The Avenir Tabs Hyatt For NYC Casino Hospitality Brand

The Avenir, one of three expected New York City-based casino bids to be submitted for consideration for the state’s three available downstate casino licenses, announced Friday it has added Hyatt’s Destination by Hyatt as its hospitality brand.

The announcement comes as the June 27 deadline for bids to be submitted to the New York State Gaming Commission (NYSGC) looms one week away. The Avenir, a $10 billion proposal fronted by Silverstein Properties, would be located on the west side of midtown Manhattan near the Javits Center.

“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,” said Tal Kerret, president of Silverstein Properties, in a statement. “New York City is competing globally for exhibitions, conventions and meetings. We’ve assembled an extraordinary team of food and beverage partners, and now a leading hotel brand that will help support and add to New York’s vital tourism and convention industries.”

While there are three licenses available, the realistic view is The Avenir is competing with five other potential bidders for the third and final license since Empire City and Resorts World are widely expected to claim two of them with their plans to expand into racinos.

Another piece to the puzzle

The hotel portion of The Avenir’s proposal includes 1,000 rooms and suites that will be branded “The Avenir — under The Destination by Hyatt Brand.” Guests would be able to utilize the World of Hyatt loyalty program, which would enable them to earn and redeem points for hotel stays and dining and spa services among other amenities at the location.

“The Avenir hotel will brilliantly reflect the essence of the Destination by Hyatt brand by honoring and celebrating the unique spirit and magic of the most vibrant city in the world,” said Dan Hansen, head of Americas Development, Hyatt, in a statement. “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, reinforcing our commitment to offering authentic, immersive experiences in the places that resonate most with our guests and members.”

The Avenir announced last month that Rush Street Gaming would be its casino operator. Rush Street has a New York presence via Rivers Casino & Resort in Schenectady among its six regional destination casinos and has large-market experience via its Des Plaines location just outside Chicago. The Avenir also has a partnership in place with Union Square Hospitality HQ for other hospitality and culinary aspects of its bid.

Competitors in NYC

The other two Manhattan-based proposals expected to be submitted to the NYSGC are Freedom Plaza, fronted by the Soloviev Group looking to build on the East Side of the city, and one led by Jay-Z’s Roc Nation and Caesars that would put a casino in Times Square.

The entry price for a prospective licensee in addition to the proposal costs is at least $1 billion after the state’s Gaming Facility Committee established a $500 million license fee and $500 million minimum in capital investments Monday.