After being passed over for the top job at Coca-Cola (KO), Steven Heyer is checking into Starwood Hotels & Resorts (HOT). Heyer, 52, will take over from founder Barry Sternlicht as chief executive on Oct. 1. He is likely to push for further extensions of the hotel brands into retailing, spas, golf courses, residences, and other businesses. But first, he will have to learn to work with Sternlicht, who is sticking around as executive chairman and chief design officer -- in a bow to his passion for ideas ranging from the Westin's Heavenly Bed to the Sheraton's shampoo bottles. Among other things, Sternlicht says he was attracted to Heyer's reputation as a marketer and an innovator. Prior to joining Coke, Heyer was president of Turner Broadcasting System (TWX), where he helped to launch 14 new TV networks and 19 Web sites. With business on the upswing at Starwood, he will have the wind at his back for a while. But nurturing the house that Barry built while the former boss is still around could prove to be one of Heyer's biggest challenges yet.