L.A. LIVE is a 4-million-square-foot, $2.5 billion downtown Los Angeles sports, residential & entertainment district adjacent to STAPLES Center and the Los Angeles Convention Center.
Quorum was engaged by ownership of the LA LIVE project in 2006 to assist in the conceptual design of the project’s $970 million hotel component. The challenge given to Quorum by ownership was to help create not only a successful ‘convention hotel’ (the LA Convention Center is next door), but to also create hospitality elements that would focus on the upscale, ‘Hollywood’ demand for a luxury downtown hotel and condominium residences, while fitting all support functions (meeting space, parking, back of the house, etc.) within the limitations of the designated site.
Based on Quorum’s research and recommendations, LA LIVE ownership approved a multi-brand hotel platform (upscale group and luxury transient) with significant portions of common overhead areas shared between the brands, allowing for maximum operating efficiencies. Quorum assisted the owner in all phases of the branding due diligence and the ultimate selection and negotiation with Marriott. The hotel components opened in 2010.