# Sunset Marquis tone.md **Version:** Superpowered merge, June 8, 2026 **Use:** Sunset Marquis project voice, AI copy system, human copy review, and production copy governance **Built from:** TONE B as the operating system, Tone 2 as the creative voice primer, prior Sunset Marquis project context, public SunsetMarquis.com pages, and hotel tone best practices **Primary rule:** Do not invent property details. Confirm live operational details before use. --- ## 0. Quick start voice primer Sunset Marquis writes like a longtime insider with taste, memory, and restraint. The voice is discreet, specific, culturally aware, polished but alive, and guest first. The copy should feel like it comes from a hotel that knows exactly what it is. Never chase status. Never over explain the legend. Never turn the property into a museum label, a travel ad, or a rock and roll costume. Sunset Marquis is not trying to be the newest thing in Los Angeles. Its advantage is continuity. It has history, gardens, privacy, music, staff, regulars, late nights, and stories in the walls. Let real details carry the cool. **Best pattern:** Real fact plus restrained feeling. **Worst pattern:** High end adjective plus vague promise. **The core move:** Show the thing that signals quality instead of saying the quality word. The beds. The gardens. The studio downstairs. The table outside. The bridge over the koi pond. The pool after lunch. The staff member who knows the guest before the system does. ### The voice in one paragraph A guest arriving at Sunset Marquis should feel like they have stepped off the Sunset Strip and into somewhere quieter, more private, more real. Not a resort. Not a scene. A home base. The gardens do some of that work. So does the staff. So does the fact that the walls have stories in them. ### The speaker The Sunset Marquis narrator is someone who has been here a long time. Not the owner. Not the concierge. Something closer to a trusted insider who knows every corner of the property, every story in the walls, and does not need to prove any of it. This narrator: * Believes the property is genuinely special and does not need to argue the case. * Notices what is real: the light through the garden canopy in the morning, the sound of a session from below, the difference between a pool visit and a pool day. * Treats the reader as an intelligent adult who can draw conclusions from real details. * Carries warmth without sentimentality and confidence without arrogance. * Knows music history without turning it into a brochure exhibit. * Understands privacy without turning privacy into a sales gimmick. * Keeps rock and roll energy baked into the rhythm, not pasted onto every line. The mix: * Mystery: present, not manufactured. * Confidence: high. The place is real. No need to convince. * Wit: dry, occasional, never forced. * Restraint: primary mode. One good detail beats five adjectives. * Warmth: genuine, never sugary. * Music energy: felt more than stated. ### The first five checks Before writing, ask: 1. What is the asset? 2. Who is the reader? 3. What facts are confirmed? 4. What should the reader feel or do? 5. What would make this sound like any other hotel? Before sending, ask: 1. Does this sound like Sunset Marquis? 2. Is there a real idea here? 3. Are all facts confirmed or marked as Needs confirmation? 4. Did we remove generic hotel language? 5. Would a returning guest feel like the brand still knows itself? --- ## 1. Purpose This document helps humans and AI systems write Sunset Marquis copy that feels consistent, polished, true to the property, and useful across email, web, ads, banners, social copy, booking paths, guest communications, menus, offers, events, and campaign materials. It is a working instruction manual, not a brand theory deck. Good Sunset Marquis copy should feel specific, composed, culturally aware, useful, and alive. It should not become generic hospitality language, hollow luxury speak, SEO filler, influencer copy, or AI default phrasing. Use this document before drafting and again during critique. When facts are uncertain, mark them as **Needs confirmation**. When a rule is repeatedly supported by project context, mark it as **Established**. When a pattern appears useful but is not fully settled, mark it as **Possible**. When a move should not be used in new copy, mark it as **Do not use**. AI may draft, organize, critique, and revise. Humans approve. --- ## 2. Instruction hierarchy When instructions conflict, follow this order: 1. Legal, compliance, accessibility, pricing, safety, and factual accuracy. 2. Current internal operations brief or client supplied document. 3. Current approved offer, menu, event, or renovation brief. 4. Recently approved final project copy. 5. Current public SunsetMarquis.com page for factual detail. 6. This tone guide for voice, channel behavior, and revision standards. 7. SEO and metadata requirements. 8. Cleverness, atmosphere, and line craft. Never sacrifice accuracy, clarity, or trust for a better sounding line. --- ## 3. Brand in one sentence **Status:** Established Sunset Marquis is a discreet West Hollywood retreat where music history, garden privacy, polished service, and creative energy live just off the Sunset Strip. Use this sentence as the north star. A draft that cannot connect back to this idea is probably drifting. --- ## 4. Brand context ### Core property summary **Status:** Established, with live facts requiring confirmation before publication Sunset Marquis Hotel & Villas is a hotel in West Hollywood, California, located at 1200 Alta Loma Road near the Sunset Strip. It is an all suites and villas property with gardens, pools, dining, nightlife, spa and wellness services, music photography, and an underground recording studio. The public site currently contains conflicting room count language. Some public pages describe the property as having 152 total rooms, divided between 100 suites and 52 villas. At least one history page has used 154 suites and villas. Use 152 only when supported by the current assignment source or confirmed client brief. For legal, press, sales, accessibility, or SEO sensitive copy, confirm the exact current count before use. ### What Sunset Marquis is **Status:** Established Sunset Marquis is not a standard city hotel with a famous address. It is a private, creative, garden set West Hollywood property with a long relationship to music, entertainment, and returning guests. It is lived in, cared for, self possessed, and difficult to fake. It is a place where the city is close, but the guest has room to disappear. ### What Sunset Marquis is not **Status:** Established Sunset Marquis is not: * A lifestyle concept hotel. * A wellness philosophy dressed as a hotel. * A sustainability claim in search of proof. * A celebrity theme park. * An Instagram set pretending to be a property. * A chain hotel with better lighting. * A place that needs to shout about who has been there. It is a real place with real history where real people have done real creative work for decades. Copy should reflect that. ### Where it is **Status:** Established Sunset Marquis is in West Hollywood, California, between Beverly Hills and Hollywood, near the Sunset Strip. Copy may mention nearby cultural anchors such as the Sunset Strip, Whisky a Go Go, The Comedy Store, Melrose, Beverly Hills, Hollywood, and the larger Los Angeles entertainment world when relevant. Use place names only when they help the guest understand the experience or the offer. Do not turn every line into a local attraction list. ### Why it matters culturally **Status:** Established Sunset Marquis has been part of the West Hollywood and Los Angeles entertainment world since 1963. Its cultural value comes from continuity, privacy, music history, creative regulars, and the feeling that it remains a working part of Hollywood rather than a themed tribute to it. The brand should never beg for status. It already has history. The copy should not over explain the legend. A short, confident line often carries more weight than a paragraph of name dropping. ### Relationship to music, film, Hollywood, privacy, and West Hollywood **Status:** Established Music belongs in the DNA of the voice, not just the vocabulary. The property includes BAR 1200, Nightbird Recording Studios, Morrison Hotel Gallery, and a long history with artists and entertainers. Handle that history with confidence and restraint. Film and Hollywood references may be used when tied to the guest experience, events, privacy, creative work, or the Sunset Strip. Avoid red carpet language unless the assignment specifically calls for it. Privacy is central. The property should feel discreet, personal, and protected. Do not use privacy as a hollow brag. Write as if the reader already understands why discretion matters. West Hollywood should feel immediate, creative, social, and alive. The property should feel like a place that lets the guest choose how much of that world to enter. ### Key property features **Status:** Established unless marked otherwise * Villas and suites. * 3.5 acres of gardens and pathways. * Two heated outdoor pools. * Cavatina, the indoor and outdoor restaurant. * BAR 1200, the late night bar. * The Spa at Sunset Marquis. * Wellness Studio. * Nightbird Recording Studios, located underground at the hotel. * Morrison Hotel Gallery, located on property and focused on music photography. * Concierge services. * Event and wedding spaces. * Koi pond and garden pathways. * Poolside food and drink service, subject to confirmation. **Needs confirmation before each use:** * Current spa service format. * Current renovation status and dates. * Current BAR 1200 hours and live music schedule. * Current restaurant hours, menus, prices, and seasonal dining details. * Exact room count if the piece is legal, sales, press, accessibility, or SEO sensitive. * Current parking, pet policy, accessibility, resort fee, cancellation, and package terms. * Equipment list in the Wellness Studio. * Complimentary partner benefits such as Equinox access. * EV charging details, fees, and access. ### Current renovation and operational realities **Status:** Needs confirmation before use The live public website, as checked for this document, states that improvements are underway, including a refresh of the Alta Loma Villas and Villa Pool. It states that Alta Loma Villas are anticipated by July 1, 2026, with East Villa and Villa Pool following in August. It also states that main hotel building renovations are scheduled to begin in late June 2026 and proceed in phases, with possible intermittent daytime noise in select areas. Project memory contains an earlier renovation note that Alta Loma Villas and Villa Pool were expected to complete May 31, 2026, with main hotel renovation beginning June 1, 2026. Because these versions conflict, all renovation copy must be confirmed against the latest internal operations brief before use. Renovation language should be calm, clear, and guest centered. It should not hide disruption. It should not dramatize it. It should not spin a possible inconvenience into a brand benefit. --- ## 5. Positioning and emotional promise ### Positioning **Status:** Established Sunset Marquis is a private West Hollywood hotel with the space, gardens, music history, and creative infrastructure most addresses cannot fake. It is not trying to be the newest thing in Los Angeles. Its advantage is continuity. It knows what it is. ### Emotional promise **Status:** Established After reading Sunset Marquis copy, the guest should feel they have found a place with privacy, taste, history, ease, and a point of view. They should feel invited, not pursued. The copy should make the reader think: * I can picture myself there. * This feels like my kind of place. * They understand taste without trying too hard. * This hotel has personality, but it is still professional. * The details will be handled. * This feels special, but not fake. * I can be near the city without being swallowed by it. ### Emotional world **Status:** Established The emotional world is cool, private, warm, creative, and just a little cinematic. It should create the feeling of arriving somewhere known and slightly hidden. The reader should sense gardens, music, cocktails, sunlight, late nights, returning guests, staff who know the details, and the city waiting just outside. It should not feel precious, breathless, fake intimate, or over decorated. --- ## 6. Audience mindsets ### Returning guests **Status:** Established What they care about: * Familiarity. * Being remembered. * The beds. * The gardens. * The feeling of coming back to something that knows them. * Operational clarity, especially during renovation. * Offers that feel personal, not desperate. What they do not want: * To feel like they are being sold to. * To see language that does not match what they know the place to be. * Generic hotel claims. * Copy that makes the property feel newly invented. * Surprises about construction, availability, or service changes. What earns attention: * Specificity. * A reference to something real. * A line that proves the brand still knows itself. * Clear dates, menus, offers, and reasons to return. Natural tone: Warm, confident, unhurried. The tone of a staff member who has been there fifteen years. ### Music and entertainment industry guests **Status:** Established What they care about: * Privacy. * Quality. * Nightbird access, when relevant and confirmed. * Being able to work without being watched. * Serious creative infrastructure. * Proximity to West Hollywood, Hollywood, Beverly Hills, studios, venues, and nightlife. What they do not want: * Fan behavior in copy. * Promotional language. * Name dropping without purpose. * Claims that feel like gossip. * Copy that implies the property is trying to be cool. What earns attention: * Restraint. * Directness. * Practical details wrapped in taste. * Copy that feels like it understands the rhythm of creative work without performing it. Natural tone: Dry, grounded, specific. No fawning. No fan energy. ### Leisure travelers, first timers, and aspirational bookers **Status:** Established What they care about: * Understanding what makes this place different from other West Hollywood hotels. * The gardens. * The history. * The food. * The beds. * Location. * Pools. * Spacious rooms. * Ease of planning. What they do not want: * Vague prestige language. * A hard sell. * Too much insider mythology. * Confusing hotel logistics. What earns attention: * A strong opening line. * A real detail. * A clear reason to choose Sunset Marquis over a conventional Los Angeles hotel. * Specific sensory details tied to real amenities. Natural tone: Inviting but not precious. Warm but not gushing. ### High profile guests who value privacy **Status:** Established What they care about: * Discretion. * Scale of accommodation. * Outdoor entrances on villas, when confirmed by category. * Control over their experience. * Ease of arrival and departure. * Staff competence. What they do not want: * Copy that implies they will be seen or celebrated for being there. * Celebrity references that feel invasive. * Anything that sounds like a velvet rope. * Privacy turned into a sales gimmick. What earns attention: * Nothing showy. * Quiet assurance. * Specific property features when confirmed. * Simply knowing the property understands privacy without having to say the word. Natural tone: Clean, brief, assured. Let the offering speak. ### Locals for dining, bar, spa, and events **Status:** Established What they care about: * A reason to come that is not about the hotel. * Cavatina as a real West Hollywood dining option. * BAR 1200 as a late night room with personality. * Spa and wellness services that feel worth the trip. * Parking, hours, menus, reservations, prices, and events. What they do not want: * To feel like a hotel guest rather than a regular. * Tourist copy. * Hotel insider language. * Overstatement. * Copy that hides practical details. What earns attention: * Menu specifics. * The garden. * Chef details when confirmed. * Strong short concepts. * Clear hours, menus, price points, and booking information. Natural tone: Casual, specific, food forward. Skip the hotel framing when the asset is about dining, bar, spa, or local events. ### Villa guests **Status:** Established What they care about: * Space. * Privacy. * Gardens. * Room to entertain, work, rest, and settle in. * Design, layout, patios, kitchens, parking, and special villa features when confirmed. What they do not want: * Generic suite language. * Empty claims of indulgence. * Confusing room category copy. What earns attention: * Specific features by villa type. * Clear differences between Studio, One Bedroom, Two Bedroom, Grand Deluxe, The Retreat, and Presidential Villas when confirmed. * The feeling of a private West Hollywood address inside the property. Natural tone: Elevated, residential, unhurried. Help the reader feel where they are standing. ### Wellness guests **Status:** Established What they care about: * Recovery. * Privacy. * Appointment clarity. * In room services during construction, if current and confirmed. * Wellness Studio equipment, if current and confirmed. * Partner access, if current and confirmed. What they do not want: * Vague wellness fluff. * Medical sounding claims. * Spa copy that overpromises outcomes. What earns attention: * Clear service descriptions. * Calm rhythm. * A grounded sense of restoration. Natural tone: Quiet, warm, and precise. ### Past email subscribers **Status:** Established What they care about: * A good reason to open. * Offers, menus, seasonal events, and property news. * Copy that does not waste time. What they do not want: * Long intros. * Greetings and closings. * Generic travel newsletter copy. * Too many links in body copy. What earns attention: * Strong subject lines. * A specific seasonal hook. * Three short paragraphs with a clean CTA. Natural tone: Crisp, confident, useful, and slightly atmospheric. ### Travel advisors and group or event planners **Status:** Possible What they care about: * Capacity. * Room blocks. * Event spaces. * Food and beverage. * Location. * Privacy. * Smooth operations. * Contact path. * Renovation timelines. What they do not want: * Consumer facing marketing copy. * Vague romance when they need specs. * Hidden limitations. * Unsupported claims. What earns attention: * Facts, capacity, uniqueness, reliability. * Clear venue names, contacts, and planning advantages. * A little Sunset Marquis personality, but never at the expense of utility. Natural tone: Direct, factual, professional. Save the soul for guest copy. --- ## 7. Persona and speaker point of view ### Primary speaker profile **Status:** Established The Sunset Marquis speaker is a longtime insider with taste, memory, and restraint. This speaker has seen the room when it was full, but does not need to tell you who was there. They know the gardens, the bar, the pool, the sound of a night starting downstairs, and the way guests return because the place never tries too hard. The speaker believes: * Real cool is quiet. * History should be carried, not shouted. * Privacy is part of hospitality. * Specifics beat adjectives. * Offers can be elegant when they are clear. * The guest is intelligent. * The property has earned its mystique. * The best line is often the one that removes the extra sentence. The speaker notices: * The bridge over the koi pond. * A table outside at Cavatina. * The difference between a pool visit and a pool day. * A song in the room, not a slogan about music. * The guest who returns without needing the full tour. * The practical detail that makes a stay easier. * Garden pathways. * A villa door. * A drink that turns dinner into the start of the night. The speaker would never say: * We are the epitome of luxury. * Discover our hidden oasis. * An unmissable reimagining of West Hollywood glamour. * Treat yourself to a staycation like no other. * Rock and roll vibes await. * Where legends come alive. * We are redefining hospitality. * Experience the ultimate celebrity hideaway. The speaker treats the reader: * As a guest, not a lead. * As smart, not impressionable. * As someone who values privacy and taste. * As someone who wants the useful detail without losing the feeling. ### Secondary speaker modes #### Email campaigns **Status:** Established Fast, polished, and direct. Three short paragraphs. No greetings. No closings. Avoid links in the body. Let the subject line and first sentence do real work. #### Website copy **Status:** Established Clear, structured, and specific. Lead with the experience, then support with facts. Website copy may be slightly more explanatory than email, but it should not drift into brochure language. #### Restaurant and bar copy **Status:** Established Social, sensory, confident. Cavatina can be garden, flavor, season, chef, and open air. BAR 1200 can be darker, sharper, late night, music aware, and a little more playful. #### Spa and wellness copy **Status:** Established Calm, private, precise. Fewer words. Minimal explanation. The experience is the point. Avoid overpromising recovery, beauty, sleep, detox, or performance. Confirm all services. #### Villa copy **Status:** Established Grounded and spatial. Residential, private, spacious, and designed. Mention category specific features. Avoid generic room adjectives. Villas should feel like a private address within the property. #### Music and Nightbird copy **Status:** Established with fact approval required Reverent without being self important. Specific over superlative. Let the work speak. Use artist names only when factually grounded, approved, and useful to the assignment. #### Event or music related copy **Status:** Possible More cinematic and rhythmic, but never corny. Music references should be tied to real property assets or actual events. Avoid saying rock and roll when the line can simply feel like it. #### Operational or renovation copy **Status:** Established Clear, honest, reassuring without being defensive. No marketing spin. State the facts, explain the guest impact, express genuine appreciation, and move on. --- ## 8. Voice pillars Use these pillars as the core evaluation system. Every public draft should score well against all five. ### Pillar 1. Discreet **Status:** Established Meaning: Sunset Marquis has history, access, and privacy. It should not shout about any of them. Sounds like: A West Hollywood address with enough history to keep its voice down. Does not sound like: The ultimate celebrity hideaway where Hollywood legends come to play. Use when: Writing about history, privacy, villas, Nightbird, BAR 1200, and high profile guests. ### Pillar 2. Specific **Status:** Established Meaning: Real details carry the emotion. Use gardens, pools, villas, the bridge over the koi pond, Cavatina, BAR 1200, Nightbird, Morrison Hotel Gallery, menus, dates, and confirmed amenities. Sounds like: The pools are heated. The gardens are awake. Spring knows where to check in. Does not sound like: An unforgettable escape surrounded by beauty and elegance. Use when: Turning an atmospheric idea into copy that belongs only to Sunset Marquis. ### Pillar 3. Culturally aware **Status:** Established Meaning: The brand understands music, film, West Hollywood, and Los Angeles creative life without acting like a tourist or a fan. Sounds like: Some hotels talk about music. This one has a studio downstairs. Does not sound like: Experience the rock star lifestyle in the heart of Hollywood. Use when: Writing about Nightbird, BAR 1200, the Sunset Strip, Morrison Hotel Gallery, events, and music adjacent campaigns. ### Pillar 4. Polished but alive **Status:** Established Meaning: Copy should feel refined, but not sterilized. The property has personality. Keep the edge without getting sloppy. Sounds like: BAR 1200 knows what to do after dinner. Does not sound like: Our bar offers a refined beverage experience in an elegant setting. Use when: Writing restaurant, bar, social, paid, and campaign copy. ### Pillar 5. Guest first **Status:** Established Meaning: The voice can have style, but the guest still needs useful information. Dates, times, prices, terms, service changes, and booking paths must be clear. Sounds like: Improvements are underway. Some areas may experience intermittent daytime noise, and our team will work to keep your stay comfortable. Does not sound like: Our exciting transformation will elevate every moment of your journey. Use when: Writing offers, events, renovation notices, booking copy, guest service messages, menus, and package copy. --- ## 9. Tonal range by situation **Status:** Established Voice stays consistent. Tone changes by reader state and channel. | Situation | Tone | Avoid | |---|---|---| | Website hero | Confident, visual, specific | Generic prestige language | | Room and suite pages | Clear, spacious, useful, lightly atmospheric | Repeated room copy templates | | Villa pages | Residential, private, unhurried | Treating villas like ordinary rooms | | Booking path | Clear, concise, reassuring | Poetic language that hides details | | Email campaigns | Short, timely, lightly persuasive | Long intros and fake intimacy | | Social captions | Human, visual, relaxed | Hashtag clutter and forced cool | | Paid ads | Sharp, direct, claim safe | False urgency and vague hype | | Guest service messages | Warm, calm, practical | Over apology and evasive language | | Renovation updates | Direct, transparent, steady | Spin, drama, and vague assurances | | Cavatina | Appetite driven, garden aware, seasonal | Culinary journey clichés | | BAR 1200 | Late night, sharper, social | Rock star costume language | | Spa and wellness | Quiet, grounded, specific | Medical claims and mystical wellness language | | Events and weddings | Elegant, practical, setting led | Romance without logistics | | Local guides | Lived in, selective, useful | Tourist checklist language | --- ## 10. Channel rules ### Website copy **Status:** Established Website copy should be clear, specific, easy to scan, accurate, and emotionally visual. It may support SEO, but it should never sound keyword stuffed. Guidance: * Homepage copy should establish the world quickly. * Room and suite pages should lead with feeling, then confirm practical details. * Villa pages should clarify space, privacy, and category differences. * Restaurant and bar pages should make reservation decisions easy. * Spa pages should confirm what is available now. * Event pages should balance setting and logistics. * FAQ copy should be plain, helpful, and current. * Local guide copy should feel selected by someone who knows the neighborhood. Do not use the word curated. ### Email copy **Status:** Established Email should be short, visual, and easy to read. One main idea per email. Rules: * Use subject line plus optional preview text. * Use three short paragraphs when possible. * No greeting. * No closing. * Avoid links in body copy. * Use one clear CTA label. * Seasonal emails should have a hook, not a holiday cliché. * Offers should state the value plainly. * Menus and events need exact details. * The opening should not repeat the subject line. ### Social copy **Status:** Possible Social should feel like the image has a voice, not like a mini press release. Rules: * Strong first line. * One useful detail. * One CTA only when needed. * Hashtags should be minimal and purposeful. * Emoji use should be rare and only if the post is intentionally casual. * Do not force youth language. * Do not over tag cultural references. * User generated content needs rights and credit approval before posting. ### Paid ads **Status:** Established Paid media must be fast, clear, and claim safe. Rules: * Use short headlines. * Mention price only when verified and approved. * Use urgency only when legally and factually true. * Avoid false scarcity. * Avoid vague superlatives. * Every claim must survive date, availability, and offer changes. * Character counts must be followed when provided. ### Booking path copy **Status:** Possible Booking path copy should build confidence, not atmosphere. Guests are deciding, comparing, and confirming. Rules: * Be direct. * State what is included. * Clarify room or villa differences. * Do not introduce new unverified amenities. * Avoid jokes. * Avoid vague experiential language. * Make policies and restrictions readable. * In transactional copy, clarity beats personality. ### Guest communications **Status:** Possible Guest communications include confirmation, pre arrival, in stay notices, issue resolution, post stay, and review requests. Rules: * Be gracious and practical. * Do not over apologize. * Do not hide bad news behind soft language. * Give the guest the next step. * Use first person plural when it helps service feel human. * Use direct address when it clarifies the action. * Keep operational facts current. ### Event and sales copy **Status:** Possible Sales copy should still sound like Sunset Marquis, but utility comes first. Rules: * Confirm capacities, room blocks, venue names, dates, and contact paths. * Mention privacy and location carefully. * Do not imply availability. * Use setting, service, food, and flow as the selling points. * Avoid vague claims like perfect for every occasion. --- ## 11. Voice rules ### Rule 1. Lead with a real idea **Status:** Established Weak version: Experience unparalleled comfort and luxury in the heart of West Hollywood. Stronger Sunset Marquis version: Stay close to the Strip without giving the city your whole day. Why it works: It gives the guest a reason to care. It is specific to location, privacy, and control. ### Rule 2. Keep sentences varied, but never fussy **Status:** Established Short sentences carry weight. Three words can land harder than thirty. Long sentences can earn their length when they are building toward something real. Never let long sentences become the default. Weak version: Our hotel offers lush gardens, spacious suites, villas, restaurants, bars, spa services, pools, and numerous amenities designed to make every guest feel welcome and pampered. Stronger Sunset Marquis version: Gardens. Villas. Two heated pools. Cavatina. BAR 1200. Nightbird downstairs. The Sunset Strip just outside. Why it works: The list has rhythm and specificity. It trusts the property. ### Rule 3. Specificity beats decoration **Status:** Established Generic claims do nothing. Specific details do everything. Weak version: Escape to a tranquil oasis of refined indulgence. Stronger Sunset Marquis version: Cross the bridge over the koi pond and let West Hollywood fall a few steps behind you. Why it works: The second line gives the reader an actual place, action, and feeling. ### Rule 4. Write with confidence, not hype **Status:** Established Never apologize for who the property is. Never over explain. The brand does not need to persuade. It needs to show. Weak version: Do not miss this incredible limited time offer for the ultimate Los Angeles getaway. Stronger Sunset Marquis version: A little more room. A little more time. A better reason to come back to West Hollywood. Why it works: It feels calm and invitational. The offer does not shout. ### Rule 5. Use restraint around history **Status:** Established History speaks for itself when named specifically. Mystery is in restraint, not manufactured vagueness. Weak version: Walk in the footsteps of countless legends at the most iconic rock and roll hotel in Hollywood history. Stronger Sunset Marquis version: The stories are here. We do not need to put them all in the headline. Why it works: It preserves mystique. It knows the brand does not need to over explain itself. ### Rule 6. Let music inform the rhythm **Status:** Established Music references are earned assets, not decoration. Use them when they are factually grounded and when they serve the copy. Do not use them as filler signals for cool. Weak version: Our rock and roll inspired hotel offers a vibrant music themed experience. Stronger Sunset Marquis version: Some hotels play music in the lobby. This one has a studio downstairs. Why it works: It uses a confirmed feature and lets the contrast carry the attitude. ### Rule 7. Use cultural references only when they serve the assignment **Status:** Established A reference to the Sunset Strip, Whisky a Go Go, The Comedy Store, music photography, recording, or late night West Hollywood can work. A random celebrity mention usually weakens the copy. Weak version: A celebrity favorite where Hollywood history and modern luxury collide. Stronger Sunset Marquis version: A West Hollywood address with enough history to keep its voice down. Why it works: It suggests status without chasing it. ### Rule 8. Be direct when details matter **Status:** Established For menus, events, renovation notices, hours, pricing, parking, booking rules, spa appointments, package terms, and room features, clarity comes first. Weak version: Our property enhancements are part of an exciting transformation that will elevate the guest journey. Stronger Sunset Marquis version: Improvements are underway. Some areas may experience intermittent daytime noise, and our team will work to keep your stay comfortable. Why it works: It is honest, calm, and useful. ### Rule 9. Be atmospheric when selling the feeling **Status:** Established Atmosphere belongs in campaign lines, hero copy, email intros, social captions, and seasonal banners. It should be grounded in actual property details. Write what the guest will see, hear, feel, taste, or do. Do not write what the brand hopes they will feel. Weak version: Relax in timeless elegance surrounded by lush beauty. Stronger Sunset Marquis version: The pool is heated. The gardens are awake. Spring knows where to check in. Why it works: It has season, property, and a light point of view. ### Rule 10. Make offers feel elevated by making them clean **Status:** Established Do not lead with the discount or the package name. Lead with the experience. Then reveal the mechanics. Weak version: Indulge in our exclusive package designed to elevate your stay with unforgettable amenities. Stronger Sunset Marquis version: Breakfast for two. Valet for one car. Drinks at arrival. The rest of West Hollywood is yours to decide. Why it works: It makes the inclusions feel valuable without loading them with adjectives. ### Rule 11. Write about high end hospitality without using the banned word **Status:** Established The word luxury is banned for new brand copy unless a legal, SEO, or third party requirement makes it unavoidable. Better substitutes depend on context: * Private. * Polished. * Well appointed. * Spacious. * Residential. * Full service. * Considered. * Quietly elegant. * Worth staying in for. Weak version: A luxury hotel experience in West Hollywood. Stronger Sunset Marquis version: A West Hollywood hotel with the space, privacy, and history most addresses cannot fake. Why it works: It says more by being more specific. ### Rule 12. Do not sell against alternatives **Status:** Established Sunset Marquis does not need the contrast structure that insults the alternative. Avoid: Why settle for a crowded city hotel when you can escape to Sunset Marquis? Prefer: Stay close to the city. Keep the gardens to yourself. Why it works: It does not beg for the comparison. It simply states the advantage. --- ## 12. Writing style, grammar, punctuation, and formatting ### Sentence rhythm **Status:** Established Preferred rhythm: Short, clean, visual. One idea per sentence when possible. Let strong nouns and verified details carry the copy. Rules: * Use mostly short and medium sentences. * Vary length so the copy does not become mechanical. * Avoid bloated, symmetrical AI sentences. * Avoid opening with whether you are. * Avoid repeated from X to Y structures. * Avoid stacking three adjectives before a noun. * Prefer concrete nouns and active verbs. * Keep paragraphs short. * Use fragments when they feel editorial and clear. * Do not write like a brochure from 2006. * Read it out loud. If it sounds like a brochure, it reads like one. ### Point of view **Status:** Established Use a mix by channel. * Third person works for formal web and sales copy. * First person plural works for guest service and direct operational notes. * Direct address works when it helps the guest picture or act. * Imperatives work for social, email, and campaign copy when they are simple. * Editorial fragments work for headlines and banners. Use you sparingly. It should help the guest see the stay, not feel sold. ### Headline style **Status:** Established Headlines should be simple, confident, and visual. They may be fragments. They should not need decoration to work. Rules: * Prefer short headlines. * Avoid puns unless the campaign is intentionally playful. * Avoid quote marks around campaign lines unless required. * Avoid exclamation points. * Avoid colon led campaign lines unless the colon is functional. * Use location names only when they add meaning. * Let the headline carry one idea, not the entire property. Good examples: * Poolside State of Mind. * A Garden Stay in West Hollywood. * Dinner, Then Whatever Happens Next. * The Strip just outside. The gardens right here. Bad examples: * Experience the Ultimate Luxury Escape. * Your Unforgettable Oasis Awaits. * Discover Elevated Hospitality. ### Hard punctuation rules for guest facing copy **Status:** Established These rules apply to copy generated from this guide. * Do not use em dashes. * Do not use semicolons. * Avoid unnecessary colons in campaign lines, headlines, and body copy. * Use colons only when they serve a clear functional purpose, such as event details, times, terms, menus, labels, or technical formatting. * Avoid decorative punctuation. * Avoid exclamation points except rare social captions where the post is intentionally casual. * Avoid ellipses unless quoting or matching an existing approved campaign. * Avoid parentheses in polished marketing lines when a cleaner sentence can do the work. * Avoid slash constructions in guest facing copy unless part of a name or required format. * Use sentence breaks instead of punctuation tricks. Weak version: Spring has arrived at Sunset Marquis: heated pools, garden paths, and long afternoons await. Stronger Sunset Marquis version: Spring has arrived at Sunset Marquis. The pools are heated. The gardens are in bloom. The afternoon can take its time. Why it works: It keeps the rhythm human and less formatted. ### Hyphen guidance **Status:** Established Avoid unnecessary hyphenated modifiers in Sunset Marquis copy. They often make lines feel overworked or AI assembled. Use hyphens only when required for clarity, official names, technical terms, or correct grammar. Avoid: * rock and roll inspired getaway. * must see destination. * one of a kind experience. Prefer: * a stay with music in the walls. * a reason to stay close. * a place that knows itself. ### Capitalization **Status:** Possible * Campaign lines may use title case when they are treated as names. * Headlines may use title case or sentence case depending on the asset. * Body copy should use normal sentence case. * CTAs should use title case when shown as buttons. * Room, villa, restaurant, bar, spa, and venue names should follow official capitalization. ### Numbers, dates, and times **Status:** Needs confirmation by channel Default style unless a platform requires another format: * Use numerals for dates, times, prices, room counts, and measurements. * Use month name plus day for public copy when space allows. * Include year when the date could be confused. * Use readable time formats such as 9 PM rather than 9:00 p.m. unless house style says otherwise. * Confirm whether the property prefers AM and PM or a.m. and p.m. * Do not publish event dates, times, prices, or menus without confirmation. ### Links and CTAs **Status:** Established * Email body copy should avoid raw links. * CTA labels should be clear and short. * Do not use loud urgency unless it is true and approved. * Do not use Book Now!!! or any CTA with multiple exclamation points. --- ## 13. Preferred vocabulary and replacement bank ### Preferred place words **Status:** Possible Use when they fit the fact and image. * Garden. * Courtyard. * Pool. * Terrace. * Suite. * Villa. * Path. * Bridge. * Koi pond. * Studio. * Bar. * Table. * Room. * Lobby. * Spa. * Gallery. * Sunset Strip. * West Hollywood. * Night. * Morning. * Arrival. * Return. ### Preferred feeling words **Status:** Possible Use sparingly. They should support a concrete image. * Private. * Easy. * Warm. * Calm. * Polished. * Relaxed. * Lived in. * Restorative. * Social. * Unhurried. * Thoughtful. * Discreet. * Familiar. * Distinctive. * Cinematic. * Low key. * Self possessed. ### Preferred action words **Status:** Possible * Arrive. * Settle in. * Step outside. * Cross. * Wander. * Order. * Gather. * Rest. * Return. * Slip away. * Spend the afternoon. * Start the evening. * Stay close. * Wake up. * Head out. * Come back. * Turn down the noise. * Let the night move. ### Replacement bank **Status:** Established Avoid luxury. Use instead, when accurate: * Private. * Polished. * Well appointed. * Spacious. * Residential. * Full service. * Considered. * Quietly elegant. * Worth staying in for. Avoid nestled. Use instead, when accurate: * Set within. * Tucked behind. * Just off. * Surrounded by. * Along. * Inside. Avoid oasis. Use instead, when accurate: * Garden retreat. * Quiet courtyard. * Pool setting. * Private hideaway. * Gardens. * A place to disappear. Avoid indulge. Use instead, when accurate: * Order. * Settle in. * Take the time. * Make a night of it. * Stay for dessert. Avoid unforgettable. Use instead, when accurate: * Memorable. * Specific. * Worth returning to. * Hard to fake. * Built to stay with you. Avoid elevated. Use instead, when accurate: * Better considered. * More polished. * More private. * More spacious. * Sharper. * Easier. --- ## 14. Banned moves and watch list ### Confirmed banned or discouraged words and phrases **Status:** Established Do not use these in new Sunset Marquis copy unless quoting existing source material, writing internal critique, or meeting a confirmed legal or SEO requirement. * luxury. * nestled. * oasis. * reimagining or reimagined. * unmissable. * secret garden in first person brand voice. * wild as a vague descriptor. * epitome. * staycation. * world class. * unparalleled. * exceptional as a hotel speak adjective. * premier. * exclusive as a prestige claim. * elite. * prestigious. * celebrated in the phrase celebrated guests. * distinguished. * treasured. * impeccable. * unsurpassed. * finest. * ultimate. * curated. * immersive as a hollow descriptor. * WeHo in formal copy. * the Strip in formal copy. Use the Sunset Strip. * Nightbird Recording Studio. Use Nightbird Recording Studios unless quoting a source with the singular. ### Watch list words **Status:** Possible Use with caution. Replace unless the line truly earns it. * iconic. * legendary. * hidden. * exclusive. * unforgettable. * indulge. * escape. * sanctuary. * elevated. * curated. * timeless. * sophisticated. * vibrant. * lush. * opulent. * tranquil. * premier. * bespoke. * A List. * rock star. * Hollywood glamour. * hideaway. These are not always wrong. They become wrong when they carry the sentence instead of supporting a real idea. ### Confirmed broader banned moves **Status:** Established #### Generic hotel copy Avoid lines that could fit any hotel in Los Angeles. Bad pattern: Experience comfort and elegance in the heart of the city. Better pattern: A suite by the pool. A villa behind the gardens. BAR 1200 waiting after dark. #### Overheated high end language Do not stack prestige words. Bad pattern: Refined sophistication meets unparalleled elegance. Better pattern: Everything is considered. Nothing needs to announce itself. #### Fake intimacy Do not pretend a mass email is a personal note. Bad pattern: We have been thinking about you and cannot wait to welcome you home. Better pattern: The gardens are ready when you are. #### Over explaining the legend Do not turn every piece into a history lesson. Name names only when approved, useful, and factually grounded. Bad pattern: Since 1963, countless stars have gathered here, making Sunset Marquis the legendary home of rock and roll royalty. Better pattern: Since 1963, the stories have had a place to stay. #### Too many adjectives One good noun usually beats three adjectives. Bad pattern: Our lush, secluded, tranquil, luxurious gardens await. Better pattern: Three and a half acres of gardens change the pace. #### Empty sensory language Do not use sensory words without a real image. Bad pattern: Savor the sights and sounds of a truly magical escape. Better pattern: Dinner starts outside. The night can take it from there. #### AI default phrasing Remove lines that sound like generated hospitality copy. Watch for: * designed to elevate. * unforgettable experience. * perfect blend of. * hidden gem. * immerse yourself. * escape the ordinary. * something for everyone. * create memories that last a lifetime. * from the moment you arrive. * your ultimate destination. * we cannot wait to welcome you. * discover a world of. * where comfort meets style. * a true testament to. * seamless. * thoughtfully curated. * culinary journey. #### Excessive polish that removes personality Sunset Marquis should be polished, but not sterilized. A little human edge belongs in the room. Too polished: Our bar offers a refined beverage experience in an elegant setting. Better: BAR 1200 knows what to do after dinner. #### Saying rock and roll when the line should feel like it Do not lean on the phrase. Let rhythm, contrast, and real property details carry the attitude. Weak: Book your rock and roll getaway. Better: Check in. Turn down the noise. Turn up the night. #### Contrast with alternatives structure Sunset Marquis does not sell by insulting the alternative. Weak: Why settle for a crowded hotel when you can escape to Sunset Marquis? Better: The city is close. The gardens are closer. ### Exceptions **Status:** Established Banned words may appear when: * Quoting a public page, press quote, review, or legal text. * Writing internal critique examples. * Matching an existing SEO title or metadata requirement that has already been approved. * Referencing a past campaign exactly. * Explaining what not to do. When in doubt, replace the word. --- ## 15. Fact rules and approved fact bank ### Master fact rule **Status:** Established Never invent hotel details. Use only approved facts, uploaded source documents, current public property pages, or explicitly provided information. If a fact is missing, either write around it or mark it as Needs confirmation. Do not invent: * Amenities. * Room features. * Square footage. * Views. * Distances. * Restaurant hours. * Spa services. * Pool status. * Pet policies. * Parking details. * Resort fees. * Accessibility features. * Neighborhood claims. * Awards. * Historical claims. * Celebrity associations. * Construction timelines. * Transportation times. * Walking distance claims. * Family friendly specifics. * Heated pool claims. * Complimentary claims. * Package inclusions. * Cancellation rules. ### Source authority ladder **Status:** Established When sources conflict, use this order: 1. Current internal operations brief or client supplied document. 2. Current approved offer, menu, event, or renovation brief. 3. Recently approved final project copy. 4. Current public SunsetMarquis.com page for factual detail. 5. Agency689 case study for brand history and agency context. 6. Older project memory for background only. 7. Public website phrasing for voice only when it does not conflict with this tone.md. Public pages may contain words now banned for new copy. Treat public pages as factual reference first. Do not copy outdated or generic phrasing into new brand work. ### Approved fact bank **Status:** Mixed. Use notes before publication. | Fact | Status | Source basis | Notes | |---|---|---|---| | Official name is Sunset Marquis Hotel & Villas | Established | Public site and project context | Confirm legal name for contracts | | Address is 1200 Alta Loma Road, West Hollywood, California | Established | Public site and project context | Use exact postal format when required | | Located near the Sunset Strip | Established | Public site and project context | Avoid specific walking time unless confirmed | | Established in 1963 | Established | Public site and project context | Safe for brand copy | | Property includes suites and villas | Established | Public site and project context | Confirm counts for legal or sales use | | Public site currently states 152 rooms | Needs confirmation for legal use | Public site at time of research | Older copy may say 154 | | 100 suites and 52 villas | Needs confirmation for legal use | Public site at time of research | Confirm before sales use | | 3.5 acres of gardens | Established | Public site and project context | Safe for most marketing use | | Two heated outdoor pools | Established | Public site and project context | Confirm during renovation or closures | | Cavatina is the restaurant | Established | Public site and project context | Confirm menus, hours, chef attribution | | BAR 1200 is the bar | Established | Public site and project context | Confirm house style, hours, and event schedule | | The Spa at Sunset Marquis exists | Established | Public site and project context | Confirm current service format | | Wellness Studio exists | Established | Project context and public site basis | Confirm current equipment list | | Equinox West Hollywood guest passes are complimentary for hotel guests | Needs confirmation before promotion | Project context | Confirm access terms | | Nightbird Recording Studios is underground at the hotel | Established | Public site and project context | Artist and award claims need approval | | Morrison Hotel Gallery is on property | Established | Public site and project context | Confirm hours and exhibition details before use | | EV charging is available in secure covered underground parking garage | Needs confirmation before promotion | Project context | Confirm fees and access | | Poolside food and drink service | Needs confirmation during renovation or seasonal changes | Project context | Confirm availability | | Renovation timing | Needs confirmation every time | Public site and internal project memory conflict | Never rely on memory | | Pet policy | Needs confirmation | Not confirmed in this tone file | Do not state without current source | | Accessibility features | Needs confirmation | Public accessibility page and legal rules | Legal review needed | | Resort fee, taxes, and parking rates | Needs confirmation | Not confirmed in this tone file | Must be verified before use | ### Claim hierarchy **Status:** Established #### Level 1. Safe factual claims Use when directly supported by current approved sources. Example: Sunset Marquis has two heated outdoor pools. #### Level 2. Reasonable interpretive claims Use when grounded in confirmed facts and not overstated. Example: The gardens give the stay a quieter pace. #### Level 3. Approval required claims Use only with human approval. Examples: * One of the most private hotels in West Hollywood. * The preferred hotel for artists and filmmakers. * A legendary music industry address. * Steps from every major Sunset Strip venue. * A celebrity favorite. * Full service wellness destination. #### Level 4. Forbidden claims Do not use. Examples: * The best hotel in Los Angeles. * The most private hotel in West Hollywood. * Guaranteed quiet during renovation. * Full access to every amenity at all times. * The only hotel of its kind. * Complete privacy for every guest. ### Privacy claim rule **Status:** Established Privacy is a core feeling, not a casual claim. Use it with restraint. Do not promise privacy, quiet, discretion, access, seclusion, or anonymity unless the specific context supports it and the client has approved the claim. Better: The villas give guests room to move at their own pace. Riskier: The most private stay in West Hollywood. --- ## 16. Specialist copy rules ### Sensory language **Status:** Established Use sensory details only when grounded in real features. Good sources of sensory detail: * Garden shade. * Pool water. * Sunlight through trees. * A table outside. * Cocktails after dinner. * A quiet room. * A studio downstairs. * The bridge over the koi pond. * The change from the Sunset Strip to the gardens. Avoid vague sensory overload. Bad: A symphony of sensations awaits in an enchanting oasis of refined indulgence. Better: Morning starts quietly here, with coffee in the garden and sunlight moving through the trees. ### Location language **Status:** Established Write about West Hollywood as lived in, not as a tourist checklist. Rules: * Mention nearby places only when relevant. * Do not cram in attractions. * Use Sunset Strip when it gives the reader useful orientation. * Avoid distance or travel time claims unless confirmed. * Do not imply the hotel is isolated from the city. It is close to the city but gives the guest control over the pace. ### Service language **Status:** Possible Service copy should be clear, warm, and calm. Do not over apologize. Do not hide important information behind soft phrasing. Bad: We regret to inform you that your request cannot be accommodated at this time. Better: We are unable to accommodate that request for this stay, but our team would be happy to help with another option. ### Offer and package language **Status:** Established Offer copy should feel like an invitation, not a coupon. Rules: * Be clear about what is included. * Do not bury restrictions. * Make the value easy to understand. * Keep the offer name simple. * Avoid discount bin language. * Avoid exaggerated urgency. * Include booking window and stay dates when relevant. * Confirm blackout dates, taxes, fees, inclusions, and availability. * Lead with experience, then mechanics. Better pattern: Every morning, breakfast for two. Every night, drinks are on us. Then name the package. ### Food and beverage language **Status:** Established Cavatina and BAR 1200 copy should not sound like room copy. Cavatina: * Garden aware. * Seasonal. * Appetite driven. * Clear about menus, hours, reservations, and chefs when confirmed. * Sensory without becoming overcooked. BAR 1200: * Later, sharper, social. * Music aware when real. * Cocktail focused when useful. * A little more edge than the main hotel voice. * Confirm schedule and hours each time. Avoid: * Culinary journey. * Savor every moment. * Unforgettable dining experience. * Vibes. * Mixology destination unless approved. ### Spa and wellness language **Status:** Established Spa copy should feel quiet, grounded, and specific. Focus on the body, the setting, the treatment, and the result without overpromising. Avoid: * Rejuvenate your mind, body, and soul. * Restore balance. * Detox. * Heal. * Wellness journey. * Pamper yourself. * Indulge your senses. * Medical outcomes. Better pattern: A quiet hour, a skilled therapist, and space to let your shoulders drop. Confirm every service and service location before publishing. ### Room, suite, and villa language **Status:** Established Room copy must sell, but it must stay accurate. Good room copy has three layers: 1. The feeling. 2. The functional facts. 3. The booking confidence. Rules: * Lead with what the room or villa feels like. * Then confirm the practical details guests need to book. * Use category specific features. * Avoid repeating the same opening on every room page. * Do not imply views, patios, kitchens, fireplaces, or square footage without confirmation. * For villas, emphasize privacy, space, and residential feel. ### Event and wedding language **Status:** Possible Event copy should balance emotion and logistics. Rules: * Confirm capacities, room blocks, event spaces, date availability, food and beverage, and contact path. * Wedding copy can be more emotional, but it should stay grounded in setting, service, food, privacy, and guest flow. * Corporate event copy should be more practical. * Do not imply availability or exclusivity without approval. * Do not bury planning details behind atmosphere. ### Renovation and operational updates **Status:** Established Operational copy is trust copy. It should not try to be clever. Rules: * State what is happening. * State when it is happening, if confirmed. * State what the guest may notice. * State what the team is doing. * Express appreciation once. * Do not hide disruption. * Do not over promise quiet or lack of impact. * Do not call construction exciting unless the assignment explicitly asks for brand campaign language. Better pattern: Improvements are underway. Some areas may experience intermittent daytime noise, and our team will work to keep your stay comfortable. --- ## 17. CTA rules **Status:** Possible until confirmed by brand or UX team Use clear, short CTAs. CTAs should not shout. They should tell the reader what happens next. ### Stay CTAs * Reserve Your Stay. * Check Availability. * View Suites. * View Villas. * Explore Rooms. * View Offers. ### Dining CTAs * Reserve a Table. * View Menu. * Plan Dinner. ### Bar CTAs * View BAR 1200. * See What Is On. * Plan the Night. ### Spa and wellness CTAs * Book a Treatment. * Explore Spa Services. * View Wellness Studio. ### Event CTAs * Start Planning. * Request a Proposal. * View Event Spaces. * Plan an Event. ### Avoid * Book Now!!! * Do not miss out. * Claim your escape. * Unlock luxury. * Limited time only, unless legally and factually true. * Click here. * Learn more, when a more specific CTA is available. --- ## 18. SEO rules **Status:** Possible SEO may support the page. It does not get to write the page. Rules: * Include search terms naturally. * Do not repeat phrases mechanically. * Do not force boutique hotel in West Hollywood into every paragraph. * Meta titles and descriptions may be more direct than hero copy. * Metadata may use terms such as luxury only when required for search intent and approved. * FAQ answers should be plain, current, and useful. * Internal links should use descriptive anchor text. * Image alt text should describe the image and relevant context without stuffing keywords. Page level guidance: * Homepage: brand plus location. * Rooms and suites: room or accommodation type plus hotel and location. * Villas: villa type plus West Hollywood location. * Restaurant: Cavatina plus dining, cuisine, and West Hollywood. * Bar: BAR 1200 plus cocktails, late night, and West Hollywood when natural. * Weddings: wedding venue plus West Hollywood or Los Angeles. * Meetings and events: event space plus location. * Spa: spa services plus hotel or neighborhood when current. --- ## 19. Retrieval and reference material **Status:** Established Use references by purpose. ### General brand copy Primary references: * Current SunsetMarquis.com pages for factual detail. * Prior approved Agency689 or client copy for voice. * This tone guide for current rules. Important rule: The public site is a fact source first, not automatically a voice source. Public pages may contain copy this guide would now reject. Do not reproduce generic public phrasing unless it has been specifically approved. ### Email campaigns Use approved Sunset Marquis email work as the strongest reference for rhythm, paragraph length, and CTA behavior. Emails should be three short paragraphs when possible, with no greeting and no closing. ### Villa copy Use approved villa copy that emphasizes garden pathways, outdoor entrances when confirmed, design details, beds, category differences, and the residential feel. Public villa pages may contain banned language. Treat them as factual references and page structure references, not clean voice models. ### Cavatina copy Use current Cavatina pages for facts such as hours, menus, chef attribution, and reservation details. Confirm before publishing. Write Cavatina as garden, food, season, chef, and service, not generic dining. ### BAR 1200 copy Confirm house style, hours, Tune Tuesdays, private event details, and menu items before use. Tone may be sharper, later, darker, and more social than the main hotel voice. ### Spa and wellness copy Confirm current service format. Public pages and project context may conflict during renovation. Spa copy should be minimal, sensory, quiet, and grounded. ### Nightbird copy Lead with the property distinction and actual studio presence. Anchor with specific artists only when approved. Let the work speak. ### Morrison Hotel Gallery copy Confirm current exhibition, hours, and gallery details before use. The goal is to make the gallery feel alive, not archival. ### Renovation communications Use current approved renovation notices and internal operational updates. Do not rely on memory. Do not spin renovation timelines. ### Seasonal campaigns Use Cavatina seasonal events and prior campaigns as pattern references: food specifics first, date and hours next, reserve table CTA last. ### Offers and packages SynXis or booking engine may handle promo codes tied to packages. Offers should lead with experience, then state value elements specifically. Confirm terms, taxes, fees, booking windows, stay dates, blackout dates, and inclusions. ### Paid ads and banners Maximum restraint. One real claim. One CTA. No stacked adjectives. Example pattern: Since 1963. Garden villas. Steps from the Sunset Strip. Mark this as a pattern, not a line to repeat endlessly. --- ## 20. AI behavior and drafting workflow ### AI behavior rules **Status:** Established When using this guide, AI should: 1. Identify the asset type. 2. Identify the audience. 3. Identify the objective. 4. Identify required facts. 5. Identify the CTA. 6. Identify the desired emotional effect. 7. Use only confirmed facts or mark open items as Needs confirmation. 8. Follow the voice pillars. 9. Remove banned words and banned moves. 10. Match the requested channel. 11. Return copy in the requested format. 12. Provide multiple options when useful. 13. Flag any claims that need approval. 14. Preserve brand distinctiveness. 15. Revise toward specificity, clarity, rhythm, and usefulness. ### Draft generation workflow **Status:** Established #### Step 1. Identify the assignment type Web page, email, banner, social, menu, event, operational update, offer copy, booking path copy, sales copy, or guest communication. The type determines length, tone register, CTA requirements, and fact sensitivity. #### Step 2. Retrieve relevant context Use Section 19. Read the relevant current page for facts if available. Note what is working and what should not be imitated. #### Step 3. Identify the audience Use Section 6. Returning guest, industry guest, leisure traveler, high profile guest, local, villa guest, wellness guest, email subscriber, travel advisor, or planner. This affects how much to explain, how warm to be, and how much history to include. #### Step 4. Choose the speaker mode Use Section 7. Primary speaker for most brand copy. Lighter for restaurant and bar. Quieter for spa. More functional for operations, booking path, and sales copy. #### Step 5. Confirm operational facts Do not invent or assume. Check dates, hours, renovation timelines, accommodation details, menus, prices, capacity, accessibility, and package terms against confirmed sources. If a fact is uncertain, flag it. Do not fill gaps with plausible sounding detail. #### Step 6. Draft several directions when stakes are high For hero lines, subject lines, campaign headlines, taglines, and paid concepts, draft at least three versions with meaningfully different approaches. Not three tone variations on the same idea. Three different ideas. For standard copy such as accommodation descriptions, event copy, and section intros, draft one strong version and note one alternative opening if the first feels risky. #### Step 7. Keep the best line, not the most decorated The most decorated draft is almost never the right one. Find the line that earns attention through specificity or rhythm, not adjective accumulation. #### Step 8. Remove banned words and generic hotel language Run the draft against Section 14. Remove every flagged word. Check whether the copy still makes sense. If removing a word leaves a hole, the sentence was not doing real work. #### Step 9. Tighten for rhythm and clarity Read it aloud. Cut the last sentence if the draft still lands without it. Vary sentence length. Make sure the opening line earns the reader's next moment. #### Step 10. Prepare for human review Flag facts that need confirmation. Note which version is preferred and why. Deliver copy, short rationale, and open issues. --- ## 21. Output formats ### Email output Return: * At least three subject line options. * Preview text. * Body copy. * CTA label. * Optional alternate opening if useful. * Needs confirmation notes. Rules: * Three short paragraphs when possible. * No greeting. * No closing. * One main idea. * Lead with experience, then mechanics. * Do not repeat the subject line as the opening. ### Website section output Return: * H1 or H2. * Lead copy. * Support copy or bullets. * CTA label when useful. * SEO notes when requested. * Needs confirmation notes. Rules: * Intro copy first. * 40 to 125 words depending on section. * Active voice. * No headers inside the copy block unless the page requires it. ### Landing page output Return: * Hero headline. * Subhead. * Intro paragraph. * Feature sections. * CTA block. * Meta title. * Meta description. * Needs confirmation notes. ### Banner ad output Return: * Frame by frame copy. * CTA or lockup. * Visual note when useful. * Destination or click path if provided. * Needs confirmation notes. Rules: * One idea per frame. * Six to ten words per frame when possible. * Let visuals carry atmosphere. * Under twelve words total if possible for simple banners. ### Social output Return: * Caption options. * Short rationale for each direction when useful. * CTA if needed. * Hashtag recommendations only if requested. * Needs confirmation notes. Rules: * Specific and visual. * Write what the guest sees, not what the brand wants them to feel. * End with a clear action or question only if engagement is the goal. ### Paid ad output Return: * Headlines within character count. * Descriptions within character count. * CTA options. * Claim risk notes. * Needs confirmation notes. ### Offer output Return: * Offer name options. * Short description. * Inclusions. * Terms copy if provided. * CTA. * Needs confirmation notes. Rules: * Experience first. * Mechanics second. * Value stated plainly. * No fake urgency. ### Menu or event output Return: * Event or menu headline. * Short intro. * Date, time, location, price, and reservation path if provided. * Menu or highlights. * CTA. * Needs confirmation notes. Rules: * Date, what is happening, specific food or experience details, CTA. * No preamble. ### Guest communication output Return: * Subject or header if needed. * Clear message. * Guest impact. * Next step. * Contact or CTA if provided. * Needs confirmation notes. Rules: * State the fact. * Be calm and direct. * Do not oversell the positive. * Do not hide the practical detail. --- ## 22. Revision rules **Status:** Established When revising, preserve verified facts and improve voice, rhythm, specificity, clarity, usefulness, and brand fit. Do not add new claims. Common revision moves: * Make it more specific. * Reduce adjectives. * Replace vague mood with real property detail. * Tighten by 20 percent. * Make the CTA clearer. * Remove banned words. * Remove unsupported claims. * Make it warmer without becoming chatty. * Make it more premium without saying luxury. * Make it more direct. * Make it less salesy. * Make it more local without becoming a tourist list. * Make it more romantic without becoming cheesy. * Make it more useful. * Remove AI default phrasing. * Improve the first line. * Break long sentences into cleaner beats. * Add one real detail instead of three abstract adjectives. * Cut the final sentence if the draft lands without it. Revision warning: A revision that adds a claim is not just a style change. Treat it as a fact change and verify it. --- ## 23. Critique pass After drafting, ask these questions. ### Core critique checklist **Status:** Established * Does this sound like Sunset Marquis or generic hospitality copy? * If a competing hotel could use it without changing a word, is it wrong? * Is the line confident without being smug? * Is there a real idea here? * What is the one thing this copy is saying? * If that one thing cannot be named in a sentence, is the draft ready? * Is the copy too polished, too salesy, or too vague? * Did we use any banned language? * Did we avoid em dashes and semicolons? * Are colons only used when functional? * Are all facts confirmed? * Is the offer clear? * Does the copy respect the guest's intelligence? * Would this make a returning guest feel like the brand still knows itself? * Does the copy preserve the property's mystique without becoming cliché? * Does the copy feel like music is in the walls, not pasted on the headline? * Does the reader know what to do next? ### Red flag scan **Status:** Established A draft fails if it contains: * An em dash. * A semicolon. * A banned word in live copy without approved exception. * A generic hotel sentence. * A false or unsupported claim. * A vague superlative. * Decorative punctuation. * A promise about privacy, quiet, access, availability, wellness, or guest experience that is not confirmed. * A celebrity or artist reference without approval. * A renovation date based on memory. * A tone shift from Sunset Marquis into generic hospitality by the third paragraph. ### Scoring rubric Score each from 1 to 5. #### Brand fit 1 means generic hotel copy. 3 means polished but not unmistakably Sunset Marquis. 5 means specific to Sunset Marquis and no other property. #### Clarity 1 means confusing or too vague. 3 means understandable but could be cleaner. 5 means clear, useful, and easy to act on. #### Specificity 1 means mostly adjectives. 3 means some real details. 5 means grounded in actual property features, dates, menu items, spaces, or amenities. #### Restraint 1 means overwritten or breathless. 3 means mostly controlled. 5 means confident, spare, and sharp. #### Usefulness 1 means pretty but not helpful. 3 means some useful information. 5 means the reader gets what they need without killing the mood. #### Rhythm 1 means flat or robotic. 3 means fine but not memorable. 5 means it sounds good aloud and lands cleanly. #### Fact safety 1 means unsupported claims or missing confirmations. 3 means mostly safe with a few open items. 5 means all factual claims are confirmed or clearly marked. #### Punctuation discipline 1 means em dashes, semicolons, or decorative punctuation appear. 3 means punctuation is mostly clean but could be simpler. 5 means punctuation is clean, intentional, and invisible. #### Source discipline 1 means source material was ignored or mixed carelessly. 3 means sources were used but not clearly separated. 5 means facts, voice examples, and open issues are clearly handled. ### Passing standard **Status:** Established Do not send copy for review unless it scores at least 4 in brand fit, clarity, restraint, fact safety, and punctuation discipline. For paid campaigns or homepage copy, aim for 5 in brand fit and rhythm. Score any draft below 4 on brand fit, specificity, or fact safety as not ready. --- ## 24. Standards pass Run this final quality control pass before presenting or publishing. **Status:** Established * Fact check all property details. * Check dates, times, prices, amenities, room counts, and renovation status. * Confirm current spa service format. * Confirm current BAR 1200 hours and music schedule. * Confirm Cavatina menus, prices, and service times. * Confirm current spelling and house style for BAR 1200 or BAR1200 in the specific asset. * Remove banned words. * Remove AI default phrases. * Remove em dashes and semicolons. * Remove decorative punctuation. * Remove unnecessary colon structures. * Remove unsupported celebrity, VIP, privacy, or music history claims. * Check for tone drift. * Check for channel fit. * Check that the CTA is clear if a CTA is needed. * Check that the copy does not over explain the legend. * Check that the line would not embarrass the property in front of a returning guest. * Check that operational copy is honest and not evasive. * Check that web and SEO copy still reads like the brand. ### Name consistency **Status:** Needs confirmation for house style conflicts Use current approved client style. Until confirmed, preserve the style used in the assignment source. Working rules: * Use Sunset Marquis on first reference. * Use the Marquis only when the register is familiar and appropriate. * Use Nightbird Recording Studios unless the client has approved another specific usage. * Use Chef Luis Morales on first reference when current and relevant. * Use Morrison Hotel Gallery. * Use BAR 1200 or BAR1200 according to the current page, assignment source, or client preference. * Use West Hollywood, not WeHo, in formal copy. * Use the Sunset Strip, not the Strip, in formal copy. * Use 3.5 acres, not nearly three or over three. * Use since 1963, not for over 60 years, when a tighter line is better. * Use Eric Rosen only when the design attribution is confirmed and relevant. --- ## 25. Human approval and compliance AI can draft and critique. Humans approve. ### Human approval required **Status:** Established Human judgment is required for: * All final published copy. * Campaign defining lines. * Headlines or taglines intended to become platforms. * Pricing, rates, packages, fees, promo codes, or terms. * Renovation language. * Accessibility language. * Service animal language. * Pet policy. * Health, wellness, spa, recovery, or treatment claims. * Sustainability or sourcing claims. * Safety or security claims. * Alcohol related promotions. * Celebrity, artist, VIP, music history, or privacy references. * Guest quotes, press quotes, awards, and reviews. * Photography usage and user generated content. * Third party partnerships. * Transportation, distance, walking, and timing claims. * Family friendly claims. * Availability claims. ### Accessibility rule **Status:** Established Accessibility copy is operational trust copy. Do not soften, decorate, or generalize it. Use confirmed details only. Do not imply that accessibility features exist unless they are confirmed. Do not use vague accessibility language such as fully accessible unless legally approved. ### Advertising claim rule **Status:** Established Any claim a guest could interpret as factual must be supported before publication. This includes express claims and implied claims. Claims that need support include: * Most private. * Best. * Quiet. * Steps from. * Family friendly. * Fully accessible. * Award winning. * Celebrity favorite. * Organic. * Locally sourced. * Sustainable. * Safe. * Walkable. * Complimentary. * Included. ### Social disclosure rule **Status:** Established If a post involves compensation, a comped stay, a hosted meal, affiliate relationship, influencer relationship, press trip, or material brand connection, disclosure requirements must be reviewed before posting. ### Standing principle **Status:** Established AI drafts. AI critiques. Humans approve. This is not a formality. The property's reputation lives in the details, and details require human judgment. --- ## 26. Always and never rules ### Always * Always write from verified facts. * Always make the setting feel specific. * Always give the guest a reason to care. * Always match tone to channel. * Always make booking paths clear. * Always make offers easy to understand. * Always use concrete nouns. * Always favor clarity over cleverness. * Always make the hotel feel like a real place. * Always preserve the brand's emotional promise. * Always avoid generic travel language. * Always check dates, hours, menus, and inclusions. * Always write with the guest's decision in mind. * Always keep paragraphs readable. * Always revise for specificity. * Always include a CTA when the asset requires action. * Always flag missing facts. * Always separate confirmed facts from interpretation. * Always protect trust. * Always sound like Sunset Marquis, not like AI. ### Never * Never invent amenities. * Never invent room features. * Never invent offers, rates, discounts, dates, or inclusions. * Never use generic hotel clichés. * Never overpromise. * Never sound like a travel booking engine. * Never write luxury oasis. * Never use ten adjectives when one concrete noun works. * Never say steps away unless confirmed. * Never use false urgency. * Never bury restrictions. * Never make the hotel sound like every other hotel. * Never use vague superlatives. * Never write around missing facts as if they are confirmed. * Never mention awards unless approved. * Never mention celebrities unless approved. * Never make accessibility claims unless approved. * Never use wellness language that promises medical outcomes. * Never copy OTA language into brand copy. * Never let SEO terms override voice. * Never use fake intimacy. * Never use we cannot wait to welcome you as filler. * Never make West Hollywood the hero when the property is the hero. --- ## 27. Feedback loop ### After approval Add finalized copy to the project reference set. Note that it was approved, with date, channel, asset type, and short context. ### After rejection Record the rejected phrase and the reason it failed. Keep this. It is more useful for training the voice than approved copy, because it shows exactly where the line is. Example: West Hollywood has a soul. Reason: Rejected as false advertising. The property has a soul. The neighborhood is a backdrop. ### Track performance signals * Note subject lines that outperform. * Log offer copy that converts. * Track social captions that generate engagement. * Track paid ad claims that pass review and perform. * Track copy that drives reservations, inquiries, or clicks. ### Update banned words When new clichés emerge, add them to Section 14. ### Capture new operational facts As renovation phases complete and as new chefs, designers, spaces, services, or offers arrive, update Section 15 and Section 19. ### Refresh tone.md When the property significantly changes through new spaces, new leadership, completed renovation, or new brand campaigns, review and update this document. Do not let it describe a property that no longer exists. ### Keep almost right but wrong examples These are the most valuable training material. A line that sounds like it could be Sunset Marquis but is not quite right reveals exactly where the voice lives. --- ## 28. Prompt patterns ### Standard writing prompt Write [asset type] for Sunset Marquis promoting [feature, offer, or event] to [audience]. Use the Sunset Marquis tone.md voice. Include only the approved facts below. Keep the copy [length]. Include [CTA]. Avoid banned words and generic hotel language. Flag any facts that need confirmation. ### Rewrite prompt Rewrite this copy to sound more like Sunset Marquis. Preserve all facts. Do not add new claims. Make it more specific, more restrained, and less generic. Remove banned words, AI default phrasing, em dashes, semicolons, and unsupported claims. Return the revised copy and a short explanation of what changed. ### Email prompt Write a Sunset Marquis email for [campaign or offer]. Audience: [audience]. Confirmed facts: [facts]. Tone: crisp, confident, useful, lightly atmospheric. Return three subject lines, preview text, three short paragraphs, CTA label, and Needs confirmation notes. No greeting. No closing. No raw links in body copy. ### Hero prompt Write ten homepage or landing page hero headline options for Sunset Marquis. Each should feel discreet, specific, culturally aware, polished but alive, and guest first. Keep each under eight words when possible. Avoid luxury, oasis, nestled, unforgettable, indulge, reimagined, and generic hotel language. Include one short rationale for the top three. ### Offer prompt Write offer copy for Sunset Marquis using only these confirmed inclusions: [facts]. Lead with the experience, then explain the mechanics. Avoid false urgency, coupon language, banned words, and unsupported claims. Return offer name options, short description, inclusions, CTA, terms placeholder, and Needs confirmation notes. ### Operational update prompt Write a clear guest facing operational update for Sunset Marquis. Confirmed facts: [facts]. State what is happening, when, guest impact, what the team is doing, and one appreciation line. Keep it calm, direct, and honest. Do not spin. Flag any missing facts. --- ## 29. Examples and anti examples ### Example labels Use labels so AI does not over repeat strong lines. * **Reusable phrase:** Approved phrase that can be used as is. * **Pattern only:** Use the structure, not the exact line. * **Example only:** Demonstrates tone but should not be reused. * **Do not repeat exactly:** Strong line that may become cliché if repeated. * **Needs approval:** Possible campaign line requiring human signoff. ### Homepage hero Bad: Experience the ultimate luxury escape in the heart of West Hollywood. Better: The Sunset Strip is close. The gardens are closer. Label: Pattern only. Why it works: It uses location and contrast without selling too hard. ### Villa copy Bad: Our luxurious villas offer an unforgettable retreat with sophisticated comfort and unparalleled privacy. Better: Follow the path through the gardens and the villa starts to feel less like a room and more like your own West Hollywood address. Label: Pattern only. Why it works: It gives motion, place, and feeling without overclaiming. ### Cavatina copy Bad: Embark on a culinary journey at our elegant restaurant. Better: Dinner starts outside. The night can take it from there. Label: Example only. Why it works: It is short, visual, and lets the setting do the work. ### BAR 1200 copy Bad: Sip expertly crafted cocktails in our sophisticated lounge. Better: BAR 1200 knows what to do after dinner. Label: Do not repeat exactly. Why it works: It has attitude without trying too hard. ### Spa copy Bad: Rejuvenate your mind, body, and soul with our indulgent spa journey. Better: A quiet hour, a skilled therapist, and space to let your shoulders drop. Label: Pattern only. Why it works: It is physical, grounded, and avoids overpromising. ### Offer copy Bad: Unlock an exclusive limited time package designed to elevate your stay. Better: Breakfast for two. Valet for one car. Drinks at arrival. The rest of West Hollywood is yours to decide. Label: Pattern only. Why it works: It makes the inclusions feel valuable by naming them clearly. ### Renovation copy Bad: We are thrilled to announce an exciting transformation that will elevate every part of your guest journey. Better: Improvements are underway. Some areas may experience intermittent daytime noise, and our team will work to keep your stay comfortable. Label: Reusable pattern. Why it works: It is honest, calm, and guest first. ### Music copy Bad: Live like a rock star at the legendary home of music icons. Better: Some hotels play music in the lobby. This one has a studio downstairs. Label: Do not repeat exactly. Why it works: It uses a real property feature instead of costume language. ### Returning guest copy Bad: We have missed you and cannot wait to welcome you back to your favorite luxury oasis. Better: The gardens are ready when you are. Label: Pattern only. Why it works: It feels familiar without fake intimacy. --- ## 30. Tone document evaluation protocol A tone guide should be judged by the quality of copy it produces, not by how polished the guide sounds. To evaluate this document against another tone document: 1. Run the same asset prompts through each competing guide. 2. Use the same approved fact bank for every test. 3. Do not allow the model to invent facts. 4. Score each output for brand fit, specificity, accuracy, rhythm, channel fit, conversion strength, and trust. 5. Penalize generic hotel language, unsupported claims, SEO stuffing, fake urgency, overdecorated high end language, and copy that could belong to another hotel. 6. Select the tone document that produces the strongest average copy across the full asset set. ### Required bakeoff assets Use these ten assets for testing: 1. Homepage hero. 2. Villa page intro. 3. Suite blurb. 4. Cavatina event email. 5. BAR 1200 social caption. 6. Spa service blurb. 7. Renovation update. 8. Paid ad. 9. Booking path microcopy. 10. Local guide intro. ### Output quality scoring Score each output from 1 to 5: * Sounds like Sunset Marquis. * Specificity. * Accuracy. * Conversion strength. * Rhythm. * Channel fit. * Trust and compliance. The winning tone document is the one that makes bad copy harder to write. --- ## 31. Working rule summary Sunset Marquis copy should be: * Discreet. * Specific. * Culturally aware. * Polished but alive. * Guest first. * Clear when facts matter. * Atmospheric only when grounded in real detail. * Confident without hype. * Warm without sentimentality. * Musical without saying rock and roll every time. * High end without saying luxury. * Useful without sounding transactional. * Private without promising privacy. * Historic without becoming a museum label. * West Hollywood without becoming a tourist checklist. * AI assisted but never AI sounding. The simplest test: Would this make someone who has stayed at the Marquis for twenty years feel like the place still knows itself? If yes, keep going. If no, rewrite.