LAKE PLACID — After nearly six decades as a franchised hotel with IHG, the Crowne Plaza Lake Placid is being rebranded by the Lussi family as the Grandview Lake Placid.

“It was a difficult decision after many decades of partnership with IHG,” property co-owner Art Lussi said. “But for this unique market, we believe going independent is absolutely the right choice. Now we can invest in the property in ways that showcase the Adirondack experience.”

Located at 101 Olympic Drive, the hotel first opened in 1969 as an 88-room Holiday Inn. Over the years, the property expanded through multiple additions and currently has 246 guestrooms, two restaurants, a bar, an indoor pool, a fitness center and an extensive meeting space.

Phase I of the modernization has already begun. The hotel is fully operational while the original 88 rooms are being stripped and updated. Renovations will pause during July and August, with all 246 rooms completely transformed by December.

The Lussi family engaged Essex Hotel Management LLC to oversee the modernization. Essex has managed the property since 2022 and has managed the Hampton Inn & Suites in Lake Placid since 2013. Newcomer Associates and ACC Design have been brought on to handle the hotel updates.

“This rebrand will be a major undertaking, not just in moving to an independent but also in the physical modernization of the infrastructure,” Essex President Barbara Purvis said.