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Beverly Hills, California’s New Boutique 32-room
SIRTAJ Hotel to Open in February 2013

BEVERLY HILLS, CA  (January 29, 2013)SIRTAJ Beverly Hills , located  at 120 S. Reeves Drive, mere footsteps away from the very heart of the city’s famed decadent Beverly Hills Triangle, opens doors mid-February. Offering a welcomed departure from the urban boutique hotel standard, SIRTAJ is an oasis of independence – even daring to identify itself as approachable – both warm and welcoming.

A chic, sexy retreat with a scent of spice and a nod to the east, SIRTAJ eschews the notion of snobbery and invokes the ideals of atithi seva–Indian hospitality – in which the hosting of a guest is an honor.

The name SIRTAJ is a variation of the Indian sartaj–meaning "highest crown", an aptly-named title for Beverly Hills' soon-to-be most singular boutique hotel.

The 32-room property, designed by Santa Monica-based firm Akar Studios , is a haven of sleek simplicity with subtle hints of exotic inspiration.  A color palette of citron and persimmon is grounded in field of light creamy -taupe. Modern, clean lines are softened with warm woods, strategic lighting and water features.

The 32 guest rooms feature glass accent walls etched with a subtle paisley pattern. Bathrooms are marked by dramatic porcelain and glass tile inspired by pigment colors seen in miniature Indian paintings from the 16th and 17th centuries – colors symbolizing festivity and the celebration of life. Fine linens, robes and slippers, Lavazza espresso/coffee makers, 42” flat screen Samsung Smart TV’s, and iPod docking stations are just the start of the minor luxuries – supplied as necessities.

SIRTAJ Beverly Hills will also feature a boutique indoor/outdoor restaurant and bar, p.s. beverly hills.  p.s. beverly hills will present a pared down menu of globally inspired cuisine by Executive Chef Wes Leiberher, formerly of Los Angeles hot spot Beer Belly.  The bar, an intimate gathering spot will serve organic cocktails, craft beers and hand-picked wines.

SIRTAJ’s deep sense of hospitality extends to its guest amenities which underscore the philosophy of “welcome” at every turn. Upon arrival guests are greeted with a complimentary welcome drink.  Each morning, hotel guests are served complimentary breakfast by room service or in the restaurant, and complimentary wireless Internet connection is available throughout the property.

SIRTAJ Beverly Hills is owned by father and son team Navraj and RJ Singh, long time Angelenos with an extensive history as local restaurateurs. The hotel is managed under the direction of General Manager Shaw McPherson, previously of The Crescent Beverly Hills.

“We are extremely pleased and honored to open SIRTAJ Beverly Hills,” said Navraj Singh. “It has been a labor of love – and we look forward to finally welcoming our first guests. The notion of hospitality runs deep in our family and we take our mission – to treat each guest like royalty – very seriously.”

“Beverly Hills is a mecca of elegance and glamour,” said McPherson. “SIRTAJ will lead the boutique hotel category in that sense – but we will stand clearly apart in our manner. Or intention is to make certain our guests feel revered – and know that we are waiting to welcome them back time and again.”

ABOUT SIRTAJ BEVERLY HILLS
SIRTAJ Beverly Hills is a 32-room, sleek modern boutique hotel designed with a hint of the east - set in the very heart of Beverly Hills. Family owned and operated, SIRTAJ is an oasis of independence where guest hospitality is the first and last priority. Complimentary wireless Internet connection is available throughout the hotel. Each reservation includes a welcome cocktail upon check-in and complimentary daily, gourmet breakfast. An intimate, indoor/outdoor 50-seat restaurant, p.s. beverly hills will serve hotel guests and the public with reservations recommended.

SIRTAJ Hotel is slated to open mid-February 2013 and was designed to be part of the EcoStay Program with LivClean Carbon Offsets to take positive action against climate change.  SIRTAJ Beverly Hills is located at 120 South Reeves, Beverly Hills, CA 90212. Phone: 310.248.2402. Email: info@SIRTAJhotel.com. For reservations and more information visit www.SIRTAJhotel.com.

 
Contact:

Jennifer Barry
The Barry Group PR
jbarry@thebarrygroup.net
310.396.7852 / 310.721.9614(m)


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