The Avenir is a proposed casino and hotel complex for Manhattan’s Far West Side. The Avenir team is bidding for one of New York City’s downstate casino licenses. Hyatt Hotels Corporation has now been named as the official hospitality brand.
The consortium bidding for a casino license
Silverstein Properties is best known for redeveloping the World Trade Center site. Larry Silverstein already owns the site for the proposed development. The project will revitalize the vacant and underutilized site. Silverstein’s company has a four-decade-long presence in the West Side neighborhood.
Silverstein Properties is partnering with Greenwood Gaming & Entertainment (owner of Parx Casino) on the Avenir project. Parx is the largest casino in Pennsylvania and has an online casino brand. Silverstein is also partnering with Rush Street Gaming, the operator behind Rivers Casinos in various destinations.
The Destination by Hyatt brand
The Avenir will have a gaming floor, a hotel, a 1000-seat performance venue, and affordable housing. The consortium has signed a letter of intent with hospitality giant Hyatt to operate a 1,000-room luxury hotel. The hotel will feature luxury finishes and floor-to-ceiling skyline views. Guests will have access to a range of amenities, including restaurants and wellness services.
The Destination by Hyatt brand is well-known for offering far more than a uniform stay for guests. Its hotels immerse guests in the local culture and embody the spirit of the location. The brand’s vision is to offer authentic and immersive experiences in places that resonate with guests and World of Hyatt’s 56 million members. This loyalty program allows members to earn and redeem points for hotel stays, dining services, spa treatments, and other benefits.
Tourism, hospitality, and convention strategy
Just a short distance away from the Javits Center, the Avenir has the potential to be a hub for tourism, entertainment, and business events. Tal Kerret, President of Silverstein Properties, believes Hyatt will add strategic value to the project. Large-scale exhibition and convention centers benefit from prominent casino-hotel developments close by. An example of this is Hyatt Regency McCormick Place, which is located near Chicago’s McCormick Place Convention Center.
Hyatt has a global sales force and convention alliances that will help drive new business to the Javits Center. Dan Hansen, Hyatt’s Head of Americas Development, sees the project as another milestone in Hyatt’s history and the brand’s expansion into key travel destinations.
The Avenir will have a total of five restaurants that feature concepts by renowned hospitality groups. This includes Union Square Hospitality Group and STARR Restaurants, founded by Stephen Starr. On the sixth level will be a food hall showcasing local chefs and restaurateurs. It is anticipated to include seating for approximately 700 guests.
Labor support and community investment
The developers are partnering with unions and workforce initiatives to get public and regulatory support. The Hotel and Gaming Trades Council (HTC) supports the proposal, and President Rich Maroko says it would create about 5,000 casino and hospitality jobs in Far West Manhattan and boost the economy. Rush Street Gaming already has a strong working relationship with the council through the operation of Rivers Casino and Resort Schenectady.
The Avenir plans to implement workforce development programs in New York City inspired by Hyatt’s workforce initiatives. This will help expand career pathways for New Yorkers and may even result in encourage new entrepreneurs.
Competition and community concerns
The Avenir is just one of the contenders for three casino licenses. Another is a Times Square proposal. There is also a Queens bid and a Bronx-based one. Wynn Resorts had previously come up with a proposal for Hudson Yards but has withdrawn it. This leaves the way open for The Avenir’s distinct concept.
Some community concerns persist about the potential for neighborhood disruption, noise, and traffic. But the proximity of The Avenir to major commercial infrastructure is one of its strengths. It will give guests seamless access to tourism flows that already exist.
New licensing timeline
The application deadline is coming up quickly on June 27. The deadline for Community Advisory Committee (CAC) approvals is the end of September. The board is expected to decide by December 1, and it’s anticipated that licenses will be issued by the end of December.
