Is W Hollywood a scene stealer? Older hotels revamp to fend off new rival.(HOSPITALITY)(Hollywood Roosevelt Hotel)

Will the posh new 305-room W Hollywood Hotel & Residences supplant the nearby Hollywood Roosevelt Hotel as the hangout for hipsters?
Several of those who know the market believe that the two establishments may go head to head at first, but in the long run the competition will help them both.
Nonetheless, the historic Roosevelt on Hollywood Boulevard, as well as the more middle-of-the-road Renaissance Hollywood Hotel on North Highland Avenue, have wasted no time in making improvements to keep themselves in the game.
Among other things, the Renaissance has been adding musical events, and will soon remodel its restaurant and corridors, even though it just opened in 2001.
The Spanish colonial Roosevelt, extensively remodeled just five years ago, will feature "new nightlife venues" this year, said Jason Pomeranc, who is co-owner of Thompson Hotels of New York, which owns the Roosevelt. And next year will see some room renovations.