Whitney Houston performs on stage in 1996. (Photo by Phil Dent/Redferns)
Grammy week is always one of the most hectic and exciting periods of the year for those in the music industry. The days leading up to music’s biggest night are completely filled with parties, get-togethers, performances, and plenty of special events. While these are often reserved solely for those in the business, fans of one late singer will get a chance to partake in the fun and remember her voice through a must-see pop-up that is unique to her greatness…and also just a hint of what’s to come.
This year, Primary Wave, the company that manages the Whitney Houston brand (alongside her family) is stepping up its game when it comes to its annual Grammy party in an effort to join with fans to collectively “remember that legacy, remember the career, [and] remember the amazing Whitney Houston,” during Grammy week, says Donna Grecco, Partner, Executive Vice-President of Brand Synergy Group Events at Primary Wave. Grecco helped organize what the company is calling the “Whitney Hotel,” which is the new name given to the W Hotel in Los Angeles…at least for a few days.
The Whitney Hotel is essentially a complete takeover of the traditional W Hotel, and there are touches of the singer everywhere. From a sign outside that bears her name to the key cards customers will use (whether they realize the connection or not), no detail was left un-Whitney-ified. The hotel will also feature an exhibition dedicated to the Grammy winner which will include massive portraits from a now-out-of-print book published during her life, a number of her most recognizable dresses, a retail shop with all things related to her and her music, as well as other artifacts from her life. In addition to the museum-of-sorts, fans can also attend live performances from up-and-coming artists, and a select few music industry insiders will get a chance to sit in on a panel about her legacy–one which will feature those closest to her, including her sister-in-law, Pat Houston.
Talking specifically about making the Whitney Hotel a reality, Grecco revealed that while Primary Wave usually begins thinking about next year’s Grammy events just days after the current year’s lineup concludes, this project came together a bit faster. “We firmed up the idea maybe seven or eight months ago,” she shared. When asked what the toughest part of bringing Houston’s music, imagery, style, and overall vibe to an entire hotel was, she answered simply, “Always quality control.” “Anytime you're dealing with a legacy like this,” Grecco clarified, “you are always trying to make sure that you are staying true to it and respecting it,” with “it” meaning her brand.
The timing of the Whitney Hotel is not coincidental, and it’s actually just the first of many branded rollouts connected to the singer that are coming soon. The superstar would have turned 60 in 2023, and Primary Wave wants the world to know that, “throughout the year we're going to start populating that with all kinds of goodies and other new initiatives and new music” explained Jeff Straughn, the company's Chief Branding Officer.
It’s still early in 2023, so Straughn couldn’t share everything that’s coming up in this year of Houston, but he provided some teases. During a recent phone call, he admitted that new music is on the horizon, some television projects are in the works for later in 2023, and he hinted at a handful of brand collaborations, including one that dates back to when the singer was first signed to a record deal.
While Straughn assured that 2023 would be packed full of all things Houston, he also made it clear that Primary Wave and Houston’s estate turn down many more opportunities than they approve. “That's my number one goal when it comes to Whitney,” the branding expert confirmed. “It's not about making money as much as it's about protecting her brand and making sure that we are doing it in the light that she wants.”
The Whitney Hotel will be officially unveiled on February 1 and fans can stop by through its closure on February 4 at the W Hotel in Los Angeles, CA.
