search

The Real Deal Logo

Trending

Lawmakers reach sweeping housing deal with “good cause eviction,” new 421aLawmakers reach sweeping housing deal with “good cause eviction,” new 421aHGTV’s “Mr. Flip It” gets four years in jail for $10M fraudHGTV’s “Mr. Flip It” gets four years in jail for $10M fraudMarty Burger’s new venture sputters on takeoffMarty Burger’s new venture sputters on takeoff“Investing before the ‘all clear’ sign”: Jon Gray on Blackstone’s $10B apartment deal“Investing before the ‘all clear’ sign”: Jon Gray on Blackstone’s $10B apartment deal
Los Angeles

Starwood to open Aloft Hotel in El Segundo

Aloft Hotel El Segundo
Aloft Hotel El Segundo

Starwood Hotels is opening an Aloft-brand hotel in Los Angeles in partnership with Rubicon Companies.

The new outpost, at 475 North Sepulveda Boulevard in El Segundo, will have 246 loft-like rooms, keyless entry and high-tech amenities, according to GlobeSt.com.

Rubicon, the owner of the property, recently completed a $20 million renovation of the building in order to reposition it as an Aloft Hotel.

Sign Up for the undefined Newsletter

“Before Aloft first opened years ago, we noticed that guests who weren¹t seeking five-star luxury hotels or pricey boutiques had very limited options available ­and those that were available were bland, lifeless and with no personality or life to them,” Paige Francis, vice president of global brand management at Aloft Hotels, told GlobeSt. “To put it simply, they were boring. We saw a perfect opportunity to introduce a completely new lifestyle category .”

Aloft has 100 locations worldwide but this will be its first in L.A. Francis said it was looking for more opportunities in this market.

“If we find the right spot, we build. Los Angeles is a fantastic market. We know it’s an aggressive market, but the demand is there and the time is right,” she said. [GlobeSt] — Katherine Clarke

Tags
El Segundo