If at first you don't succeed, try again ... and again.
The hotel once known as the Gansevoort South (and even before that the Rooney Plaza) and currently known as the Perry will close sometime this year and after some renovation reopen in 2014 as the 1 Hotel & Residences South Beach.
After finding success with the original Gansevoort in NYC, the father and son team of William and Michael Achenbaum opened the mid-beach mega hotel as the Gansevoort South in 2008. In 2010, the duo lost control of the property when it was bought up by Credit Suisse. Then last year the bank sold the property to Starwood Capital. The new owners rebranded the hotel as the Perry, but that appears to have been only a temporary move.
The hotel will now be known as 1 Hotel and Residences, a luxury eco-friendly brand.
"This isn't paint and carpet, this is a full gut of nearly everything in the property," Barry Sternlicht, chairman and CEO of Starwood, told the paper. "You won't recognize the building, you won't recognize the pool deck, you won't recognize anything."
Sternlicht is the man who originally created the W hotel chain. His relatively new 1 Hotel brand uses sustainability and eco-friendly-ness as a selling point. Other locations are expected to open in Manhattan and Brooklyn in the next two years.
Follow Miami New Times on Facebook and Twitter @MiamiNewTimes.