NYLO offers urban boutique properties in many small and midsize U.S. markets where chain hotel brands are usually the only option.
And even when NYLO opened its flagship New York property this past fall, it did so in a part of the city not known for trendy hotels.
NYLO New York City opened in October on Manhattan's Upper West Side, after a conversion of the former On the Ave hotel.
This mostly residential neighborhood is known for its proximity to Central Park, Lincoln Center for the Performing Arts and the Beacon Theatre. It has never been known for hotels, and certainly not the hip and trendy kinds that are mostly found downtown and in Brooklyn.
Michael Dwyer, director of sales and marketing for NYLO New York City, said the property had already found its own niche, proving popular with entertainment production clients, due to both its style and proximity to well-known New York music and performance venues, as well as the general leisure market.
NYLO has a Broadway address, but its entrance is on 77th Street. Its lobby bar, called Locl, has a 1920s Jazz Age decor and a glass wall of windows facing the street. People gather for live music every Tuesday night, attracting a local crowd, by design. The bar and its cozy lounge offshoot have played host to several corporate and personal functions, and are a local gathering point for groups like the Upper West Side First Time Mothers. Locals and guests alike cozy up on two sofas set around a fireplace in the Library, directly off the lobby.
Locl offers creative seasonal cocktails including an Old Fashioned with muddled oranges and berries. It may offer the best bar snacks in the area thanks to the hotel's affiliation with Serafina, the Italian restaurant with several city locations that opened off of NYLO's lobby.
Also part of NYLO is RedFarm, a popular downtown Chinese eatery that made its first uptown appearance at NYLO in November. The restaurant brings a modern, farm-to-table approach to Chinese fare in a rustic setting, complete with communal tables. Don't miss the grilled skirt steak or diced tuna appetizer.
RedFarm doesn't take reservations, but the hotel's concierge is able to book preferred seating both there and at Serafina. Guests can also get takeout delivered to their room from each.
NYLO's 285 loft-style rooms are quite sizable, especially compared with many New York hotels. They boast large windows and plenty of closet and drawer space. Go for the corner rooms, which have windows on two sides and a separate foyer with a closet.
The property's top three floors offer Deluxe rooms and 33 suites, with private balconies with views of the Hudson River to the west and Central Park to the east. A communal patio on the 14th floor faces 77th Street and has three seating areas. Follow Johanna Jainchill on Twitter @jjainchilltw.