First the James. Then the 1. Now it’s called…the Jeremy?
The 286-key Sunset Strip hotel can't seem to decide on a name
Flakiness isn’t just for millennials, it seems.
CIM Group’s Sunset | LaCienega hotel project was initially supposed to be a James Hotel, but after Barry Sternlicht’s Starwood Capital acquired the development for $280 million in June, it was announced that it will instead be branded as a 1 Hotel.
But the 286-key complex will not open as the 1. It will open as the Jeremy Hotel — for now.
The Jeremy brand will be only temporary, as management works on the conversion to Starwood’s 1 brand, a hotel representative told The Real Deal Wednesday. A Jeremy sign is already affixed to the building.
The Jeremy will open August 11 and will remain in operation for about nine months. In the meantime, hotel operators will add more greenery and make interior modifications for it to more closely represent the other 1 hotels Starwood owns.
The hotel is part of a $300 million development that includes a multifamily portion CIM sold to Korman Communities and Brookfield Property Group for an estimated $250 million.