Impulsive Group begins renovation on West 47th Street Hotel

New York, NY--April 30, 2009--Impulsive Group, a New York headquartered real estate firm specializing in luxury and designer hospitality worldwide, has begun a major gut renovation that will turn the two-star Portland Square Hotel, located at 132 West 47th Street between 6th and 7th Avenues, into a luxury four-star retreat known as Sanctuary.  

The property will continue to operate as the Portland Square Hotel -- offering guests smartly upgraded and refreshed accommodations -- throughout the conversion. Impulsive Group is revamping the property in several phases and in 2010 will unveil a completely transformed hotel. “Sanctuary will be the Times Square destination for guests who seek to indulge in an extravagant stay in one the world’s most exciting cities,” says Hank Freid, CEO of Impulsive Group.

Phase one of the renovation, now underway and scheduled to be complete in the fall, is converting the guest rooms located in Portland Square’s Tower Wing into high end studios that will be indicative of all Sanctuary guest rooms to come.  

The chicly designed rooms will boast an in-room bath with rain showerhead that is surrounded by adjustable drapery allowing for an instant luxurious setting, or private bath, all at the guest’s discretion.  The door to Sanctuary’s rooms will be bordered by Hermès orange leather trim and the leather will be echoed in the headboards of the lush beds appointed with premium European linens.  Additionally, new rooms will come outfitted with a host of entertainment features, such as plasma screen televisions and iPod docking stations.  

Over the course of the following year, during phase two of the renovation, the remaining rooms located in the hotel’s central tower will be likewise transformed, with some being converted into an exclusive duplex penthouse suite boasting roof access and sweeping views of Times Square. The two arms of the property will connect via a sleek walkway lined with cascading water and ambient lighting.  

The third and final phase of the 130-room Sanctuary’s renovation project will involve the redesign of the lobby. Some features being planned include intimate alcoves and warming fireplaces; adjacent to the lobby there will also be a hip lounge and restaurant offering specialty cocktails and delectable dishes. The hotel’s name will change once the new lobby is completed.  

From April to August, guests are able to get a sneak peek at the new hotel by booking a stay in one of six Sanctuary-appointed model studio rooms. “For only $159 per night, guest can stay in a four-star hotel room in the heart of Manhattan,” explains Anthony Corallo, Impulsive Group Vice President.  “I don’t know of a better deal in New York.”

For more information on the Portland Square Hotel please visit  For a look at the new Sanctuary design and to learn more about the luxe model rooms that are currently available visit
More about the Impulsive Group:
The Impulsive Group specializes in luxurious and designer hospitality real estate. The hotel group’s recent project includes the expansion of the Ameritania hotel at 54th and Broadway. Impulsive Group is also the owner and operator of several charter yachts including the Impulsive, a 120-foot Norship in the Mediterranean and Caribbean. The company is currently looking to expand their luxury holdings in New York and Florida, including the purchase of additional hotel properties. They are also exploring acquisition opportunities in San Francisco, Boston, Tahiti and the Dominican Republic.
An affiliate branch of Impulsive Group develops boutique hospitality aimed at the youth traveler, recently completing a renovation of its Marrakech Hotel NYC on the Upper West Side.  The hotel group also owns and operates the Broadway Hotel and Hostel at 101st and Broadway.
For additional information about Impulsive Group, call 212-247-2211 or

Virtual Event

HOTEL OPTIMIZATION PART 2 | Now Available On-Demand

Survival in these times is highly dependent on a hotel's ability to quickly adapt and pivot their business to meet the current needs of travelers and the surrounding community. Join us for Optimization Part 2 – a FREE virtual event – as we bring together top players in the industry to discuss alternative uses when occupancy is down, ways to boost F&B revenue, how to help your staff adjust to new challenges and more, in a series of panels focused on how you can regain profitability during this crisis.

Suggested Articles

After two years, the Galt House in Louisville, Ky., has completed its $80 million upgrade.

Buildings in Texas and the Northeast are being converted into hotels.

Jeffrey Beers International curated a "Midtown from Above" concept with each guestroom designed to feel like a retreat from the streets below.