Checking In and Checking Out

In the World of NYC Hotels, It's an Ace in the Hole

by Jeralyn Gerba
All photos courtesy of Ace Hotel New York.

NEW YORK — Much of the third-wave hotel scene can be described as pre- or post-Ace. When the Pacific Northwest brand opened its flagship Ace Hotel New York on 29th Street and Broadway — in what was understood to be a generally un-cool area of Manhattan — it made a bet that it could transform the fly-by blocks into a bonafide neighborhood, with its hotel lobby as the major destination.

And the Ace won.

The hotel was a smash from the get-go, defining a shift in the way hoteliers engaged with their cities and the way locals engaged with their hotels. With its innovative food and beverage partnerships (including a Stumptown Coffee Roasters outpost), cool attitude (collaborations with musicians, artists, and designers), and signature lewk (reworked vintage furniture, record players, photo booth), the hotel spurred many knockoffs and managed to refashion the dingy Flatiron area as NoMad, a neighborhood now known more as a foodie mecca than a wholesale district for perfume, wigs, and knickknacks (though there are still vestiges of that old New York nearby).

And here's something else for the history books: The Ace engineered the co-working space before there was even a term for it by offering communal tables, easy-to-access outlets, an all-day menu for noshing, and free Wi-Fi. No one batted an eye when locals showed up and turned the place into casual office space. The lobby became the blueprint for the modern town square. Flanked by a bar, restaurant, coffee shop, and flower cart, it's a place where people can gather with friends and colleagues to socialize and work, eat and drink, listen to music, and generally make themselves feel at home.

Book It

New York is always in demand, as are rooms at The Ace. But budget is in the brand's bones, and you can usually find one option (bunk beds) for well under $200 a night. Click here for reservations, or contact the Fathom Travel Concierge and we'll book the whole trip for you.

Checking In

The Location
North of Madison Square Park (NoMad) is home to Shake Shack, luxury condos, and an increasing number of boutique hotels. It's also just north of the iconic Flatiron Building, where Broadway and Fifth Avenue intersect.

The Vibe
When the hotel opened in 2009, hipster would have been the proper term used to describe the place. It's still conscientiously cool, but now also worn in and comfortable, like a good pair of overpriced jeans.

This Place Is Perfect For
Out-of-towners who want to feel like locals; locals who want to feel like out-of-towners; people without offices who want a vibe-y work place .

But Not So Perfect For
Those looking for anonymity or a quiet refuge.

What's on Site
The Breslin Bar & Dining Room is a buzzing gastropub serving extremely comforting and gluttonous fare from star chef April Bloomfield. Stumptown Coffee Roasters is a Portland import that serves expertly crafted espresso drinks. Art installations, DJ gigs, and other happenings fill the lobby space day and night. The Lobby Bar serves craft brews and a big burger.

Rooms
Oh right, the rooms. They're certainly not the main attraction. Cozy, tidy, minimal (named Small, Mini, Bunk), they skew a bit young in tone. Loft suites offer more of a living room feel, with subway tile bathrooms, locally made furniture, and, possibly, a Martin guitar. All rooms have WiFi, a mini Smeg fridge, turntable, and flat-screen TV.

In-Room Amenities
You can shop your room for things like the custom Pendleton blanket, vintage records, and hoodie robe just by taking them with you — the hotel will charge it after you check out. Other necessities, like Rudy’s Barbershop bath products or custom guitar strings, can be found at the front desk store.

Drawbacks
The rooms are efficient and the offerings are democratic, but compared to the communal areas, they're a bit basic.

Standout Detail
The buzzing, Americana-tinged, retro-yet-modern Roman & Williams-designed hotel lobby. Symbols of the past ('70s-era sectionals, industrial lighting fixtures, French bakery table, vintage objects) set the stage for creative thinking, gathering, and merry-making. The place is teeming with life.

Checking Out

Surroundings
Adjacent to the hotel, simpatico retailers merchandise the Ace lifestyle: Project No. 8 for goods and souvenirs, Opening Ceremony for fashion-forward pieces, Rudy's Barbershop for a close shave. These days, even people staying at hotels like to visit other hotels for food and drinks. Next-door neighbor The NoMad feels like the Ace for grown-ups; Center for Book Arts showcases the book as an art object; Dover Street Market showcases avant-garde clothing, installations, and a little cafe for the fashion set.

What to Do Nearby
It's a pedestrian paradise. You can walk to the Empire State Building, wait in line at Shake Shack, or stroll at dawn to the flower market along 28th Street between Sixth and Seventh Avenues. When you've had enough, walk all the way east and catch a ferry to Brooklyn.

Plan Your Trip

How to Get There
Fly into JFK, LaGuardia, or Newark airports; take the train into Grand Central or Penn Stations.

Getting Around
The N/R subway line at 28th Street is directly outside of the hotel. There so much to see by walking in any direction. Buses, taxi cabs, ride shares, and rickshaws can all be found in this neighborhood.

Explore the Ace

Meet Kelly Sawdon, The Boundary-Pushing Boss Lady Behind the Ace Hotels
Find Inner Peace in Palm Springs, California
Is Panama City the Next Riviera Maya?