Ed Scheetz launches new concept: Chelsea Hotels

Ed Scheetz launches new concept: Chelsea Hotels

When old becomes new

Image: WWD

Hotel magnate Ed Scheetz of King & Grove has launched new hospitality brand Chelsea Hotels

The new chain is an offshoot of the famed King & Grove collection of boutique hotels, which the hotelier has decided to rebrand under the star property in his portfolio, the Hotel Chelsea. "We wanted a name that reflects what we stand for as a brand," says Scheetz referring to the Manhattan property that has previously housed the likes of Bob Dylan, Janis Joplin and Leonard Cohen.

Scheetz's bold move follows a turbulent few years with former business partner, Joseph Chetrit, with whom he parted ways last autumn. Scheetz ended up with five of their fourteen properties: Hotel Chelsea, Martha Washington Hotel, King & Grove Williamsburg, King & Grove New York and Ruschmeyer's in Montauk.

Under the rebranding, King & Grove Williamsburg will now be known as McCarren Hotel and Pool, and in late August King & Grove New York will reopen under its original name, Martha Washington. A new project, Astor Hotel, will launch in 2016 in New York. Pandiscio Co. is managing the redesign of all the properties.

The iconic Hotel Chelsea, which was originally built in 1884, is currently undergoing major renovations and is due to reopen its doors in 2015. Its storied sense of community is a characteristic Scheetz aims to duplicate at his other properties. According to the brand's website, "Hotel Chelsea was built as New York's first utopian community that, through its mix of residents, energy and community gathering spaces, encouraged interaction between all kinds of people from all kinds of backgrounds. Chelsea Hotels embodies this philosophy."

Scheetz will continue to focus on and strengthen specific aspects of his new brand, one of which is fashion. The hotel chain is currently negotiating partnerships with yet-to-be-announced designers to create staff uniforms. "Fashion is an important market for us hopefully in terms of the clientele, guests and corporate accounts, and also in terms of events," Scheetz has said. "We expect that at all of our properties that fashion will be one of the major industry groups in both guests, as well as in the restaurants, lounges and bars." Part of that effort will include cobranding and hosting special events and strengthening the property brand's existing ties with the fashion community. 

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