West Hollywood's iconic Standard hotel is the latest COVID-19 casualty
Jan. 22, 2021
•
2 min read
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.
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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.
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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.
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.
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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Cons
- Doesn't make sense if you don't fly Delta
- SkyMiles aren't the most valuable airline currency
- Earn 90,000 bonus miles after you spend $4,000 in purchases on your new Card in your first 6 months.
- Receive a Domestic Main Cabin round-trip companion certificate each year upon renewal of your Card. Payment of the government imposed taxes and fees of no more than $80 for roundtrip domestic flights (for itineraries with up to four flight segments) is required. Baggage charges and other restrictions apply. See terms and conditions for details.
- Enjoy your first checked bag free on Delta flights. Plus enjoy Main Cabin 1 Priority Boarding and settle into your seat sooner.
- New: Card Members get 15% off when using miles to book Award Travel on Delta flights through delta.com and the Fly Delta app. Discount not applicable to partner-operated flights or to taxes and fees.
- Earn 3X Miles on Delta purchases and purchases made directly with hotels.
- Earn 2X Miles at restaurants worldwide including takeout and delivery in the U.S., and at U.S. supermarkets.
- Earn 1X Mile on all other eligible purchases.
- Enjoy a per-visit rate of $50 per person for Card Members and up to two guests to enter the Delta Sky Club when traveling on a Delta flight.
- Fee Credit for Global Entry or TSA PreCheck® after you apply through any Authorized Enrollment Provider. If approved for Global Entry, at no additional charge, you will receive access to TSA PreCheck.
- Earn up to 20,000 Medallion® Qualification Miles (MQMs) with Status Boost® per year. After you spend $25,000 in purchases on your Card in a calendar year, you can earn 10,000 MQMs up to two times per year, getting you closer to Medallion® Status. MQMs are used to determine Medallion® Status and are different than miles you earn toward flights.
- No Foreign Transaction Fees.
- $250 Annual Fee.
- Terms Apply.
- See Rates & Fees