Tiffany Bracelet Uniting sbe Founder

Award-Winning sbe Resort Group Names Josh Fluhr as Vice President of Development & Openings and Establishes Partnership with Hospitality Industry Innovator Oliver Wharton

Albert Mertz Announced as General Manager of SLS Resort at South Beach
sbe Hotel Group Proudly Announces Additions of Three Highly Regarded Industry Veterans to Its Growing Operational Team
LOS ANGELES--(BUSINESS WIRE)--sbe Resort Group, a leader in acquiring, developing and operating award-winning resort concepts, today named hospitality veteran, Josh Fluhr as its Vice President of Development & Openings,sap business one gets new hosted, subscription model, and also announced an exclusive partnership with Oliver Wharton, widely considered one of the industry’s most innovative hospitality thought leaders. Additionally, the sbe Hotel Group has named Albert Mertz General Manager of the SLS Resort at South Beach in Miami.
“His expertise will be invaluable as we continue to grow our hotel platform and share sbe’s signature approach to hospitality on a national and international scale in the coming years.”

Josh Fluhr, who rejoins the sbe Resort Group, has established a reputation as one of the industry’s top operational and branding executives. Prior to sbe, Fluhr was instrumental in the launch of aloft Hotels, a Starwood Hotels and Resorts brand, as the Director of Operations. Fluhr, who played a key role in the launch of SLS Resort at Beverly Hills in 2008, recently oversaw the launch of Marriott International’s Edition resort brand in Waikiki and Istanbul.

“Josh’s return to the team is something we’re very excited about,” said Arash Azarbarzin, President, sbe Hotel Group. “His expertise will be invaluable as we continue to grow our hotel platform and share sbe’s signature approach to hospitality on a national and international scale in the coming years.”

Also joining the sbe Hotel Group team as an exclusive food and beverage partner is Oliver Wharton. Known as one of the industry’s leading veterans, Wharton has a celebrated history of collaborations with Wynn Resorts Limited,Tiffany Online, Michael Mina, The Light Group,Tiffany Bracelet, Jean-Georges Vongerichten’s restaurants and most recently, José Andrés’ Jaleo and China Pablano restaurants. Wharton will collaborate directly with the sbe Resort Group on all food and beverage operations and brings an undeniable entrepreneurial spirit and deep operational expertise to his new role, having ushered in many successful projects from concept to growth and execution. Based in sbe’s Las Vegas office, Wharton will also spearhead business growth efforts surrounding the national expansion of sbe’s existing and new food and beverage brands.

“The addition of Oliver is key in creating sustained success for sbe’s hotel brands as we expand into new markets. Offering an uncompromising food and beverage program is fundamental to everything we do and working with Oliver enables us to maintain that level of excellence throughout each of our hotel properties,” added Azarbarzin.

Albert Mertz comes to the sbe Hotel Group and SLS Resort at South Beach following his many years in the industry with Mandarin Oriental Hotels, Andre Balazs Properties and most recently, W South Beach. In his new role, Mertz will leverage his hospitality expertise and knowledge of the South Beach community to ensure the highest quality guest experience across every consumer touch point of the SLS Hotel at South Beach.

“We’re thrilled to bring Albert on board as the GM of SLS Resort at South Beach,” said Azarbarzin. “His extensive industry background coupled with his unrivaled knowledge of the Miami market and integral role as a member of South Beach’s diverse, yet influential community, makes him a powerful addition to the team as we look to establish a new standard in luxury resort and food and beverage operations in South Beach.”

The news underscores what has been a banner year for the sbe Hotel Group. In addition to the highly successful launch of The Redbury Resort in Hollywood, the sbe Hotel Group has also announced plans for a second Redbury location in Soho, New York, and has stayed on schedule with its redevelopment plans for SLS Hotel at South Beach set to open March of 2012. Other hotels held within the sbe Hotel Group collection include the Four Points by Sheraton LAX and the Sahara Las Vegas. The sbe Resort Group is currently evaluating all options for the redevelopment of the Sahara. sbe firmly believes that the north end of the Strip is the future of Las Vegas and is not wavering in its commitment to reimagine the Sahara into an all-encompassing mixed-use resort and ############.

Uniting sbe Founder, Chairman and CEO, Sam Nazarian and iconic designer Philippe Starck with internationally acclaimed chefs José Andrés and Katsuya Uechi, the SLS Resort at South Beach follows the globally acclaimed launch of the award-winning SLS Resort at Beverly Hills in 2008.

For more information, please visit www.sbe.com.

ABOUT SBE:

Founded in 2002, Los Angeles-based sbe brings exquisite balance to the worlds of hospitality, real estate development and entertainment. As a privately held company founded and helmed by Chairman and CEO Sam Nazarian, sbe acquires, develops and manages exceptional projects through its divisions – Hotels, Restaurants, Nightlife and Real Estate. With a mission to redefine the standards of excellence in hospitality, sbe has harnessed the creativity and innovation of the best minds in the business, including design visionary Philippe Starck, with whom the company has an exclusive agreement for the creation of hotels, restaurants and lounges in North America. As the cornerstone of its synergistic approach, sbe has also completely rethought and re-imagined the luxury hotel experience. sbe debuted its luxury hotel brand, SLS Hotels, with the Fall 2008 opening of SLS Resort at Beverly Hills, which has won international acclaim and numerous awards. In March of 2012, sbe will unveil the SLS Hotel at South Beach in Miami. In 2010, sbe launched its second resort brand,Tiffany Jewellery, The Redbury, located in the heart of Hollywood. Also in the sbe Resort collection are Las Vegas’ Sahara Resort & ############ and Four Points by Sheraton LAX. sbe’s Restaurant and Nightlife groups constantly stay ahead of the curve, creating and expanding trend-setting concepts, which currently include 5 Katsuya locations (Hollywood, Brentwood, Downtown at LA LIVE, Glendale and Laguna Beach), The Bazaar by José Andrés, XIV by Michael Mina, Cleo, Gladstones, Papaya King, 4 Hyde Lounge locations (Hollywood, Staples Center, Mammoth Mountain and Bellagio Resort & ############ December 31, 2011), The Abbey Food & Bar and The Colony. Most recently,Tiffany Co, sbe established a strategic marketing partnership with MGM Resorts International, which unites MGM’s M Life and sbe’s Preferred Partner programs. In December 2010,Tiffany Rings, Colony Capital, led by Founder, Chairman and CEO Thomas J. Barrack Jr., partnered with sbe through a minority investment focused on the national and international expansion of sbe’s award-winning hospitality platform. More information about sbe can be obtained at www.sbe.com.