The W Hollywood Hotel and 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.

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.

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

Sold out

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.

Increase in units sold after 1 yr
Increase in Price / SF
Rate of sale increase
Increase in market share
  • Brand Positioning
  • Consumer Research & Buyer Profiling
  • Creative Execution
  • Operations & Lead Management
  • Recruitment & Training
  • Strategy Development
  • Target Audience Refinement
  • Target Audience Refinement