Ronald Reagan Suite, St Regis Tower
Century City, Los Angeles

Project: Re-design and branding of LA’s Largest Hotel Suite

Based on initial recommendations stemming from our research, the
Century Plaza Hotel redesigned and re-branded its Tower penthouse suite to commemorate its long-standing relationship with former President Ronald. The project featured vintage photographs showcasing the "Reagan Legacy" and relationship with the Century Plaza , digitally reproduced in museum quality exhibits in gold leaf framing. Support services included consultations on interior styling, a selection of President Reagan’s favorite Oliphant cartoons, a promotional catalog, and digital media management to support public relations efforts.

The original project team included Jim Petrus, General Manager and Tim Groves, Director of Marketing.  Naveen Ahuja presided as General Manager at the opening ceremony, attended by many luminaries and Nancy Reagan.

see this news release


BACKGROUND: The Century Plaza Hotel was built in 1964 on what was formerly the back-lots and movie ranch of 20th Century Fox Studios. In 1984, the hotel opened the 30-story tower on its south side, adding 297 additional guest rooms.

Reagan was the first guest to enter the Hotel's new tower, and eventually, due the Century Plaza becoming President Reagan’s “home away from home” while he was in office, the Hotel was dubbed the “Western White House” by the press corp.  The entire top floor, 8,000 square feet, known as the Plaza Suite at the time, was the largest suite in Southern California . Its 360 degree panoramic views also played host to the Presidents of China , Korea , Algeria , Sweden , Hungary , Ecuador and Cameroon .

In 1999, the Suite was formally renamed the "Ronald Reagan Penthouse" amidst exceptional international publicity. Allyson Rener Public Relations.

The Tower was subsequently torn down to make way for “The Century”, a 478-foot high-rise condominium skyskaper. Today its residents include Candy Spelling who set a new record with her purchase of its two-story 16,500 s.f. penthouse for $47 million, or $2,848 per square foot, a standing record price per sq. ft. for a Los Angeles condominium.

Promotional Brochure - Ronald Reagan Suite


Photographic Archive :
Presidential Images - Reagan collection

Learn more:
Hyatt Regency Century Plaza Hotel
Century City Historical Background
more information about the hotel and guests
Ronald Reagan

Get the flash player here: