New Luxury Hotel in Phoenix Supported by Sports and Entertainment Icons

Twelve-time James Beard Award nominee Sam Fox teams up with country singer Dierks Bentley, basketball star Devin Booker, and former NFL player Larry Fitzgerald for an ambitious hotel project — and we talked to them all about it.

Sam Fox is a legend in the dining world, having opened more than 100 restaurants over the last 20 years, including Nashville’s Twelve Thirty Club with Justin Timberlake last September. More recently, he is raising the bar on his ambitions by recruiting an all-star team of the biggest names in sports and entertainment with ties to Arizona, to open Phoenix’s The Global Ambassador hotel in 2023.

“The Global Ambassador is a personal, legacy project for me that furthers my pursuit of combining unmatched hospitality with culinary excellence,” Fox, who is developing the project under his newly launched company Author & Edit Hospitality alongside real estate developer Brian Frakes’ company Common Bond Development, stated. “This isn’t just a hotel — it’s a luxury lifestyle brand that we hope will inspire and draw travelers from all over the world to explore Phoenix in a new way.”

In order to achieve that, he partnered up with Phoenix Suns basketball star Devin Booker, who he describes as having “a style and eye for design that’s effortless,” former Arizona Cardinals football star Larry Fitzgerald whom he calls “one of the strongest ambassadors Arizona and Phoenix has to offer,” and country star Dierks Bentley, who is focused on wellness offerings. “Dierks is fanatical about his health,” Fox explained. “His lifestyle has inspired the hotel to incorporate the world’s best wellness offerings. I tease him constantly, because of his commitment to the Wim Hof method, we included an incredible cold-plunge experience.”

All investors, their contributions span down to the tiniest details for the 141-room property that will sit at the convergence of Phoenix, Scottsdale, and Paradise Valley with Camelback Mountain serving as a stunning backdrop.

“The attention to detail is obsessive, just like how I approach the game,” Booker mentioned. “The design is thoughtful, and the experiences will be exceptional. My career in sports has given me exposure to international travel, allowing me to notice all of the small details that impact the guest experience.”

Designed around a plaza courtyard, the hotel will also feature a wellness center comprised of both a fitness center and luxurious spa, staffed by experts in health, fitness, and beauty to customize guest experiences. A members-only club will provide elevated experiences with limited access. Additionally, The Global Ambassador will showcase Fox’s specialty: five new restaurants.

The European Market & Café will provide a casual eatery modeled after a Parisian café featuring coffee and pastries in the morning, and wine, cheese, and tapas in the afternoon. Connected to the café will be the hotel’s signature restaurant, Parisian Steakhouse. The Poolside Restaurant will blend Mexican and Peruvian fare, while the Members’ Restaurant serves American classics in a supper-club style.

However, the most anticipated dining experience is the 18,000-square-foot Rooftop Restaurant boasting a Mediterranean focus, serving Greek, Italian, Spanish, and Moroccan dishes. “Personally, I think the rooftop restaurant overlooking Camelback Mountain will be truly unique, and I’m excited to experience a sunset from that rooftop patio,” Fitzgerald remarked. “That view really captures the essence and beauty of Phoenix.”

Moreover, Booker echoed that sentiment. “It’s so amazing to see how these elements come together to create a memorable experience,” he said. “With a luxury hotel, you’re curating how someone engages, acts, and feels inside a space. Entertaining brings people together, especially with a great meal and some incredible wine. With five restaurants inside, each with their unique aesthetic and menu, this hotel is going to be a place where I look forward to hosting friends and family.”

5. Embracing the Outdoors

Much of the allure of The Global Ambassador lies in its prime location. “For me, returning home to Arizona is all about being outdoors — taking in the natural beauty of the most beautiful state in the country,” Bentley noted, recalling how he started hiking Camelback Mountain at just 4 years old. “I love how The Global Ambassador has incorporated Camelback into its design — the view of the mountain from the top deck will be incredible. And if the view isn’t enough, it’s just a short walk to the Echo Canyon trail if you want to hike to the top.”

Above all, this property is about fostering connection. “Much of the hotel concept was developed during the pandemic, leading us to lean into social interactions,” Fox explained. “People are craving human connection, and we didn’t want to create too many private areas that would restrict gathering. This hotel is open and all-encompassing. One space complements the next. We want people to reconnect and celebrate being together. Welcoming people into our neighborhood is the premise and foundation of The Global Ambassador.”