Being a city of people with bold innovations, we want to figure out what we can do to make the beach experience distinctive and unique.

We want to match the quality of service with the quality of the destination. If people are going to pay a higher-than-average room rate, they should expect a higher level of service experience from the destination as well as the hotel.

This is not just an intellectual exercise. The people who live and work here have an emotional commitment to Santa Monica, and can deliver a good service if they truly believe in it.

If you're part of the community, whether you like it or not, you're part of the brand.

Without a brand, frankly, what are you selling?

It's about discovering the essential qualities. Otherwise, a destination is just a destination.