NEW YORK, Jan 29 (Reuters) - Daniel Loeb, who runs hedge

fund Third Point, on Wednesday urged SoHo House ( SHCO ) directors to run

a "fair" sales process after the hospitality group received a

take-private offer late last year that sent its stock price

surging.

He called the $9 a share offer a "sweetheart" deal and said

he believed there were other parties with experience investing

in the hospitality sector who would be interested in the asset,

according to a letter Loeb wrote to SoHo House's ( SHCO ) board.

He called the sales procedure so far "an opaque process" and

urged the board to achieve "maximum value for all shareholders."