Metcalf : There are several things that make us completely unique . One is the restaurant group . Our hotels are going to be in locations where the F & B will be the leading edge of the entire experience . We ’ re creating experiences for a very targeted audience , Gen-Z , millennials and Latinos . Sam spent two years studying all the economics of the demographics , demographics around the globe , and boiled it down to those three buckets of people that not only currently have disposable income , but they ’ re also the spending of the future for the next 50 years . The other big differentiator is Wyndham and being part of their Registry Collection . We have the ability to drive reservations and access the loyalty program . The last thing is our amplifiers and our association with people like Marc Anthony , who is an investor in the company and a huge supporter .
That said , we are seeing a lot of interest from developers looking for a unique option to the traditional options . We are a unique value proposition for either scenario . We have no plans to franchise . We see this as a concept and business plan driven by the success of all SBE brands . We plan to open 50 hotels by 2030 , half of which will be in the U . S . Metcalf : We have 23 properties in the pipeline right now . We ’ re looking at any opportunity that makes sense , whether it ’ s adaptive reuses , straight-up conversions or ground up . And we have , you know , we have 23 properties in the pipeline right now . Our
target is to be 50 % in North America and 50 % international .
HOTELS : What is the overall owner composite ? Metcalf : We ’ re working with privateequity firms . We are working with major institutional investors ; and we are working with high-net-worth individuals . From a capital standpoint , those are typically the ones that we ’ ve been talking to so far . We want to do business with people who are going to be good partners . They come away very excited about being involved with this brand and with Sam .
HOTELS : Mike , how does your experience helping lead a management company now help segue into leading and growing a global brand ? Metcalf : HQ is a brand , but we are also an operator . The value behind our brand is the strength of our marketing and our operations . We are approaching HQ the same way I did with the management company , giving our owners exceptional value . Now I have the privilege of achieving this with the power of SBE and the exceptional track record of Sam Nazarian .
HOTELS : Growth and development seem to be focused via conversions . Are new-builds in the mix ? Can HQ ultimately be a franchise play ? Nazarian : Our focus initially is on conversions . Our portfolio will be a mix of 80 % conversion projects and 20 % ground-up new construction . We are an incredible option for an owner with an underperforming independent or a franchise at the end of its license agreement .
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