Dive Brief:
- Field & Stream Lodge Co. will open its first location in Bozeman, Montana, according to a Wednesday announcement from AJ Capital Partners.
- Field & Stream Lodge Co. is a partnership between AJ Capital Partners — the firm that developed the Graduate Hotels brand — Starwood Capital Group and Field & Stream. The hotels are designed to “inspire guests to embrace the great outdoors,” according to the announcement.
- Several major hotel players have bet on outdoor-centric lifestyle hotels in recent months as travelers increasingly seek outdoor adventures. Field & Stream Lodge Co. is targeting U.S. locations “rich in natural experiences” for future locations.
Dive Insight:
Field & Stream Bozeman, now accepting reservations for winter 2025, will combine “the timeless traditions of hunting and fishing lodges with modern conveniences,” according to AJ Capital Partners.
The property is 1 mile from downtown Bozeman and two hours from Yellowstone National Park. Situated between rivers and mountains, the resort will serve as a year-round outdoor recreation destination, with biking, hiking, fly fishing and skiing available.
Barry Sternlicht, chairman and CEO of Starwood Capital said the property “will deliver a unique blend of modern, affordable lodging that perfectly complements the environment surrounding it.”
Miami Beach, Florida-based Starwood Capital Group and Nashville’s AJ Capital Partners launched Field & Stream Lodge Co. in 2022. The brand is targeting 35 U.S. properties, or 4,200 keys, according to AJ Capital Partners’ website, and will cater to guests seeking an affordable stay with “high-quality design and unique experiences.”
The brand aims to “uphold Field & Stream’s 153 years of outdoor experience and expertise,” according to AJ Capital Partners.
Starwood and AJ Capital Partners aren’t the only ones showing interest in the long-time outdoors brand. Earlier this year, country music stars Eric Church and Morgan Wallen bought Field & Stream magazine and relaunched it as a media brand and apparel company, according to Rolling Stone. A Field & Stream Lodge Co. spokesperson did not immediately respond to a Hotel Dive request for comment about Church and Wallen’s involvement in the resorts.
Several hotel players have bet on outdoor-centric accommodations in recent months, including Hilton, which partnered with AutoCamp, and Hyatt Hotels Corp., which teamed up with Under Canvas.
AJ Capital Partners sold its college town-focused Graduate Hotels brand to Hilton for $210 million in March.
