Gregory Peck to Expand The Crescent Beverly Hills Brand
In our chat earlier this month with hotelier Gregory Peck, we were first anxious to know what the heck was going on with the Cooper Square Hotel. Peck dished the detes of the project from his definite involvement in the hotel all the way down to what to expect inside (hello, performance venue!)
But after we got over Cooper Square, Peck had some news for us about the Crescent Beverly Hills, his first hotel that opened in 2001 and which he still calls his "baby." And he has grand plans for the hotel, namely spinning off the brand.
But he won't be in a boardroom developing a prototype franchise to sell to developers (ahem, Aloft and Element). He says the Crescent hotel brand will have more organic growth. Each hotel will have the Crescent name (minus the BH of course) but the design and attitude will be unique to the location.
Although he wouldn't officially confirm it, he said Palm Springs is a potential location for a Crescent hotel. Which we take to be hotelier code for the plans are already in the works. If all goes well, Peck hopes to open one Crescent a year.
· Gregory Peck Talks Cooper Square [HotelChatter]