Real World - Rosedale Hospitality

In this course, students will advise our industry partner (and the property’s developer) Rosedale Hospitality on a game plan for branding and positioning this unique property to achieve its highest and best use.  Working from essentially a “blank canvas”, students will be limited only to their own imaginations.

Rosedale Hospitality: “What do you do when your marquee tenant falls through?” Located directly on the High Line in the heart of the West Chelsea Arts District, 510 West 27th Street is a six story, 40,000 square foot, former industrial building.  After a painstaking search, this one-of-a-kind property was carefully hand-picked to suit the very specific needs of an iconic athletic/lifestyle brand for gut renovation into their inaugural NYC flagship location.  Then, as often happens in the world of real estate, “Plan A” unfortunately failed to materialize, leaving the developers asking: “Now what?”