Sounds like you are mixing concepts.
I believe you are referring to the cost of the 'Flag'. W takes approximately 10% of gross revenues AFAIK. That is a high number for the industry but in the past they have proven to be successful although I believe their franchise is actually starting to wane myself and their properties are starting to look tired.
The hotel (ie the building and land) is typically owned by a private investor who then contracts with a franchise (Holiday Inn, Hyatt, W (Starwood), etc.) and then also hires a hotel management company to operate the hotel. This is not set in stone, some flags own some hotels and some hotels operate without flags and self-manage, etc. but that is typically the case. W is part of the Starwood brand that has multiple brands including the Sheraton and Westin.
If I'm not mistaken this hotel was under severe distress in the 1990's following the deep recession (condo boom driven) and may have changed hands multiple times in the interim.