Aloft Debuts in NYC As Harlem's First New Hotel from a Major Brand in a Century

Located in the heart of Harlem at the corner of Frederick Douglass Boulevard and 124^th Street, Aloft will soon become the area's hottest destination and the first hotel from a major brand to open in the neighborhood in a century.

Aloft Hotels is the sizzling design-led, tech-savvy brand from Starwood that is shaking up the hospitality industry. It has enjoyed the fastest ramp-up of any brand in hotel history with more than 40 hotels open globally since its June 2008 launch. Aloft offers urban-influenced, modern, open and vibrant design - and a social guest experience with its dynamic re:mix lounge and destination w xyzbar - all at an affordable price point. Aloft hotels feature stylish guest rooms, a tech-savvy sensibility and atmospheric public spaces, promising a fresh, fun and affordable way for the next generation of traveler to explore New York City.

"Aloft's vibrant social atmosphere will provide the perfect complement to the dynamic and energetic neighborhood of Harlem," said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood. "Not only is Aloft ushering in a new era of lodging in Harlem, but we'll be a local neighborhood outpost for the community as well, and we look forward to becoming an integral part of the Harlem landscape."

Featuring 124 loft-like guest rooms, Aloft Harlem is part of a mixed-use project which also includes Apex, 44 contemporary condominium residences, and retail space. The hotel offers easy access to Columbia University as well as Harlem's most buzzed about destinations, from the iconic Apollo Theater to the cutting-edge Studio Museum. Aloft Harlem is just steps away from the 125^th Street subway station and a quick and convenient ride to anywhere in Manhattan. And, from now through March 31, 2011, guests who book Aloft Harlem will earn double Starwood Preferred Guest points for every stay, as well as a $20 voucher for redemption at the hotel's w xyz bar or the re:fuelby Aloft 24/7 pantry.

"We're delighted to celebrate the grand opening of the first Aloft hotel in New York City which will provide a modern and luxurious escape for leisure and business travelers alike," notes Richard Gorsky, who leads the RCG Longview Development/Ownership team. "Harlem is a resurgent community which has retained its timeless charm while embracing new lifestyle attractions - particularly along the bustling Frederick Douglass Boulevard corridor."

Engaged with the local community even before its doors were open, Aloft Harlem put its own spin on the traditional job fair and held "auditions" to recruit the very best local talent at the Apollo Theater.

"We could not be more excited to become a member of one of the richest and most historic New York City neighborhoods," said Daniel Fevre, General Manager of Aloft Harlem. "Harlem has long been a highly visited destination in Manhattan and we look forward to providing a unique lodging alternative in the area."

Always on the forefront of new technology, Aloft will roll out its innovative Smart Check-In program at Aloft Harlem. Smart Check-In will allow guests to skip the front desk and head directly to their rooms with a special RFID-powered keycard.

Aloft Harlem is managed by Prospsera Hospitality.


Logos, product and company names mentioned are the property of their respective owners.

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