After 30 years in the hospitality industry, veteran hotelier, Efrem Harkham of Luxe Hotels, pulled out a virtual red carpet for a year-long celebration on Thursday, April 4 at the Luxe Sunset Boulevard Hotel in Brentwood.
It has been 30 years since Harkham founded what was then the Bel Air Summit Hotel, now the Luxe Sunset Boulevard Hotel. Since then, Harkham has established his mark in the hospitality world by expanding the Luxe Hotels brand to include LWH Hotels, a representation company, as well as the corporately-owned Luxe Rodeo Drive Hotel and licensed properties such as the Luxe City Center Hotel.
Harkam said he purchased the Brentwood hotel as a pet project. Despite its prime location and unique architecture, no hotel representation firm, or name-brand franchise operation that he partnered with, could make it profitable until Harkham himself aggressively moved forward to close the gaps in the hotel’s administration, cutting the hotel’s losses by half within six months and completely eliminating them within the year.
“Thirty years ago, when I first purchased the Luxe Sunset Boulevard Hotel, I never imagined that Luxe Hotels would become a globally-recognized brand that features the very best locations and a new standard of hospitality,” said Harkham. “I’m incredibly proud of how far we’ve come and excited for where we’re headed in the next 30 years.”
Numerous guests attended the Apri 4 celebration, including Tony Arranaga, communications directory for District 11 Los Angeles City Councilman Bill Rosendahl, who delivered a proclamation on behalf of the city.
Luxe Hotels has started the year-long celebration for “30-somethings” — a Luxe30 contest that will offer participants a flight to L.A. and a luxurious stay; a turn-back-the-clocks day that will give lucky guests 24 hours to book room rates from 30 years ago; a 30th anniversary recipe book featuring global dishes served at LWH Hotels; a 30th anniversary art contest that will invite students to create a unique piece of artwork; and, of course, the pinnacle of the 30th year events, a festive celebration for all LWH Hotels members, media, community partners, employees and travel agents.
For more information, visit Luxe Hotel's website.