20-year deal links Hollywood Chamber and The Scene
Hollywood Hotels & Residences will launch as a new luxury hospitality brand under a 20-year partnership between the Hollywood Chamber of Commerce and The Scene Hotels & Resorts.
Known for the Hollywood Sign and the Hollywood Walk of Fame, the Hollywood Chamber of Commerce is moving into luxury hospitality with hotels and branded residences planned worldwide.
The Scene Hotels & Resorts will lead development and management of the brand. Its team brings more than 40 years of combined experience in hospitality, travel and brand development.
The portfolio will include premium rooms, social spaces, culinary experiences and programmes tied to Hollywood’s legacy and each destination’s culture.
Ron Frierson, president and chief executive officer of the Hollywood Chamber of Commerce, cast the deal as a broader commercial move. “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,” Frierson said.
Frierson also tied the project to tourism, investment, innovation and sustainable economic growth. Additional projects will be announced as the portfolio grows.
United Talent Agency partnership
United Talent Agency brokered the partnership between the Chamber and The Scene. The launch follows the announcement of the 20-year agreement between the two groups on 20th July 2026.
Founded in 1921, the Chamber represents nearly 700 member organisations that collectively employ more than 148,000 people in Hollywood.
Business leaders across industries work with the Chamber on initiatives linked to the local economy, quality of life, tourism, investment and innovation.
Its public profile also rests on stewardship of two landmarks: the Hollywood Walk of Fame and the Hollywood Sign.
The 2026, 2027 leadership team includes Ron Frierson as president and chief executive officer, Dan Halden as chief operating officer, and Jerry Neuman as chair of the board.
Meanwhile, Hollywood Hotels & Residences aims to create immersive luxury destinations inspired by the entertainment capital while adapting each property to local culture.
