1YOU KNOW THAT THING YOU NEVER KNEW YOU ALWAYS WANTED?ITS FINALLY HERE.

2Were that new friend who just gets you.Were that new friend who just gets you. We know whats missing in your life. We know what youre bored with. We can intuit what you need and when youll need it. Youll feel like we read your mind. The collection of Hyde Hotels, Resorts, Residences, Lounges and Beach Clubs is redefining what it means to live, play and travel for design, tech and culture pioneers.

Our guests are comfortable travelers who seek meaningful new experiences without breaking the bank. With an irreverent, bold and straightforward attitude, Hyde offers a genuine and immersive guest experience without all the unnecessary fuss and stress. The minute you arrive, we make you feel like a local, with access to sbes collection of properties, the places to see and be seen, are always available to you.

Youll feel like we read your mind.

We knowwhat yourebored with.To achieve this, every Hyde property is built upon a common foundation of core values and DNA. Elements of local art, attitudes, climate and culture infuse each property creating the distinctly unique and singular experience that defines Hyde. It will become the new standard for travel and leisure enticing guest to experienceeach and every property.

3Brand Vision

THE NEW STANDARD FOR LIFESTYLE. AS UNIQUE AND MEMORABLE AS YOU ARE.

Anything but common, our properties will inspire you. Hyde Hotels & Residences give life to original spaces that you never imagined you could stay, play or dine in.

EVERYTHING YOU NEED. NOTHING YOU DONT.

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We provide the backdrop and inspiration for you to explore.

Brand Promise

ITS ALL ABOUT YOU.We are the canvas on which you can create your own experiences. Memories that are distinctly your own in a place thats unmistakably you.

Brand Positioning

HYDE HOTELS & RESIDENCES DELIVER INSPIRED GUEST EXPERIENCES WITHOUT ALL THE FUSS.

Our customers learn to live better through amenities and experiences that make their days more enriched, efficient and fulfilled. We provide the backdrop and inspiration for you to explore.

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FASHION + SOCIAL + MUSIC + ARTITS FINALLY HERE

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DNA/PersonalityDEPTH OF CHARACTERAt the heart of our personality is confidence and originality with an edge. The need to always beconnected to the rest of the world; the need to be adventurous, bold and independent. Fashion, music, art andmedia feed our flames of curiosity.

Youll want to download our playlists, youll find yourself Googling the artists in our lobby (or maybe running into them at the bar).

A quick scan of our restaurant and youll get the avor of local fashion, not to mention the cuisine and seasonal food offerings. And all those cultural benchmarks inspire the graphics, patterns, colors and moods of our spaces. Connection fuels the constant evolution of Hyde Hotels.

8BRAND VALUES

straight forward9

Everything you need. Nothing you dont. By removing the unnecessary things that dont elevate our customers stay, we can provide high-quality experiences at an enticing price point.

approachable

inspired

Yes, our guest may be sophisticated and in-the-know, but we dont need pretentious service or stuffy spaces to prove it. Our employees are friendly and interact in a way thats genuine, non-intrusive and playful. Our interiors mirror that same philosophy.

authenticWe belong in our neighborhood, and you will too. Local people and values put their stamp on every property. Think work by local artists in the lobby, adaptive re-use of beloved buildings, seasonal menus with locally grown foods, or an online concierge clued into the best local bands, galleries and clubs.

We are on a continuous search for new ideas and will never stop innovating. Well do whatever it takes to provide the service our customers truly want in an environment that they never imagined possible.

atypical 10Guests, residents, and locals alike are awakened by our creative and surprising spaces.

design-conscious Our design and architecture is thoughtful yet surprising, functional yet breathtaking, and specific to every locale.

high energyThe energy of our public spaces does most of the talking for us. We create the mood and provide the service. You and your friends bring it to life.

Our Operating Philosophy

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We get it. Youre busy. You probably just got off a long flight. Pleasantries are fine, but sometimes youd rather skip them and get straight to your room. Well give you all the tools you need to get there with no extra hoops to jump through. Of course if you're seeking personal interaction, were there for you. But we promise we wont overdo it and it will be relaxed and genuine no stuffiness here.

We think spaces can be stylish and straightforward at the same time. Were not trying to intimidate you or make you question whether you belong trust us, you do.

When you get to your room,youll be at home right away. The quality is top-notch, especially the stuff you really care about, like bed linens, the shower, the desk, and the lighting.

In-room technology is fast, and it doesnt require a manual to figure out. Your experience will be memorable, better than you could have imagined, and just what you needed. Get comfortable and settle in.

Weve got you covered.

our culture

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INNOVATORS, EARLY ADOPTERS, PIONEERS. THINKERS WHO DONT TAKE THEMSELVES TOO SERIOUSLY.

The people youll meet here including other guests, our employees, residents, people here just to hang out are cut from a different cloth. People who get things done, but know how to have fun doing it. Its who you are and who you want to be around.

Our credo is to be serious and professional and genuine and lighthearted all at once. Well figure out what you need without being nosy, and youll realize right away that youre in good hands. Well be real with you, and hopefully make you laugh along the way.

our guest

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I KNOW WHAT I LIKE AND IM NOT AFRAID TO SHOW IT, WEAR IT, SAY IT, OR SHARE IT.

Whether for work or pleasure (and often they are the same), travel always excites me. I like to immerse myself in the local culture and connect with the people and places that give my destination character. I want to get a taste for how the community lives in every city I visit, and I want great stories and photos to share online and when I get home. I use my phone, tablet or laptop for pretty much everything I ever do. I know what I like and Im not afraid to show it, wear it, say it, or share it. It isnt always about luxury in fact I can be put off when things are too opulent.

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TARGET CONSUMERAGE: 25-49 WITH CORE AGE: 30-44

HHI $75K+

PROFESSIONALS, EARLY-ADOPTERS, CREATIVES, HIPSTERS

URBAN/METRO DWELLERS

MIX OF LOCAL, NATIONAL AND INTERNATIONAL TRAVELERS

MIX OF LEISURE AND BUSINESS TRAVELERS

EXPERIENCED 4 & 5 STAR HOTEL AND DINING GUESTS

LIFESTYLE EXPERIENCE SEEKER

demographics

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Thought leaders & creative types. Inspired by innovation in products and experiences.

Sophisticated eye for design. Recognize whats authentic. Ahead of the curve on trends.

Express personal style as an extension of their personalities and their desired public personae.

Social, full of personality, young-at-heart. Like to have fun.

Curious beings. Strong appetite for new social and cultural experiences. Desire to see and do what locals do.

Crave authentic experiences and interactions.

psychographics

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GUEST & RESIDENT TOUCH POINTSYOUR QUESTIONS ANSWERED

17how do i find you? what do i need to know when i get there? We anticipate your arrival with a welcome message containing everything you need: links to maps, car services, local weather, key local news and events, etc, sent to you via The Code.

i just need a key From the moment you walk in the door, youll know what were made of and whats in store. Fun, fashionable, but all on your own terms. If you need help, were right there to walk you through and get you everything you need. Since connectivity issues can really put a damper on a good time or a productive day, reliable high-speed wireless is available throughout the property, free of charge, of course.

where should i stay?Whether you hear about us from your friends Instagram pics, word of mouth, or through one of our partnerships with one of your favorite brands, the moment you check out Hyde online, our graphic, eye-catching, informative and highly social website will let you know this is your place. Little bonuses like a blog give commentary about whats going on locally.

what should i do? where should i eat? where should we go?sbes proprietary app The Code provides a virtual concierge to direct you to everything thats going on and facilitates making reservations, buying tickets, connecting you to the sbe collection and everything else you might need to make your trip one to remember. Once youve checked in, The Code allows you to message our concierge directly, as well as access the local Hyde blog posts and social interactions that will make you want to experience everything your destination city has to offer.

hotel guest touchpoints

18lets grab a drink, meet our friends and see what this place has to offer Essential to every Hyde property is a buzz-worthy restaurant and lounge ideal for casual meet-ups and quick bites. Fully programmed public spaces assure that everywhere you go is full of life and energy. Because Hyde is a leading nightlife purveyor in every city were in, you can rest assured that many of the hottest venues in town will be at your fingertips, and as a guest or resident youre guaranteed access.

i need to workout after all that food A fitness center with all the basics like weights and cardio equipment is available, and enticing enough that youll want to use it. Smart use of technology helps you track your workouts and plug yourself in so you can multi-task.

time to get some work done/have some fun With innovative, flexible event spaces, we have all your bases covered, whether you want to work, entertain, or something in between. Our innovative planning and events staff facilitate flexible and casual gatherings.

see you next time! Casual, non-intrusive communications from Hyde after your stay will assure you that you left your mark and keep you in the know about the latest offerings from our brand. We hope to leave our mark on you, too.

hotel guest touchpoints

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I CAN LIVE HERE?!Select properties will have residences incorporated into the building, creating a deeper sense of community and a connection to a local population which embodies the vibe of Hyde. Where residences are offered, additional exclusive amenities and offerings will be added. Lets take a look at the possibilities.

resident touchpoints

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DESIGN PRINCIPLES

21IMMERSIVE AND APPEALING TO ALL OF THE SENSESWe dont go halfway. Our designers will work every angle to make you fall in love with every space.

BOLD AND FULL OF PERSONALITYOur designs will stimulate and surprise you. Maybe mixed patterns, lots of textures, a punk rock vibe, color blocking. You wont be bored.

CONNECTED TO PLACEOur designers take cues from the locale, so that you to experience the richness of your destination, and dont forget where you are.

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CLEAN BUT NOT EXACTLY MINIMALWe think design can be richly layered, timeless and functional all at once. Our spaces hit the perfect balance between curated and carefree.

SURPRISING, CLEVER, AND QUICK-WITTED MAYBE LITTLE IRREVERENT AT TIMESFrom our signage to the tone of our marketing materials to an in-room amenities package that will make you smile, were friendly, conversational, and quick on our feet.

INSPIRED BY FASHION, ART, AND MUSICDesign doesnt happen in a vacuum- its in constant dialogue with other creative fields. Were keyed in to contemporary culture and youll see that influence in all our spaces.

THE STANDARD HOTELS

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A place where you can break rules and live an exhibitionist lifestyle without sacrificing quality and service.

KIMPTON HOTELSKimpton puts the fun back in travel by seeing to it that youre inspired by our playful touches and feel cared for in every sense of the word.

ACE HOTELSWe are not here to reinvent the hotel, but to readdress its conventions to keep them fresh, energized, human.

THE JAMES HOTELSArtistically Inspired. Environmentally Thoughtful. Community Focused.

COMMUNE HOTELS & RESORTSWe create the kind of distinct experiences that can transform your day, your trip, or even your life.

W HOTELSRetreat to surprising, sensory environments where amplified entertainment, vibrant lounges, modern guest rooms and innovative cocktails and cuisine create more than just a hotel experience, but a luxury lifestyle destination.

ALOFT HOTELSFor the traveler open to possibilities Aloft Hotels is a modern, fresh, and fun destination.

VICEROY HOTELS & RESORTSIn sky-scraping cities and pace-setting playgrounds, Viceroy Hotels and Resorts embody the essence of style and service.

COMPETITVE SET

HYDE FOOD & BE VERAGE: Bel lagio Las Vegas Sunset K itchen & Cocktai ls Los Angeles H yde S outh Beach Hyde Kitchen & Cocktails Hallendale (2015) Mal ibu Beach Club (2017) Hamptons Beach Club (2018) HYDE ARENA: Staples Center Amer icanAir l ines Arena MGM Arena (2016) Dodger Stadium (2016) Coming soon (2017) Coming soon (2018) HYDE HOTELS:

Los Angeles Downtown LA (2017) West Hol ly wood (2018) Downtown LA (2019)

M iami Hal lendale (2017) M idtown (2017) H yde Beach House (2019)

NYC Soho (2016) Financia l Distr ic t (2017) Brook lyn (2018) Uptown NYC (2019)

Chicago (2017)Orange Count y, Cal i fornia (2017)San Francisco (2017 & 2019)Aust in (2018)Seatt le (2018)Por t land (2018)At lanta (2018)Denver (2019)Las Vegas (2019)San Diego (2020)Dal las (2020)Ok lahoma Cit y (2020)Napa Val ley (2020)

INTERNATIONAL As ia (2017) M iddle East (2018) Europe (2019) Mexico/Lat in Amer ica (2020) Toronto (2020)

GLOBAL EXPANSION

2801 E. Hallandale Beach Blvd. Hallandale Beach, FL 33009

300 Resort Condominiums

Debra Aguiar/Arquitectonica

Hyde Beach Club, 3-Meal Restaurant

Pool Deck, Spa & Fitness Center

LOCATION

KEY COUNT

DESIGNER

F&B OUTLETS

OTHER AMENITIES

LOCATION

KEY COUNT

DESIGNER

F&B OUTLETS

OTHER AMENITIES

Midtown Ave & 34th Street

80

David Rockwell

A collection of award winning sbe food and beverage experiences

Pool Deck, Spa and Fitness Center, Executive Board Room

robinpStamp

robinpStamp

robinpStamp

robinpStamp

18700 MacArthur Blvd.Irvine, CA

210 Keys

3-Meal Restaurant, DayClub/Lounges, Nightclub

Ciel Spa & Fitness Center, Meeting and Banquest Space

LOCATION

KEY COUNT

F&B OUTLETS

OTHER AMENITIES

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