Beverly Wilshire Hotel executives took notice of the rooftop bars on the nearby Peninsula and London West Hollywood hotels. So they want to open their own.
The Beverly Wilshire has used its rooftop for private parties and weddings, but the area has not been open to the public. Given the landmark Beverly Hills hotel’s prime Wilshire Boulevard location, hotel management sees an opportunity to lure in Rodeo Drive shoppers who might want to stop for a nice martini and enjoy the view.
Hotel executives have been working on the plan with renowned New York-based architecture firm Richard Meier & Partners Architects LLP, famous for designing the Getty Center. Architect Michael Palladino has taken the lead on the project. The hotel also worked with the firm on the design of its steakhouse, Cut by Wolfgang Puck, in the last decade.
The plan calls for a rooftop deck and lounge atop the hotel’s east wing. It includes a small kitchen and restroom.
The Beverly Hills Planning Department reviewed the proposed concept last month. Beverly Wilshire General Manager Radha Arora said that the project is on hold until his company determines how to proceed.
Hospitality business analyst Jeff Lugosi, senior vice president of Colliers PKF Consulting USA, said rooftop bars are becoming a must-have amenity.
“It’s the new spa,” Lugosi said, noting that high-end hotels will have to open them in order to stay competitive.
Offer Nissenbaum, the Peninsula’s managing director, said his rooftop bar and restaurant generates about 20 percent of the hotel’s food and beverage revenue.
There are also indirect benefits.
“Beyond revenue and profits, it’s been successful for us in capturing guests and incremental revenue from the spa,” Nissenbaum said. “It’s definitely contributed to the overall guest experience in a positive way.”
For reprint and licensing requests for this article, CLICK HERE.