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Gaining An ‘Edge’

Resorts World Catskills To Add Lifestyle Hotel In Next Phase Of Growth

Thursday, December 06, 2018
Dennis Nessler
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MONTICELLO, NY--Resorts World Catskills is betting on a lifestyle hotel to be the ideal complement to its existing all-suite luxury hotel as the casino resort closes in on the completion of the next phase of its growth.

Ground was broken in February on The Alder Hotel, a four-story, 101-room property with retail, dining and entertainment options, which is expected to open its doors later this month here.
Marcio Azevedo, vp, resort operations at Resort World Catskills, described the property as appealing to those “looking to have an edgier experience” while remaining in the Catskills.

He further explained why the company identified such a property as a good fit. “We felt that we needed to add an additional element to the entire campus, which would be an adjacent hotel offering the same amenities but with differentiated product overall. [We wanted] something a little more fun; something unique; and something that hasn’t happened in the Catskills. So we put our heads together and we felt that the lifestyle component was severely missing from the overall arena of upstate New York. So it wasn’t very difficult to come up with the overall strategy of adding a lifestyle hotel,” he said.

The name of the hotel was derived from the alder tree, a part of the birch family native to the ecosystem of the Catskills. Azevedo acknowledged that while there were plenty of benefits to developing an independent property the company is “not ruling out the possibility of a brand in the future.” However, he added it would have to be an “affiliation that’s flexible” as well as something that’s “fun and innovative.”

The Alder joins the integrated casino resort, which includes an 18-story hotel and a casino and entertainment complex featuring 100,000 square feet of gaming action, as well as more than 10 bar and restaurant experiences. The next phase of development for the resort is scheduled to take place in 2019 and will include a Rees Jones redesigned golf course, the Kartrite Hotel and an indoor waterpark.

Meanwhile, Azevedo revealed to Hotel Interactive® that the Alder will be home to an authentic Mexican restaurant called Dos Gatos, which will offer a blend of different tequilla options, as well as “fun drinks and a fun menu.” He also noted the hotel has entered into a partnership with TopGolf, which offers a golf and entertainment simulator experience. Azevedo noted the experience can be used as a form of relaxation for guests or a team building experience for groups, which can rent the space.

JCJ Architecture served as the interior and exterior architect for the Alder. The guestrooms will feature the modern amenities that discerning travelers expect, including hotel amenities from Malin Goetz, and signature design details that marry the modern glamour of the casino resort with the scenic views, according to the company.

Azevedo provided some insight on the approach. “We wanted to be a little bit edgy when it comes to our overall in-room amenities. So we went out there with a décor that’s interesting and that primarily brings in the elements of the surrounding Catskills,” he said, adding those elements range from birch trees to accents in the rooms.

Azevedo specifically highlighted the impact of the unique lineup of amenities that’s completely red and touted the design of the guestroom. “It’s so much fun when you walk into the room. You’ll say ‘I’ve never been in a hotel before where I could see accents like this’ and they’re all hand made and done in a way that’s very exclusive, but also very unique. It’s an accent that’s appealing to the eyes,” he said.

Azevedo noted he expects the Alder to have a fairly broad appeal among guests. “There’s not a target market but I think because of the type of product we’re putting together it’s probably going to fluctuate between the mid ‘20s to ‘50s,” he said.

From a pricing standpoint, the Alder Hotel will be positioned “a bit lower” than its Resorts World counterpart. Azevedo also emphasized he expects the property--which will offer introductory rates from January through March--to get a running start with both group business and transient guests already on the books, as well as a tier of the property’s casino clientele. “We’re going to open with a very robust occupancy. It’s not erroneous to say that we’re going to be looking at 75 to 80 percent occupancy for the year,” he said.

Dennis Nessler    Dennis Nessler
Hotel Interactive®, Inc.
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