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Aloft Birmingham, MI will open in the spring of 2010

Tuesday, November 18, 2008
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Starwood Hotels & Resorts

aloha! Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) and its stylish, new lifestyle brand AloftSM hotels today announced plans open an Aloft in Birmingham, Michigan, an affluent suburb of Detroit. Owned by Essco Development Co., Aloft Birmingham is scheduled to open in spring of 2010. The new-build hotel will offer 115 spacious, loft-like rooms, intuitive technologies and energetic public spaces.

Aloft Birmingham will be located on Woodward Avenue in the heart of the city’s upscale shopping district. This charming and affluent suburb in metropolitan Detroit also boasts a selection of art galleries, theaters, casinos, specialty stores, parks, restaurants and night clubs. Aloft Birmingham will be just nine minutes from the Oakland Troy Airport and 30 minutes from the Oakland County Airport. Nearby corporate offices include Morgan Stanley, Rockwell Automation and Daimler Chrysler. In addition to the hotel’s proximity to Birmingham’s leading attractions and business community, the new hotel will offer 650 square feet of meeting space as well as a rooftop, glass-covered pool and fitness facilities.

“The sleek sophistication of Aloft will add even more energy to Birmingham, one of the most dynamic cities in Michigan,” said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood Hotels. “Today’s youthful-minded travelers will appreciate the Aloft brand’s urban sensibility and emphasis on creativity, culture and fun.”

“We are delighted to introduce Aloft to the heart of downtown Birmingham, a prime location for this sophisticated and affordable new lodging alternative,” said James Esshaki, Owner of Essco Development Company. “Everything about Aloft is designed to appeal to a whole new generation of travelers, inviting them to bring their lifestyle on the road.”

As a Vision of W Hotels, Aloft is shaking up the lodging industry with urban-influenced design, accessible technology, style and a social atmosphere. Aloft offers a total sensory experience, with guest rooms featuring loft-like nine-foot ceilings and oversized windows to create a bright, airy environment. The centerpiece of the guest room is the ultra-comfortable signature bed, and large stylish bathrooms complement the guest experience with oversized walk-in showers and amenities created by Bliss® Spa. Each Aloft room is also a combination high-tech office and entertainment center, featuring wireless internet access and plug & play, a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, mp3 players and laptops - all linked to a 42” flat panel LCD ready television for optimal sound and viewing.

Designed in conjunction with world renowned David Rockwell and the Rockwell Group, Aloft stays true to the W Hotel brand’s heritage, offering atmospheric public spaces designed to draw guests from their rooms to mix and mingle. Guests can read the paper, work on their laptops via hotel-wide wireless internet access, play a game of pool or grab a drink with friends at the re:mixSM communal lobby area and bar w xyzSM. The re:chargeSM fitness center and splash pool give travelers options to de-stress and re-energize, while re:fuel by aloftSM, a one-stop food and beverage area, offers sweet, savory and healthy food, snacks and beverages to grab & go, 24-hours a day.
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