The W Hollywood: Land of Dreams Come True

On the cutting edge of what people want right now, The W Hollywood Hotel & Residences offers that otherwise unattainable, heady mix of relaxation and stimulation that is so sought after, yet so hard to find. Willed into existence by a group of visionary businessmen and brands that consistently envision and create only the best, the luxurious—and aggressively cool—W Hollywood is the epitome of what its creators do best.

So let’s talk about those creators. Just who are the power players behind the development that has everyone talking and the A-listers flocking? Who are the risk-takers that are courageous and confident enough to embark on a project that, after 10 years in the making, is finally breathing life back into a faltering neighborhood, and can be credited with igniting the restoration of Hollywood back to its former glory?

Think of classic film Pretty Woman. As the movie closes, a happy (but perhaps crazy) man walks the streets of Hollywood, near where Julia Roberts’ lady-of-the-night character staked claim on the Walk of Fame, and says, “Welcome to Hollywood! What’s your dream? Everybody comes here; this is Hollywood, land of dreams. Some dreams come true, some don’t; but keep on dreamin’. This is Hollywood.”

Real estate developer Marty Collins went to Hollywood at Hollywood and Vine 10 years ago with a dream: to build a property that would serve to revitalize this area back to the celebrated status of its glorious past. A property that would serve as an urban center for redevelopment, a transit-orientated development, a Silver LEED-certified icon amidst landmarks, a shining beacon of example for other like-minded entrepreneurs to follow. “Our desire is to get the business of Hollywood an offering that will reinvigorate this neighborhood to its former stature, a renaissance so to speak,” he explains. But he couldn’t make it happen by himself. So he convinced other highly successful brands, individuals, and firms to believe in his dream so that, together, they could make it come true.

First, with his broker and long-time friend Mary Ann Osborn, Marty found the ideal perch for his property at the intersection of Hollywood and Vine. The final location could not be more Hollywood; the Walk of Fame passes in front of the hotel. Capitol Records’ and Paramount Pictures’ headquarters are but a stone’s throw away. And the W Hollywood is on its way towards attaining the same type of legendary status as the renowned landmarks that surround it.

Next came the flag that the property is flying: The W. It didn’t take Collins much to get its parent company, Starwood, to believe in his vision for a transformative property in the midst of a not-so-haute neighborhood. Collins founded his development company Gatehouse Capital in 1995 and has since amassed a countrywide portfolio that is dominated by Starwood properties. Collins explains that he was drawn to the W brand because it is “always evolving along the parameters of design and entertainment. This, coupled with the global distribution, frequency programs, and service standards of a huge international company like Starwood has led to properties that are always authentic to the markets and customers that they serve.” And with the undeniable allure of the haute W brand in place, the project quickly caught the attention of a number of likeminded entrepreneurs and respected companies who wanted to be a part of the magic.

Marty found a solid financial partner in HEI Hotels & Resorts, a preeminent company focused on high-profile investments in the hospitality sector. Based in Norwalk, Conn., this leading hospitality firm only invests in in full-service, upper-upscale, and luxury hotels, representing significant institutional concerns, including a who’s who of the nation’s largest endowment funds. Then came Chef Sascha Lyon of New York five-star restaurant fame, who partnered with Innovative Dining Group for the in-house dining aspects of the W Hollywood. Followed by Victor Drai and Cy and Jesse Waits, the trio behind a slew of Las Vegas’ hautest nightlife venues, who will soon open a new club in the W. And, of course we can’t forget about heavyweight real estate company Sotheby’s, which lends its impeccable reputation and clout to the sales of the residential portion. The sales team is led by none other than Russ Filice, who happens to be the No. 1 agent in high-rise sales in all of Los Angeles.

This all-star team is making global headlines, so let us personally introduce you to the line-up:

Chef Sascha Lyon & Innovative Dining Group

Chef Lyon earned his five stars in New York, first working with Daniel Boulud at Daniel, and later at Balthazar and Pastis, where he was chef de cuisine by the time he was 28 years old. Innovative Dining Group, the company behind celebrated L.A. eateries Sushi Roku, Katana, Robata Bar, and BOA Steakhouse, lured Lyon to the West Coast, where they partnered to open French brasserie Delphine in the W Hollywood.

The restaurant opened its doors February 11 and immediately caught the attention of prestigious Los Angeles influencers and members of the entertainment industry who attended its grand opening fête. To dine al fresco, guests simply pass through Delphine’s white brick archway into the eclectic restaurant and bar Station, where they can relax on plush seats and enjoy visual entertainment in the form of the 600-square-foot drop-down screen that shows movies at night.

Victor Drai & Jesse and Cy Waits

Perhaps the aspect of W Hollywood creating the most buzz is legendary nightlife entrepreneur Victor Drai’s new club Drai’s Hollywood, opening in mid-March. This is not Drai’s first foray into the Los Angeles scene. The former actor, producer, restaurateur, and clothing entrepreneur operated several restaurants in the city in the 1990s, including his flagship Drai’s, before heading to Las Vegas, where he ended up revolutionizing the nightlife scene with his venues Drai’s After Hours, Tryst at the Wynn, and XS at Encore. He credits his success in Vegas to his partnership with twins Jesse and Cy Waits, the managing partners at Drai’s and Tryst.

The trio is bringing their special brand of Vegas nightlife magic to the W Hollywood. Their innovative approach, strongly articulated vision, and uncanny sense of what people want have Hollywood A-listers eagerly anticipating the pending opening. Collins explains, “[Drai] gets hospitality, service, and quality. That was the final determinant.” In addition to the club, the W will include a Drai’s-style restaurant featuring the culinary masterpieces of Chef Claude Segal; an exclusive lounge on the ground floor of the hotel solely for the crème de la crème of Hollywood, members, and private events; and a rooftop pool deck that opened with a bang on February 26. In a town where clubs come and go as often as often as films premiere and then disappear from the Silver Screen, Drai’s Hollywood is expected to hold the attention of the fickle masses indefinitely.

Sotheby’s & Russ Filice

The Residences at W Hollywood offer owners the chance to enjoy all the perks of the W Hotel on a permanent basis, which is certainly appealing. Sotheby’s, one of the most respected names in luxury real estate, recognized the potential of the property early on and signed on as the exclusive sales representative of the project. Russ Filice, the No. 1 seller of luxury high-rise condominiums in L.A., was brought on board as the director of sales for the project.

The compound includes 143 W-branded one-, two- and three-bedroom residences, all with spectacular views that come from living in the heart of Hollywood. Residence owners have access to all of W Hollywood’s modern amenities and services, including two pools, two SWEAT state-of-the-art fitness centers, Bliss Spa, and W’s signature Whatever/Whenever service.

W Hollywood has also “gone green”—it is the largest property registered for Silver LEED certification in Southern California. The property has direct access to the Metro Red Line with its own station, and it is this environmentally conscious attitude combined with all the state-of-the-art extravagance that has the residences attracting young, ambitious, and freethinking buyers who recognize a good thing when they see it.

Russ Filice feels that the up-and-coming Hollywood generation is rejecting the opulent suburban lifestyle in which they were raised, instead opting for a city setting. Instead of having to employ an immense staff, the W does it for them. “People want to reject this Beverly Hills model and want to live in this urban landscape that is new and energizing,” he says. “We are the project in Hollywood that L.A. is relying on to revamp the area. We want to put the face of humanity back in the neighborhood again.”