Hyatt Hotels Corporation has been officially announced as the hospitality brand behind The Avenir, a proposed mixed-use casino and hotel complex slated for Manhattan’s Far West Side. The partnership places the project under the Destination by Hyatt brand and marks a pivotal development as The Avenir team continues its bid for one of New York City’s coveted downstate casino licenses.

The consortium behind The Avenir—Silverstein Properties, Rush Street Gaming, and Greenwood Gaming and Entertainment—revealed on Friday, June 20th, 2025, that they have signed a letter of intent with Hyatt, establishing plans to operate a 1,000-room luxury hotel within the proposed development. The Destination by Hyatt brand, known for immersive stays in iconic urban areas, will be central to attracting both tourists and business travelers.

Tourism, Hospitality, and Convention Strategy

Located just steps from the Javits Center, The Avenir has positioned itself as a hub for tourism, business events, and entertainment. In addition to the hotel and gaming floor, the proposed development includes 100 units of permanently affordable housing and a 1,000-seat performance venue.

Tal Kerret, President of Silverstein Properties, emphasized Hyatt’s strategic value to the project, 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.” He added that the collaboration enhances the city’s ability to compete globally for major conventions and exhibitions, as reported by amNY.

Dan Hansen, Hyatt’s Head of Americas Development, echoed this sentiment, describing the project as “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’s developers hope to replicate Hyatt’s success with integrated hotel-event spaces in major cities such as the Hyatt Regency McCormick Place in Chicago.

Labor Support and Community Investment

Beyond tourism, the developers are leaning on union partnerships and workforce initiatives to bolster public and regulatory support. The Hotel and Gaming Trades Council (HTC), which represents more than 40,000 hotel and casino workers in New York and Northern New Jersey, has endorsed the plan.

“We know from experience that casinos create thousands of permanent, high-quality jobs,” said HTC President Rich Maroko. “The Avenir is an extremely impressive proposal that would bring 5,000 casino and hospitality jobs to the Far West Side of Manhattan and would boost the city and state’s economy. We’re thrilled to see this project enter the bidding process.”

The team also intends to collaborate with Union Square Hospitality HQ for training programs, while additional workforce development partnerships with Hyatt will aim to expand career pathways for New Yorkers.

Competition and Community Concerns

The Avenir joins a crowded field of contenders for one of the three downstate casino licenses expected to be granted by New York State. Other high-profile proposals include a Times Square casino led by SL Green Realty and Caesars Entertainment, a Queens bid near Citi Field from Mets owner Steve Cohen and Hard Rock International, and a Bronx-based submission from Bally’s Corporation.

Although Wynn Resorts and Related Companies previously floated a casino proposal for Hudson Yards, they have since withdrawn from the race, clearing space for The Avenir’s distinct concept.

Despite strong financial and institutional backing, community concerns persist. Several casino proposals across the city have drawn criticism over potential increases in noise, traffic, and neighborhood disruption. However, The Avenir’s proximity to major commercial infrastructure has been promoted as a key strength, offering seamless access to existing tourism flows.

If selected, The Avenir would not only introduce a luxury gaming destination to the area but also channel significant private investment into the neighborhood’s economy.

Licensing Timeline

According to the most recent update from the New York Gaming Facility Location Board, the licensing timeline includes significant dates: the application deadline is set for June 27, 2025, followed by a September 30, 2025, deadline for Community Advisory Committee (CAC) approvals. The Board is expected to make a decision by December 1, 2025, with licenses anticipated to be issued by December 31, 2025.