The expansion marks a strategic shift for Aspen One, the parent company of Aspen Hospitality. The Nell New York will occupy 134 rooms at 10 Rockefeller Plaza, backed by an investment exceeding $350 million. Beyond its prime Midtown location, the property will serve as the only Relais & Châteaux hotel in New York City, prioritizing an intimate, design-focused guest experience that draws on the brand's established reputation for personalized service.
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Aspen Hospitality Launches Nell Hotels with New Rockefeller Center Site
Aspen Hospitality is expanding its luxury footprint by launching Nell Hotels, a brand built on the legacy of the iconic Little Nell in Colorado. The company confirmed the debut of The Nell New York, set to open in 2027 as the first and only hotel located within Rockefeller Center.
Simultaneously, the original Little Nell in Aspen is scheduled for a comprehensive renovation. The hotel will temporarily close in April 2027 to undergo updates across its guest rooms and dining venues, with plans to reopen for the 2027-2028 winter ski season. While the main hotel undergoes its transformation, the Residences at The Little Nell and the property’s wedding program will remain fully operational to ensure continuity for its long-standing clientele. Jeff Toscano, CEO of Aspen Hospitality, noted that the brand's growth strategy focuses on intentional placements in destinations where their specific model of hospitality resonates, rather than rapid scaling.
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