In a major twist to New York’s heated casino race, global hospitality giant Hyatt Hotels Corporation has joined hands with The Avenir, a proposed luxury casino-hotel rising near Manhattan’s Javits Center. Backed by Silverstein Properties, Rush Street Gaming, and Greenwood Gaming, the project blends tourism, business, and entertainment with affordable housing and local jobs. With fierce competition and tight deadlines ahead, this high-stakes partnership under the Destination by Hyatt brand may reshape the Far West Side into New York’s next dazzling hospitality crown.

STORY HIGHLIGHTS

• Hyatt to operate a 1,000-room luxury hotel at The Avenir under the Destination by Hyatt brand

• Backed by Silverstein Properties, Rush Street Gaming, and Greenwood Gaming

• Project site near Javits Center, includes affordable housing and performance venue

• HTC labor union endorses the plan, citing job creation and community investment

• One of several proposals competing for three downstate casino licenses in NYC

• Application deadline June 27, 2025, with decisions expected by December 31, 2025

In a bold move that could reshape the skyline of Manhattan’s Far West Side, Hyatt Hotels Corporation has stepped into the spotlight as the official hospitality brand behind The Avenir, a high-profile casino and hotel development vying for one of New York City’s highly sought-after downstate casino licenses. Announced on June 20, 2025, the partnership brings new momentum to the ambitious project, spearheaded by Silverstein Properties, Rush Street Gaming, and Greenwood Gaming and Entertainment.

Planned as a major mixed-use destination, The Avenir aims to combine luxury hospitality, gaming, entertainment, and community housing—all within walking distance of the Javits Center. With Hyatt now on board, the hotel component will be anchored under its Destination by Hyatt brand, known for its emphasis on location-driven, immersive experiences in major global cities.

The inclusion of Hyatt signals a calculated effort by the developers to strengthen the project’s appeal—not just to New Yorkers, but to a global clientele. A 1,000-room luxury hotel, integrated into a larger entertainment and hospitality ecosystem, could serve as a gateway for tourism, large-scale conventions, and business travel on the West Side.

“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. “This partnership reinforces our city’s ability to compete on the global stage for major conventions and exhibitions.”

For Hyatt, the move represents a deepening of its footprint in one of the world’s most visited cities. Dan Hansen, Head of Americas Development for Hyatt, emphasized the company’s commitment to bringing authentic and high-value experiences to travelers through selective expansions.

“This project marks a significant milestone in our strategic expansion into key travel destinations,” Hansen noted. “It reinforces our commitment to offering immersive guest experiences in the places that matter most to our guests and members.”

The hotel’s design will take inspiration from successful integrated properties like the Hyatt Regency McCormick Place in Chicago, a model known for linking accommodation directly with event and exhibition spaces. At The Avenir, that concept would extend to a 1,000-seat performance venue, large-scale gaming floor, and 100 units of permanently affordable housing—an element the developers say aligns with broader community goals.

Yet hospitality is only part of the plan. The economic footprint of the project is also designed to generate long-term benefits for the local workforce. With labor support being a critical component in the licensing process, the developers have actively pursued partnerships with unions and job training organizations. The Hotel and Gaming Trades Council (HTC), which represents more than 40,000 workers across New York and Northern New Jersey, has publicly backed the proposal.

“We know from experience that casinos create thousands of permanent, high-quality jobs,” said Rich Maroko, President of HTC. “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.”

To strengthen its workforce development strategy, The Avenir team is also planning collaborations with Union Square Hospitality HQ for training programs, and will work closely with Hyatt to offer upward career mobility for local residents.

But the path to securing one of the three casino licenses offered by New York State remains anything but simple. The field is crowded with big-name contenders. Among them: a Times Square proposal led by SL Green Realty and Caesars Entertainment; a Queens development near Citi Field proposed by Mets owner Steve Cohen in partnership with Hard Rock International; and a Bronx-based bid from Bally’s Corporation. While a proposal from Wynn Resorts and Related Companies for Hudson Yards has been withdrawn, the competition remains intense.

Adding to the complexity is a chorus of community concerns surrounding all proposals. Many neighborhoods have raised issues about potential noise, increased traffic, and disruptions to daily life. Though these challenges are not unique to The Avenir, developers are emphasizing the site’s location—adjacent to existing commercial infrastructure—as a key advantage. The argument: it’s not about building into a quiet neighborhood, but enhancing a district already designed to absorb large visitor volumes.

If selected, The Avenir could redefine the area’s role in New York’s hospitality and tourism landscape. With a combination of luxury amenities, affordable housing, public venue space, and job creation, it presents itself as a comprehensive investment in the city’s economic future.

As the process moves forward, all eyes are on the official licensing timeline. The New York Gaming Facility Location Board has set June 27, 2025, as the final application deadline. Community Advisory Committee (CAC) reviews are due by September 30, and a final decision is expected on December 1, 2025. Licenses are anticipated to be issued by December 31.

For now, the stakes remain high—not just for Hyatt or the developers, but for the future of a rapidly evolving West Side.