Aspen Hospitality Invests Over $350 Million To Open Hotel At Rockefeller Center

• Aspen Hospitality has launched Nell Hotels, a new luxury hospitality brand inspired by The Little Nell in Aspen.
• The brand's first expansion will be The Nell New York, a 134-room luxury hotel opening in fall 2027 at 10 Rockefeller Plaza.
• The project represents a more than $350 million investment and will transform former office space into New York City's only Relais & Châteaux hotel.

What the New York Hotel Includes

Aspen Hospitality is expanding beyond Colorado with the launch of Nell Hotels, a luxury hotel brand built around the legacy of The Little Nell in Aspen. Its first new property, The Nell New York, will open in fall 2027 at 10 Rockefeller Plaza, becoming the first and only hotel located within Rockefeller Center. The 134-room hotel is being created through the conversion of former office space and represents an investment of more than $350 million. Once completed, the property will also become New York City's only Relais & Châteaux hotel, further positioning it within the luxury hospitality market.

What Guests Can Expect

The hotel is designed to blend luxury accommodations with curated dining, wellness, and cultural experiences. Plans include an all-day restaurant, lobby bar, wine lounge inspired by The Little Nell's acclaimed wine program, and a full-service spa. A signature fine-dining restaurant on the 17th floor will offer panoramic views overlooking Rockefeller Center and Midtown Manhattan. The design will draw inspiration from Rockefeller Center's Art Deco architecture while incorporating a significant art collection featuring both emerging and internationally recognized artists. Aspen Hospitality also plans to create exclusive guest experiences centered on New York's arts, dining, and cultural scene. 

CEO Jeff Toscano said, "Distinctive access will define the guest experience at The Nell New York. Just as The Little Nell is known for unparalleled access to Aspen and its mountains, The Nell New York will unlock access to the studios, galleries, private dining rooms, cultural institutions and in-the-know experiences that shape New York City."

What the New Brand Represents

Nell Hotels launches with three distinct offerings: The Little Nell, The Residences at The Little Nell, and The Nell New York. According to Toscano, the company is focused on thoughtful expansion rather than rapid growth.

"Our intention is not to be everywhere but to be exactly where our guests are," Toscano said. "This is not about scale for the sake of growth. It's about bringing our approach to hospitality to destinations where it can truly resonate."

The strategy emphasizes personalized service and destination-driven experiences while preserving the identity that has made The Little Nell one of Aspen's most recognized luxury hotels.

What This Means for The Little Nell

Alongside the brand launch, Aspen Hospitality announced a comprehensive renovation of The Little Nell in Aspen. The hotel will temporarily close in April 2027 and reopen ahead of the 2027-2028 ski season. The renovation is intended to modernize the flagship property while maintaining the standards that will define future Nell Hotels. Toscano said the renovation reflects "a commitment to preserving what makes The Little Nell exceptional, while ensuring it continues to evolve for the next generation of guests."

What This Means for Luxury Hospitality

The launch of Nell Hotels reflects the continued growth of branded luxury hospitality concepts that prioritize curated experiences over large-scale expansion. By introducing its first new hotel within Rockefeller Center, Aspen Hospitality is entering one of the world's most competitive hotel markets with a destination-focused concept that combines luxury accommodations, fine dining, art, and exclusive local experiences. The adaptive reuse of office space into a luxury hotel also highlights the ongoing transformation of underutilized commercial buildings into hospitality destinations across major U.S. cities.