Pendry Residences West Hollywood
Pendry Residences West Hollywood by Montage Hotels & Resorts is the new flagship property for the Pendry/Montage brand in Los Angeles.
W Hollywood Residences
The W Hollywood Hotel and Residences is located in Los Angeles at the iconic corner of Hollywood and Vine, with views of the Capital Record Building, Hollywood sign and Hollywood hills.
Gardenhouse Beverly Hills
PowerPlay was engaged by the developer as a consultant to audit and assess the market potential of this luxury residential development and evaluate the option of converting the offering to a luxury lease option.
Limelight Residences Mammoth
PowerPlay is representing the new Limelight Residences in Mammoth.
PowerPlay California
PowerPlay California has represented luxury branded residential properties setting multiple sales records for luxury condos in Los Angeles. Our current focus is on urban condominium and resort developments.
Pendry Residences West Hollywood
Pendry Residences West Hollywood by Montage Hotels & Resorts is the new flagship property for the Pendry/Montage brand in Los Angeles. Opened in 2021, the project consists of a 149-room hotel located on the iconic Sunset Strip and an adjacent building of 40 luxury residences. This exclusive offering provides owners with the ultimate LA lifestyle including an unmatched array of amenities and services including seven food & beverage experiences by acclaimed chef Wolfgang Puck, the Britely Social Club, two rooftop pools, Spa Pendry, and full-service living by Montage.
Our Scope
- Sales & Marketing Strategy
- Target Audience Definition
- Creative Design & Execution
- Inventory Management & Pricing Strategy
- Lead Generation
- Sales Center Design/Fit Out
- Sales Brokerage & Team Management
Project Details
- 40 Private Residences featuring two-, three-, and four-bedroom designs
- Priced from $3 Million – $30 Million
- Penthouse residences with private rooftop terraces of up to 3,400 square feet with private pools, spas, and outdoor kitchens.
- Owner-only residential amenities including a rooftop pool, fitness center, owners lounge, wine tasting room, and in-residence dining by chef Wolfgang Puck.
- Exclusive access to the adjacent Pendry West Hollywood Hotel amenities including restaurants, rooftop pool, a new entertainment venue, Spa Pendry, Bowling Alley, and the Britely Social Club.
Current Status
PowerPlay was hired in June 2019 to provide strategy, marketing, and sales services for the introduction and pre-construction release of Pendry Residences West Hollywood. A pre-construction sales campaign commenced late 2019 with opening planned for late 2020. Following a delayed opening and global pandemic, PowerPlay worked to hold and build interest in the project through 2020 leading up to the opening in June 2021. To date, PowerPlay has set two new all-time condo price per square foot records for the Greater LA condo market as well as the highest priced condo sale in LA in 2022. Pendry Residences West Hollywood is now over 50% sold.
THE RESIDENCES AT W HOLLYWOOD
The W Hollywood Hotel and Residences is located in Los Angeles at the iconic corner of Hollywood and Vine, with views of the Capital Record Building, Hollywood sign and Hollywood hills.
Sales started in 2006 with the groundbreaking in 2007, but by final completion in 2009 few buyers were able to complete on their purchase. After working with two different sales and marketing brokerages, property owner HEI Hotels & Resorts hired PowerPlay to re-position the project and breath new life into a stalled sales effort.
Our Scope
- Brand Positioning
- Consumer Research & Buyer Profiling
- Creative Execution
- Operations & Lead Management
- Recruitment & Training
- Strategy Development
- Target Audience Refinement
Project Details
- 143 residences consisting of studio, one, two, and three bedroom residences
- Approximate total project value = $230 Million USD
- Eight floors of studio, one and two bedroom residences topped with three floors of 2000sf + penthouse residences
- Amenities include a private lobby, valet service, Whatever/Whenever® concierge services, plus LA’s best residential rooftop deck with pool, hot tub, firepits, outdoor kitchen, FIT® fitness center, and pet deck
Current Status
The final Residence at W Hollywood closed in early 2016. Since taking over the project in Spring 2011, PowerPlay more than doubled the price per SF and moved the average price point from the $700,000’s to selling inventory priced 2M and above. Lead generation and weekly tours have more than tripled since executing monthly on extensive strategic planning and targeted campaigns. The Residences at W Hollywood’s market share in comparable luxury condominiums moved from around 1% of the market at the time of PowerPlay’s initial engagement to over 50% at the peak of the sales campaign.
Limelight Residences Mammoth
PowerPlay was engaged in Fall of 2022 to represent the new Limelight Residences in Mammoth Lakes CA.
Current Status
Early planning is underway, with sales expected later in 2022.
Gardenhouse Beverly Hills
PowerPlay was hired by the developer of this luxury residential development by acclaimed MAD Architects to conduct a sales & marketing audit and assess the market potential of this luxury residential development and evaluate the option of converting the offering to a luxury lease option.
Current Status
Gardenhouse Beverly Hills has completed the transition to a successful leasehold property, which commands premium rates in one of California’s most desirable communities.
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