When he bought control of Los Angeles' Ambassador Hotel, Multi-Magnate J. Myer Schine (movie houses, hotels, real estate) thought he had a plush as well as a profitable property. It was profitable, all right: the net matched his investment of $1,600,000 in less than two years. But after Schine invited Designer Norman Bel Geddes to look the place over last summer, he changed his mind about the plushness.

Geddes found the 500-room hotel, with its swimming pool, junior-size golf course and famed Cocoanut Grove cabaret, completely lacking in "coherence and good taste." The hotel's circular marquee looked to him like...

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