ENTERTAINMENT—Starwood Resorts Retains Gerber to Add Cachet to W

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The creator of some of L.A.’s toughest doors is working on a new one.

Nightclub entrepreneur Rande Gerber confirmed he would be taking over operations of the bar at the W Hotel in Westwood this summer.

“I love the hotels and it’s the perfect fit for me,” said the entrepreneur who launched Skybar and still runs The Whisky A Go-Go in West Hollywood. “I needed a bigger place to bring my friends and customers, and it’s not on Sunset, which I think people are getting tired of.”

Through a partnership with Starwood Hotels and Resorts Worldwide Inc., Gerber’s Midnight Oil Co. will move in July 1, complete modest renovations and add additional cachet to the restaurant, lounge and poolside bar that already is considered one of the city’s hippest locales.

“It’s a beautiful space as it is,” Gerber said, adding that he’ll be investing in some furniture, but little more. “It’s very much what I do anyway,” he said. “It’s really just some rearranging.”

Open today to anyone who comes in, the Gerber-run spot will be reserved for hotel guests and others on a guest list, making it tougher to get in and therefore more desirable and exclusive.

“I’m hoping it will (be popular),” he said. “My friends are excited for me to open it. Plus I live 10 minutes from there so I’ll be there all the time.”

The partnership with Starwood brings to eight the roster of W Hotels where Gerber, a former model married to Cindy Crawford, runs the nightlife, including New York, Chicago and Aspen.

“As far as the ambience, it’s sexy, comfortable and it’s open every night of the week,” he said.

The arrangement in Westwood has been some time in coming. Gerber said last week that he sold Skybar at the Mondrian in West Hollywood to Schrager for just under $2 million, freeing him to work with Starwood.

Guy Hensley, senior vice president of W Hotels, said the Westwood location continues the partnership between Starwood and Gerber. “He brings a sophistication and element of style to the operation that you don’t find anywhere else,” Hensley said.

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