Novotel Times Square Remained Open During Renovation, Re-Emerges as Competitive Property for International Business Travel

After evaluating Accor’s North American flagship for its Novotel brand, The Hardy Group managed the renovation for the hotel, and retained revenue with the project management of a fast-track construction process.

The new design by Stonehill & Taylor references Times Square’s pop-culture significance as the host of New Year’s Eve activities—incorporating architecture, video, and light effects to create an immersive experience for the visitor. Rocky Marzzarella led The Hardy Group team in executing an ambitious renovation plan while keeping the hotel’s business in full operation. Since the city of New York prohibits construction units from erecting hoists, the team had to lead the transportation of materials in and out of the hotel 24/7 while looking after the safety of guests. The Hardy Group helped to accomplish the renovations in under 18 months, a huge feat for any work done in Times Square, let alone New York City.

This project was completed for Chartres Lodging Group and Apollo Global Management in September 2013. With a dramatic increase in value following the re-opening, the hotel was sold just months after opening.