Pendry Hotels Target Affluent Millennials—and Under Armour Staff


Sagamore Pendry Baltimore

Welcome to The Pendry, the newest boutique hotel chain targeting millennial travelers. The first two Pendry locations will open in San Diego this month and Baltimore—a location that’s being created in partnership with an Under Armour-affiliated property developer—in March.

Each Pendry will have more amenities than the typical boutique hotel, reports The Wall Street Journal. There will be bell captains, 24-hour room service and well-informed concierges, but with a funkier design and hipper vibe than traditional luxury hotel brands. Each property will have unique features, too, so San Diego will have a nightclub and a beer hall while Baltimore will offer a whiskey bar.

The 128-room Sagamore Pendry Baltimore is a collaboration between Sagamore Development Co.—a property developer owned by Scott Plank’s War Horse. Former Under Armour executive Plank is brother to UA Founder and CEO Kevin Plank, and is a co-owner of the Baltimore hotel with Pendry founder Alan Fuerstman, CEO of the Montage Hotels & Resorts group.

“It was important for us to partner with a management group with the talent and experience to make this hotel truly special,” said Plank of the flagship hotel on Baltimore’s downtown waterfront. “We consider this to be one of our signature investments in the city of Baltimore.”

Sagamore Pendry Baltimore will offer dining options including a three-meal restaurant, whiskey bar, cabana-lined  outdoor pool and a bar and grill. The restored grand ballroom, featuring 10,000 square-feet of indoor and outdoor meeting and event space, will house an art collection including a Botero horse sculpture (a subtle nod to War Horse) as the centerpiece.

Pendry Hotel logoIn designing the new hotel brand, a great deal of attention was paid to details that would appeal to millennial travelers who want “hipper, more happening lobbies and restaurants and better technology in rooms,” reports the Wall Street Journal. Fuerstman and his 33-year-old son Michael, Pendry’s creative director, are targeting a “mid-30s, active, affluent, engaged, well-traveled guest,” the latter told the WSJ.

As for how the new brand’s name came about, a Google search for “Know Thyself” led down an Internet rabbit hole that wound up at the House of Pendry, a British noble family whose “Know Thyself” motto matched the family’s own. Montage duly trademarked “The Pendry” and soon hopes to drop “The” from the hotel brand’s name.

Competition in the millennial hotel market is heating up, with the big players testing millennial-wooing concepts to take on the Ace, Standard and boutique hotel brands.

Hyatt, for example, has opened seven new brands in the past decade including Hyatt Centric, a “millennial-mindset-lifestyle” location with amenities from the blowout salon chain Drybar, and the Unbound Collection by Hyatt, a group of properties with individual identities.

Hilton will soon count 28 properties in its Canopy brand of hip boutique-style hotels, where each property’s GM is called the “chief enthusiast” and staff members are dubbed “enthusiasts.” The company will open its first Tru hotel, a lower-priced boutique brand, this year.

Sagamore Pendry Hotel in Baltimore

As for Sagamore Pendry Baltimore, its Fells Point location was once the second-largest point of entry for immigrants arriving at America’s shores, surpassed only by New York’s Ellis Island — and that energy and history imbues the property.

The Under Armour-affiliated War Horse real estate group is funding the Baltimore hotel project as an extension of its bid to bring more glory to Baltimore and save the city’s historic Rec Pier, describing the hotel property as:

“The Sagamore Hotel is now on its way to becoming a four-star destination for visitors of the Under Armour campus. Its 128 rooms, beautiful first-level dining area, pool, and ballroom and meeting space are nearly unmatched in Baltimore, and guests from Charm City and beyond are gearing up to enjoy this spectacular space.”

In November, Plank told BisNow that he left Under Armour to develop properties such as this, that would restore pride to Baltimore while also attracting employees to move to the brand’s corporate hometown:

Anthem House was the first piece of ground I bought prior to leaving the company. A lot of that was focusing my energy around making the Locust Point area a more vibrant place for Under Armour employees. As you’re attracting teammates into Baltimore City, there are so many options to offer them—more housing and gyms and restaurants and bars. You’re thinking of the different ways you can make the city more vibrant for them. The more we can offer those fun experiences, I think the more folks will move here.

Smart framing for a new hotel brand set to welcome the next wave of travelers.

The Pendry