Azarbarzin Joins SH Group

Reunites with Sternlicht to manage growth of 1 Hotels, Baccarat Hotel brands

Boutique Design
Arash Azarbarzin | SH Group

Arash Azarbarzin | SH Group. Photo: Courtesy of SH Group

SH Group, the hotel brand management company created and owned by Barry Sternlicht’s Starwood Capital Group, has hired Arash Azarbarzin as its president, effective immediately. In his new role, Azarbarzin will oversee all operations and expansion for SH Group, which includes the development of its 1 Hotels and Baccarat Hotel brands.

Azarbarzin joins SH Group with more than 30 years of industry experience. Most recently, he served as president and chief operating officer of Proper Hospitality, a post he assumed last March. Prior to that, Azarbarzin was a founding member of sbe Hotel Group, where he served as president for 12 years. He has also held leadership roles at W Hotels & Resorts, where he worked alongside Sternlicht, who created the W brand, as well as with St. Regis and Four Seasons.

"Arash is a superb addition to our team who has the expertise and talent to guide the unparalleled 1 Hotels and Baccarat Hotels & Resorts to the next level as we rapidly expand our global footprint and continue to innovate," says Sternlicht, chairman and ceo of Starwood Capital Group. "Arash and I worked together at Starwood Hotels. His impressive results and successes with W Hotels & Resorts, St. Regis and others, as well as his terrific track record operating and developing the sbe Hotel brands, make him an invaluable addition and welcome member to SH Group."

Azarbarzin added: "I have always wanted to reunite with Barry Sternlicht, one of my long-time mentors, and someone with the vision and resources to build a world-class hospitality organization. This is an opportunity of a lifetime and I am honored to join this industry-leading team.”

Azarbarzin will spearhead scheduled 1 Hotel openings in Los Angeles; Cabo San Lucas, Mexico; Sunnyvale, California; Sanya, China; and Paris. He will also work on the soon-to-be-announced development pipeline for Baccarat Hotels & Resorts, which currently consists of a single locale in New York.

1 Hotels flag, meantime, currently consists of three properties: 1 Hotel Central Park in New York, 1 Hotel South Beach in Florida and 1 Hotel Brooklyn Bridge. The latter hotel is profiled in the current edition of Boutique Design as a winner of two Gold Key Awards for Excellence in Hospitality Design, for Best Eco- or Socially Conscious Hotel and Best Guest Room Luxury, respectively. In addition, the designer of that hotel, INC Architecture & Design, was named 2017 Gold Key Designer of the Year.