Caribbean resort looks to split from Gansevoort brand

US: The owners of the Gansevoort Turks & Caicos Wymara Resort have started legal proceedings to end its association with the Gansevoort brand.

They have filed a lawsuit claiming the Gansevoort brand is dragging it down, the New York Post reported. The resort claims it paid “significant sums” to be associated with the hotel brand since opening in 2009.

At the time, Wymara was eager to partner with Gansevoort, which opened its 187-room flagship property in New York’s Meatpacking District in 2004, the suit says.

The hotel is “widely credited with transforming the Meatpacking District from the home of hundreds of slaughterhouses and meatpacking plants with illicit sexual activity into today’s trendy locale of clubs, bistros, and designer boutiques,” court documents state.

But now the owners want to end the association. “The Gansevoort brand has deteriorated to the point that it now is certainly not in Wymara’s best interests to any longer be affiliated with the tattered vestiges of this once high-flying brand,” said the suit, which was filed last week in Nassau County Supreme Court on Long Island. “In short, the Gansevoort brand is nearly dead, and Gansevoort has no plans to resuscitate it,” the court papers say.

“In fact, Gansevoort has entertained offers to sell the NYC Gansevoort because the property has lost its ‘cool factor’ and needs costly updates and renovations,” the papers state.

Wymara is looking to nullify a management agreement that runs through 2023.

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