Hotel Nyack Rebranded Under Hyatt’s “Joie de Vivre” Line

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New Iteration For Struggling Hotel Nyack

By Tina Traster

The struggling Hotel Nyack, formerly the Time Hotel Nyack, has been rebranded under Hyatt’s “Joie de Vivre” signature line in a franchise agreement.

In just the past three years, the boutique hotel at 400 High Street in Nyack, which promised to be a game-changer for Village, has been through bankruptcy, change in ownership, the loss of BVs Grill, and a pandemic that has depressed the hotel industry overall.

“Having a modern, well-operated and updated hotel so close to downtown Nyack is essential to the economic prosperity and continued revitalization of the village,” said Nyack Mayor Don Hammond. “Gaining the affiliation of a major brand while retaining the personalized feel of a boutique product describes the competitive advantages of Nyack and the county with niche yet outsized appeal compared to the rest of the region. We welcome this new partnership and look forward to working together.”

In March 2019, a U.S. Bankruptcy Court judge approved the $18.5 million sale of the The Time Hotel of Nyack to Juniper Time LLC, a company affiliated with IMH Financial Corporation.

Juniper Capital Partners has appointed international hospitality management company, Real Hospitality Group, Inc. (RHG) to oversee the operations of Hotel Nyack. They are replacing Dream group, which owns Time Hotel brand.

Bobby Van’s Steakhouse (BVs Grill), the celebrity-named steak and seafood restaurant at The Time Hotel in Nyack, closed in August.

The fining dining establishment, owned and operated by restaurateur Joseph Smith, ultimately fell victim to the coronavirus pandemic, though it was struggling prior to that while the Time Hotel cycled through bankruptcy and new ownership last year.

The Joie de Vivre brand, created in 1987, runs hotels with an edge, playfulness, and a deep respect for its neighborhoods. Each location is uniquely inspired by its surroundings and is a story about the community.

The 133-room hotel with loft-style accommodations housed within the framework of a four-story, former factory, has plans to renovate several portions of the hotel including its culinary offering. An open, industrial feel and reflection of the urban neighborhood within the property’s contemporary design lends itself to the overall heartfelt and inclusive spirit of the Joie de Vivre brand.

Hotel Nyack will be able to participate in the World of Hyatt loyalty program, which provides members with loyalty benefits on hotel stays, dining services, meetings, events and more as a part of their unique stay experience.

A grand opening/ribbon-cutting ceremony for the new hotel is scheduled for early summer 2021.

“The rebranding comes at a favorable time with the economy in recovery-mode.  Because the Hotel Nyack has always straddled the line well by catering to both out-of-county and local visitor markets, it has tremendous potential to be a regional draw for Rockland County due to its top-of-the-line amenities and location,” said Jeremy Schulman, Rockland County Director of Economic Development and Tourism. We look forward to helping the entire hotel team position this property and the surrounding area for future growth.”