Published On: Mon, May 26th, 2014

Ed Scheetz Renames His King & Grove Hotel Chain Chelsea Hotels

New York’s King and Grove Hotels have been renamed the Chelsea Hotels after their new flagship hotel.

Ed Scheetz / Getty

Renowned New York hotel magnate Ed Scheetz had decide to rebrand his King & Grove Hotel Chain. The hotels will now be called Chelsea Hotels, after the firm’s Chelsea Hotel. King and Grove’s CEO, Ed Schetez, made the move after its split with the Chetrit Group last year.

King and Grove currently has five hotels in the New York Area in Manhattan, Williamsburg Brooklyn and eastern Long Island. Its Chelsea Hotel, located at 222 West 23rd Street in Manhattan’s Chelsea neighborhood, is by far the firm’s most famous. It is a New York City landmark which was at one time or another home to famous musicians such as, Bod Dylan and Leonard Cohen.

In an interview with The Real Deal, Mr. Scheetz said, “We wanted to find a brand and a name that we felt really spoke to what we’re trying to achieve for the company as a whole.”

All of the company’s hotels are now scheduled for renovations and are expected to get new names under the new Chelsea brand name. They will, however, maintain their current individual interior designs and characters.

The company’s new tag line will be, “Different kinds of more. Different kinds of less.”

The 64-room King and Grove Williamsburg will reopen on Memorial Day under the name McCarren Hotel and Pool and the King and Grove New York, located at 29 East 29thStreet, will reopen in August under the hotel’s original name, the Martha Washington.

In 2016 Chelsea plans to open a new hotel at 404 Lafayette Street, to be called the Astor Hotel.

Ruschmeyer’s, the company’s 19-room hotel in Montauk, Long Island is retaining its name.

Named for the two new York City streets, the former Kings and Grove was founded in 2011 by Ed Scheetz.

It recently added the Hotel Clark in Los Angeles. There are plans to eventually open more hotels in Miami and London.

Mr. Walter Edward Scheetz  is as a Partner of AREA Property Partners and the Founder of Scheetz Group. He also co-founded King & Grove as an affiliated hotel management and development company. He served as Chief Executive Officer and President at Morgans Hotel Group Co. from February 2006 to September 19, 2007, before founding King and Grove.

In 1997 he founded NorthStar Capital Investment and was its co chairman and co CEO.

Mr. Scheetz has a BA. in Economics from Princeton University.

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