It looks like a wasteland but elaborate plan aims to turn it into a skyscraper casino in heart of big city
A dusty, underused lot could soon become the site of Manhattan's flashiest new attraction - a gleaming 785-foot-tall casino tower called The Avenir, complete with a luxury hotel.
Unveiled by Silverstein Properties in partnership with Rush Street Gaming and Greenwood Gaming and Entertainment, the project aims to transform the Far West Side of the city with a sculptural skyscraper designed by CetraRuddy Architecture and Steelman Partners.
The design features 'gentle harmonious waves' rising from a nine-story base to a 45-story tower - marking a major revision from the two connected towers originally proposed in 2023.
'This is a neighborhood we've invested in for over 40 years,' said Lisa Silverstein, Chief Executive Officer of Silverstein Properties. 'We care deeply about the fabric of this community.'
'We worked hard to create a design that brings a vibrant and dynamic ethos and contextually that fits within this special part of the city,' she continued.
'We hope to bring many components to this project and balance the right amount of activity to serve the community in a thoughtful way that will elevate the neighborhood. We designed The Avenir as though the neighborhood is a campus, architecturally tying all the elements so they work seamlessly together.'
The ambitious 1.8 million square foot project includes a 1,000-room hotel, more than a dozen bars and restaurants, a boutique entertainment venue, meeting spaces, a spa, and an outdoor pool overlooking Manhattan's skyline. There will also be an affordable housing element.
The casino itself will take up less than 12 percent of the overall development, but will feature VVIP and VIP rooms, a poker area, sportsbook, and a dramatic four-story window bar with skyline views.
On the ground level, the building will feature multiple pedestrian entrances and a porte-cochère to ease congestion.
A community gallery along 11th Avenue will span an entire block, offering a glass-enclosed space with 45-foot ceilings for local artists, cultural events, and educational programming.
'The Avenir site is located at the crossroads of diverse neighborhoods and activity districts that currently are not connected,' said Nancy Ruddy, Founding Principal of CetraRuddy, in a statement.
'The development of the site will knit together the fabric of this part of the Far West Side by creating an exciting cultural hub that reinforces New York's character as a pedestrian-friendly and walkable city.'
Tim Drehkoff, CEO of Rush Street Gaming, added: 'We are delighted that the design of The Avenir blends seamlessly and harmoniously into the Far West Side neighborhood. Our goal with all of our facilities is to fit in, support and benefit the communities in which we operate.'
The development also includes a major affordability initiative: more than 100 permanently affordable off-site apartments offered through the city's housing lottery system - responding to a recent call from Manhattan Community Board 4 for more housing options in the neighborhood.
Silverstein Properties has developed nearby residential buildings like River Place and Silver Towers and the company has a long history of building affordable housing in the area.
'It will bring more security, enterprise, and entertainment on a level that doesn't exist in one establishment and become a sophisticated addition to the New York skyline,' Silverstein said.
Designed by CetraRuddy Architecture and Steelman Partners, the sculptural tower would include a 1,000-room hotel, restaurants, a boutique venue, a rooftop pool, and a casino taking up less than 12 percent of the total space
The Avenir is one of several big-money contenders vying for one of three downstate casino licenses.
Other bids include an $8 billion 'Metropolitan Park' proposal from Mets owner Steve Cohen, a Jay-Z-backed Caesars Palace in Times Square, and a futuristic Freedom Plaza casino designed by Bjarke Ingels.
Meanwhile, other plans - including Related's Hudson Yards casino and proposals from Saks Fifth Avenue and Las Vegas Sands - have already been scrapped.
With its fully controlled, shovel-ready site and no need for land use approvals or displacements, Silverstein's project is positioned as a strong contender.
Final casino bids are due June 27, with decisions expected by the end of the year.
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