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Starwood’s Element Brand Debuts In Harrison, Nj

Friday, August 22, 2014
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Starwood Hotels & Resorts Worldwide
Starwood Hotels & Resorts Worldwide
Owner, manager and franchisee of 9 brand

Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) today announced the opening of Element Harrison - Newark, the brand’s second hotel in New Jersey. Featuring 138 stylish, sustainable rooms and a light-filled atmosphere designed to fuel a life in balance and on the move, the new Element will quickly emerge as the social hub of Harrison’s burgeoning urban lifestyle scene where business and leisure travelers, professional sports fans and locals will intersect in a fun, stimulating setting. The hotel is owned by Harrison Hotel 1, an entity of Ironstate Holdings, LLC and The Pegasus Group, and managed by Crescent Hotels & Resorts.

Minutes from Manhattan, Jersey City and Newark via the adjacent PATH Station and five miles from Newark International Airport, Element Harrison - Newark offers easy access to the area’s myriad cultural, recreational, dining and entertainment pursuits. When not socializing in the hotel’s welcoming lobby or outdoor patio, guests can walk to a variety of new shops and restaurants and are within proximity of Newark’s downtown business district. Sports and entertainment can be found at Harrison’s 25,000-seat soccer stadium for the NY Red Bulls professional soccer team, and the Prudential Center in Newark, which is home to the New Jersey Devils hockey team, college basketball and concerts throughout the year.

“Element Harrison – Newark is an exciting addition to the Element portfolio and will provide a smart, sustainable lodging option for travelers to the bustling Newark metropolitan area,” said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood. “On track to double its portfolio in the next two years, Element offers guests a bright, energizing environment that's conducive to both work and play, as well as a line-up of innovative brand-led programming.”

Designed by progressive New York architectural firm HWKN, the new hotel features a distinctive façade that tips its hat to the innovative thinking of the Element by Westin brand. By creating a trompe l'oeil effect (trick of the eye), HWKN toyed with the building’s form – creating the playful illusion that each window is three dimensional. The highly cost effective yet eye catching design response mirrors the Element’s offering to extended stay visitors.
The stylish, sustainable rooms and suites at Element Harrison – Newark feature a fluid design of modular furniture, flat-screen televisions, large desks with open shelving, custom-designed closets and original artwork from local artists. Rooms will also offer fully-equipped kitchens and the signature Heavenly® Bed, and spa-inspired bathrooms will feature an invigorating rain shower and dual-flush toilet. Other brand signatures include a state-of-the-art, 24-hour fitness center, indoor pool, and a 1,500 square-foot meeting room with modular furnishings, a flexible layout and state-of-the-art technology that can be customized to meet any business or social needs. Guests can stay on the move with Element’s complimentary bikes to borrow and enjoy fun and free extras including complimentary Wi-Fi throughout the hotel, the signature RISE breakfast, RELAX evening reception, and salon bar carts stocked with premium wines and beers, soft drinks and snacks, available after hours.

Element Harrison – Newark was developed by Ironstate Holdings, LLC and The Pegasus Group as part of the Partnership’s larger, mixed-use development that will ultimately comprise 2,600 luxury residential residences and 80,000 square feet of street-level retail space, the first phase of which has already been completed. A hotbed of activity and investment, Harrison is also benefitting from a $256 million upgrade of the PATH Station by the Port Authority of New York and New Jersey.
“The opening today of Element Harrison - Newark is a landmark moment as it helps advance Harrison’s growth as a stand-alone, well-balanced urban destination that’s also a great launching point for excursions to Manhattan and other New Jersey Gold Coast locations,” said Michael Barry, President of Ironstate Holdings, LLC. “Starwood’s forward-thinking Element concept is a great complement to our broader vision for Harrison and reflects the national interest and significant financial investment the area continues to garner.”

“We are delighted to partner with Starwood Hotels to introduce its popular Element brand to this new entertainment destination in the area,” said Michael George, CEO of Crescent Hotels & Resorts. “One of the industry’s most innovative brands, Element appeals to business and leisure travelers with its emphasis on clean, sustainable living.”

Element is the first major hotel brand to mandate that all properties pursue the U.S. Green Building Council’s Leadership in Energy and Environmental Design (LEED) certification for high-performance buildings. It’s recognized as an industry leader in the eco-space, and offers travelers a fresh, reimagined interpretation of the extended stay hotel experience.

About Element Hotels
Element® Hotels is made to order for guests in the know and on the go. Its bright design defies convention, bathing guest rooms and public spaces in natural light. Stylish and sustainable throughout, Element offers extended stay comfort with a conscience and lots of signature amenities from its healthy RISE breakfast and RELAX evening reception to saline swimming pools, spacious fitness centers, bikes to borrow and electric vehicle charging stations. Starwood’s latest brand innovation, Element made history in 2008 as the only major hotel brand to pursue LEED certification for high-performance buildings brand-wide. To date, there are Element hotels in 11 markets in North America with new domestic and international hotels in development. Visit www.ElementHotels.com or connect on Facebook.

About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with nearly 1,200 properties in 100 countries, and 181,400 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, Aloft®, and Element®. The Company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG®), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit www.starwoodhotels.com.

About Ironstate Holdings, LLC
Ironstate Holdings, LLC (and Ironstate Development Company) is one of the largest privately held real estate development companies in the Northeast. Based in Hoboken, New Jersey, Ironstate engages in the development and management of large-scale mixed-use projects and has a diverse portfolio of residential and hospitality assets. Additional information on Ironstate Development Company is available on the Company’s website at www.ironstate.net.

About Crescent Hotels & Resorts
Crescent Hotels & Resorts is a nationally recognized, top-10 independent third-party operator of hotels and resorts. Crescent currently operates over 80 hotels and resorts, with close to 19,000 rooms in 29 states and Canada. Crescent is one of a small group of independent management companies approved to operate hotels under the Marriott, Hilton, Starwood, Hyatt and InterContinental flags. Crescent also operates a collection of legendary independent hotels and resorts. For more information, please visit www.chrco.com.

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