A 252-key flagship in NoMad (North of Madison Square Park)
Located on the corner of Park Avenue South and 29th Street, Viceroy Park Avenue will offer 252 rooms and suites, with interiors designed by Meyer Davis Studio. The food and beverage offering will be developed in partnership with Tao Group Hospitality.
The property will feature more than 1,400 m² of event space, along with a rooftop pool and lounge. The wellness offering will centre on a spa, a fitness centre and a Wellness Penthouse of approximately 195 m².
A career shaped in Californian luxury
Nicholas Untermann joins from Terranea Resort in Rancho Palos Verdes, California, where he most recently served as General Manager. He joined the resort in 2023 as Resort Manager and was promoted to General Manager in 2025.
He previously held key roles at several Californian properties, including Beverly Wilshire, A Four Seasons Hotel in Beverly Hills, Beach Village at The Del, L’Auberge Del Mar and Ojai Valley Inn. He brings more than fifteen years of experience in luxury hospitality.
Born into a family of hoteliers, he entered the industry at a young age, working across food and beverage, valet, front desk, concierge and rooms. He also sits on the Forbes Travel Guide Standards Advisory Committee.
A strategic appointment for Viceroy’s leadership
For Arash Azarbarzin, CEO of Viceroy Hotels & Residences, the choice reflects the demands of an opening on this scale: “Nicholas brings the combination of operational depth, luxury expertise and team mentorship that is critical when opening a flagship of this significance.” He adds that Untermann’s leadership will be instrumental in creating a destination “that feels distinctly Viceroy while meeting the expectations of one of the world’s most discerning markets”.
For his part, Nicholas Untermann points to the opportunity to build a hotel and a team from the ground up in one of the world’s leading hotel markets. He intends to instil an intuitive service culture and to make the property a place that New Yorkers regard as part of their own neighbourhood.
Viceroy’s return to New York
Viceroy Park Avenue represents a significant milestone in the brand’s international growth and its return to New York. It joins a pipeline that includes The Observatory, A Viceroy Resort in Sun Valley, Idaho, as well as hotel and residential projects in Playa del Carmen, Puerto Vallarta, Nashville, Austin, Fort Lauderdale, Clearwater Beach, Puerto Rico and the Hudson Valley.
Recent milestones include the opening of Viceroy at Ombria Algarve in Portugal, a major renovation of Viceroy Los Cabos and the launch of Viceroy Residences Brickell. The group has also entered into a partnership with African Bush Camps covering three high-end safari lodges in Botswana and Zambia.
At a glance by The Hospitality Tribune
Viceroy appoints GM for its New York flagship
Nicholas Untermann named General Manager of Viceroy Park Avenue, opening February 2027
252 keys in NoMad, Manhattan, interiors by Meyer Davis Studio
F&B in partnership with Tao Group Hospitality, rooftop pool and lounge
Untermann joins from Terranea Resort, previously at Beverly Wilshire, A Four Seasons Hotel
Marks Viceroy’s return to New York amid a growing North American pipeline
