Development contender for casino-entertainment project choose Hyatt’s Destination by Hyatt soft brand for the 1,000-room hotel component.
NEW YORK CITY – While the hotel world waits for news about
Hyatt Hotels Corp. selling off the real estate on its recently completed acquisition
of Playa Hotels & Resorts, it has signed a letter of intent with the
developers of a casino project near New York City’s Jacob K. Javits Convention
Center on the far west side to soft brand the hotel component with Destination
by Hyatt.
Silverstein Properties, Rush Street Gaming and Greenwood
Gaming and Entertainment want to add the Hyatt soft brand to The Avenir, a
mixed-use entertainment and casino complex that, if approved, would include
1,000 rooms and suites. The news comes as the June 27 deadline for casino
license applications approaches.
Eight developers remain in the bidding for the project after
Related Companies, Oxford Properties and Wynn Resorts pulled out.
With its proximity to the Javits Center, The Avenir is
expected to significantly enhance the convention industry and create economic
synergy between gaming, business tourism, and hospitality, according to the
project’s backers.
If awarded an operating license, the project on 92,000
square feet of undeveloped land at 41st Street and 11th Avenue would include a
nine-story podium containing the casino, F&B, a 150-seat entertainment
venue, conference and meeting spaces, a spa and an outdoor pool.
The Avenir recently announced a partnership with Union
Square Hospitality HQ as a workforce training and development partner in the
hospitality and culinary areas. The complex will include five restaurants
featuring concepts from Danny Meyer’s Union Square Hospitality Group, STARR
Restaurants founded by restaurateur Stephen Starr, among others. There will also be a 700-seat food hall with
offerings from local establishments.
The Avenir also plans to implement workforce development
programs in New York City inspired by Hyatt's workforce initiatives. Hyatt
properties have previously worked with NYC Employment & Training Coalition,
The Doe Fund, and the CUNY Hospitality Hub.