NEW YORK CITY—Former Morgans Hotel Group CEO Edward Scheetz reports he has launched a new hospitality brand, Chelsea Hotels, a re-brand and evolution of the former King & Grove Hotels.
Among the new flag's holdings include the Hotel Chelsea, circa 1884, which will open next year at 222 West 23rd St., and the King & Grove New York, which will be re-launched later this year under the hotel's original name Martha Washington, circa 1905. Other Chelsea Hotels properties include the McCarren Hotel and Pool, formerly the King & Grove Williamsburg, and Ruschmeyer's in Montauk, Long Island, which is currently open. The chain also plans a new hotel project, the Astor Hotel, which is scheduled to open in 2016.
Scheetz says he has retained the design agency Pandiscio Co. to help “further develop the unique identities of each property, and to create Chelsea Hotels, a new and powerful brand that unites them.”
“We wanted a name that reflects what we stand for as a brand, and Chelsea Hotels does just that. In the spirit of our most iconic property, Chelsea Hotels welcomes all to become part of a community rooted in culture, creativity and shared experiences,” says Scheetz, CEO of Chelsea Hotels.
The roll out of Chelsea Hotels will begin with this month's launch of McCarren Hotel and Pool. In late August 2014, the Martha Washington hotel will debut. The historic Hotel Chelsea will open in 2015.
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