In a significant development for New York City’s hospitality and gaming sectors, Silverstein Properties, Rush Street Gaming, and Greenwood Gaming and Entertainment have announced a partnership with Hyatt for a proposed mixed-use casino venue near Hudson Yards, to be named The Avenir.
This initiative, contingent upon winning a casino license in New York City amidst competitive bids, aims to integrate gaming, business tourism, and hospitality while positioning itself strategically near the Javits Center.
The planned development is extensive, featuring 1,000 rooms and suites, and expressing a commitment to community inclusivity with plans for 100 permanently affordable apartments alongside a 1,000-seat performance hall and casino.
The Avenir is set to operate under the Destination by Hyatt brand, following the completion of a customary definitive agreement after a letter of intent has been signed.
Loyalty program members of Hyatt will enjoy rewards and points for their stays, which is expected to attract a wider range of visitors to Manhattan’s Far West Side.
Tal Kerret, President of Silverstein Properties, expressed enthusiasm about the collaboration, stating, “We are very pleased to be working with Hyatt on this exciting development and tap into World of Hyatt’s 56 million members to help drive new business to Manhattan’s Far West Side.”
The project aims to reinforce New York City’s competitiveness in attracting exhibitions, conventions, and meetings globally.
Moreover, the supporting team comprises remarkable food and beverage partners, heightening the overall appeal of the Avenir project.
In the highly competitive landscape for casino licenses in Midtown Manhattan, other contenders include SL Green Realty Corporation partnering with Caesars Entertainment, which aspires to establish a casino in Times Square, and a proposal near Citi Field from New York Mets owner Steve Cohen in collaboration with Hard Rock International.
Additionally, Bally’s is eyeing a location in The Bronx for its casino initiative.
Distinctly, The Avenir plan stands apart from the previously backed Hudson Yards casino bid by Wynn Resorts and Related Companies, which was withdrawn in the spring.
As these proposed plans unfold, they are encountering community resistance, particularly concerning issues of noise pollution, traffic ramifications, and potential resident displacement.
Proponents of the Manhattan casino projects highlight their proximity to commerce and entertainment offerings as a compelling advantage.
Hyatt views the anticipated hotel as a distinctive opportunity, reinforcing its ongoing strategic expansion in key travel destinations.
Dan Hansen, Hyatt’s head of Americas Development, stated, “This mixed-use project, which will include a casino, luxury hotel and more, would represent a significant milestone in our strategic expansion in key travel destinations.”
He added that it underscores Hyatt’s commitment to providing authentic and immersive experiences that resonate with guests and members.
The initiative has garnered the support of the Hotel and Gaming Trades Council, representing hotel and gaming workers in New York and Northern New Jersey.
Rich Maroko, President of the HTC, indicated, “We know from experience that casinos create thousands of permanent, high-quality jobs,” emphasizing the potential economic benefits of the Avenir development.
With an estimated 5,000 casino and hospitality jobs expected to be generated, the proposal is viewed as a significant boost to both the local economy and the state.
In collaboration with Union Square Hospitality HQ, The Avenir plans to implement workforce development programs, setting a solid foundation for its future staff and reinforcing the commitment to community development and employment opportunities.
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