Silverstein Unveils Bold Casino Tower Plan for Manhattan’s West Side

Silverstein Properties, the firm led by World Trade Center developer Larry Silverstein, has revealed an ambitious proposal to build a towering casino and entertainment complex in Manhattan’s Hell’s Kitchen. The planned development, named “Avenir,” would rise 785 feet on a 2.1-acre site along 11th Avenue between 40th and 41st Streets, promising to redefine the West Side skyline with a blend of luxury hospitality, gaming, and cultural amenities.

Avenir: A Vertical Destination for Hospitality, Gaming, and Community

The Avenir project would feature a 1,000-room hotel, a vibrant food hall, multiple restaurants, and a 1,000-seat concert venue. At its core, the proposal includes 600,000 square feet of gaming space spread across eight floors—one of the largest such footprints in the city. The development will also include 100 units of affordable housing, a community-focused element designed to address local needs while enhancing the surrounding area.

A Major Player in New York’s Casino Licensing Race

Silverstein’s entry adds significant weight to the fierce competition for one of three downstate New York casino licenses expected to be awarded by the end of 2025. While the company already owns the proposed site—eliminating the need for initial community board or City Council approval—it must still clear a rigorous state approval process. Bidders must submit their applications to the New York State Gaming Commission by June 27 and gain approval from a Community Advisory Committee (CAC), which must approve proposals with a two-thirds vote and confirm zoning compliance before the Commission issues a license.

With bids coming from Times Square, Coney Island, Queens, and the Bronx, Silverstein’s proposal stands out due to its scale, urban integration, and the firm’s decades-long history in Manhattan real estate.

Lisa Silverstein, CEO of Silverstein Properties, emphasized the project’s neighborhood-centric approach:

Boosting Jobs, Bridging Communities

The project is a collaboration between Silverstein Properties, Rush Street Gaming (operator of Rivers Casinos), and Greenwood Gaming & Entertainment (owner of Parx Casino in Pennsylvania). If approved, these partners would manage and operate the resort.

Architectural firm CetraRuddy is leading the design, with a vision to stitch together the currently disconnected neighborhoods of the Far West Side.

In terms of economic impact, Silverstein Properties projects the creation of 4,000 union construction jobs and 5,000 permanent union positions once the development is complete. Combined with new housing and entertainment offerings, the plan could serve as a major economic catalyst for Hell’s Kitchen and surrounding communities.

Competitive Field and Strategic Advantages

Despite entering the casino race later than some rivals, Silverstein Properties benefits from a deep track record in urban development and strong political ties. Competing proposals—from developers like Steve Cohen (near Citi Field), Bally’s, and the Soloviev Group—have invested heavily in lobbying efforts, but Silverstein’s real estate legacy gives it a strong foothold.

While some high-profile proposals—such as Wynn Resorts’ Hudson Yards bid and Las Vegas Sands’ Nassau County plans—have faltered due to community opposition or logistical hurdles, the Avenir concept appears to be gaining credibility as a viable contender.

Founded in 1957, Silverstein Properties has developed more than 40 million square feet of commercial and residential real estate, including notable projects like 3, 4, and 7 World Trade Center, as well as the Four Seasons Hotels in New York and Orlando.

With the June 27 application deadline looming, attention now turns to how regulators and advisory committees will evaluate Avenir’s potential to transform Manhattan’s West Side. If approved, the project could become a landmark destination and a new economic anchor for one of New York’s most dynamic neighborhoods.