LOS ANGELES-The freshly completed $70-million renovation of the Century Hotel were feted last week with a ribbon cutting ceremony Friday. The remodeled hotel at 2025 Avenue of the Stars now boasts a 35,000-sf spa and fitness area, as well as a renovated lobby, lounge, bar and ballroom.
“We have created an urban resort,” says Francis Najafi, founder and managing partner of Pivotal Century Plaza Hotel LLC, the developer that owns the Century Plaza and the adjacent Saint Regis, which recently underwent a $40 million remodel.
The newly added spa is one of the highlights of the repositioned Century Plaza. It gives the hotel a resort feel, despite its urban setting, Najafi says. The owners are hoping the new look will attract more tourists, in addition to its sizable base of business clientele.
Hotel developers across the country have begun to incorporate spa facilities into their properties, as the trend has gained momentum in recent years. Spas now outpace food and beverage revenues as the single largest grossing component of resort hotels, according to a recently released report by The Concord Group, a real estate advisory firm with offices in Newport Beach and San Francisco.
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