Project HQ Hotels & Residences in Los Angeles, led by Sam Nazarian in partnership with Wyndham Hotels & Resorts, has announced the renovation of two hotels, including the former Park Avenue House at Park Avenue and W. Montcalm Street in downtown Detroit (2305 Park Ave.).
The historic Park Avenue House was designed by Louis Kamper and built in 1924 by Lew Tuller, a local hotelier. The 13-story structure has been vacant since late 2018, and was closed after apartment tenants, some of whom were convicted sex offenders, received a notice to vacate the property in 30 days.
In the rear of the building, today a broken window allows access inside the structure. It is not known if scavengers have been stripping the building. Rats are present in and around the structure, as well.
Several plans for a hotel have been floated for the property since it was sold in 2019 to Downtown Hospitality in Detroit, owned by partners Mario Kiezi and Mike Abdulnoor. The pair said they were going to convert the building into a hotel, but the plan never materialized.
With nearly two decades of expertise in smart lifestyle hospitality, Project HQ states it plans to “lead the (hospitality) industry by focusing on innovation, sophistication, and a unique blend of cultural and smart lifestyle elements. The goal is to create destinations that cater to modern travelers seeking memorable experiences and connectivity.”
Project HQ states it has a strategic investment from entertainer Marc Anthony and his company Magnus, enhancing its appeal to Millennials, Gen-Z, and Latin communities. The partnership solidifies sbe’s, a sister company founded by Nazarian 2002, position as a leading luxury and lifestyle hospitality platform, boosting its restaurant and entertainment portfolio, Disruptive Restaurant Group, and the QSR brand and digital food company, Everybody Eats.
The Park Avenue House, sbe states, will be reimagined as the first U.S.-based property for Project HQ, combining dining, innovative design, and personalized services. The transformation includes 174 hotel rooms, featuring a specialty restaurant from sbe’s Disruptive Restaurant Group, a cafe, and quick-service delivery from the Everybody Eats platform.
No cost or timeline for construction was provided.
“In the 22 years since establishing sbe, we have always been looking around the corner and understanding the ever-changing landscape of consumers,” says Nazarian, founder and CEO of sbe. “This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead.”
Geoff Ballotti, president and CEO, Wyndham Hotels & Resorts states: “We’ve seen tremendous interest from owners looking to enter the smart lifestyle category created by Sam Nazarian’s sbe. These initial projects in Montreux, Switzerland (The Royal Plaza & Villa Toscane) and Detroit set the stage for a brand that will benefit from sbe’s legendary lifestyle experience and Wyndham’s unmatched scale and resources, creating a turn-key solution unlike anything in the market today.”
Part of Wyndham Rewards, Project HQ states it connects hotels to a rapidly growing enrolled member base of approximately 108 million everyday travelers around the globe. Members account for nearly one out of every two check-ins at Wyndham’s hotels
Nazarian says sbe is a leading lifestyle hospitality company that develops, manages, and operates world-class hotels, restaurants, lounges, and nightclubs. In 2020, Nazarian launched Disruptive Restaurant Group (DRG) that operates globally renowned culinary brands, including Casa Dani, Katsuya, Kumi, MXO by Wes Avila, Doheny Room, HYDE, LiFE, and S Bar.
To learn more, visit sbe.com/hotels/hq/.
