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
Renaissance Hotels and the Kimpton Hotel Group each have had
turns at running the popular hotel. And each left its distinctive
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
It brought in new management, including general manager, Gary
Rohanna, a Loews veteran.
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
"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
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].