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

Jan 22, 2021

This post contains references to products from one or more of our advertisers. We may receive compensation when you click on links to those products. Terms apply to the offers listed on this page. For an explanation of our Advertising Policy, visit this page.

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.

Get the latest points, miles and travel news by signing up for TPG’s free daily newsletter.

(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.

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 Axelle/Bauer-Griffin/GC Images

Chase Sapphire Preferred® Card

WELCOME OFFER: 60,000 Points


CARD HIGHLIGHTS: 2X points on all travel and dining, points transferrable to over a dozen travel partners

*Bonus value is an estimated value calculated by TPG and not the card issuer. View our latest valuations here.

Apply Now
More Things to Know
  • Earn 60,000 bonus points after you spend $4,000 on purchases in the first 3 months from account opening. That's $750 when you redeem through Chase Ultimate Rewards®. Plus earn up to $50 in statement credits towards grocery store purchases.
  • 2X points on dining at restaurants including eligible delivery services, takeout and dining out and travel & 1 point per dollar spent on all other purchases.
  • Get 25% more value when you redeem for travel through Chase Ultimate Rewards®. For example, 60,000 points are worth $750 toward travel.
  • With Pay Yourself Back℠, your points are worth 25% more during the current offer when you redeem them for statement credits against existing purchases in select, rotating categories.
  • Get unlimited deliveries with a $0 delivery fee and reduced service fees on eligible orders over $12 for a minimum of one year with DashPass, DoorDash's subscription service. Activate by 12/31/21.
  • Earn 2x total points on up to $1,000 in grocery store purchases per month from November 1, 2020 to April 30, 2021. Includes eligible pick-up and delivery services.
Regular APR
15.99%-22.99% Variable
Annual Fee
Balance Transfer Fee
Either $5 or 5% of the amount of each transfer, whichever is greater.
Recommended Credit

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

Disclaimer: The responses below are not provided or commissioned by the bank advertiser. Responses have not been reviewed, approved or otherwise endorsed by the bank advertiser. It is not the bank advertiser’s responsibility to ensure all posts and/or questions are answered.