Too cool for the pool

Hollywood's hottest bring summer swank poolside

It sounds so simple: Pool party. Sun, water, something on the grill.

On July 1, traveling party outfit Xenii hosted a pool party for 900 at a Hollywood Hills mansion. Among the accoutrements: 15 security guards. To promote its pool on July 4, the W Hotel partnered with Too Faced Cosmetics to spray down 250 guests with an “icy moisturizing mousse” known as Frozen Lotion.

The pool party has become the newest vehicle for mass-market intimacy, a way for hotels and other outlets to throw open their doors to the right people.

“We partner only with Los Angeles’ hottest and most well-respected promoters to bring the most desirable people to the pool,” says Jenni Benzaquen, W’s public relations manager for the West Coast.

Viceroy in Santa Monica is repeating last year’s Summer Sessions, in which DJs spin over the pools on Sunday afternoons. “People are really looking for something different to do on the west side of town,” says Carolyn Harber, Viceroy’s director of sales and marketing. “Hollywood is known for this sort of thing.”

If that’s so, blame Amanda Scheer-Demme. Before police citations and bad press got in the way, she turned the Hollywood Roosevelt’s poolside Tropicana Bar into the hub of last summer’s nightlife.

The Roosevelt is Demme-free this summer, but hotel owner Jason Pomeranc hopes his pool will continue to lure pretty people — although non-celebrity hotel guests will find that they are welcome this year. “In essence, every night is a pool party,” he says.

Such is the power of the pool that Palms in Las Vegas spent $40 million to bestow its pool area with two dozen cabanas, a sand beach and three bars. Claims Palms CEO George Maloof, “There’s really nothing like our pool in the country, or the world.”

WHY The David Hockney pool and vodka-infused blueberry popsicles
SWIMMING? It happens, but not often.
GUEST LIST Hotel guests are welcome; unfamous outsiders should call ahead to reserve a cabana or table.

WHY Co-founder Michael Sutton promises lush mansion settings with spa treatments and gift bags.
SWIMMING? Go for it.
GUEST LIST Only for paying members of the Xenii community (annual fee: $650-$4,500)

WHY 24 ground-floor and elevated cabanas with LCD TVs, a glass-bottom zero-edge pool, waterfall and sand beach
SWIMMING? Daytime, yes. At night, no.
GUEST LIST Open to hotel guests; otherwise, a $20 cover

WHY DJs spin on the second level over the pools and the cabanas feature flat-screen TVs
SWIMMING? Toe-dipping, sure. Diving in? Not so much.
GUEST LIST Send requests to events@viceroysantamonica.com

WHY A 40′ x 40′ pool that fits 20-30, private cabanas; spa, cocktail and bottle services
SWIMMING? Absolutely
GUEST LIST Invite only