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Helmsley Middletowne Checks Out, Sheraton Midtown to Get New Identity

February 8, 2010 at 8:44 AM | by | Comments (0)

As the revolving door of new hotels continues to turn in NYC, a few older properties are getting the boot. Or a new identity. The Helmsley Middletowne Hotel will close in May, and over on the west side, the Sheraton Times Square will ditch its Sheraton name tag, and be known as a generic Starwood property—until execs decide what to do with it.

The Helmsley closes after 82 years in its 48th Street location—but if you're a fan of the Queen of Mean's palaces, rest assured the other Helmsley hotels in Manhattan will remain open. For now.

According to Crain's, the Middletowne outpost is closing because the lease is expiring, but some industry folks are speculating that more "winding down" of Leona Helmsley's estate will follow. The Helmsley Carlton apartment-hotel, for one, is on the auction block. Perhaps Trouble, the Maltese, is running out of kibble?

Over at Times Square, the Sheraton is losing its name so Starwood can give it the Cinderella treatment and make it a lot more fancy. It's still unclear what the hotel will be called once it's been wired and prettied up, but Starwood Preferred Guest members will still be able to earn points when they stay at the unbranded property. Its sister property across the street, the Sheraton New York Hotel & Towers will keep its name but will also get a $90 million renovation later this year. [Photo: New York Helmsley Archives]

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