Peninsula, W Add Life To New York Accommodations

<B> Peninsula, W Add Life To New York Accommodations</B>

By Robert Selwitz

Total reconfigurations of two major hotels--the revitalization of a New York Beaux Arts landmark, and a complete conversion and brand name change--are helping to propel a very hot New York City lodging scene.

The revitalized Peninsula and the debut of the nation's first W are the latest enticements for Big Apple business travelers searching for viable digs.

The 23-story Peninsula reopened Nov. 1, after a year's shutdown, and features 242 guest rooms including 55 suites. Prices start at $535 for a single, while suite rates rise from $800 per night for a junior to $5,500 for the grand Peninsula Suite. As befits one of New York's tonier spots, rooms feature Beaux Arts reproduction furnishing in contemporary fabrics and color schemes; marble bathrooms with separate bath and shower enclosures; double-glazed windows to block out the street noise from Fifth Ave. and 55th St.; a bedside electronic control panel that regulates temperature; lighting and entertainment systems; in-room silent fax machines; and oversized work desks with adjustable lighting.

Also on hand in this latest rendition of a 93-year-old landmark are six function rooms totaling 3,300 square feet, a business center, an exercise facility, indoor swimming pool and whirlpool, and the renovated Adrienne Restaurant and Bistro. And, in remembrance of the original hotel, there is the Gotham Lounge.

Several blocks to the east, the 720-room W New York is set for a Dec. 1 opening. W is a new Starwood product, a stylish boutique-like addition to the Westin brand. Two additional Ws--the 200 room W Court and 122-room W Tuscany, both at Lexington and 39th St.--will debut May 1. And, these Ws will have plenty of company around the country. Included among 14 of Starwood's new brand are W hotels in Atlanta set to debut Jan. 6; Los Angeles Westwood and San Francisco, both opening June 1; Seattle set for June 7; and three in Chicago, scheduled to welcome guests before year's end. A Washington, D.C., W also is planned.

According to Brian Windle, W Hotels' vice president of sales and marketing, the hotels have "a tremendous focus on style as well as substance. We will compete with stylish boutique hotels in New York and around the United States, but we also will ensure that our business travelers are both comfortable and well supplied with the service and amenities they need."

He said the rooms will offer two phones, one with dataport and speakerphone capabilities, the other a 900 MHz cordless dual line, plus high speed Internet access. And for laptop hookups, a high-speed direct ethernet modem connection is included. For those seeking more upscale office gear, Windle promised that 15 percent of all rooms will be designated 'Business Class' and offer amenities such as a video-cassette player, and combination printer/copier/fax/scanner.

Targeting 25 to 55 vintage executives, Windle said, "W is for someone seeking a different lodging experience. The hotels will be hip and different, providing something quite novel compared with what style-conscious travelers normally experience during business trips." He also said that there's no dichotomy between offering 720 rooms and featuring boutique service.

While realizing that a W concierge can't possibly get to know all guests, nor their preferences and idiosyncrasies, Windle maintains "we can still make sure our guests get whatever they want, whenever they want it, and there won't be any of the attitude found in many smaller independents that often make guests feel they don't belong if they aren't wearing precisely the correct clothes." Instead, he said, "W will be warm and welcoming. Guests will get their faxes on time, and they'll also get points in our Preferred Guest Program that covers all Starwood properties including Westin, Luxury Collection, Sheraton, Four Points and Caesar. That's something frequent travelers usually miss when they book into independent hotels."

Beyond the Peninsula and W, there are plenty of other New York City hotel tidings. The Mamara-Manhattan at 94th St. and Second Ave. is a new Upper East Side extended-stay option. It features 100 suites in a 32-story structure, many with skyline and/or East River views. Amenities--available in studios, and one-, two- and three-bedroom suites--include cordless phones, fax machines, fully equipped kitchens, stereo systems, VCRs and Web-TV. All two- and three-bedroom suites include combination washers and dryers. Monthly rates start at $3,750 for a studio.

Manhattan East Suite Hotels has completed extensive renovations at several of their nine properties, including the 528-suite Southgate Tower, at Seventh Ave. and 31st St., which has refurbished its lobby and grand ballroom, expanded its fitness center, and updated kitchens and bathrooms throughout the property.

In addition, the 130-suite Lyden Gardens, 215 E. 64th St., has added a new fitness center, and Manhattan East will convert the former Hotel Beverly at 125 East 50th St. and reopen the property next year as The Benjamin. The renovated hotel then will feature 209 standard rooms including 97 one-bedroom suites and a deluxe two-bedroom suite.

The Benjamin will be the company's first Executive Suite Hotel, a concept the company describes as "providing an environment where senior executives can work and relax in the comfort of their own guest room." Amenities will include executive desks, ergonomic desk chairs, two-line phones with voice mail, dataports and a separate line for a combination fax/printer/copier machine.

Among recently opened Manhattan properties is the 100-room Avalon, Madison Ave. and 32nd St., which--following a $20 million renovation--has been converted to a European-style boutique. The Avalon describes itself as the only full-service, business-oriented hotel between 34th St. and SoHo.

And for the future, Hartz Mountain Industries has announced the development of the TriBeCa Grand at the intersection of Sixth Ave., White, Walker and Church Streets.

Several blocks south of its sister Hartz-owned property, the SoHo Grand, the 210-room, $50-million TriBeCa Grand will feature "state-of-the-art business facilities." While retaining its exterior architectural highlights, "from the outside, the building will look like its always been there. But inside, it will be completely wired," said president of Hartz Mountain Emanuel Stern. The new hotel--with projected single rates starting at $349--will offer a business center, fitness center and 100-seat screening room for feature films. The screening room also will be available for use as meeting space or lecture hall, or for catered events.