By Terry Trucco
In what no doubt qualifies as one of the most low key hotel revamps in memory — no marquee unveilings, no press releases — Denihan Hospitality Group’s six Affinia hotels have quietly changed their names.
In brief, they’ve ramped up their titles, underscored their home town and reassigned Affinia as a subtitle. Hence, Affinia Manhattan becomes Manhattan NYC, Affinia Dumont is now Dumont NYC and Affinia 50 morphs into Fifty NYC.
When a complete name is required, an Affinia Hotel is added. Behind the move was an effort “to emphasize the personality and location of our six properties,” said Cole Hernandez, Director of PR and Partnerships for Fifty NYC, in an email.