October 20, 2010 - A trendy Starwood boutique hotel, Aloft, will open in Harlem (2296 Frederick Douglass Boulevard at 124th Street) in late October, making it the neighbourhood�s first major hotel since the famous Theresa closed in 1967.

New York�s tourism industry believes the hotel will increase the attraction of Harlem, which is already a must-see destination for visitors to the Big Apple. "Instead of just going up to visit Harlem, you can stay in Harlem," head of NYC & Company, the city's tourism and marketing agency, George Fertitta said.

The Aloft is one of about 100 new hotels to open in the city since 2007, the Telegraph-Journal reported. A number of other hotel projects planned for Harlem were delayed by the global financial crisis.

Mr Fertitta said that the district had long been awaiting its first hotel opening in over 40 years. "The interest in Harlem from tourists on a global basis is extraordinary. It's one of the top spots in New York City that people want to see," he said.

CEO of the famed Apollo Theater, Jonelle Procope, said the Aloft "will be a nice addition to the neighbourhood, and will only increase Harlem's appeal to tourists."

Brian McGuinness, senior vice-president of Aloft Hotels, said Starwood chose the Harlem neighbourhood for the hotel because it is now "vibrant and up and coming" compared to the days when the district had lost its lustre due to crime and urban decay.

"The Aloft brand is known for being cutting-edge and innovative, and as we looked at Harlem, and all the way back from when Hotel Theresa opened up in 1913, which was quite avant-garde at the time, we determined that Harlem was certainly the right place to launch the Aloft in New York City," Mr McGuinness said.

Aloft's introductory rates are below similar hotels in midtown Manhattan - $239 at the Aloft for a king room 2 December compared to $375 at the Four Points, $499 at the Sheraton Towers and $512 at the Westin Midtown.

The 124-room hotel will have a soft opening 21 October with a grand opening later this year.