It's been a roller coaster ride this past week for hotelier Jason Pomeranc and his partners in crime lifestyle hotels.
After we got word that one of the hotels they left behind in the Commune/Thompson split wanted out of the Commune, Pomeranc, along with Stephen Brandman and his brothers Michael and Larry Pomeranc, announced the new name of their hotel group, The Sixty Collective, an obvious homage to the original Thompson Hotel, 60 Thompson.
While we were still digesting the new name, another report landed that said the owners of 6 Columbus wanted out of the Collective and back into the Commune. (The owners apparently did not even know their Commune had become a Collective.)
But the boys were back on top last night at the Cornell Hotel Show cocktail party in New York. The event was held at the Grand Hyatt as a kickoff for the International Hotel, Motel & Restaurant Show. All that backslapping, LinkedIn friending and industry networking aside, the party served as the stage for the unveiling of the Sixty Hotels logo. Tah-dah! Here it is. We're loving the infinity logo that's worked into the 60. We're just relieved the idea of a phoenix rising from the ashes above Thompson LES was nixed. Har, har.
But wait, there's more. There's also a website!
The landing page for SixtyHotels.com features Jason a ruggedly-dressed man walking on a desert highway with the tagline, "The journey starts here." Once you click a little arrow, you're taken to another page that kicks off with this:
“BUILD A GOOD NAME. KEEP YOUR NAME CLEAN,” PATTI SMITH, THE QUEEN OF CONSISTENT REINVENTION, ADVISED ASPIRING ARTISTS EVERYWHERE. AND SO IT GOES THAT ONCE WERE THOMPSON HOTELS, NOW SIXTY HOTELS, A NEW HOSPITALITY BRAND FROM THOSE WHO CREATED SIXTY THOMPSON.
(Interestingly, Patti Smith is most closely associated with another NYC Hotel, The Hotel Chelsea.)
While the site looks a little bit like an artsy Pinterest page, it's actually Tumblr-based so you can like and reblog the entries, so long as you have a Tumblr of course. Most of the entries are about art and design but a few feature 60 Thompson and it's clear that the history and genesis of the original hotel will play a lead role in the shaping of the new company.
Given that 60 Thompson opened 12 years ago, we just hope Sixty doesn't spend too much time reminiscing. Remember, the millenials are coming and we're not so sure they know who Patti Smith is.
What do you think of the new Sixty Hotels logo? Sound off in comments below!