Silverstein Properties, Rush Street Gaming and Greenwood Gaming and Entertainment on Friday announced Hyatt’s Destination by Hyatt as the hospitality brand for The Avenir, a mixed-use entertainment and casino complex proposed for Manhattan’s Far West Side. The project and Hyatt have signed a letter of intent for Hyatt to participate, subject to entering a definitive agreement.

The Avenir’s luxury hotel will include 1,000 rooms and suites, which will be managed by and branded as The Avenir, under The Destination by Hyatt brand and offering the World of Hyatt loyalty program. With its proximity to the Javits Center, The Avenir will significantly enhance the convention industry and create economic synergy between gaming, business tourism, and hospitality, according to the project’s backers.

“We are very pleased to be working with Hyatt on this exciting development and tap into World of Hyatt’s 56 million members to help drive new business to Manhattan’s Far West Side,” said Tal Kerret, president of Silverstein Properties. “New York City is competing globally for exhibitions, conventions and meetings. We’ve assembled an extraordinary team of food and beverage partners, and now a leading hotel brand that will help support and add to New York’s vital tourism and convention industries.”