Hospitality industry veteran Ed Scheetz has renamed his King and Grove hotel brand after one of New York’s most iconic properties.
Rebranded to Chelsea Hotels, the five hotel portfolio features properties in the New York area at Manhattan, Williamsburg Brooklyn and Long Island.
The new brand takes its name from the landmark Hotel Chelsea, a cultural icon in the Big Apple which once attracted visitors as diverse as Mark Twain, Dylan Thomas, Any Warhol and the Sex Pistols.
"We wanted a name that explains what we stand for," Scheetz said.
"The Hotel Chelsea was built in 1884 as an artists’ cooperative, a community with a wide mix of residents and we wanted to rename the company to reflect that spirit."
Hotel Chelsea joins the newly reopened McCarren Hotel and Pool and the Martha Washington in New York, which will reopen in August after refurbishment.
The brand also features Ruschmeyer’s in Montauk, Long Island and a new project, Astor Hotel, which has an opening planned for 2016.
Hotel Chelsea will reopen after a refit next year, and there are also expansion plans in the pipeline outside New York, Scheetz said.
