Can the Montage Beverly Hills, an upstart hotel company from Orange County, compete with the big boys of Los Angeles?
From February 2009
By Christopher Petkanas
Four currents of opinion were eddying around Montage Beverly Hills long before it opened in mid-November. The first ground-up construction of a hotel in the city since the Peninsula in 1991, Montage is going head-to-head with the area’s so-called Big Six (without reading anything into the order, they are: the Beverly Wilshire, Raffles L’Ermitage, the Peninsula, the Beverly Hills, and, even though they are technically over the border in Los Angeles, the Four Seasons and the Bel-Air). It’s a grand if not grandiose move, one that could take a young and therefore fragile brand like Montage to the next level—or backfire.
One theory is that the pie is big enough for everyone, and nobody has anything to worry about. Another is that Montage will grow the pie, and nobody has anything to worry about. A third says that although the company’s first property, down the coast in Laguna Beach, was a huge hit right out of the gate in 2003, lightning is not going to strike twice, Montage is headed for a sophomore slump, and nobody has anything... The last school of thought about the way things are going to go, voiced with either panic or relish, is that Montage will be a major game-changer and clean up.
From February 2009
By Christopher Petkanas
Four currents of opinion were eddying around Montage Beverly Hills long before it opened in mid-November. The first ground-up construction of a hotel in the city since the Peninsula in 1991, Montage is going head-to-head with the area’s so-called Big Six (without reading anything into the order, they are: the Beverly Wilshire, Raffles L’Ermitage, the Peninsula, the Beverly Hills, and, even though they are technically over the border in Los Angeles, the Four Seasons and the Bel-Air). It’s a grand if not grandiose move, one that could take a young and therefore fragile brand like Montage to the next level—or backfire.
One theory is that the pie is big enough for everyone, and nobody has anything to worry about. Another is that Montage will grow the pie, and nobody has anything to worry about. A third says that although the company’s first property, down the coast in Laguna Beach, was a huge hit right out of the gate in 2003, lightning is not going to strike twice, Montage is headed for a sophomore slump, and nobody has anything... The last school of thought about the way things are going to go, voiced with either panic or relish, is that Montage will be a major game-changer and clean up.
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