The Cheval Blanc hotel proposal may be altered prior to the Beverly Hills Planning Commission meeting on Feb. 24. (rendering courtesy of LVMH)

The Beverly Hills Planning Commission on Feb. 10 considered Cheval Blanc Beverly Hills, a 115-room luxury hotel proposed for the north end of the Business Triangle, and directed its developers to iron out some issues prior to the commission’s meeting next week.

Cheval Blanc, a division of LVMH, has applied to construct a nine-story hotel off South Santa Monica Boulevard, between North Rodeo and North Beverly drives. Plans call for a rooftop pool, restaurants, private club and ground-level retail spaces.

Although the project has plenty of support, some residents and business owners voiced concerns about plans to alter an alley currently used by businesses and potential impacts caused by gatherings at the hotel.

“Talk to your future neighbors,” Commissioner Peter Ostroff said to Cheval Blanc representatives. “You’re going to have to live with them forever. Talk to them and try to reach an agreement where you can all come in on the 24th and say, ‘We’ve looked at it. We’ve made these changes.’”

According to a staff report, the Cheval Blanc project would be more than 220,000 square feet, with the North Rodeo Drive frontage being four stories high and the North Beverly Drive frontage being nine stories.

The staff report states that an existing alley that currently runs north-south would be relocated to the south end of the site, which would be accessed using North Beverly Drive. It currently runs through the project site and is used for businesses on North Rodeo and North Beverly drives.

Gabriella Romo, store director of the Giorgio Armani boutique, said a significant amount of the business’ clientele enter from the rear entrance in the alley – a perk that could be disrupted by the hotel plans.

“Many of these clients appreciate – and frankly – demand the privacy that this entrance affords to them,” she said. “Any disruption to this alley, whether temporary or permanent, will have an immediate and direct impact on our business. We want to be clear that we do not oppose the development of the project site as a hotel, and we welcome the Cheval Blanc to the community. Our concerns are only focused on the impact that aspects of the development will have on our business, both in the short-term during construction and in the long-term.”

Representatives of LVMH said Cheval Blanc will not have condominiums, conference space or ballroom facilities. However, the private club could host more than 60 events with between 50 and 150 attendees.

“Initially, when I visited the property and saw the presentation, I took significant comfort in the fact that there was no ballroom, and that they were not going to have big events – and that there would not be a heavy impact on traffic and noise,” Commissioner Gary Ross said. “As we go into these details, we’re on the verge of having events that give me some pause.”

However, the city’s director of community development, Ryan Gohlich, said Beverly Hills typically does not regulate events in the Business Triangle unless the established occupancy for the site has been exceeded.

Several opponents, including UNITE HERE Local 11, called for the developers to incorporate affordable housing into their plans. Ostroff said he is an affordable housing advocate, and that the city’s overlay zone allows housing in some commercial areas, but not the Business Triangle.

“We didn’t want to introduce residents into the area that we need to promote for our commercial uses,” he added. “It’s so important to the economic lifeblood of our city.”

The developers have also proposed widening the sidewalk on South Santa Monica Boulevard and providing three levels of subterranean parking, including bicycle parking. Valet parking will be available for hotel, club, spa, restaurant and retail patrons.

Almost 25,000 square feet of street level retail will be located on North Rodeo Drive. The hotel rooms will be located on the third and ninth floors and will be between 620 and 1,300 square feet. Approximately 7,700 square feet of penthouse floor area is planned.

Anish Melwani, chairman and CEO of LVMH North America, said the developers have received correspondence from approximately 300 residents and stakeholders, and they will respect the integrity of Beverly Hills’ residential neighborhoods.

“We honestly believe we’ve struck the right balance,” he added.

Melwani said LVMH currently operates 11 stores on and around Rodeo Drive and owns six parcels of land in the area. He said many of the stores have been open for decades, which is a testament to the company’s faith in Rodeo Drive as a luxury destination.

“For that reason, Rodeo Drive really could be the only place for us to have our first Cheval Blanc outpost in the United States,” Melwani said.

The commission will meet again on Feb. 24. Its regular meeting will be held at 1:30 p.m., and a special meeting will be held at 7 p.m.