Sheraton Manhattan to be renovated, rebranded

New York /
Feb.February 04, 2010 08:51 AM

Starwood Hotels and Resorts is giving its 665-room Sheraton Manhattan hotel a facelift, part of a large-scale effort to makeover the company’s Sheraton brand. The mid-priced hotel, on Seventh Avenue between West 51st and 52nd streets, will ditch the Sheraton name in April — the new name has yet to be disclosed — and be redeveloped, possibly including a retail and office component, Starwood said today. In its rebranding, the hotel is following in the footsteps of its slightly less modestly-priced sibling, the Sheraton New York Hotel & Towers across the street, which has a $90 million renovation planned for this year. Both upgrades are part of a $6 billion investment in Sheraton hotels across the country, which Starwood began three years ago in an attempt to tackle the perception of the brand as dull and old-fashioned. Starwood has rebranded 32 hotels under the initiative thus far, though the Sheraton Manhattan and Sheraton New York are the first in the city to undergo upgrades. Starwood operates 13 hotels in New York City and is opening six more in 2010, three of which will be Sheraton properties. [Crain’s]


Related Articles

arrow_forward_ios
From left: Starwood Capital’s Barry Sternlicht and Veracity Development’s Edmond Li along with 111 Mercer Street (Getty, Google Maps, Veracity Development)
Sternlicht’s LNR aims to foreclose on Veracity’s Soho condo
Sternlicht’s LNR aims to foreclose on Veracity’s Soho condo
Starwood's Barry Sternlicht
Starwood wheels and deals to fix $800M loan default
Starwood wheels and deals to fix $800M loan default
Starwood's Barry Sternlicht and Blackstone's Jonathan Gray
Private REITs forced into the spotlight
Private REITs forced into the spotlight
Blackstone’s Steve Schwarzman and Starwood Capital’s Barry Sternlicht (Illustration by The Real Deal with Getty)
Blackstone, Starwood REITs draw SEC’s attention after limiting withdrawals
Blackstone, Starwood REITs draw SEC’s attention after limiting withdrawals
Photo illustration of Blackstone's Jon Gray and Starwood's Barry Sternlicht (Blackstone/YouTube, Getty; Illustration by Kevin Rebong for The Real Deal)
Commercial property fund withdrawals surge
Commercial property fund withdrawals surge
From left: Federal Reserve chair's Jerome Powell and Starwood Capital Group's Barry Sternlicht (Getty)
Barry Sternlicht calls Fed’s actions “suicide”
Barry Sternlicht calls Fed’s actions “suicide”
Joel Schreiber, WeWork’s first investor, under fire on multiple fronts
Joel Schreiber, WeWork’s first investor, under fire on multiple fronts
Joel Schreiber, WeWork’s first investor, under fire on multiple fronts
53 Sonrise Place in Fellsmere, FL and Starwood Capital Group chairman Barry Sternlicht (Google Maps, Illustration by The Real Deal with Getty)
Starwood snaps up Florida affordable housing portfolio
Starwood snaps up Florida affordable housing portfolio
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...