Area Hotel Checks In as Pedal Pusher

0

Don’t have a Ferrari or Maserati to show off while you’re staying near Rodeo Drive? Why not try a fancy bike instead?

Last week, AKA Beverly Hills, an 88-suite luxury hotel specializing in stays of 30 days or more, began offering a fleet of sleek bicycles to its visitors to get around the car-clogged city.

The company seeks to offer amenities that let long-term guests feel like locals, said Elana Friedman, vice president of global marketing for AKA, which is based in New York.

“What was funny to us was when people speak about L.A., it’s a driving culture,” she said. “But when we opened this new property, we recognized Beverly Hills is just a beautiful bikeable and walkable area. We want the residents to able to enjoy the weather, scenery and neighborhood outside of a car.”

The hotel is offering four white and orange bicycles from Dania Beach, Fla., custom manufacturer Republic Bike Inc. at the outset, but plans to add bikes if demand increases.

The bikes come with locks and are equipped with front baskets so riders can carry their shopping bags from Rodeo Drive or the nearby attractions such as a Sunday farmers market.

The program is free to guests, who can reserve the bike by the hour or day.

It is the first time the chain has offered free bicycle use, though it is considering mimicking the program at its Washington, D.C., location if it proves successful.

Bob Amano, executive director of the Hotel Association of Los Angeles, said he sees potential in the program, which might be the first of its kind in Los Angeles.

“Beverly Hills is probably really accessible by bike, and with parking a very prime commodity, I think that might be a well-worthy cause,” he said. “If I’m at the beach on vacation, it’s a great thing to have. But if you are on business in a suit every day, I don’t know if a bike will be a good companion. So they are testing some good trends right now that might appeal to a certain clientele suited for their hotel.”

– Jacquelyn Ryan

No posts to display