brand debut First Conrad hits New York Hilton brings its luxury brand to Lower Manhattan, looks to expand While Hilton Worldwide’s Conrad Hotels & Resorts brand has been expanding widely in the Asia-Pacific region, the first Conrad to grace New York City recently opened with a unique combination of services and amenities. The 463-suite property, which was converted from a 15-story Embassy Suites atrium-style hotel on the Hudson River waterfront, features a wide variety of contemporary art along with a full-service restaurant, rooftop bar and even an old-fashioned barber shop all on the premises. By offering a wide variety of personalized services, the Conrad New York aims to differentiate itself from Manhattan’s numerous luxury properties. “Conrad Hotels & Resorts is defined as smart luxury, luxury that is tailored to the individual,” said Michael Ennes, senior director of luxury brand development for Hilton Worldwide. “It is personable, flexible, empowering and smart. The brand’s three supporting pillars are inspired style; infinite connections, which allow a guests to connect to work, life, unique surroundings and each other; and flawless service.” The new Conrad also will act as a model for further development of the brand in the U.S. Although the brand is already present in Chicago, Miami and Indianapolis, Ennes said Conrad is looking to expand to other gateway and primary cities around the country. “Conrad New York is the perfect example of opportunities we’re seeking, both new-build and conversion,” Ennes said. “Opportunistic conversions within the U.S. that embody the smart luxury position of the brand is something we’re currently evaluating. We are looking at the top 25 U.S. markets.” Also key to the success of the hotel will be the recently revitalized Battery Park City neighborhood, which features a variety of upscale restaurant and retail outlets that will attract both domestic and international luxury travelers. “This neighborhood has seen tremendous change and we’re proud to be part of the lower Manhattan community which we serve,” said Robert Rechtermann, GM of the Conrad New York. “Many more people live downtown than 10 years ago, which creates a need for new eateries, more retail options and open green spaces. Conrad New York will become an important new member of the Battery Park City community and we look forward to accommodating our local residents and their families as well as international and domestic visitors.” ALL PHOTOS CONRAD HOTELS & RESORTS The Conrad New York, a conversion from an Embassy Suites atrium-style hotel, is the first entrée of Hilton Worldwide’s smart luxury brand to New York City. 5 Beekman to become latest Thompson Hotel Private equity investment firm GB Lodging and its affiliate GFI Capital, which owns and developed the Ace and Nomad Hotels in New York, acquired the historic 5 Beekman Street in Lower Manhattan and has tapped Commune Hotels & Resorts to bring a Thompson Hotel to the 10-story building. “Thompson is a well-known brand in New York City and 5 Beekman is a very visible project in New York,” said Stephen Brandman, CEO of Commune Hotels & Resorts. Commune was formed when Joie de Vivre Hotels and Thompson Hotels & Resorts merged in 2011. “There’s been a lot of talk about the project for the last couple years and we consider it to be a true trophy asset here in New York.” The building and adjacent land will be converted to a 297-room luxury boutique with 90 residences. The deal comes at a busy time for Commune, which has been extremely active following its inception in 2011. “The timing is great because now that Thompson has merged with Joie de Vivre, it’s a larger platform for us to drive an even larger audience to our properties,” said Brandman. “Since we merged on October 1, we’ve really been able to put our arms around several important projects.” Commune has been active around the U.S. and plans to continue growing both brands opportunistically. “There’s been a lot of great work that’s happened in a brief period of time, and I think the board works well together,” said Brandman. “We’ve picked up the Sutton Place in Chicago, and we think that’s a fantastic asset. We’ve opened JDV hotels in Scottsdale and Palm Springs, as well as securing a project in Hawaii and another in Cabo San Lucas. We sort of operate like a family business, and I think that’s important for our success and adds value to our company and employees; people respect the fact you can always reach out to a principal and get a quick decision.”