Take That, Hilton: Marriott Gets into Bed with Schrager in LA
Downtown and Hollywood are about to get an infusion of stylishness overnight stay options, as hotel mega-chain Marriott has announced plans to partner up with Ian Schrager to bring new boutique hotels to LA called Edition.
Schrager, who first danced into the pop-culture spotlight as a co-creator of New York's legendary Studio 54, has made a name for himself since the 80s as a hotelier, and is credited as the innovator of the "boutique" hotel concept. Talks of his partnership with Marriott hit the news in the fall, with this week's announcement naming the first cities that will get a new Edition. In addition to LA, new hotels will be springing up in Paris, Madrid, Miami's South Beach, Chicago, Washington, D.C., Costa Rica, and Scottsdale, Arizona.
The unlikely duo makes for curious bedfellows, but the PR all reads with favorable spin. A November 2007 article in the TimesOnline UK explains: "By combining Schrager’s aesthetic integrity and cachet with its own mass-market experience and organisational muscle, Marriott hopes to attract a younger, wealthier, more fashionable traveller and gain entry into the fastest-growing sector of the market."