In August 2005, Hurricane Katrina ravaged the southern region of the United States and left behind severe destruction and unforgettable heartache. As one of the deadliest U.S. hurricanes, the hotel industry suffered costly losses. For Dan King, general manager of Sheraton New Orleans, when Katrina hit, guests and staff were his top priority. Then he had to keep the hotel safe, dry, clean and free of illness in the days following the storm and until the guests could be safely evacuated.
The work of King and other Starwood employees during Hurricane Katrina served as the impetus to create the Starwood Associate Relief Fund (SARF), a registered 501c3 nonprofit organization that has granted US$4.33 million to 3,350 associates worldwide at owned, managed and franchised properties since its launch in the spring of 2006.
In 2014, SARF responded to associates in need after Hurricane Odile hit Cabo San Lucas, Mexico. In fact, Ken Siegel, chief administrative officer and general counsel at Starwood, had recently returned from Starwood’s Westin property in Cabo San Lucas when he learned of the disaster and still feels an especially strong tie to the employees who tirelessly worked to keep guests safe and healthy in the aftermath of the storm.
“Our employees help one another in times of need, which helps contribute to the ongoing success of our company,” Siegel said. “They take pride in their work and the work of their colleagues, which reinforces the culture, protects the company and strengthens our communities.”
Most recently, SARF granted more than US$1.2 million to associates who were affected by earthquakes in Nepal. Although the company does not operate hotels or resorts there, Starwood properties around the world employ Nepalese associates whose families were devastated by the natural disaster.
“This commitment, compassion and dedication truly makes Starwood unique,” Siegel said.