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Holiday Inn Signage Comes Down in South Park

By Eric Richardson
Published: Monday, April 19, 2010, at 05:39PM
City Center Reflag Eric Richardson [Flickr]

Workers remove the 'd' from the Holiday Inn sign atop what will now be the Luxe City Center hotel.

Holiday Inn's rebranding to the Luxe City Center moved one very visible step closer today as a small crew from San Diego-based Ultrasigns spent the day removing the building's large west-facing neon sign.

The move is part of a multi-million dollar renovation to the 1964 structure. A floor-by-floor upgrade is currently ongoing inside, the result of which will be a trendy boutique with 200 rooms. Work is expected to be completed in June.

Operator Luxe Hotels recently sent out a press release saying that the redo will give the property an "upscale urban residential atmosphere with a touch of elegant old silver screen."

The hotel is across the street from the $2.5-billion L.A. Live entertainment complex, where a 878-room JW Marriott and a 123-room Ritz-Carlton recently opened.

The Luxe is only the hotel's third "flag," or brand, in its 56-year history. It opened in 1964 as the Doric Dinkler Hotel, and was purchased in 1967 by Holiday Inn. The building is now owned by Emerik Hotel Corp.

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