YOU KNOW THAT THING YOU NEVER KNEW YOU ALWAYS WANTED? IT’S FINALLY HERE.
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2 We’re that new friend who just gets you.
You’ll feel like we read your mind.
We know what you’re bored with.
We’re that new friend who just gets you. We know what’s missing in your life. We know what you’re bored with. We can intuit what you need and when you’ll need it. You’ll feel like we read your mind. The collection of Hyde Hotels, Resorts, Residences, Lounges and Beach Clubs is redefining what it means to live, play and travel for design, tech and culture pioneers.
Our guests are comfortable travelers who seek meaningful new experiences without breaking the bank. With an irreverent, bold and straightforward attitude, Hyde offers a genuine and immersive guest experience without all the unnecessary fuss and stress. The minute you arrive, we make you feel like a local, with access to sbe’s collection of properties, the places to see and be seen, are always available to you.
To achieve this, every Hyde property is built upon a common foundation of core values and DNA. Elements of local art, attitudes, climate and culture infuse each property creating the distinctly unique and singular experience that defines Hyde. It will become the new standard for travel and leisure – enticing guest to experience each and every property.
3 Brand Vision THE NEW STANDARD FOR LIFESTYLE. AS UNIQUE AND MEMORABLE AS YOU ARE.
Anything but common, our properties will inspire you. Hyde Hotels & Residences give life to original spaces that you never imagined you could stay, play or dine in.
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EVERYTHING YOU NEED. NOTHING YOU DON’T.
Brand Promise
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IT’S ALL ABOUT YOU. We are the canvas on which you can create your own experiences. Memories that are distinctly your own in a place that’s unmistakably you.
Brand Positioning HYDE HOTELS & RESIDENCES DELIVER INSPIRED GUEST EXPERIENCES WITHOUT ALL THE FUSS. Our customers learn to live better through amenities and experiences that make their days more enriched, efficient and fulfilled. We provide the backdrop and inspiration for you to explore.
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FASHION + SOCIAL + MUSIC + ART IT’S FINALLY HERE
7 DNA/Personality DEPTH OF CHARACTER At the heart of our personality is confidence and originality with an edge. The need to always be connected to the rest of the world; the need to be adventurous, bold and independent. Fashion, music, art and media feed our flames of curiosity. You’ll want to download our playlists, you’ll find yourself Googling the artists in our lobby (or maybe running into them at the bar). A quick scan of our restaurant and you’ll get the flavor of local fashion, not to mention the cuisine and seasonal food offerings. And all those cultural benchmarks inspire the graphics, patterns, colors and moods of our spaces. Connection fuels the constant evolution of Hyde Hotels.
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BRAND VALUES
straight forward
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Everything you need. Nothing you don’t. By removing the unnecessary things that don’t elevate our customer’s stay, we can provide high-quality experiences at an enticing price point.
inspired We are on a continuous search for new ideas and will never stop innovating. We’ll do whatever it takes to provide the service our customers truly want in an environment that they never imagined possible.
authentic We belong in our neighborhood, and you will too. Local people and values put their stamp on every property. Think work by local artists in the lobby, adaptive re-use of beloved buildings, seasonal menus with locally grown foods, or an online concierge clued into the best local bands, galleries and clubs.
approachable Yes, our guest may be sophisticated and in-the-know, but we don’t need pretentious service or stuffy spaces to prove it. Our employees are friendly and interact in a way that’s genuine, non-intrusive and playful. Our interiors mirror that same philosophy.
atypical Guests, residents, and locals alike are awakened by our creative and surprising spaces.
high energy The energy of our public spaces does most of the talking for us. We create the mood and provide the service. You and your friends bring it to life.
design-conscious Our design and architecture is thoughtful yet surprising, functional yet breathtaking, and specific to every locale.
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11 Our Operating Philosophy We get it. You’re busy. You probably just got off a long flight. Pleasantries are fine, but sometimes you’d rather skip them and get straight to your room. We’ll give you all the tools you need to get there with no extra hoops to jump through. Of course if you're seeking personal interaction, we’re there for you. But we promise we won’t overdo it and it will be relaxed and genuine – no stuffiness here. We think spaces can be stylish and straightforward at the same time. We’re not trying to intimidate you or make you question whether you belong – trust us, you do.
When you get to your room, you’ll be at home right away. The quality is topnotch, especially the stuff you really care about, like bed linens, the shower, the desk, and the lighting. In-room technology is fast, and it doesn’t require a manual to figure out. Your experience will be memorable, better than you could have imagined, and just what you needed. Get comfortable and settle in. We’ve got you covered.
12 our culture INNOVATORS, EARLY ADOPTERS, PIONEERS. THINKERS WHO DON’T TAKE THEMSELVES TOO SERIOUSLY. The people you’ll meet here – including other guests, our employees, residents, people here just to hang out – are cut from a different cloth. People who get things done, but know how to have fun doing it. It’s who you are and who you want to be around. Our credo is to be serious and professional and genuine and lighthearted all at once. We’ll figure out what you need without being nosy, and you’ll realize right away that you’re in good hands. We’ll be real with you, and hopefully make you laugh along the way.
13 our guest I KNOW WHAT I LIKE AND I’M NOT AFRAID TO SHOW IT, WEAR IT, SAY IT, OR SHARE IT. Whether for work or pleasure (and often they are the same), travel always excites me. I like to immerse myself in the local culture and connect with the people and places that give my destination character. I want to get a taste for how the community lives in every city I visit, and I want great stories and photos to share online and when I get home. I use my phone, tablet or laptop for pretty much everything I ever do. I know what I like and I’m not afraid to show it, wear it, say it, or share it. It isn’t always about luxury – in fact I can be put off when things are too opulent.
14 demographics TARGET CONSUMER AGE: 25-49 WITH CORE AGE: 30-44 HHI $75K+ PROFESSIONALS, EARLY-ADOPTERS, CREATIVES, HIPSTERS URBAN/METRO DWELLERS MIX OF LOCAL, NATIONAL AND INTERNATIONAL TRAVELERS MIX OF LEISURE AND BUSINESS TRAVELERS EXPERIENCED 4 & 5 STAR HOTEL AND DINING GUESTS LIFESTYLE EXPERIENCE SEEKER
15 psychographics Thought leaders & creative types. Inspired by innovation in products and experiences. Sophisticated eye for design. Recognize what’s authentic. Ahead of the curve on trends. Express personal style as an extension of their personalities and their desired public personae. Social, full of personality, young-at-heart. Like to have fun. Curious beings. Strong appetite for new social and cultural experiences. Desire to see and do what locals do. Crave authentic experiences and interactions.
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GUEST & RESIDENT TOUCH POINTS YOUR QUESTIONS ANSWERED
hotel guest touchpoints
how do i find you? what do i need to know when i get there? We anticipate your arrival with a welcome message containing everything you need: links to maps, car services, local weather, key local news and events, etc, sent to you via The Code. i just need a key… From the moment you walk in the door, you’ll know what we’re made of and what’s in store. Fun, fashionable, but all on your own terms. If you need help, we’re right there to walk you through and get you everything you need. Since connectivity issues can really put a damper on a good time or a productive day, reliable high-speed wireless is available throughout the property, free of charge, of course. where should i stay? Whether you hear about us from your friends’ Instagram pics, word of mouth, or through one of our partnerships with one of your favorite brands, the moment you check out Hyde online, our graphic, eye-catching, informative and highly social website will let you know this is your place. Little bonuses like a blog give commentary about what’s going on locally. what should i do? where should i eat? where should we go? sbe’s proprietary app The Code provides a virtual concierge to direct you to everything that’s going on and facilitates making reservations, buying tickets, connecting you to the sbe collection and everything else you might need to make your trip one to remember. Once you’ve checked in, The Code allows you to message our concierge directly, as well as access the local Hyde blog posts and social interactions that will make you want to experience everything your destination city has to offer.
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hotel guest touchpoints
18 let’s grab a drink, meet our friends and see what this place has to offer Essential to every Hyde property is a buzz-worthy restaurant and lounge ideal for casual meet-ups and quick bites. Fully programmed public spaces assure that everywhere you go is full of life and energy. Because Hyde is a leading nightlife purveyor in every city we’re in, you can rest assured that many of the hottest venues in town will be at your fingertips, and as a guest or resident you’re guaranteed access. i need to workout after all that food A fitness center with all the basics – like weights and cardio equipment – is available, and enticing enough that you’ll want to use it. Smart use of technology helps you track your workouts and plug yourself in so you can multi-task.
time to get some work done/have some fun With innovative, flexible event spaces, we have all your bases covered, whether you want to work, entertain, or something in between. Our innovative planning and events staff facilitate flexible and casual gatherings. see you next time! Casual, non-intrusive communications from Hyde after your stay will assure you that you left your mark and keep you in the know about the latest offerings from our brand. We hope to leave our mark on you, too.
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I CAN LIVE HERE?! Select properties will have residences incorporated into the building, creating a deeper sense of community and a connection to a local population which embodies the vibe of Hyde. Where residences are offered, additional exclusive amenities and offerings will be added. Let’s take a look at the possibilities.
resident touchpoints
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DESIGN PRINCIPLES
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BOLD AND FULL OF PERSONALITY
IMMERSIVE AND APPEALING TO ALL OF THE SENSES
Our designs will stimulate and surprise you. Maybe mixed patterns, lots of textures, a punk rock vibe, color blocking. You won’t be bored.
We don’t go halfway. Our designers will work every angle to make you fall in love with every space.
CONNECTED TO PLACE Our designers take cues from the locale, so that you to experience the richness of your destination, and don’t forget where you are.
22 INSPIRED BY FASHION, ART, AND MUSIC Design doesn’t happen in a vacuum- it’s in constant dialogue with other creative fields. We’re keyed in to contemporary culture and you’ll see that influence in all our spaces.
CLEAN BUT NOT EXACTLY MINIMAL We think design can be richly layered, timeless and functional all at once. Our spaces hit the perfect balance between curated and carefree.
SURPRISING, CLEVER, AND QUICK-WITTED MAYBE LITTLE IRREVERENT AT TIMES From our signage to the tone of our marketing materials to an in-room amenities package that will make you smile, we’re friendly, conversational, and quick on our feet.
23 COMPETITVE SET THE STANDARD HOTELS
COMMUNE HOTELS & RESORTS
A place where you can “break rules” and live an “exhibitionist lifestyle” without sacrificing quality and service.
“We create the kind of distinct experiences that can transform your day, your trip, or even your life.”
KIMPTON HOTELS
W HOTELS
“Kimpton puts the fun back in travel by seeing to it that you’re inspired by our playful touches and feel cared for in every sense of the word.”
“Retreat to surprising, sensory environments where amplified entertainment, vibrant lounges, modern guest rooms and innovative cocktails and cuisine create more than just a hotel experience, but a luxury lifestyle destination.”
ACE HOTELS
ALOFT HOTELS
“We are not here to reinvent the hotel, but to readdress it’s conventions to keep them fresh, energized, human.”
“For the traveler open to possibilities Aloft Hotels is a modern, fresh, and fun destination.”
THE JAMES HOTELS
VICEROY HOTELS & RESORTS
“Artistically Inspired. Environmentally Thoughtful. Community Focused.”
“In sky-scraping cities and pace-setting playgrounds, Viceroy Hotels and Resorts embody the essence of style and service.”
HYDE F O O D & B E V ER AG E: B el l a gio L a s Veg a s Sunset K itchen & Cocktails Los Angeles H yd e S outh B ea ch Hyde Kitchen & Cocktails Hallendale (2015) M a l ib u B ea ch C l ub (2017) H a mp tons B ea ch C l ub (2018) HYDE ARENA: Sta p l es Center Amer ica nAir l ines Arena M G M Arena (2016) D od g er Sta d ium (2016) Coming soon (2017) Coming soon (2018) HYDE H OTEL S : Los Ang el es D owntown L A (2017) West H ol l y wood (2018) D owntown L A (2019) M ia mi H a l l end a l e (2017) M id town (2017) H yd e B ea ch H ouse (2019) NYC
S oho (2016) Fina ncia l Distr ic t (2017) B rook l y n (2018) Up town NYC (2019)
C hica g o (2017) O ra ng e Count y, Ca l ifor nia (2017) S a n Fra ncisco (2017 & 2019) Austin (2018) S eattl e (2018) Por tl a nd (2018) Atl a nta (2018) D enver (2019) L a s Veg a s (2019) S a n Dieg o (2020) Da l l a s (2020) O k l a homa Cit y (2020) Na p a Va l l ey (2020) INTERNATIO NAL Asia (2017) M id d l e Ea st (2018) Europ e (2019) M exico/L atin Amer ica (2020) Toronto (2020)
GLOBA L EXPA NSION
LOCATION
2801 E. Hallandale Beach Blvd. Hallandale Beach, FL 33009
KEY COUNT
300 Resort Condominiums
DESIGNER
Debra Aguiar/ Arquitectonica
F&B OUTLETS
Hyde Beach Club, 3-Meal Restaurant
OTHER AMENITIES Pool Deck, Spa & Fitness Center
LOCATION
KEY COUNT DESIGNER
F&B OUTLETS
Midtown Ave & 34th Street
80 David Rockwell A collection of award winning sbe food and beverage experiences
OTHER AMENITIES Pool Deck, Spa and Fitness
Center, Executive Board Room
LOCATION
18700 MacArthur Blvd. Irvine, CA
KEY COUNT
210 Keys
F&B OUTLETS
3-Meal Restaurant, Day Club/Lounges, Nightclub
OTHER AMENITIES Ciel Spa & Fitness Center, Meeting and Banquest Space