Spring 2024

152 C A R M E L M A G A Z I N E • S P R I N G 2 0 2 4 A seasoned hotelier, who managed the Ambassador Hotel and the Hotel del Coronado, Ashton Stanley and his wife Irene, took over the hotel from Godwin in 1952 and brought with them a liquor license. Howard “Bud”Allen was the next owner—from 1968 to 1983—and is the namesake of La Playa’s bar and lounge. Known for his wild, fun-loving nature, Allen’s tenure at La Playa was perhaps the most boisterous in its history, and, unsurprisingly, he is responsible for adding a full-time bar to the property. Dropping his name anywhere on the peninsula still gets longtime locals talking. T h e Co p e s—w h o a l s o owned the Huntington Hotel and Big Four Restaurant on San Francisco’s Nob Hill—pur- chased La Playa from Allen in 1983. They updated the hotel in true 1980’s fashion, and it was during their ownership that Steve Jobs unveiled the Macintosh computer there at an Apple retreat. In his book, “West of Eden,” author Frank Rose recounts the story of the Apple team becoming intoxi- cated while celebrating the Macintosh unveiling. The team stripped naked and took their raucous party to the pool, shocking and disturbing guests, which resulted in Apple being banned from the premises for 30 years. The ban was lifted when the current owners purchased the hotel in 2013. The current owner of La Playa—Marc & Rose Hospitality—has just undertaken a $15 million renovation of the property, updating the hotel while bringing it even closer to its roots both physically and philosophically. The renovation pays homage to La Playa’s past through its tastefully selected décor—blending both the Craftsman style of the original Jorgensen home and the Spanish Revival style of Fred Godwin’s renova- tion—and by highlighting the area’s bohemian roots, integrating guests into the best that Carmel has to offer. The La Playa experience is more like visiting a grand home than a com- mercial hotel, from the friendly, welcoming staff to the intimate and inviting common areas which are designed for luxuriating. The hotel lobby feels like a well-appointed living room with beautiful artwork and a roaring fire. And like many hotels of its age, guestrooms vary in size and shape, each with its own character. All are charming in their individuality with neigh- borhood, garden or ocean views. One of the most striking views on the property is in Room 414, where the vista stretches all the way from Point Lobos to Pebble Beach. Crisp linens and Mission style furni- ture provide a pleasant, unclut- tered feel. Each guestroom fea- tures a handsome Art Deco style bar with a recipe box that includes instruction cards for a variety of things—from mixing your own tasty libations to sug- gestions for excursions down the coast or for artistic diver- sions in town. The recent reno- vation also added three new one-bedroom poolside suites, set in the exquisite gardens and grounds, which have garnered praise and accolades since shortly after the first guests arrived back in the early 1900s. Perhaps more than any other bar and lounge in Carmel, Bud’s retains the classic masculine feel of a bygone era. A vast collec- tion of ephemera tastefully lines the wood-paneled walls and the lighting is just dim enough to allow you to escape into the shadows, but light enough to be able to enjoy your surroundings.The cocktail menu is a deli- ciously curated throwback to prewar days, heavy on whiskey, gin and rum. The new La Playa Hotel is an authentic homage to early Carmel. Down to the Ghirardelli chocolate chip cookies served in the afternoon, Marc & Rose Hospitality has put thoughtful intention into every aspect of the operation and design, making a visit or stay here a truly enjoyable and immersive experience. A midcentury advertisement for La Playa Hotel touting many of the activities the Monterey Peninsula has to offer. In December of 1924, the hotel was almost destroyed by fire and the Godwins hired Carmel’s most important master builder—Michael J. Murphy—to rebuild, adding 30 additional rooms with private baths. Photo: La Playa Hotel Archives