New Hotel Hopes to Thrive on Vibes

By Jorge Casuso

May 2 -- If opening a new hotel away from the beach during a tourism slump requires a little something extra, the Ambrose Hotel -- which held a ribbon-cutting ceremony Friday -- might just have what it takes.

In addition to offering rates as low as $145 a night, the new 77-room craftsman-style hotel with an Asian flair uses the ancient Chinese discipline of Feng Shui to tap nature for a boost of metaphysical energy.

Ambrose Hotel Manager Dan Howery and owner Deirdre Wallace cut ribbon.

“We worked with where we’re located, what surrounded us,” said owner Deirdre Wallace. “I wanted the hotel to be restful but energizing. It’s a holistic, restful environment. We want to make people feel they can come and relax.”

Wallace, who learned the hotel trade working for her father’s hospitality company, plans to cater to the market generated by Saint John’s Health Center across the street, as well as to tourists and workers in nearby entertainment facilities.

“We’re of course going to have a lot of hospital business,” Wallace said. “There are also production companies in the area, so we’re going to have a nice mix. We’re about to head into summer, so it’s a great time for us to get our doors open.”

City tourism officials said they are “thrilled” with the new hotel at the corner of 20th Street and Arizona Avenue, which was featured in the March issue of “Travel and Leisure.”

“It’s certainly a compliment to the room inventory mix in Santa Monica,” said Misti Kerns, executive director of the Convention and Visitors Bureau. “It’s very different. It’ll bring more business in the east end of town. It spreads the business and is a great compliment to the medical industry.”

As for the Feng Shui, Kerns said, “Nobody’s ever tapped into that.”

Used by the ancient imperial dynasties to ensure good health, wealth, and power, Fen Shui taps the unique energy characteristic of the new building. The long red banners swaying at the entrance, the gold colors accenting the interiors and the soothing earth tones are all chosen to enhance the flow of positive energy. A modern take on the craftsman style, the Ambrose’s design features clean lines and Asian touches –from the teak furnishings on terraces that boast fireplaces to the Asian carpets on hardwood floors to the Japanese inspired garden with a soothing fountain and Koi pond. “It’s a little off the beaten path,” said manager Dan Howery. “It’s a warm, fuzzy cocoon where (guests) can be taken care of by our staff.”

The Ambrose Hotel will open its doors at a time when the city’s tourism industry is still reeling from 9/11, the recent war in Iraq and uncertain economic times.

As industry insiders expected, Santa Monica hotels are off to a flat start this year, with the occupancy rate dropping 1 percent to 74.6 percent during the first two months of 2003, according to a report by PKF Consulting.

The average room rate, however, increased 2.9 percent to $201.96, according to the report. Despite the declines in occupancy, Santa Monica had the highest occupancy rate in February among the Los Angeles Country markets tracked by PKF.

“We’re not lowering our prices because of the downturn in the economy,” Wallace said. “Our goal was, ‘What can we give our customers for the best bang for their buck.”