When Starwood Capital Group and AJ Capital Partners set out to create the first Field & Stream Lodge Co. property, the goal was not simply to develop another outdoor-themed hotel. Instead, the partners sought to translate the 150-plus-year-old Field & Stream brand into a modern hospitality experience that could serve as an affordable, experience-driven basecamp for travelers exploring some of the country's most popular outdoor destinations.
That vision came to life in Bozeman, Mont., where the companies transformed a former Holiday Inn into the 179-room Field & Stream Bozeman, the flagship property for the new lodging brand.
According to project stakeholders, the concept emerged as Starwood Capital Group revisited how the Field & Stream brand could evolve beyond its traditional retail and media roots. As outdoor recreation and experience-focused travel continued to gain momentum, discussions with AJ Capital Partners—known for brands including Graduate Hotels and Marine & Lawn Hotels & Resorts—helped shape a hospitality platform rooted in storytelling, local culture and outdoor adventure.
The timing coincided with the alignment of Field & Stream's retail and media businesses under a single brand banner, paving the way for the launch of Field & Stream Lodge Co. as a lodging extension of the iconic outdoor brand.
Reimagining an Existing Hotel
One of the project's biggest challenges was adapting an existing asset rather than building from the ground up.
Instead of viewing the property's structural limitations as obstacles, the development team approached them as opportunities to introduce character and authenticity. Public spaces were opened and redesigned to encourage guest interaction, while natural materials, locally sourced artwork and storytelling elements helped connect the property to Montana's outdoor heritage.
Designers and developers focused heavily on creating a sense of place, ensuring the lodge reflected both the landscape of southwest Montana and the legacy of the Field & Stream brand.
The result is a hotel that leans into lodge-inspired design through features such as a Great Room anchored by a stone fireplace, communal gathering spaces, fire pits and outdoor-focused programming.
Building a Modern Basecamp
For Bill Cottrill, the opening general manager of Field & Stream Bozeman, operations revolve around a simple concept: Creating an easy and comfortable launching point for adventure.
"Our operational philosophy reflects the spirit of a traditional lodge—welcoming, practical and community-oriented—while ensuring guests have the comforts they need after a day outdoors," Cottrill said.
That philosophy influences everything from room design to guest service. The property's public spaces—including The Great Room, Dry Fly Saloon, The Honey Hole and outdoor gathering areas—are designed to encourage guests to continue their outdoor experiences after returning from hiking, fishing, skiing or visiting Yellowstone National Park.
Rather than emphasizing luxury amenities that add operational complexity, the hotel focuses on functional offerings that support how guests actually travel.
"Our 'modern basecamp' philosophy is rooted in keeping things simple, thoughtful and dialed in," Cottrill said. "We focus on delivering exactly what guests need—comfortable rooms, an easy and convenient experience, and approachable dining and entertainment—without overcomplicating things."
Operations Built around Efficiency
Despite offering multiple room categories, including bunk rooms and connecting-family layouts, the hotel's housekeeping and maintenance teams benefit from standardized materials, finishes and room layouts. According to Cottrill, consistency across room types allows teams to maintain service quality and operational efficiency while minimizing complexity.
The same collaborative approach extends to the property's communal spaces. Housekeeping, engineering, front office and food-and-beverage teams work closely to maintain high-traffic gathering areas, which are central to the guest experience.
Food and beverage is a particularly important component of the property's operating strategy. Through venues such as Dry Fly Saloon and The Honey Hole, the hotel offers all-day dining, evening entertainment and community programming designed to attract both guests and local residents.
Testing a Scalable Model
As the brand's first property, Field & Stream Bozeman also serves as a testing ground for future locations. Guest feedback is helping operators refine features intended to support outdoor-focused travel, including a supply shop stocked with essentials, cooler rentals for fly-in visitors and an "Adventure Menu" that allows guests to pre-order meals before early-morning excursions.
Other amenities, including all-day local coffee service and dog-friendly accommodations featuring beds, bowls and treats, are helping shape a brand standard designed around convenience and practicality. "As the first location, Bozeman is showing us how guests actually use the property as a basecamp," Cottrill said.
The property's location near downtown Bozeman, Yellowstone National Park, major fly-fishing rivers and ski destinations also influences both operations and guest services. Front-desk teams are trained to serve as local experts, directing guests toward seasonal activities and connecting them with area outfitters and guides.
Partnerships include Yellowstone Safari Company for guided park tours, Yellow Dog Flyfishing and Crosscut Mountain Sports Center, where hotel guests receive complimentary Nordic skiing access.
The hotel also has forged relationships with local breweries, distilleries and musicians, incorporating community programming into the guest experience through live music nights and other events.
Competing in a Growing Market
Bozeman has experienced significant hotel development in recent years, creating an increasingly competitive lodging environment. Cottrill believes Field & Stream's differentiation comes from both its physical design and its operational programming.
"The design leans fully into Montana," he said, pointing to lodge-inspired aesthetics, communal gathering spaces and residential-style public areas that create a more relaxed atmosphere than a traditional hotel. The property also offers one of the largest pools in Bozeman, alongside meeting facilities that support both corporate gatherings and outdoor-oriented group events.
"It's not a typical meeting environment," Cottrill said. "Groups can hold meetings and then spend time hiking, fishing or participating in team-building activities outdoors."
Stewardship Is Part of the Mission
Because the brand is rooted in outdoor recreation, sustainability and responsible tourism are woven into the property's operating philosophy.
Field & Stream Bozeman partners with Gallatin Valley Land Trust to support conservation initiatives, trail access and environmental education. The hotel also has planted 103 trees across its six-acre site and hosts community-focused events, including Troutfest in partnership with Madison Gallatin Trout Unlimited.
Educational touch points throughout the guest journey encourage responsible recreation and provide information about local ecosystems and wildlife.
For Starwood Capital Group and AJ Capital Partners, those efforts reflect the broader objective behind the brand: Creating hotels that not only connect guests with the outdoors but also help preserve the landscapes that draw travelers there in the first place.
Field & Stream Lodge Co. recently announced plans to expand the brand to Oregon and California. As Field & Stream Lodge Co. looks beyond Bozeman, the flagship property's lessons in adaptive reuse, operational simplicity and outdoor-focused hospitality are likely to shape future expansions into other adventure-driven destinations.