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Naming a portion of Ludlow Street for Starwood Hotels and Resorts was not a requirement for the company to establish itself in Stamford. But it was important to the incoming business. Starwood got its wish when the Board of Representatives voted this month to rename part of the street Star Point Way.
Starwood is shifting its world headquarters from White Plains, N.Y., to Stamford. The complete move is expected in December 2011, said Michael Schiff, Starwood's vice president for strategic planning and corporate facilities. The company will occupy all of the north tower and two floors of the south tower at what is now 333 Ludlow St. The total occupied area will consist of 273,774 square feet.
It is not uncommon for businesses and nonprofit entities to request that a full or portion of a street be named or renamed for them to reflect the enterprise or its mission.
"For us, we're a brand organization," said Schiff. "As a hospitality company, our brand is one of the most important things we like prominently displayed."
The north tower's interior will be demolished and rebuilt to Starwood's specifications, Schiff said. He added that the restructuring would take environmental considerations into account.
"We're very focused on the environment and sustainability. We're applying for LEED certification," he said.
The new street name will affect only the portion of road about 125 yards, said Schiff at the north tower. The south tower will retain the current 333 Ludlow St. address. Before voting on the name change, the board discussed issues that have been of previous concern, including historic and safety considerations, as well as neighborhood impact.
"We're very sensitive to the community," said Schiff. "We will be the only ones impacted."
What do you think of Starwood changing a portion of the street name to reflect its business? Do you think it adds to or takes away from the community? Or doesn't it matter either way?
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