It happened fast. One minute, the Ace Hotel Los Angeles was the undisputed heartbeat of the Broadway Corridor, and the next, the neon "Jesus Saves" sign was flickering over a building in transition. If you’ve spent any time in Downtown LA (DTLA) over the last decade, you know the vibe. It wasn't just a hotel. It was a catalyst. When the Ace opened in the old United Artists building back in 2014, people thought the founders were crazy for betting on a neighborhood that was, frankly, still pretty gritty. But they were right. For ten years, that rooftop bar was the place to be, and the theatre downstairs hosted everything from Radiohead to MUBI screenings.
Then came the news that the Ace brand was exiting the property in early 2024.
Now, the building operates as STILE Downtown Los Angeles by Kasa. It’s a weird moment for LA architecture nerds and travelers alike. We’re watching a transition that tells a much bigger story about the lifecycle of "cool" in urban centers and the reality of hotel management contracts versus property ownership.
The Ghost of the United Artists Building
You can't talk about the Ace Hotel Los Angeles without talking about Mary Pickford. She was the "America’s Sweetheart" of the silent film era and one of the founders of United Artists. She wanted a castle. She got one. In 1927, architects C. Howard Crane and Walker & Eisen finished this Spanish Gothic masterpiece. It’s covered in terracotta ornaments, tiny stone faces, and enough drama to satisfy a silent film star’s ego.
When the Ace team took it over, they didn't try to make it look like a Marriott. Honestly, they did the opposite. They leaned into the decay and the history. They kept the concrete ceilings. They put turntables in the rooms. They understood that people staying in DTLA weren't looking for beige carpets; they were looking for a story.
The centerpiece remains the 1,600-seat theatre. It’s an ornate, vaulted cathedral of cinema with thousands of tiny mirrors embedded in the ceiling. Even though the Ace brand has moved on, that theatre is a protected historical landmark. It’s not going anywhere. But the "Ace" lifestyle—that specific blend of hipster minimalism and high-end hospitality—is what people are mourning.
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Why the Ace Hotel Los Angeles Brand Actually Left
There’s a lot of gossip about why the brand pulled out. Was DTLA dying? Was the rent too high? The reality is a bit more "business casual" than that. The property is owned by HSP (Hager Pacific Properties). The Ace Hotel group was the management company. In the world of high-end real estate, these contracts have expiration dates or "out" clauses.
The owners decided to pivot toward a different management model.
It’s a trend we’re seeing across the country. Brands like Kasa specialize in "tech-enabled" hospitality. This basically means fewer front desk interactions, more keyless entry via your phone, and a streamlined staff. It’s efficient. It’s modern. But for the regulars who loved the Ace Hotel Los Angeles for its specific culture, it feels a bit like your favorite local dive bar getting turned into a high-end juice spot. The bones are the same, but the soul has shifted.
The DTLA Narrative: Is the Neighborhood Over?
Everyone loves to hate on Downtown Los Angeles right now. You’ve seen the headlines. High vacancy rates in office buildings, the "doom loop" talk, and the very real issues with homelessness on nearby streets. But if you walk down Broadway today, it’s not a ghost town.
The Ace Hotel Los Angeles didn't fail because people stopped coming to DTLA. It evolved because the market for boutique hotels is becoming hyper-segmented. Just blocks away, you have The Proper Hotel (designed by Kelly Wearstler) and the Hoxton. These spots are thriving. They took the blueprint the Ace created and polished it.
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What stays and what goes?
The rooms at the 929 South Broadway address still have that industrial-chic look. You still get the incredible views of the Eastern Columbia Building—that turquoise Art Deco dream across the street. What’s missing is the specific "Ace" curation. The lobby used to be a communal office for every freelance writer and graphic designer in a five-mile radius. It had a specific energy.
- The Rooftop: Still there. Still has one of the best concrete-jungle views in the city.
- The Theatre: Now known simply as the United Artists Theatre again, or the Theatre at STILE. It’s still booking shows.
- The Rooms: Mostly the same furniture, but with different amenities.
- The Vibe: Definitely quieter. More "Airbnb-plus" and less "Art School party."
The Myth of the "Screaming" Architecture
One thing people get wrong about this building is the "Jesus Saves" sign. People think it was part of the Ace’s branding. Nope. That sign dates back to the building’s time as the Los Angeles University Cathedral under Gene Scott. The Ace kept it because it was iconic. It represents the weird, layered history of the city.
The architecture itself is a mix of Spanish Colonial Revival and Gothic. It’s heavy. It’s dark. It’s the kind of place where you expect to see a ghost in a flapper dress. When the Ace moved in, they stripped back layers of paint to reveal the original murals in the theatre. They didn't "fix" the cracks. They celebrated them. That’s a lesson in E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) for the travel industry: authenticity beats perfection every single time.
Navigating the New Reality of 929 South Broadway
If you’re planning a trip and you were looking for the Ace Hotel Los Angeles, you can still book a room in the same building. But you should know what you’re getting into.
It’s more of a "self-service" luxury now. If you want a bellhop to whisk your bags away and a concierge to whisper secrets about the best underground sushi spots, you might be disappointed. But if you want a killer room in a historic building with a fast check-in and zero fuss, the new management fits the bill.
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It’s also cheaper. Generally.
The Ace brand was expensive because you were paying for the brand. You were paying for the "cool" tax. Now, you’re paying for the real estate. It’s a subtle difference, but your wallet will notice.
Practical Steps for Visiting the Broadway Corridor
Don't let the name change stop you from visiting this part of town. Broadway is still the most architecturally significant street in Los Angeles. If you're heading that way, here is how to do it right:
- Check the Theatre Schedule First: Don't just show up. The theatre is the crown jewel. Check the United Artists Theatre website for live podcasts, concerts, or film screenings. Seeing a show there is a bucket-list item, regardless of who owns the hotel rooms upstairs.
- The Eastern Columbia Building: You can't go inside (it’s condos), but the best view of its clock tower is from the rooftop of the old Ace. Go at sunset.
- Grand Central Market: It’s a ten-minute walk. Skip the hotel breakfast. Go get a pupusa or a breakfast sandwich from Eggslut.
- The Apple Tower Theatre: Right down the street. Apple spent a fortune restoring another old movie palace into a retail store. Even if you don't need an iPhone, go inside just to see the restoration work. It’s breathtaking.
- Safety Check: Be street smart. DTLA changes block by block. Stick to the main thoroughfares like Broadway, Hill, and Olive, especially after dark.
The Ace Hotel Los Angeles might be gone in name, but the building remains the definitive anchor of the neighborhood. It taught Los Angeles that history is an asset, not a liability. Whether it’s an Ace, a STILE, or whatever comes next in 2030, that "Jesus Saves" sign will keep glowing, and the ghosts of Mary Pickford’s Hollywood will keep watching from the rafters.
The move away from the Ace brand is a reminder that cities are living things. They breathe, they change skins, and they occasionally break our hearts by changing the name of our favorite bar. But the view from the roof? That hasn't changed a bit.
What to do next
If you are looking for that specific Ace Hotel energy, the brand still operates a location in Palm Springs which carries a similar desert-modernist vibe. If you are staying in DTLA, compare the rates at STILE with the Downtown LA Proper—the latter is currently the gold standard for high-end boutique experiences in the area. For those purely interested in the architecture, book a walking tour with the Los Angeles Conservancy; they often get access to the interior of the United Artists Theatre that casual tourists never see.