Apple Core Hotels, owner and operator of five centrally-located, moderately-priced Manhattan properties, today unveils nyma, the new york manhattan hotel, formerly the Red Roof Inn, located on 32nd Street west of Fifth Avenue. The hotel is set to undergo an extensive transformation, which is scheduled to be completed in December 2010. The renovation will unveil multi-million dollar upgrades to the property’s lobby and mezzanine areas, providing travelers with modern amenities at affordable prices. Rates at nyma start at $109.99 per night.
Previously a Red Roof Inn, Apple Core Hotels transformed the property into an independent hotel. This move follows the successful brand de-flagging of another Apple Core Hotels property, The Hotel @ Times Square, which was formerly a Super 8. “The decision to de-franchise our properties has two-fold benefits for both our company and the consumer,” said Vijay Dandapani, President of Apple Core Hotels. “Our independent properties are free of the rigid brand guidelines that must be followed when part of a chain, and it gives us more flexibility with rates, offerings and amenities for the consumer. It also enables us to target discerning value-driven consumers who prefer to stay away from ‘cookie-cutter’ national brands.”
Under independent management, nyma and The Hotel @ Times Square are free of franchise regulations. For example, the Apple Core Hotel Group now has the ability to use any coffee brand preferred by customers. Previously such a decision would require franchise approval, and they are extremely stringent about sticking to laid-out brand F&B guidelines.
“Additionally, by eliminating the franchise fee on these two properties we have a higher stream of revenue share for our hotels,” added Dandapani. “Typically, a franchise property will pay between 8 percent and 11 percent of revenue to the franchisor. Operating independently, we can better designate those funds and offer additional amenities that are not found at other hotels at this price point.”
Under the direction of designer Hyun Kim, renovations to nyma will include: a large brightly-lit lobby lounge space with free Wi-Fi, a complimentary business center, and eco-friendly design features such as sunstone reclaimed glass, recycled wood fiberboard and LED light fixtures. A Paris Baguette outpost will be located directly off of the lobby area, serving pastries, sandwiches and coffee.
As is customary in all Apple Core Hotels properties, nyma’s guest rooms feature comfortable bedding, a flat-screen television, night reading lamps, an iPhone docking station, a cordless speaker phone, an iron and ironing board, and an in-room safe. The 50-person breakfast room will continue to offer guests a complimentary daily continental breakfast. A state-of-the-art fitness center rounds out additional complimentary amenities provided to guests.