SH Group

SH GROUP

Arash Azarbarzin

President
SH Group

Arash Azarbarzin is President of SH Group, Starwood Capital Group’s hotel brand management company that oversees the development and management of the Firm’s two luxury and lifestyle hotel and residence brands, 1 Hotels and Baccarat Hotels & Resorts. Mr. Azarbarzin oversees all operations and expansion for SH Group. Mr. Azarbarzin joined SH Group in 2018 with more than 30 years of industry experience, including as a founding member of sbe Hotel Group, where he served as president for 12 years. He spent several years in leadership roles at W Hotels & Resorts as well as with St. Regis and Four Seasons.

His strategic vision, leadership abilities, and operational expertise fueled the growth and productivity of the distinctive hotel destinations under the sbe Hotel Group umbrella. During his time at sbe, he oversaw the acquisition and repositioning of Le Meridien at Beverly Hills to become SLS Beverly Hills, Ritz Plaza’s repositioning to SLS South Beach, The Sahara’s transition to SLS Las Vegas, as well as the development and conversions of The Redbury @ Hollywood & Vine, The Redbury South Beach, The Raleigh Miami Beach and The Redbury New York.

Mr. Azarbarzin also played an instrumental role developing Starwood’s boutique W Hotel brand and propelling the fledgling concept to prominence as the industry’s top new hotel brand. Previously, Mr. Azarbarzin served as Area Managing Director for the W Hotels of New York, leading those hotels to record-breaking industry tallies for highest occupancy percentage, highest gross operating profit (GOP) per square foot, and greatest overall guest satisfaction. Throughout his career ascent, he held management positions at such world-class hotels as the Four Seasons Newport Beach and the Phoenician Resort in Scottsdale, Arizona, and served as General Manager of the exclusive Century Plaza Hotel & Spa and St. Regis Hotel & Spa.

Mr. Azarbarzin holds a degree in Hotel ancontd Restaurant Management from United States International University. He also graduated from the prestigious Culinary Institute of America in Hyde Park.