How did you get involved in Moxy, Marriott’s hotel brand?
Lightstone was looking to develop a new property in New York City, and wanted something fun that felt different than the traditional hotel experience. We came across Moxy while in Europe, and every element of it caught our attention—from the unique public spaces to the thoughtfully designed, modern rooms. We thought it would be a perfect (and much needed) addition to Midtown for both locals and travelers alike.
Where did the idea of micro-lodging develop? Why is it imperative to the hotel?
Hotel rooms have always been smaller in Europe and Asia than the United States. Our goal was to develop an affordable hotel in New York City which was almost an oxymoron. We couldn’t reduce the cost of the land or construction, so we looked at building smaller rooms. Historically, most hotels with smaller rooms were redevelopments of SROs (single room occupancy). We believed that if we started from scratch we could design a smaller room that worked, taking inspiration from cruise ships where rooms are small but thoughtfully designed.
Do you think micro-lodging is the future of New York City hotel development? Why or why not?
Certainly, for the more affordable segments. While people come to New York to experience all that the city has to offer, they still crave functionality, versatility, and personalization when they wake up in their hotel room. Guestrooms need to be driven by design with built-in features fit for today’s traveler in order to create a flexible and adaptable guest experience. For example, at Moxy, all of our guestrooms have comfortable beds, oversized walk-in rain showers, as well as Yabu Pushelberg–designed custom furniture including tables, chairs, and stools that can be folded up and hung on a wall-peg system around the room’s perimeter. The multi-purpose furniture allows guests to personalize their rooms for working, eating, and entertaining. Perfect for traveling solo or with friends and family.
What differentiates a Moxy hotel from a typical Marriott?
Moxy is the first lifestyle brand developed completely from scratch by Marriott International. The brand was created because we felt there was an opportunity to play in a completely new space and launch a new disruptive hotel experience that caters to the next generation of travelers. It is not just about offering a value proposition, but it is also about responding to the changing needs of the customer and offering a high energy, playful but dynamic hotel experience. Next generation travelers who prize nonconformity, open-mindedness, and originality above all, are expected to account for more than 60 percent of Marriott International’s business within the next four years. Every aspect of a Moxy Hotel has been thoughtfully researched and crafted to deliver on the changing lifestyles and expectations of this target traveler.
How did you get your start in real estate development?
My first entry into hotel development was in the 1980s when I was involved in the acquisition and redevelopment of the iconic Boca Raton Resort and Club.
What demographic does the Moxy most appeal to?
Moxy was designed for today’s modern traveler, someone of a certain state of mindset rather than an age group. Someone who values experience, style, comfort, clever design, convenience, community, and great food and beverage. They want a comfortable bed and a fabulous rain shower, but are more inclined to work in a communal energetic space than at a desk in their room. We know today’s travelers want to sign into Netflix and catch up on their favorite shows, so we offer personal screen casting. They want to personalize their room, so we worked with Yabu Pushelberg on designing fold away furniture. The rise of co-working spaces shows the growing desire for energetic public spaces that seamlessly transition from day to night, and offer outlets, comfortable/flexible seating, and coffee/cocktail service along with small bites.
What is your favorite aspect of the Moxy?
Bar Moxy located on the second floor because it’s versatile and transformative. During the day, the space functions as a vibrant co-working space and seamlessly transforms into a buzzing lounge in the evening, with a DJ energizing the room and playing great tunes. The low seats and tables were designed to be adaptable, adjusting easily to accommodate you whether you’re working on your laptop, or meeting a small group of friends. The intention of Bar Moxy’s open-ended design is not only to create a relaxed, communal vibe, but to lure people from the neighborhood, particularly from nearby tech media companies.
Where do you see the future of Lightstone and hotel development in New York City?
Lightstone is currently developing three more Moxy properties in NoMad, Greenwich Village, and the Lower East Side.
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