Deconstructing Steve Heyer's Starwood XYZ
Reuters published Starwood's announcement that they were going to launch a new hotel brand, for now code-named "XYZ", presumably after their highly successful restaurant in San Francisco and the unique SOMA vibe.
Look to new Starwood prexy Steve Heyer - who at Coke fine-tuned the media instincts he demonstrated at Turner Networks - to make his move by creating a compelling experience that brings the cachet of staying at a W Hotel to local central social districts nationwide. He'll be able to use the cachet - or DNA - of the W hotel chain to tap the discretionary spending power of the so-called mingles, jingles and singles - with a rich experience that even media mogul Jason Binn might find hard to match.
I'd expect him to find ways to partner with Coke alumnus Todd Putman at Westfield - and indeed, the best mall locations across America, many of whom have already announced similar ambitions - to help him achieve his goal of 500 locations by 2015.
Link: AdAge Steve Heyer's Manifesto for a New Age of Marketing (Adobe Acrobat required)