The Field & Stream brand is set to enter the hospitality industry with a new chain of hotels aimed at capitalizing on the popularity of outdoor sports.
Field & Stream Lodge Co. was launched as a partnership between real estate investment firms Starwood Capital Group and Adventurous Journeys Capital Partners.
Plans call for the opening of 20 to 25 U.S. hotels that the two companies said would be located near national parks, beaches, mountain and ski towns, and other outdoor experiences. The business plans to focus on markets where “lodging options are lacking or outdated,” the ownership group said.
“As we have proven through our creation of W Hotels, 1 Hotels, and Treehouse Hotels, among others, today’s consumer has a strong desire to support brands that connect them with the outdoors, and this initiative with Field & Stream will provide them with authentic hospitality experiences,” Starwood Capital Chairman and CEO Barry Sternlicht said in a statement.
Starwood’s 1 Hotels is positioned as an upscale, nature-inspired chain, while the newer Treehouse Hotels is a hotelier’s take on the childhood clubhouse concept for eco-minded consumers.
Starwood owns the rights to lodging under the Field & Stream name, while Dick’s Sporting Goods operates retail under the brand.
Joshua Tree in California, River Canyon in Idaho, and Lake Placid in New York are among 125 potential markets where Field & Stream Lodge Co. could open its doors, according to a report from The Wall Street Journal.
The company is riding the outdoor trend that saw significant growth during the pandemic when consumers turned to outside recreation. Although some consumer outdoor brands may be noting a slowdown in sales from the peak of Covid-19, the investment firms behind Field & Stream Lodge think the trend is not short-lived.
“We think it’s here to stay,” AJ Capital founder and CEO Ben Weprin told The Wall Street Journal of the outdoor trend.
The new chain is expected to be “affordable,” with Sternlicht saying the brand will appeal to travelers across age groups.