Barry Sternlicht’s Field & Stream Lodge Expands with Two New Conversions in Bend and Big Bear, Set to Open in 2028

Barry Sternlicht’s emerging luxury outdoor brand, Field & Stream Lodge, is expanding its footprint with two new hotel conversions in Bend, Oregon, and Big Bear Lake, California—both slated to open in 2028. The project marks a strategic move by Starwood Capital and AJ Capital, which are jointly funding the development amid rising construction and land acquisition costs. These locations, chosen for their proximity to natural recreation hubs, aim to position Field & Stream Lodge as a premium lifestyle destination for outdoor enthusiasts seeking curated experiences in scenic mountain environments. The brand, which launched in 2023 with its first property, is building momentum through high-impact design and immersive nature-centric amenities. However, the path to full brand recognition remains challenging due to the significant capital required to execute such ambitious conversions. According to industry analysts, these investments reflect a long-term vision rather than short-term returns, underscoring the patience needed to establish a distinctive identity in the competitive luxury hospitality sector. With Starwood Capital’s global real estate expertise and AJ Capital’s focus on experiential properties, the Bend and Big Bear projects represent a calculated bet on sustainable growth. As outdoor travel demand continues to rise post-pandemic, Field & Stream Lodge’s emphasis on authenticity and environmental stewardship could resonate strongly with affluent travelers. Success will hinge not just on opening dates, but on delivering consistent, memorable guest experiences that justify the wait.