Hollywood Chamber of Commerce Launches Luxury Hospitality Brand

HOLLYWOOD, CALIFORNIA, USA – The Hollywood Chamber of Commerce is expanding into the luxury hospitality sector through a strategic partnership with The Scene Hotels & Resorts to launch Hollywood Hotels & Residences, bringing the spirit of Hollywood to luxury destinations worldwide.

Known for the iconic Hollywood Sign® and Hollywood Walk of Fame®, the Hollywood Chamber of Commerce will partner with The Scene Hotels & Resorts, which will lead the development and management of the new hospitality brand.

The initiative aims to introduce the Hollywood lifestyle to luxury hotels and branded residences globally through immersive destinations inspired by the world's entertainment capital.

Ron Frierson, President & CEO of the Hollywood Chamber of Commerce, said:

"This partnership represents far more than an expansion of the Hollywood brand—it reflects our vision of Hollywood as the world's premier hub for entertainment, creativity, and commerce. By deepening our international partnerships, we are creating new opportunities for tourism, investment, innovation, and sustainable economic growth for generations to come."

20-year partnership

The launch follows the announcement of a 20-year partnership between the Hollywood Chamber of Commerce and The Scene Hotels & Resorts.

The planned portfolio will feature luxury properties offering premium accommodations, social spaces, culinary experiences and programming that celebrates both Hollywood's entertainment legacy and the culture of each destination. Additional developments are expected to be announced as the portfolio expands.

The partnership was brokered by United Talent Agency.

Supporting Hollywood's global presence

Founded in 1921, the Hollywood Chamber of Commerce is dedicated to advancing the economic vitality, cultural richness and civic well-being of Hollywood.

The organisation represents nearly 700 member organisations, which collectively employ more than 148,000 people, making it Hollywood's largest business organisation.

In addition to advocating for Hollywood's business community, the Chamber serves as steward of the Hollywood Walk of Fame and the Hollywood Sign, promoting the globally recognised landmarks while supporting tourism, investment and economic development.

Ron Frierson serves as President and Chief Executive Officer, Dan Halden serves as Chief Operating Officer, and Jerry Neuman serves as Chair of the Board for the 2026-2027 term.