West Hollywood’s iconic Standard hotel is the latest COVID-19 casualty
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.
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.
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
Welcome to The Points Guy!
WELCOME OFFER: Up to 100,000 bonus miles
TPG'S BONUS VALUATION*: $1,040
CARD HIGHLIGHTS: 3X miles on United® purchases
*Bonus value is an estimated value calculated by TPG and not the card issuer. View our latest valuations here.
- Earn 80K bonus miles after you spend $5,000 on purchases in the first 3 months your account is open. Plus, an additional 20K bonus miles after you spend $10,000 in the first 6 months
- $250 Annual Fee
- Earn 3X miles on United® purchases, 2X miles at restaurants, on select streaming services & all other travel, 1X on all other purchases
- Earn 3X miles on United Airlines purchases
- Earn 2X miles at restaurants and on select streaming services
- Earn 2X miles on all other travel
- Earn 1X mile on all other purchases
- Each year, receive a $125 credit on United® purchases and two 5k-mile anniversary award flight credits. Terms apply.