"1" Starwood hotel chain launches "green" luxury

I have to comment on this news...while it's admirable to contribute to one's industry, we have to ask the basic question of green stewardship... "Do we need another chain of luxury hotels?" While I don't know the answer to that question, I do hope the NRDC and other advisors are asking it and insisting on a realistic answer.

Luxury marketing can further entrench the "spoiled child" attitude that is at the heart of our sick planet syndrome. Hopefully, these developers and designers will take into consideration concepts such as minimalism, simplicity, just relationships, and human scale design as they attempt to redefine "green luxury".

And since they are coming to Southern California, we can all watch and respond to the impact they make on our communities -- good and/or not so good.


October 18, 2006 - Starwood Capital Group, led by Barry Sternlicht, announced today the launching of “1” Hotel and Residences, the first luxury, eco-friendly global hotel brand.

The Natural Resources Defense Council (NRDC) has agreed to be an environmental advisor on “1” with the initial goal of setting a new standard for environmental excellence and, over time, to transform the entire hotel industry.

“As a CEO and parent of three young children, I have grown acutely aware of the personal responsibility we each have to help preserve and protect our planet, which can only happen through the accumulation of small efforts by millions of individuals. It is the perfect time for “1”. With such critical issues facing us as foreign energy dependence and global warming, we cannot afford to ignore the growing consumption of our natural resources and the inability to sustain our enterprises,” said Mr. Sternlicht.

"All of our buildings will be built to LEED standards and all of our interiors will be LEED-compliant,” continued Mr. Sternlicht.

The initial four properties in the United States will all be new construction. The first hotel will be the “1” Hotel and Residences Seattle expected to open in late 2008. Following Seattle, “1” will open in the ski resort of Mammoth Mountain, California; in Scottsdale, Arizona; and in Ft. Lauderdale, Florida. The first international “1” hotel will be located in Paris, France and will be a renovation of a historic property. In addition, we expect “1” to enter New York, Los Angeles, Washington, D.C. and other major urban markets, as well as premier resort destinations, within the next 12 months. The aim will be to have 15 hotels signed or under construction within 24 months. The five hotels are owned by controlled affiliates of Starwood Capital Group Global, LLC.

For more than three decades, NRDC has fought successfully to defend wilderness and wildlife and to protect clean air, clean water and a healthy environment. “NRDC looks forward to working with the creators of “1” to help create exemplar environmental projects that can be models for the entire hotel industry,” said Ashok Gupta, an energy expert with NRDC.

Each new “1” will be built to LEED standards. The Leadership in Energy and Environmental Design (LEED) Green Building Rating SystemTM, created by the U.S. Green Building Council, is the nationally accepted benchmark for the design, construction and operation of high performance green buildings. LEED promotes a whole-building approach to sustainability by recognizing performance in five key areas of human and environmental health: sustainable site development, water savings, energy efficiency, materials selection, and indoor environmental quality.