ALOHA! Charlotte, North Carolina

ALOHA! Charlotte, North Carolina
The New tWist in Travel Brings Style and Savvy Lodging to Uptown Charlotte

White Plains, NY / Charlotte, North Carolina – January 9th, 2008: aloha! Starwood Hotels & Resorts Worldwide, Inc.® (NYSE:HOT) and its much-anticipated new lifestyle brand, Aloftsm hotels, opens its doors today in Charlotte, making Aloft Charlotte Uptown at the EpiCentre the first Aloft to open in North Carolina.

Developed by owner and operator Noble Investment Group, the new Aloft Charlotte Uptown at the EpiCentre, is located in the heart of the nation’s second largest financial and banking city and is vertically integrated above the new, $275-million mixed-use EpiCentre complex. Featuring premier shopping, entertainment and fine dining, the EpiCentre serves as a central link of Overstreet Mall and provides a pedestrian bridge connecting the headquarter buildings for Bank of America and Wachovia. Known for its historic warmth and genuine hospitality, Charlotte was recently named “one of 2008’s best places to live and launch” by CNN Money.

“The urban design aesthetic and lively social atmosphere of Aloft hotels will inject even more energy into the Charlotte scene,” said Brian McGuinness, senior vice president of Aloft hotels worldwide. “Bold and stylish, Aloft Charlotte Uptown at the EpiCentre is the perfect addition to city, offering an electric and eclectic experience to visitors and residents alike.”

“Uptown Charlotte is one of the most dynamic and fastest growing areas in the Southeastern United States, and our location amongst first class dining, office, sports and retail is both convenient and attractive to business and leisure travelers,” said Mit Shah, Noble’s senior managing principal and chief executive officer. “Noble’s dedicated team of service-focused professional’s are driven to fulfilling their mission of being an intricate part of the vibrant Charlotte Uptown community.”

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 roomy walk-in showers and amenities created by bliss® spa. Each guest loft is also a combination high-tech office and entertainment center, featuring wireless internet access and 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 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. 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:mix communal lobby area and bar w xyzSM. The re:charge fitness center and splash, the indoor or outdoor 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.

SEE US ON FACEBOOK TODAY!

http://www.facebook.com/home.php#/group.php?gid=46661581531&ref=ts

Noble Investment Group Announces the New Aloft Charlotte Uptown

Media Contacts:
Chris Daly Daly Gray Public Relations703.435.6293chris@dalygray.com
Bonnie Herring Noble Investment Group404-262-9660mailto:Group404-262-9660bonnie.herring@nobleinvestment.com

Noble Investment Group Announces Leadership Team for the New Aloft Charlotte Uptown

Hotel Unveils Pre-Opening Website and Hotel Blog
ATLANTA, Ga.-July 25, 2008- Privately held Noble Investment Group (“Noble”), a leading sponsor of private equity real estate funds and an integrated lodging and hospitality operating and development organization, today announced the appointment of the team of hospitality professionals that have been selected to oversee the day-to-day leadership of the New aloft Charlotte Uptown at the Epicenter, Charlotte, North Carolina. Opening November 1st, 2008, the aloft hotel is located in the heart of uptown Charlotte and is vertically integrated above retail and office into the new, $275-million mixed-use Epicenter complex.

“Uptown Charlotte is a dynamic and fast growing area in the southeastern United States, and our location amongst first class dining, office, sports and retail is both convenient and attractive to business and leisure travelers,” said Mit Shah, Noble’s senior managing principal and chief executive officer. “We have selected a dedicated team of service-focused Noble professionals to lead the hotel and drive our mission of becoming an intricate part of the Charlotte Uptown community.”

Rob Cote has been regional director of operations for a portfolio of Noble hotels for the past five years and has assumed the general manager leadership role for the aloft Charlotte Uptown. Rob’s career spans 32 years in the hospitality industry, including a distinguished career with Marriott International for 15 years with the brands Courtyard, Residence Inn, and Fairfield Inn, where he earned multiple performance awards. He began his career in Washington, D.C. at the JW Marriott and Crystal City Marriott and opened the Fairview Park Marriott as director of room operations. Rob has been in the Carolinas for 12 years and calls Mooresville, N.C. home.
-more-
Carolyn Cudd has been named director of sales and marketing for the aloft. For the past five years, Carolyn has excelled as an area director of sales for a portfolio of Noble hotels affiliated with Marriott. During her career, Carolyn has received 9 accolades in recognition of her superior sales and marketing leadership and execution. She is actively involved with Meeting Planners International, Charlotte’s Hotel Tourism Authority and was previously president of the Forsyth County Tourism Alliance in Winston-Salem, N.C.

Gloria O’Hal has assumed the position of sales manager for the aloft. Gloria began her career with Noble in 2002 as a sales manager. Gloria has over 20 years of experience in the hospitality industry and is currently a member of Meeting Planner’s International, HSMAI and PWA.

“Today’s traveler is becoming increasingly web savvy, and the Charlotte aloft Uptown has developed a hotel specific pre-opening website and hotel blog to engage guests in the unique, aloft experience,” said Rob Cote. “Our hotel website will provide guests the ability to view 360 degree photo tours of the hotel, as well as submit a request for proposal for meeting and event bookings. Our hotel blog will enable guests to received additional information about the team, the hotel and the area, in a social network format.”

This urban-influenced, modern and vibrantly designed aloft hotel features loft-like guest rooms, a buzzing bar scene at w xyz bar in the open lobby, an urban-inspired 24/7 pantry re:fuel, and industrial elements throughout the hotel speak to the needs of today’s highly social, self-sufficient traveler. Guestrooms feature the ultra comfortable signature bed; an oversize spa shower; custom amenities by bliss© spa, and more. The plug ‘n play connectivity center charges all guest electronics and links to the 42” plasma TV to maximize work and play. Guests stay connected with complimentary, hotel-wide wireless internet access. The hotel is within easy access of the Bank of America Stadium, Charlotte Arena, Wachovia Financial, Ernst & Young, Deloitte & Touche, Pricewaterhouse Coopers as well as retail outlets and restaurants.

Connect with the Charlotte Aloft online –
http://www.aloftuptowncharlotte.com/ – Pre-opening Websitehttp://charlottealoftuptown.blogspot.com/ - Hotel Blog
www.alofthotels.com/charlotteuptown - Brand Website



-more-

About Noble Investment GroupNoble is a leading sponsor of private equity real estate funds and an integrated operating and development organization that specializes in making value-added investments in hotels and resorts throughout North America. An award winning operator of more than 8,000 hotel and resort guest rooms, convention and conference centers with approximately 1 million sq. ft. of meeting space, as well as championship golf, day and resort spas, upscale restaurants, and branded retail coffee stores, Noble and its predecessors have realized superior risk-adjusted returns while acquiring and developing over $2.5 billion in lodging and hospitality assets. Noble’s current discretionary private equity fund represents $310 million of equity commitments, which provides the organization the ability to invest more than $1 billion in lodging-related assets. For more information, visit http://www.nobleinvestment.com/.

a little history....W Hotels is going aloft

Press contacts:

Starwood Hotels:
Ellen Gallo
914.640-8167
Ellen.gallo@starwoodhotels.com

W Hotels:
Jane Lehman
212.380.4000
Jane.lehman@whotels.com

aloft Hotels:
Jim Kloiber
212.242.9353
jkloiber@laforce-stevens.com



W HOTELS IS GOING ALOFT: NEW STARWOOD BRAND TO REACH NEW HEIGHTS WITH BREAKTHROUGH CONCEPT IN SELECT SERVICE CATEGORY

Stylish Design, Technology and a Hip Urban Attitude
to Transform Outdated Hotel Business Segment

Aloft; adverb: in or into a high place; high or higher up


(Wednesday, September 28, 2005) Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) and its stylish W Hotels division revealed today at the Phoenix Lodging Conference, the official name and concept details for its much-anticipated new brand in the select-service hotel category: aloft. Conceived by the same W Hotels team that is widely regarded as creators of one of the most successful new brands in decades, the aloft brand will bring this tired, stagnant travel segment to new heights.

In the same way W Hotels broke through the clutter of conformity in the upscale hotel arena, aloft will raise the bar in the select-service category, offering urban-inspired, loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night, and an energetic lounge scene.

“We are building on our success and lessons learned from W and reinventing the category,” said Steven J. Heyer, Starwood's Chief Executive Officer. “aloft will offer travelers a radical departure and a welcome, refreshing alternative to what’s currently out there. We intend to deliver great style, design and functionality, all at an affordable room rate, with a high comfort quotient.”

“Our customers are more sophisticated and they expect more than just a place to sleep. With aloft, we’re shaking things up and offering something fresh, inspiring and ultimately more fun,” said Ross Klein, President of W Hotels Worldwide. “We see aloft as an oasis at the end of the road, a place that’s comfortable, easy and effortless.”

Starwood further announced that five company-owned sites are now in various stages of entitlements or development for aloft. These first aloft properties will be located in Lexington, Massachusetts, Tucson, Arizona, San Francisco Airport, Philadelphia Airport, and Cherry Creek, Colorado. The company also stated that its UFOC, or franchise offering circular, was effective as of today and that it would begin to offer aloft licenses to qualified hotel owners and operators. Starwood anticipates the first hotels to break ground in early 2006 and open in early 2007, with 500 properties worldwide expected by 2012.

Starwood has received overwhelming interest from the hotel development community since announcing the new brand at the New York University International Hospitality Industry Investment Conference held this past June. Twenty-six of the premiere development and ownership groups have executed letters of interest, each expressing their intention to develop at least ten properties. Starwood has made this select group an integral part of the development of the aloft brand.

The aloft hotels brand will revamp the staid same-old, polyester scenario with stylish accommodations for business and leisure travelers. Design visionary David Rockwell and the Rockwell Group, whose award-winning projects include the Kodak Theater, Nobu and the W Union Square, are collaborating on the brand's design.

With generous nine-foot ceilings and oversized windows, guest rooms will have a decidedly loft-like feel. In addition to the guest room centerpiece -- a signature, ultra-comfortable bed for which Starwood's brands are well known -- a well-designed workspace, an mp3 docking station and a flat panel television will further differentiate the aloft guest room. Large stylish bathrooms will feature oversized walk-in showers and amenities created by Bliss.
Starwood has created aloft to be both quiet and inviting, day and night, offering a variety of friendly venues for guests to gather. aloft's public spaces are designed to draw guests from their rooms with a number of super social offerings. With Relax; a communal space to grab a drink with friends and Fresh air; an open-air area out back, guests can socialize and gather for light meals during the day or night. aloft will also satisfy guest’s needs 24-hrs-a-day with Re:Fuel; a one-stop area offering up food, snacks and drinks to grab and go. For workouts, Train fitness centers or Splash; the indoor or outdoor pool, will start or end guest’s days with a quick work out. The aloft sites will also feature flexible meeting and function space and offer 100% wireless Internet access throughout the properties.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with more than 750 properties in more than 80 countries and 120,000 employees at its owned and managed properties. With internationally renowned brands, Starwood is a fully integrated owner, operator and franchisor of hotels and resorts including: St. Regis, The Luxury Collection, Sheraton, Westin, Four Points by Sheraton, W brands, as well as Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit www.starwoodhotels.com.

Mike on America-CNBC aloft "the new tWist in travel"

aloft Charlotte-live construction webcam

Aloft Charlotte Uptown at Ghazi Center Coming Soon

ALOFT CHARLOTTE UPTOWN AT THE EpiCentre

aloft Charlotte Uptown at the EpiCentre - Opening November 1, 2008
210 East Trade Street · Charlotte, North Carolina 28202 · United States Phone: (704) 333-1999 · Contact Us · Announcements 87°F/ 30°C · 1:38 PM · Map

stay & play: public spaces

Meet & mingle with friends at our w xyz bar; grab a sweet, savory or healthy snack from re:fuel by aloft, our 24/7 pantry, or play in our re:mix lobby. Plus, you can always stay connected with complimentary hotel-wide wireless internet access!

rest & refresh: aloft rooms

Breeze into one of our aloft rooms, featuring our ultra comfortable signature bed; an oversize spa shower; custom amenities by bliss© spa, and more. Our plug ‘n play connectivity center charges all your electronics and links to the 42” plasma TV to maximize work and play.


arrive & explore:

what's nearby
Aloha! Get ready to stay & play awhile...easy access to Bank of America Stadium, Charlotte Arena and the Epicentre shopping center. Close to Bank of America, Wachovia Financial, Ernst & Young, Deloitte & Touche, and Pricewaterhouse Coopers.