Silverstein Properties, the development firm led by World Trade Center developer Larry Silverstein, has unveiled an expansive proposal to bring a towering casino complex to Manhattan’s Hell’s Kitchen. The plan features a 785-foot skyscraper on a 2.1-acre site at 11th Avenue between 40th and 41st Streets, promising to reshape the western edge of Midtown with a combination of luxury hospitality, entertainment, and gaming.

Named “Avenir,” the proposed development includes a sprawling array of attractions: a 1,000-room hotel, multiple dining options, a food hall, and a 1,000-seat concert venue. Central to the vision is 600,000 square feet of gaming space spread across eight floors of the building. In addition, the project will incorporate 100 affordable housing units — a feature intended to support the surrounding community.

A Strategic Bid in New York’s Casino Race

Silverstein’s proposal enters a competitive race for one of three downstate casino licenses that are expected to be awarded by the end of 2025. While the site already belongs to Silverstein Properties and does not require initial community board or City Council approval to begin construction, the project must still pass through rigorous state oversight. Applications are due to the New York State Gaming Commission by June 27, and contenders must obtain approval from a specially appointed Community Advisory Committee (CAC). This committee must approve each bid with a two-thirds majority and verify compliance with all zoning laws before the Gaming Commission will consider issuing a license.

What sets Silverstein apart in this increasingly crowded field — which includes bids at Times Square, Coney Island, Queens near Citi Field, and The Bronx — is not only the scale of the proposal but also the company’s longstanding roots in the area. “Over the last 40 years, we have invested heavily in this neighborhood, and care deeply about the fabric of this community,” said Lisa Silverstein, CEO of Silverstein Properties, according to New York Post. “We design as though the neighborhood is a campus, architecturally tying all the elements so they work seamlessly together. It will bring more security, enterprise, and entertainment on a level that doesn’t exist in one establishment and become a sophisticated addition to the New York skyline.”

Development Aims to Connect Communities and Boost Economy

Partnering with Rush Street Gaming and Greenwood Gaming and Entertainment, Silverstein’s project is positioned as a cultural and economic engine. Rush Street, which operates Rivers Casinos across several U.S. states, and Greenwood, owner of Parx casinos in Pennsylvania, would oversee the operation and management of the resort if the bid succeeds.

CetraRuddy, the architectural firm leading the design, emphasized the project’s potential to unify various nearby neighborhoods. “The Avenir site is located at the crossroads of diverse neighborhoods and activity districts that currently are not connected,” said Nancy Ruddy, founding principal of CetraRuddy. “The development of the site will knit together the fabric of this part of the Far West Side by creating an exciting cultural hub that reinforces New York’s character as a pedestrian-friendly and walkable city.”

The economic promise of the Avenir project is significant. Silverstein Properties projects that construction would generate 4,000 union jobs, with an additional 5,000 permanent union roles once the casino is operational. Such a boost in employment, along with new housing and entertainment options, would likely have a substantial impact on the Hell’s Kitchen area and beyond.

Political Landscape and Competitive Edge

With rivals like Steve Cohen’s Citi Field proposal and bids backed by Bally’s, Soloviev Group, and other casino operators investing heavily in lobbying efforts, Silverstein’s entry into the casino race is both timely and notable. Despite entering the public bidding stage later than some competitors, the firm’s extensive local development history and political connections give it a formidable presence.

While other proposals, such as Las Vegas Sands’ bid in Nassau County and Wynn Resorts’ plan in Hudson Yards, have fallen away due to strong local resistance or logistical challenges, Silverstein’s Hell’s Kitchen proposal appears to be gaining traction as a serious contender.

Founded in 1957, Silverstein Properties has overseen the development and management of over 40 million square feet of commercial and residential space, including iconic landmarks like 3, 4, and 7 World Trade Center and the Four Seasons properties in New York and Orlando.

As the June 27 application deadline approaches, all eyes are on how state regulators and the Community Advisory Committees will weigh the merits of this and other bids. If successful, the Avenir could become a defining feature of Manhattan’s West Side skyline and a new hub of activity in one of New York City’s most dynamic neighborhoods.