WHITE PLAINS, N.Y.--(BUSINESS WIRE)--09/01/2004--Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) announced today that the Aladdin Resort & Casino in Las Vegas officially became a member of Starwood's portfolio of hotels and will soon to be flying a Sheraton flag. For the next 18 months, the hotel will continue to operate as The Aladdin as it begins a transformation of the more than 2,500 guest rooms, casino, the 7,000-seat Theater of the Performing Arts and restaurants. Upon completion of the renovation, the new resort will be known as the "Planet Hollywood Resort & Casino", a Sheraton Hotel. With a brand new facade on The Strip and a completely updated dining and entertainment strategy, the Planet Hollywood Resort and Casino will offer visitors a chance for a real taste of "Tinsel Town."

   "We are thrilled to be working with our partners in transforming the Aladdin to include all of the exciting elements of a themed Planet Hollywood resort while providing our guests with all of the sales, marketing and innovative initiatives of Sheraton, our most global and most recognized Brand worldwide," said Geoff Ballotti, President of North America for Starwood. "Over the next 18 months, we will focus on bringing the Aladdin into the Starwood family and layering in all of the distribution benefits that our Global Sales offices, reservation networks and Starwood Preferred Guest will provide."

   "I am extremely excited that our first venture as Casino owners is in partnership with Starwood," said Robert Earl, Planet Hollywood founder and CEO. "We have the best hotel operators in the business on our team and look forward to the day that this project is complete and we are ready to unveil our new brand in Las Vegas."

   Drawing on the enormous allure of Hollywood, Planet Hollywood will create displays from its extensive collection of movie and television memorabilia. Memorabilia, valued at up to $20 million, will be incorporated into specialty rooms and suites at the hotel and will also be used to create interactive Hollywood themed attractions for hotel guests and the general public. The excitement of Hollywood will be evident in the Theatre of Performing Arts with plans for frequently scheduled movie premieres and celebrity visits.

   The hotel also offers 75,000 square feet of flexible pre-function and meeting facilities with 18 break-out rooms, two executive boardrooms, a separate conference floor allowing for easy meeting access and a 114,000 square-foot casino. Starwood, through its Sheraton brand, will manage the hotel operations only and will not have responsibility for casino operations.