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Ace Hotel creates new 'ecosystems' to beat rivals

It aims to stand out in crowded market of boutique hotels with unique experiences

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The Ace Hotel in downtown Los Angeles boasts a theatre and a gift shop that sells guitar picks and skateboards. Nightly weekend rates at the LA location start at US$244.

Los Angeles

AT THE Ace Hotel in downtown Los Angeles, the line for a 1920s movie palace snakes past a gift shop selling guitar picks and skateboards. Guests at the Manhattan location crowd around a communal table in the lobby as a Velvet Underground tune plays in the background.

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