A few weeks ago, Carlos Lopes, the managing director of the Hotel Bel-Air, visited a fancy Los Angeles fireplace store accompanied by a renowned architect. A connoisseur of hearths and a frequent guest at the Bel-Air, the architect hoped to use his clout to persuade Lopes to buy a state-of-the-art gas model for the suite he always books. Lopes says he will probably grant the wish, just as he does nearly every request from his best customers.
Of course, catering to FORTUNE 500 CEOs, heads of state, Hollywood hot shots and jet-setters who frequent the property--where the median room rate is...
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