|An interior rendering of the new Soho House in West Hollywood.|
The membership fee and approval process are sure to generate mixed reactions in a city that's used to freebies. Jones recently said in W magazine that only members will be allowed in. Members are, however, allowed to bring in up to three guests without prior approval, and even more with advance notice. Soho House has operated pop-up parties in L.A. since 2005 and opened Cecconi's last year in the former Morton's space, so its managers have a bit of experience in the L.A. market. Following the opening of Soho House West Hollywood, the company will set its eyes on Miami Beach, where it will open its next location in the former Sovereign Hotel in late 2010 or early 2011. The site will have a 120-room hotel, rooftop bar and multi-level pool. The company will also open Soho House Berlin, occupying six floors in an 82-year-old building that formerly served as a department store. The plans include a hotel, private theater, dramatic rooftop pool and a Cecconi's restaurant. -- Reported by Michael Martin of JetSetReport.com in Los Angeles.