brand has removed 32 ‘off brand’ hotels in order to improve its quality and consistency, and reflect a significantly enhanced guest experience.
