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West Hollywood's iconic Standard hotel is the latest COVID-19 casualty

Jan. 22, 2021
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2 min read
Los Angeles Exteriors And Landmarks – 2014
West Hollywood's iconic Standard hotel is the latest COVID-19 casualty
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Right on Sunset Strip, the Standard hotel was where all the cool kids went.

Known for the dour doormen guarding the red velvet rope outside its top-secret club called mmhmmm, no riff-raff allowed please, it was the ultimate place to see and be seen.

When it opened 22 years ago, the Standard, with financial backing from both Leonardo di Caprio and Cameron Diaz, was a Nineties mecca of Hollywood glam. Think a Damian Hirst live art installation, giant Perspex egg chairs and acres of shag carpets.

But sadly, it's the latest institution to fall victim to COVID-19. Today, it announced it would shut its doors for good -- effective immediately.

(Photo by AaronP/Bauer-Griffin/GC Images)

A representative of the hotel said that due to increased building leasing fees, it “rendered it unsustainable to operate the hotel.” She also said the hotel tried to renegotiate the lease with the landlord.

The Standard brand, with other hotels in Downtown LA, New York, Miami, London and the Maldives, is easily recognizable with its distinctive upside-down logo and high concept design, not to mention its hip cocktails and celeb-spotting opportunities.

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The West Hollywood branch was the very first that hotelier Andre Balazs opened in the Standard chain of boutique hotels. It now operates under parent company Standard International and Balazs stepped down as the company’s chairman in 2017.

Back in its heyday, the Standard was a wild place. (Photo by Robert Gauthier/Los Angeles Times via Getty Images)

Coronavirus has dealt the hospitality industry a crushing blow in the past 12 months -- the Standard is just the latest hotel to succumb due to lockdown and severe travel restrictions, making it difficult for businesses to stay afloat.

Other major COVID-19 casualties include The Roosevelt in New York -- a true Big Apple institution -- the InterContinental Moorea in French Polynesia, the uber-chic Ace hotel in London, Luxe Rodeo Drive in LA and the Colorado Belle in Nevada, among others.

Featured image by GC Images
Editorial disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

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  • Solid welcome bonus

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  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
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  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
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  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
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