Beverly Hills Hip

Beverly Hills is synonymous with over-the-top luxury. But what if you have Beverly Hills-bound clients who are more comfortable with a hip, lounge-centric and boutique-style property? Send them to The Crescent Beverly Hills, a hotel getting high marks from young trendsetters in the entertainment community.

"The Crescent is the only boutique hotel within the Beverly Hills Golden Triangle," says Ellen Miller, general manager, The Crescent Hotel Beverly Hills. "In the business district proper, we're the only truly modern, trendy property."

The 35-room (no suites) property is one mile from CenturyCity, 20 minutes from LAX, and three blocks from

Rodeo Drive
. "Many of our business guests come from the creative fields, especially film and fashion," says Miller. "Our hotel suits the fashion crowd type of business traveler. They work on a BlackBerry and they like to be seen in a cool environment when meeting people."

The relaxed and intimate environment at the hotel is a huge selling point.

For example, guests can come down to the lobby, eat breakfast off the coffee table and scan complimentary newspapers. "We act like it's a home, and we hope our guests treat it that way," says Miller.

The average age of guests at the Beverly is 25 through 45, with business travelers accounting for 70 percent. Fall and spring (peak times for the entertainment industry) are the busiest seasons.

Hip room amenities include iPod minis loaded with custom playlists, complimentary Wi-Fi, flat-screen TVs with full cable access, cordless phones with speaker phone and voice mail and cutting-edge concrete-finished custom bathrooms.

Miller points out that the best rooms are those on the

Brighton Street
side, rooms 201 to 210. "I find rooms 105 to 111 receive the most natural light," she says. Rates & Packages

The hotel partners with the Sports Club LA, and guests have access to the exclusive private gym at a daily cost of $20, without the necessity of being accompanied by a member. "It's usually $25 accompanied by a member," says Miller. "Sports Club LA is within walking distance, and they have a spa." Miller also notes that Spa 415 is only two doors down from the hotel. She suggests agents call the hotel's front desk if they want to make advance Spa 415 appointments for their clients. The hotel has valet parking only, which is $24 a night.

Chic and Modern Dining

The hotel's restaurant, Boé, is somewhat of a destination in itself. It has the only outdoor living room and lobby lounge with indoor/outdoor fireplaces in Beverly Hills. Celebrities are prone to dropping in; Courtney Cox and David Arquette are frequent guests, and the actor known as The Rock is fond of Boé's mini curry burgers, which come on a long tray with a thinly sliced baguette, mint leaf and tamarind chutney. The restaurant offers a seasonal New American menu for breakfast, lunch and dinner. Signature cocktails are the Zen Martini, the Hanger One Citron Buddha's Hand, and the Sex Kitten. Dinners at Boé can be communal or private if requested.

For more information, call 310-247-0505 or visit visit www.crescentbh.com.