Santa Monica’s (almost) alive as the Viceroy undergoes edgy upgrades
When the property that is now Viceroy Santa Monica first opened in the 1960s under a different name, the funky fads of the counterculture were on full display. Back then, it was known as the budget-friendly Pacific Shores Hotel. But as the 2000s emerged, the hotel relaunched, renamed and rebranded — courtesy of a $20 million renovation.
Now, the Viceroy Santa Monica has started another, sweeping $21 million renovation complete with a design overhaul. The modern luxury hotel brand’s debut location’s makeover aims to cement its status as the leader of the progressive hospitality landscape.
While serving as a cornerstone for the evolution of the forward-thinking brand, the remodel will usher in a new era for the Santa Monica hotel that’s been a mainstay since it debuted two decades ago under the Viceroy name. Under the creative eye of San Francisco-based, award-winning design firm EDG, the hotel renovation will pay respect to its past while injecting a renewed energy into the hotel’s location,just steps from coastline and pier.
In the first phase, guests can expect completely revamped public/common areas. Marked by an entirely new arrival experience, lobby, restaurant, outdoor patio and breathtaking, open-air indoor-outdoor wraparound bar and adjacent lounge, guests are given a greater sense of place in the beach-side community.
“The Santa Monica location represents the ideals that Viceroy Hotels & Resorts embraces. The hotel pays tribute equally to our past and our future. Viceroy Santa Monica was our first hotel and remains at the heart of everything we do,” said Bill Walshe, CEO of Viceroy Hotels & Resorts. “We look forward to the impact this renovation will have on our entire brand, serving as a beacon for our new chapter.”
Located on the iconic Ocean Avenue, the 162-room Viceroy Santa Monica serves as the pinnacle for the highly sought-after, sophisticated yet relaxed Southern California lifestyle. The redesign will capture the energy of the surrounding neighborhood and turn the hotel into a vibrant gathering place for guests and locals alike.
Hallmarks of the renovation will include eye-catching art and creative spins on mid-century pieces, creating an experience that walks the line between the urban edge and coastal calm. Entering a new decade with the remodel, the hotel is primed to fully embody the present and future of Los Angeles’ Westside, a place where innovation and imagination run rampant.
The phase one remodel of the hotel’s public spaces in addition to six pilot hotel rooms, is, as of press time, slated for a June completion.
