Sheraton Denver Downtown Hotel Launches $70 Million Renovation

Colorado's Largest Hotel Undergoes Comprehensive Transformation of Guest Rooms, Suites, Lobby and Health and Fitness Program

Hotel Launches Project with Holiday Gift to Denver Area Shelters

December 11, 2008 // Franchising.com // Denver, CO –– Sheraton Hotels & Resorts announced today a $70 million renovation of the Sheraton Denver Downtown Hotel, Colorado's largest hotel. The comprehensive transformation, scheduled for completion by mid-2009 , will encompass the property's guestrooms, suites and lobby, and unveil a new health and fitness program. It is all part of a brand-wide effort to revitalize the iconic Sheraton brand, which includes an investment of more than $4 billion in new hotels, upgrading 100 hotels in the U.S., renovating 50,000 guest rooms and re-designing more than 100 new lobbies. The hotel is launching the effort with a holiday gift, donating more than 2,000 gently used blankets and pillows to several local organizations, including Denver's Road Home, the Samaritan House, The Denver Rescue Mission and Brandon House Shelter for Battered Women.

"We are incredibly excited to showcase an entirely new guest experience through this comprehensive and exciting renovation of the Sheraton Denver Downtown Hotel," said Mike Ehmann, the Sheraton Denver Downtown Hotel's general manager. "This $70 million renovation, begun by our ownership group, underscores our dedication to the Denver hospitality community. Furthermore, the donation of much-needed blankets and pillows reflects our commitment to those in need throughout the community."

Located on the famous 16th Street Mall, just blocks from the recently expanded Colorado Convention Center, the Sheraton Denver boasts 1,225 guestrooms and suites and 133,000 square feet of meeting space. The Plaza building portion of the hotel, including much of the hotel's meeting space, is closed for renovation until Spring 2009.

A key component of Sheraton Denver Downtown Hotel's renovation is a lobby redesign featuring a new signature hotel offering: the "Link@SheratonSM experienced with Microsoft®," a unique lobby lounge that enables today's travelers to stay connected with instant access to information and technology for work, leisure and social networking. The Link@Sheraton Internet portal is designed to serve the needs of the Sheraton brand's core guests who are social individuals seeking to balance work and play while also sharing the travel experience with each other. Designed as a social destination, the Link@Sheraton invites guests to interact with each other while they check their email, create and send video postcards back home using Microsoft branded webcams, research local attractions and even print boarding passes using free Wi-Fi and Internet-enabled computer stations.

Adding to the social aspect of the new lobby design is a communal table at the room's center that allows several groups of guests to work independently of one another within the same space, while game tables and oversized chairs encourage playful interaction or rest and relaxation. Guests will be surrounded by a distinct ambiance created through new sensory elements, including a clean "open air" scent, music, lighting and botanical designs.

Sheraton Denver Downtown Hotel's effort to create a distinctive guest experience transcends the lobby's public space to also encompass the private environment of the guest room. In response to guests' preferences for flexible room design, the hotel's guestroom will have four distinct zones: a welcome area, a "connection" zone, an area to rest and a space to re-energize. Guests arrive in a residential inspired entryway featuring a freestanding custom designed luggage bench and streamlined organizational wall. Directly adjacent is a new wood paneled wardrobe that offers multiple compartments, hanging space and a full-length mirror.

The connection zone, designed to facilitate work or entertainment, consists of desk space that is modular and movable for work or dining. A built-in flat screen TV showcases "Scene@Sheraton," the Sheraton special access in-room entertainment content, while a charging station enables guests to connect and refresh their technical gadgets. At day's end, guests will rest and recharge in the most comfortable bed in the industry – the "Sweet Sleeper Bed" – that boasts a luxurious mattress, a redesigned ensemble of all-white, 300 thread count pillowcases and sheets, and a new duvet. They will then re-energize in a refurbished bathroom with a freestanding vanity that is designed to minimize clutter and maximize space. Wall-mounted shelving holds "Shine by Bliss," a new bath amenities line, while under mounted cubbies conveniently store extra towels and a hair dryer. Traditional overhead vanity lights are replaced with side lighting that is soft, yet efficient. New bath and shower fixtures and a dual-flush commode are environmentally friendly, reducing resource usage by up to 30%.

Sheraton Denver Downtown Hotel will also introduce a revolutionary new health and fitness program, "Sheraton Fitness, Programmed by Core Performance." Created in partnership with Core Performance, a training and lifestyle brand built by the experts who train professional athletes in every major sport, the program helps travelers train and eat healthy, as well as refresh, recharge and refocus their minds and bodies. The comprehensive offering features a state-of-the-art gym experience, healthy dining options, video on demand workouts and online training.

The Sheraton Denver Downtown Hotel, like all hotels within Starwood's robust portfolio, is proud to offer the Starwood Preferred Guest® program, which made headlines when it launched in 1999 with a breakthrough policy of no blackout dates on Free Night Awards. SPG® offers members the ability to redeem awards at more resorts, more luxury properties, more European hotels and more golf properties than any other hotel program.

About Starwood Hotels & Resorts, Worldwide

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with approximately 900 properties in more than 100 countries and 155,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched AloftSM, and ElementSM. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts.

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