In an ambitious move to redefine the culinary landscape of New York City, The Avenir, spearheaded by the renowned Silverstein Properties, has unveiled its vision to transform into a premier dining haven. This revelation places The Avenir squarely in the competitive race for one of three coveted downstate New York casino licenses—a contest involving eight strong contenders.

Nestled in the heart of Manhattan’s Midtown West, this proposed multibillion-dollar development is more than just a gaming venue; it’s a culinary adventure waiting to happen. Larry Silverstein, the billionaire mind behind Silverstein Properties, in collaboration with Rush Street Gaming and Greenwood Gaming and Entertainment, aims to infuse Hell’s Kitchen with an unparalleled dining experience.

The Avenir’s aspirations hinge on securing a license that opens doors to slots, table games, and sports betting with a $500 million investment. Success in this endeavor would see the establishment of eateries from Starr Restaurants and Union Square Hospitality Group (USHG)—names synonymous with culinary excellence. USHG is celebrated for creating Shake Sha

ck and other iconic New York City dining spots like Gramercy Tavern and The Modern. Meanwhile, Starr Restaurants is famed for its association with celebrity chef Stephen Starr and its recent ventures in Atlantic City at Ocean Casino Resort.

Distinguishing itself through more than gambling amenities, each bid for the casino license underscores unique offerings aimed at garnering favorable outcomes from the New York Gaming Facility Location Board later this year. Among these bids, The Avenir stands out with its pledge not only to create thousands of jobs and contribute millions in local tax revenue but also to build affordable housing units—all while establishing itself as a food lover’s paradise.

The vision for The Avenir includes collaborations with local sommeliers and celebrated chefs such as Yannick Benjamin, Nancy Silverton, and Pim Techamuanvivit. Plans feature a food hall on the sixth level that promises seating for 700 guests alongside various venues hosted by local restaurateurs.

“Our goal extends beyond providing entertainment; we aim to create a destination where cuisine from Asia, Europe, the Middle East, and America converges,” shared Lisa Silverstein, CEO of Silverstein Properties. “We’re committed to offering exceptional dining options in an exquisite setting for everyone,” she added.

Celebrity chefs have become staples within major gaming markets like Las Vegas due to their significant impact on luxury resorts’ prestige and marketability. According to JLL—a global commercial real estate consultancy—these high-profile restaurants elevate a resort’s brand image while attracting extensive media coverage (as evidenced by this article). Furthermore, they stimulate demand for the resort’s offerings which can lead to higher hotel room rates.

“Renowned chefs draw guests who are specifically interested in savoring their creations,” encapsulates the strategic importance of incorporating top-tier culinary talent into luxury resort offerings. As The Avenir vies for one of New York’s lucrative casino licenses, its commitment to becoming a culinary landmark signifies an exciting evolution in how casinos are perceived—not merely as places for gaming but as comprehensive destinations offering diverse cultural experiences.