With their famous hometown turning 100 next year, five of Beverly Hills’ largest hotels have joined together to celebrate the city’s upcoming centennial in a unique way.
The Beverly Hills Hotel & Bungalows, Montage Beverly Hills, Beverly Hilton, L’Ermitage Beverly Hills and Peninsula Beverly Hills each will redecorate one of its top suites in the theme of a different era from the past century, for most of 2014.
Called Suite 100, the project was created by the Beverly Hills Conference & Visitors Bureau, which calls the promotion “an unprecedented mutual effort” on the part of competing properties.
"These hotels came together to do something special to celebrate the centennial," said Beverly Hills Mayor John Mirisch at an event in New York to launch the event.
“Thanks to Suite 100 and the commitment of five of our most luxurious hotels, only in Beverly Hills in 2014 can travelers go back in time to experience the luxury of an earlier era,” said Julie Wagner, executive director of the Beverly Hills Conference & Visitors Bureau.
She added that each hotel taking part in the project would spend about $50,000 renovating one of its suites to reflect the era it chose. Each property chose a time period to re-create, and a design firm to do the work.
The only parameter, Wagner said, is that the participating hotels create an interactive experience to reflect the age, such as a concierge dressed in attire reflecting the era; vintage vehicles to take guests from the airport to the property; food and cocktail menus tailored to that time; and showing movies from that decade.
“The big story is the esprit de corps of all of our hotels,” said Salvador Abaunza, the general manager of L’Ermitage. “None of us hesitated to take part in this.”
The theme at the Montage Beverly Hills is “Film Noir” from the 1940s. At the Beverly Hills Hotel & Bungalows it’s "The Golden Age Inspired by Marilyn Monroe.” Monroe was a frequent hotel guest in the 1950s.
The Beverly Hilton will put on a “Stylish, Sophisticated Sixties: A Re-Imagined Revolution” in its suite. L’Ermitage Beverly Hills is going for “The Era of Studio 54 - Fashion & Art Collide,” a mid-1970s disco, Warhol and Halston look.
The Peninsula Beverly Hills’ theme is “The Birth of Modern Glamour,” designed with the looks of recent decades.
Suite 100 guest experiences will vary, with room packages beginning at $1,914, a tribute to 1914, the year that the city of Beverly Hills was incorporated. The redesigned Suite 100s will open for booking on Jan. 28, 2014, the city’s centennial day, for stays between March 7 and Dec. 31, 2014.
After that, the suites return to their normal look.
"It's a perishable commodity," Wagner said.
For more information, visit www.lovebeverlyhills.com/suite100.
Follow Johanna Jainchill on Twitter @jjainchilltw.