Taking its inspiration from the 2001 debut property, 60 Thompson in New York City’s SoHo neighborhood, Jason Pomeranc on Wednesday announced the launch of Sixty Hotels as part of his new hospitality company, Sixty Collective. The hotelier and co-founder of Thompson Hotels will continue to partner with his brothers Michael and Larry Pomeranc and long-time collaborator and former Commune Hotels CEO Stephen Brandman.
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.
“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,” Pomeranc said. “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.”
Pomeranc added, “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. 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.”
Pomeranc went on to call the launch of Sixty Hotels “liberating,” adding, “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 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.