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Can We Go Ahead and Officially Call Denizen 'Dunzo' Now?

June 15, 2009 at 1:30 PM | by Jenna | 1 Comment

Big surprise here: the Washington Post did a big ol' rundown of the Starwood-Hilton legal battle over Denizen and there is no evidence that the Denizen brand is anything but, well, dead. If you're just tuning in, the Cliffs Notes go like this: a couple Starwood employees who helped develop the W Hotels brand left S-wood to develop a similar brand for Hilton called Denizen, and those execs allegedly stole a bunch of W trade secrets in the process — now Starwood is suing Hilton for corporate espionage and it's a huge mess.

Now, several weeks after the media frenzy and initial wave of tongue-wagging that surrounded the scandal when the news broke, the smoke has cleared a little bit and Washington Post was able to sort of tell the story without any crazy legal terms from top to bottom.

Some interesting tidbits: Ross Klein's (the former Starwood-turned-Hilton-exec who is sort of at the forefront of all this) attorney, said "Starwood's complaint is in large part an exaggerated and one-sided recitation of the facts." Apparenly, Klein's thinkin' that once all the facts are out on the table, it will look like he "acted in good faith." Okay.

And then there are these two paragraphs:

After joining Hilton, Klein recruited other Starwood employees to join him. Starwood was not happy and began arbitration proceedings against him for violating non-solicitation provisions of his employment contract. Hilton's attorneys, in preparing for that case, discovered hundreds of thousands of Starwood documents and electronic files, according to the letter they sent Starwood with the returned material. A few days later, Hilton said it was launching a brand code-named Project Global 21, which a month later it introduced as Denizen.

"Klein and Hilton have trumpeted the name Denizen, which has a familiar ring with Starwood," the lawsuit says, noting that some of the documents taken contain confidential references to a new but unclear concept within W hotels called "zen den." Among other things allegedly stolen: the idea for a "restro-lounge" in a living-room area, a roster of developers that own luxury hotels, and "Brand in a Box" modules that include "proprietary training, operational materials and procedures for opening" a boutique hotel.

Look, we know it's just a name, but why didn't they just go with Quinn or some other moniker? This is all incredibly shady to us.

But the big takeaway here: it's looking like Denizen is dunzo. Meh. But as they say, it ain't over 'til it's over.

1 Comment

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  1. chairman

    HotelChatter Member

    zen den?

    I've heard a few articles mention W's "Zen Den" but I don't know that there's much truth to the rumor. "Zen" is a Westin word, W usually tries to avoid conflict with other brands.
    June 15, 2009 at 3:57 PM

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