{"id":451436,"date":"2025-12-16T18:19:33","date_gmt":"2025-12-16T18:19:33","guid":{"rendered":"https:\/\/www.europesays.com\/us\/451436\/"},"modified":"2025-12-16T18:19:33","modified_gmt":"2025-12-16T18:19:33","slug":"from-casino-clash-to-plan-b-sl-green-pivots-on-the-future-of-1515-broadway","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/451436\/","title":{"rendered":"From Casino Clash to Plan B \u2014 SL Green Pivots on the Future of 1515 Broadway\u00a0"},"content":{"rendered":"

Just three months after SL Green CEO Marc Holliday angrily denounced the rejection of a Times Square casino as a historic mistake, the city\u2019s largest commercial landlord has officially moved on.<\/p>\n

\"1515SL Green told is moving forward with a hotel and entertainment complex at 1515 Broadway. Photo: Phil O\u2019Brien <\/p>\n

With New York State awarding its three downstate casino licenses to projects in Queens and the Bronx \u2014 and none in Manhattan \u2014 SL Green now plans to transform 1515 Broadway, above the Minskoff Theatre, into a massive hotel and entertainment complex instead.<\/p>\n

The shift was laid out this month during the company\u2019s 2025 Investor Conference, where executives described what Holliday called \u201can equally attractive Plan B\u201d for the Times Square tower, as reported by Forbes<\/a>.<\/p>\n

In September, Holliday was visibly furious after the Community Advisory Committee voted down SL Green\u2019s Caesars Palace Times Square proposal<\/a>, partnered with Caesars Entertainment and JAY-Z\u2019s Roc Nation.<\/p>\n

Calling the outcome \u201ca despicable display of cowardice,\u201d Holliday accused elected officials of denying the city jobs and investment. A month later, he was calmer but still defiant, telling investors the casino idea was \u201cnot completely dead.\u201d<\/a><\/p>\n

\"\"SL Green CEO Marc Holliday (right) at a casino hearing with Roc Nation\u2019s Desiree Perez and Rev Al Sharpton. Photo: Michael Hull<\/p>\n

That door now appears firmly shut. \u201cAll of the Manhattan proposals were not accepted,\u201d Holliday told investors this month. \u201cThey all failed. It\u2019s a great loss for the city \u2014 but we\u2019re going to move past that.\u201d<\/p>\n

The centerpiece of SL Green\u2019s new plan is to convert 32 office floors into 992 hotel rooms \u2014 a relatively straightforward change, because of the building\u2019s layout, explained Executive Vice President Brett Herschenfeld.<\/p>\n

\"Times\"SummitStreet level renderings for the new hotel concept mirror renderings released for the casino plan. Renderings: SL Green<\/p>\n

\u201cThirty-two floors of office become 992 hotel rooms,\u201d he said. \u201cIt will have the best hotel views in the city. And I think a hotel in the middle of the world\u2019s greatest tourist destination might be a pretty good idea.\u201d<\/p>\n

With Paramount \u2014 now part of Skydance \u2014 preparing to vacate most of the building, SL Green expects large portions of the tower to be empty in the coming years, creating an opening for redevelopment.<\/p>\n

One of the most immediate changes could be highly visible to anyone standing in Times Square.<\/p>\n

SL Green now controls the windows above the Minskoff Theatre that currently display The Lion King signage \u2014 a detail Herschenfeld emphasized repeatedly.<\/p>\n

\"1515Executive Vice President Brett Herschenfeld empasized repeatedly that SL Green now controls the windows above the Minskoff Theatre that currently display The Lion King signage. Photo: Catie Savage<\/p>\n

\u201cWe now control the rights to all the windows showing The Lion King advertisement,\u201d he said. \u201cHow can we create enormous value in its place? Very simple.\u201d<\/p>\n

The company plans to wrap those windows in massive digital screens, similar to the Marriott Marquis next door.<\/p>\n

Herschenfeld called Times Square \u201cthe most robust advertising market in the world,\u201d and added: \u201cAll I have to do is reprogram the screens and we have the best signage at the center of the bowtie.\u201d<\/p>\n

\"ExampleFloor plan rendering shows how the existing offices at 1515 Broadway would be converted to hotel rooms. Rendering: SL Green<\/p>\n

Beyond the hotel and signage, SL Green is floating a suite of entertainment ideas that echo \u2014 but stop short of \u2014 the casino vision. Plans include a new SUMMIT observation deck at the top of 1515 Broadway, similar to the wildly popular SUMMIT One Vanderbilt (which SL Green developed and runs), as well as immersive attractions at street level.<\/p>\n

\u201cVirtual ride technology has become so real that you feel like you\u2019ve traveled the distance of a Coney Island roller coaster,\u201d Herschenfeld said, \u201cbut yet you remain in the confines of a 10,000-square-foot room.\u201d<\/p>\n

With podium floor plates of roughly 60,000 square feet, he suggested SL Green could build \u201can entire theme park of the future at the base of 1515.\u201d<\/p>\n

\"BrettSL Green Executive Vice President Brett Herschenfeld (right) at one of the casino Community Advisory Committee hearings in August. Photo: Phil O\u2019Brien<\/p>\n

The Nederlander Organization recently renewed its lease for the 1,710-seat Minskoff Theatre, home to The Lion King, and SL Green has not announced any changes to the theater itself.<\/p>\n

SL Green executives framed the pivot as a win-win for Times Square, promising tourism dollars, new jobs and investments without gambling. \u201cCasino or not, we are still the home team,\u201d Herschenfeld told investors. \u201cThat\u2019s our DNA.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Just three months after SL Green CEO Marc Holliday angrily denounced the rejection of a Times Square casino…\n","protected":false},"author":3,"featured_media":451437,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5122],"tags":[5229,17054,405,403,5226,5225,5228,5227,67,586,132,5230,68,2969],"class_list":{"0":"post-451436","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-new-york","8":"tag-america","9":"tag-hotels","10":"tag-new-york","11":"tag-new-york-city","12":"tag-newyork","13":"tag-newyorkcity","14":"tag-ny","15":"tag-nyc","16":"tag-united-states","17":"tag-united-states-of-america","18":"tag-unitedstates","19":"tag-unitedstatesofamerica","20":"tag-us","21":"tag-usa"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/115730631085406401","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/451436","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=451436"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/451436\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/451437"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=451436"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=451436"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=451436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}