Jason Pomeranc, hotelier and co-founder of Thompson Hotels, announced the launch of hotel brand Sixty Hotels, a part of his new hospitality company, Sixty Collective.
"We have always been Sixty. Launching Sixty Hotels is a liberating experience for us," said Pomeranc. "The boutique sector, a segment of the hotel business founded on innovation, has become highly-populated and mainstream. People have forgotten about the narrative. Sixty Hotels intends to lead the way in re-introducing this sector of business back into the hospitality world."
The new Sixty Hotels brand takes its inspiration from the Pomeranc's debut property, 60 Thompson – a project that pioneered the luxury boutique hotel sector in SoHo when it opened during Fashion Week in September 2001.
"Sixty Hotels will be the next evolution of hotel environments and experiences, supported by the 'collective' – our team, publishing vehicles, original content and engaging programming," said Pomeranc. "The goal is to create a global hospitality brand unified by a common thread of unique locations, provocative design and compelling programming that speaks to those who have followed us through the years."
The brand launch of Sixty Hotels will include properties 60 Thompson, Thompson Lower East Side, 6 Columbus and Thompson Beverly Hills, each of which will be flagged as Sixty Hotels in January 2014. The four-hotel portfolio was part of the original Thompson Hotels, which under the creative direction and leadership of the Pomeranc's and Brandman, grew to 12 properties. In 2011 the Pomeranc's merged Thompson with Joie de Vivre Hotels and Geolo Capital to form Commune Hotels & Resorts. Jason Pomeranc served as co-chair of Commune for two years, before selling the Thompson brand to Commune in August 2013. The Pomeranc's retained four core properties, now comprising the Sixty Hotels portfolio.
"Sixty Hotels will be a more mature, sophisticated brand with a heightened sense of 'residential' living while retaining the in-the-know, iconography-inspired stylish pulse guests expect from our brands," said Pomeranc. "While we always will look back to the elements of culture that have enduring appeal in this hotel category, we do not want to get stuck in nostalgia. Consider the Sixty Hotels brand an evolution to the next level of what excites us – and in turn savvy travelers."
Founded in 2013, Sixty Hotels is the core brand of Sixty Collective, an international hospitality company for which the primary purpose is to develop, brand and operate unique properties that will re-imagine the boutique hotel experience. Sixty Hotels currently consists of 60 Thompson, Thompson Lower East Side, 6 Columbus and Thompson Beverly Hills. These properties will be re-branded as Sixty Hotels in 2014.