WHY INVEST IN HYDE

ACCOR GLOBAL DEVELOPMENT

FEBRUARY 2019
 MISSION
STATEMENT
A global tribe of individuals, partners and progressives,
devoted to creating extraordinary experiences for our community
throughout our proprietary brands—we are sbe.

Visionaries at the forefront of hospitality, cuisine, design,

residences and entertainment, our lifestyle moments are forged
with highly-curated and passionate service. We are committed
to authenticity, sophistication, mastery and innovation.

Our stage is the world. Our time is now.

2 | WHY INVEST IN HYDE | SBE LIFESTYLE PLATFORM | FEBRUARY 2019

 FULL CIRCLE LIFESTYLE EXPERIENCE
GLOBAL BRANDS GLOBAL

RESTAURANTS HOTELS

MIXOLOGY & LOUNGES RESIDENCES

NIGHTLIFE RESIDENCES
& SPAS

NIGHTLIFE & DAY CLUBS SPAS

3 | WHY INVEST IN HYDE | SBE LIFESTYLE PLATFORM | FEBRUARY 2019

 CURRENT PORTFOLIO *By the end of 2018

170
28* 96 50
LOCATIONS HOTELS & RESIDENCES RESTAURANTS LOUNGES

120+ 35+ 70+ 15

DEVELOPMENT PIPELINE

CHICAGO
TORONTO

ATLANTA
SAN FRANCISCO PARIS, FRANCE
NEW YORK CITY LONDON, U.K.
DETROIT
WASHINGTON, D.C.
LOS ANGELES ISTANBUL, TURKEY
BODRUM, TURKEY
INDIAN WELLS
LAS VEGAS
HOLLYWOOD, FL KUWAIT CITY, KUWAIT
TOKYO, JAPAN
HALLANDALE, FL DUBAI, U.A.E.
MIAMI
DOHA, QATAR
NASSAU, BAHAMAS
MANAMA, BAHRAIN
BANGKOK
CANCÚN, MEXICO
MONTERREY,
MEXICO MEXICO CITY, MEXICO
CABO SAN LUCAS,
MEXICO

ZIHUATANEJO, MEXICO

PLAYA DEL CARMEN, MEXICO

CARTAGENA, COLUMBIA
ARENA DE JOSE IGNACIO,
ARGENTINA

PILAR, ARGENTINA MELBOURNE, AUSTRALIA

PUERTO MADERO, ARGENTINA

CURRENT PIPELINE
 Dakota Development is a division of sbe. With With professional entertainment and renown chefs,
industry-leading expertise and cutting edge design Disruptive Innovation Lab has designed amazing
partners, Dakota Development has successfully culinary and nightlife concepts.
master planned and developed a range of
internationally acclaimed properties.

DESIGN CULINARY
COLLABORATORS COLLABORATORS

PHILIPPE AVENUE PIERO LENNY KRAVITZ JOSÉ KATSUYA MICHAEL DANNY

MARTIN
STARCK INTERIORS LISSONI DESIGN ANDRÉS UECHI SCHWARTZ ELMALEH
SLS Atlanta SLS Las Vegas
HEIERLING
SLS Baha Mar SLS Cancún The Bazaar Katsuya Fi’lia Cleo
SLS Beverly Hills SLS SLS Beverly Hills Renovation SLS Puerto Madero SLS South Beach Chief Culinary SLS SLS/Mondrian SLS/Mondrian/ SLS/Mondrian
Brickell SLS Washington, D.C. Officer, sbe Michelin- Delano Hyde/Delano Hyde/Delano
SLS Las Vegas James Beard
SLS South Beach Starred James Beard
Award Winner
Mondrian L.A. Award Winner
Delano

JOSE DARIO DANIEL MAKOTO

TOM YABU DAVID ROCKWELL MARCEL ICARDI CECCHINI BOULUD OKUMA
WANDERS Leynia, Diez y Seis Carna French Concept Pan-Asian Concept
DIXON PUSHELBERG THE ROCKWELL
Mondrian South Beach SLS/Mondrian SLS SLS SLS
Mondrian London SLS LUX Brickell GROUP Mondrian Doha Hyde/Delano James Beard James Beard
Hyde Award Winner Award Winner
 LEVERAGE THE
Platform
40 BRANDS
Established & diversified
portfolio of iconic luxury
lifestyle hotel, residence,
culinary & entertainment
brands.
Providing our development partners an opportunity
to program a one of a kind destination experience.
TEAM SINGLE
INNOVATION SOURCE
Best-In-Class team
of Senior Executives,
Chefs, Designers,
MARKET Proven brand & concept
Promoters.
incubator of culinary NETWORK Unique 360 approach
Expansive footprint across and entertainment to hospitality with
the world’s leading concepts. Access to shared turnkey solutions for
gateway markets. services, including a branding,
centralized platform development* and
providing sales, management of a
marketing, social media, property.
influencers, partner and
vendor databases,
events partnerships
and sponsorship
support.
*Engaging Dakota for
6 | WHY INVEST IN HYDE | SBE LIFESTYLE PLATFORM | FEBRUARY 2019
Development Management is
encouraged but not required.
 THE MISSION

Hyde Hotels, Resorts & Residences are intuitively dialed into the
desires of the in-the-know; their interests, aspirations and tastes.
This is a new kind of hospitality, grounded in the spirit of
discovery, the fantasy of nightlife and the adventure of
connection. Hyde is more than a brand, it’s a state of mind.

A decade ago, Hyde Lounge was perhaps the hottest ticket on the planet. No matter which side of
the velvet rope patrons (or aspiring patrons) were on, everyone could agree that something very
special was happening—and they wanted to be a part of it. With Hyde Hotels, a cult brand is
opening its doors and inviting its followers to enjoy a new kind of hospitality. It is a broad
invitation, speaking not only to those who visited the club in reality but also those who heard of it,
read about it, and dreamed of it. As Hyde translates the magic of its brand into a global hotel
concept, it will offer a similarly magical experience, grounded in the spirit of discovery and building
a community of those in-the-know. There is an opportunity here to change the game—yet again—
with a powerful new vision for Hyde Hotels, Resorts & Residences.

A TRIBE CALLED HYDE / WELCOME HOME / ANYTHING CAN HAPPEN

IN THE KNOW / PLAYGROUND / HYDE AWAY / AUTHENTICALLY PERSONAL

7 | WHY INVEST IN HYDE | POSITIONING | FEBRUARY 2019

Hyde top 3 USPs

A HYDEAWAY FOR NIGHTLIFE ROOTED THE sbe PLATFORM

THE IN-THE-KNOW BRAND

• Every guest at Hyde Hotels
is treated like a Hyde
Lounge regular, inviting
them into a cultural hub
environment that is
personal, soulful and
comfortable
+ experience
• Keeping the pulse and • Unique lifestyle living
creating shareable expertise to program a
moments: guests expect one of a kind destination
and yearn for in a hotel experience
+
• Guests want to share • Unique expertise in
these unique experiences design, restaurant &
with their network, nightlife concepts with
capturing iconic & reknown interior
photogenic moments designers & chefs
wherever they are

• Unique full circle

approach to hospitality
with turnkey solutions for
branding, development,
management of a
property

8 | WHY INVEST IN HYDE | BRAND USPs| FEBRUARY 2019

 CURRENT PORTFOLIO By the end of 2018
NETWORK & PIPELINE 60 rooms 60 rooms
1 hotel 1 hotel
AMERICAS TOTAL

HYDE MIDTOWN, MIAMI

HYDE HOLLYWOOD, FL
HYDE BEACH HOUSE HYDE DOHA

HYDE MEXICO HYDE ALAIA,

CITY DEL VALLE BELIZE

CURRENT PIPELINE

9 | WHY INVEST IN DELANO | NETWORK & PIPELINE | FEBRUARY 2019

FLAGSHIPS

39,000 Square Feet

All
400 Units Suites

Food & Beverage

– Terrazas
Designer

Etaru
Debora Aguiar
Architect

Amenities

Eména Spa / The Atlantic Boardroom / Caribbean Room

Property News & Headlines:

Expert Rating: 8/10, “stylish, all-suite accommodations inside a

modern oceanfront resort”

“a curious mashup of trendy, family-friendly, all-suite luxury with an

eerily familiar hit of Miami style and energy”

10 | WHY INVEST IN HYDE | NETWORK & PIPELINE| FEBRUARY 2019

FLAGSHIPS

460 Residences

All
60 Key Count Suites

Food & Beverage

David Rockwell Poolside Bar & Grill
Designer

Arquitectonica
Architect

The Related Group

Dezer Development
Developer

Amenities

Hyde Music Lounge & Piano Bar / 7th Floor Pool Terrace / Heated Lap Pool / Spa
Fitness Center / Private Screening Theater / Tennis Court / Bocce Court

Property News & Headlines:

11 | WHY INVEST IN HYDE | NETWORK & PIPELINE| FEBRUARY 2019

 Upcoming
openings

OPENING

2019
KEYS

-
RESIDENCES

PARTNER/DEVELOPER
352
The Related Group

ARCHITECT/DESIGN CONTRACT

–
Licensed

Property News & Headlines:

12 | WHY INVEST IN HYDE| NETWORK & PIPELINE | FEBRUARY 2019

 Upcoming
openings

OPENING

2020
KEYS

-
RESIDENCES
PARTNER/DEVELOPER

Sheikh Mohammed Bin

Hamad Bin Jassim Al-Thani
-
ARCHITECT/DESIGN CONTRACT

–
Coming soon
Property News & Headlines:

13 | WHY INVEST IN HYDE| NETWORK & PIPELINE | FEBRUARY 2019

KEY PROGRAM

ICONIC ELEMENTS:

EXPERIENCE
& AMENITIES
Through strategic collaborations
and unassuming service concepts,
every touchpoint of the Hyde Hotel
experience offers an opportunity to
delight and inspire guests in a way
that only Hyde can.

14 | WHY INVEST IN HYDE | KEY PROGRAMS | FEBRUARY 2019

KEY PROGRAM

ICONIC ELEMENTS:

EXPERIENCE
& AMENITIES
Also, in keeping with Hyde’s innovative
and far-reaching success with vertical
integration, these amenities would all
be available for purchase, offering
guests the opportunity to bring their
favorite elements of the Hyde
experience home with them.

15 | WHY INVEST IN HYDE | KEY PROGRAMS | FEBRUARY 2019

 KEY PROGRAM

The hyde
guestroom
Average Room Size: 30-35 Square Meters

In the rooms, soft and supple textures are used to

infuse a sense of luxury into basic elements.

16 | WHY INVEST IN HYDE | KEY PROGRAMS | AUGUST 2018

KEY PROGRAM

To pamper your every need and

create an exceptional and
soothing relaxation experience
that exceeds your expectations

Designed with an unerring eye for luxury, comfort and state-of-the-art

technology; Ciel Spa is a place of escape where recharging the inner
spirit and enhancing physical well-being come from true and spirited
innovation. All SLS guestrooms feature Ciel Reserve bath amenities.

REFINED RELAXATION // A PLACE TO REVITALIZE // CELESTIAL ESCAPE

4 LOCATIONS

SLS BEVERLY HILLS, SLS SOUTH BEACH, SLS BRICKELL, SLS LUX BRICKELL

17 | WHY INVEST IN HYDE | KEY PROGRAMS | FEBRUARY 2019

KEY PROGRAM

hyde
RESTAURANT BRANDS

18 | WHY INVEST IN HYDE | KEY PROGRAMS | FEBRUARY 2019

KEY PROGRAM

hyde
NIGHTLIFE BRANDS
NIGHTLIFE & DAY CLUBS

MIXOLOGY & LOUNGES

19 | WHY INVEST IN HYDE | KEY PROGRAMS | FEBRUARY 2019

COMMUNICATION

HYDE BRAND BOOK

20 | WHY INVEST IN HYDE | COMMUNICATION | FEBRUARY

2019
COMMUNICATION

VISUAL IDENTITY

COLLATERAL &
merchandise

21 | WHY INVEST IN HYDE | COMMUNICATION | FEBRUARY 2019

 PERFORMANCE – PARTNERSHIP WITH ACCOR

ACCOR DISTRIBUTION SOLUTION

>110 Global Distribution Channels at Best Market Conditions

Source : CRS Official figures as of end 2018 22 | WHY INVEST IN HYDE | PERFORMANCE | FEBRUARY 2019
 PERFORMANCE – PARTNERSHIP WITH ACCOR

ACCOR DISTRIBUTION PERFORMANCE POWERED BY ACCOR FOR LUXURY & PREMIUM BRANDS

CALL CENTRES, INTRA HOTEL

& CLUSTER SERVICES

ACCOR WEB
33% DIRECT SALES
WEBSITE, MOBILE SITES
& APP
FOCUS ON WEB
BRAND.COM + 15%
ACCORHOTELS.COM
+ MOBILE WEBSITES +
PARTNER WEBSITES

WEB ACCOR & PARTNERS

59% 18%
41%
ACCOR CENTRAL
36% ONLINE SALES FOR LUXURY &
PREMIUM BRANDS
RESERVATION
SYSTEM
HOTEL
PMS

€1.786 ONLINE ROOM REVENUE

LUXURY & PREMIUM BRANDS 18%
MILLION 8%

WEB PARTNERS (OTAS)

26% INDIRECT SALES

Official figures as of end 2018 23 | WHY INVEST IN HYDE | PERFORMANCE | FEBRUARY 2019
 PERFORMANCE – PARTNERSHIP WITH ACCOR

ACCOR OWNS THE MOST INTERNATIONAL AND FAST GROWING LOYALTY PROGRAM

GUEST ORIGIN

Northern
LOYALTY MEMBERS Europe Americas
12% 18%
WORLDWIDE France
A WORLDWIDE
Le Club AccorHotels PROGRAM
173M 13%
20 brands
FRS loyalty program Central &
Eastern 3,500 hotels in 100 countries
Huazhu loyalty program Europe Free enrollment
6% Asia-Pacific 100% web based program
Mediterranea 31%
Partnerships with major airline
106M 120 n, Middle loyalty program: Skyteam,
East & Africa One World, Star Alliance…
100 20%

70

4
4,7 >53 MILLION MEMBERS LE CLUB ACCORHOTELS
REPRESENTS
53 WORLDWIDE

18 25 32 40
+27,700 34.6%
10 14
MEMBERS EVERY DAY OF ALL ROOMNIGHTS
2012 2013 2014 2015 2016 2017 2018

Source : LCAH by end of 2018 25 | WHY INVEST IN HYDE | PERFORMANCE | FEBRUARY 2019
PERFORMANCE

DEVELOPMENT CRITERIA
Development & programming

AAA ultra city center

location, historic WORLDWIDE
conversion

RECOMMENDED
NUMBER OF ROOMS
150 and + keys 150 – 300 keys
HOTEL

ROOM AVERAGE SIZE 24 – 32 sqm 28 – 35 sqm

TGFA / ROOM 60 – 70 sqm 90 – 100 sqm

RECOMMENDED PRIME SECONDARY AIRPORTS

120 and + keys 100 – 300 keys
RESORT

NUMBER OF ROOMS LOCATIONS LOCATIONS SUBURBS

30 – 36 sqm
ROOM AVERAGE SIZE 28 – 40 sqm + balcony CAPITALS
indoor + balcony KEY CITIES &
RESORT
TGFA / ROOM 70 – 90 sqm 80 – 110 sqm DESTINATIONS

MAJOR
1 3 meal restaurant DOMESTIC
FOOD & BEVERAGE 1 Signature Bar DESTINATIONS
1 Lounge (on market demand)
OTHER CITIES &
ATTRACTIVE
Ciel Spa (on market demand) TOURISTIC
WELL-BEING Pool (on market demand) DESTINATIONS
Fitness Center

Meeting rooms (on market demand)

MEETINGS
Ballroom (on market demand)

26 | WHY INVEST IN HYDE | PERFORMANCE | AUGUST 2018