Loews Beverly Hills reflects Hollywood culture

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BEVERLY HILLS, Calif. -- Some things are old, a few are borrowed, but many more are new at the 12-story Loews Hotel Beverly Hills in California, a trendy, popular haunt for leisure and business travelers alike.

Renaissance Hotels and the Kimpton Hotel Group each have had turns at running the popular hotel. And each left its distinctive imprint.

Loews took over the 137-room boutique hotel last year, but because the property already boasted a cool color scheme and a fashionable, elegant feel, Loews decided against a dramatic makeover.

It brought in new management, including general manager, Gary Rohanna, a Loews veteran.

Ties off!

Rohanna and his team went about injecting what he called "a whole new culture" to the property.

"The first thing we did was take our ties off," he said. "[Staff] still wear suits, but there is nobody with a necktie, unless we have a banquet function or a wedding."

In addition to changing the staff's dress standards, the new team is grooming pets -- at least well-behaved dogs.

"Not only do we accept them, we put a dog bowl with Evian water in the room; the staff offers to walk the dog or baby-sit it," Rohanna said. " These are dogs that travel. They have money."

And, as at all Loews hotels, kids are welcome. "We couldn't keep enough kid towels at the pool last summer, so we had to go out and buy 200 pool towels," he said.

The hotel also boasts an array of fun packages such as Metro Man. Priced from $525 per room, it is designed to "help any man polish his look,

improve his culinary skills and refine his taste ... all in the name of becoming more attractive and dashing to women."

The nip-and-tuck crowd

And given the fact it is in Beverly Hills and includes a certain amount of glitterati among its clientele, Rohanna's team figured the hotel needed to add another package to its repertoire.

"There are tons of plastic surgeons [in Beverly Hills]," Rohanna explained. "So our transient-sales manager is really going after the recovery segment."

That's right, the hotel even has packages for the nip-and-tuck crowd.

"He has a personalized gift basket that goes into the rooms. That includes ice packs. We are linked with some pretty notable doctors' Web sites," he said.

Rates begin at $169 per night, double, for a room with one king or two double beds. The rate for a one-bedroom suite is $270 per night.

Through April 11, guests earn triple American Airlines AAdvantage miles for stays of three or more nights.

For more information, call (800) 23-LOEWS or visit www.loewshotels.com.

To contact reporter Michael Milligan, send e-mail to [email protected].

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