The Westin Long Beach Launches $23 Million Renovation Set for Completion Summer 2019

USA, Long Beach, California. May 09, 2019

The Westin Long Beach, 333 E Ocean Blvd, has officially kicked off a $23 million renovation, which will introduce one of Long Beach's hottest new dining concepts, Navy Proof Food & Spirits, the much-anticipated coffee culture hub, Bluestone Lane, as well as a refreshed lobby and revitalized guest rooms to the community. Set to be unveiled in summer 2019, all of the designated spaces reflect a modern, sophisticated style reflecting the property's vibrant California coastline setting.

"This is such an exciting time to be in Long Beach. There is an abundance of growth as well as an overall elevation of our city, and we are thrilled to be able to contribute by offering Long Beach a chic and welcoming revamped destination in the heart of downtown," said John Thompson, Westin Long Beach Managing Director. "Transformations like the one we are currently going through bring a new, fresh dynamic to the overall cityscape of Long Beach but also instill a sense of pride for our loyal team members who have been with us from the beginning. For the community and guests alike, the Westin's new spaces will set the tone for an innovative way to gather, interact and connect."

The Long Beach hotel's modern lobby and lively gathering space is set to transform into a sophisticated and flexible hotspot. A tribute to the beauty of California's scenic coastline, the energized spaces will create a welcoming retreat in the community featuring white marble floors, custom tree canopy rugs, extensive use of white oak, rich tan leather, neutral paint tones, custom art, and dramatic modern brass lighting elements. Art and sculpture throughout the hotel, including a contemporary study of the sea floor topography connecting the coast of Long Beach to nearby Santa Catalina Island, draw from a neutral color palette and organic forms.

Guests will be able to unwind in the reinvigorated restaurant adjacent to the lobby, Navy Proof Food & Spirits, a concept created by Howe & Brown Hospitality, which will showcase the most notable renovations to the property. Featuring an altered floor plan, new furniture, white marble flooring and color scheme, a three-story sculptural chandelier and a 32 x 20 ft., larger-than-life living green wall, Navy Proof Food & Spirits will offer locals and travelers alike new-American fare and craft cocktails with bold flavors. The cuisine will emphasize technique and texture to highlight the versatility of seasonal ingredients and locally-sourced seafood and meat. In addition to lunch & dinner service, the restaurant will also offer a robust happy hour and bottomless brunch on weekends.

Bluestone Lane, an Australian-inspired coffee culture hub, cafe and lifestyle brand, is also coming to the ground floor of the Westin. The coffee-fueled hotspot will serve premium coffee and healthy food options.

Architect Houston Tyner and designer Vanrooy Creative Group have designed the transformation of this iconic property, originally built in 1988. In addition to the lobby and new dining options, guests may enjoy relaxing in one of the Westin's 469 guest rooms and suites, all of which have been revamped with layers of subtle texture featuring geometric accents over a calming palette of gray and gold with hints of sunset inspired pastel hues.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.