This week’s announcement by Hidrock Realty of their plans to place a rooftop lounge at 960 Ave of the Americas shows the heightened pace of development below Midtown in areas such as Herald Square, the Garment District, FlatIron, and NoMad.

This 3,500-s/f lounge will be operated by Courtyard by Marriott and is expected to open later this year. This upgrade is part of the trend towards glamour that originates back in 2010 when Hidrock Realty bought 960 Avenue of Americas for a mere $45 million, after being bought for $110 million in 2007.

Since the purchase, Hidrock rock has financed a $25 million conversion of this midtown landmark from an office space and former home of the   Atlantic Bank to a hotel.

As quoted to Commercial Property Executive, Hidrock’s Steven Hidary (principal) says that “as tourism grows in this corner of Midtown, more and more service-oriented businesses are following suit to accommodate the shifting populace that now inhabits the area.”

This rooftop space, upon completion, will be complete with heat, soundproof flooring, elevator access, and a greenhouse for year-around access. Prototype designs and illustrated layout schemes have yet to be released.