1 Hotels offering 11 percent discount — for 11 years

1 Hotels, an eco-focused brand that just opened its first property in Miami Beach, is offering a long-term discount for people who sign up for email updates through late Thursday.

The deal kicked off at 11:11 a.m. Wednesday and is good for “1 day, 11 hours, 11 minutes and 11 seconds.” Everyone who signs up at http://1hotels.com/11-percent-for-11-years by 10:22:22 p.m. Thursday will get 11 percent off at current and future 1 Hotels sites.

“We know you’ll come and go — but we’d like you to feel like you’ve got some roots with us,” the deal website says.

The offer is a nod to the 1 in the hotel’s name and the April 1 date it was launched, but the hotel company made it clear that they weren’t pranking anyone in April Fools’ Day style.

“Today is a day for jokes,” the site says. “This isn’t one of them.”

1 Hotel South Beach, formerly known as the Gansevoort and the Perry, opened last week at 2341 Collins Ave. after three years of work and a total $500 million investment. For a weekend stay starting April 10, standard king rooms start at $679 a night. A Central Park location is scheduled to open within the next couple months, and a Brooklyn Bridge Park hotel is expected to open by the end of the year or early 2016.

This story was originally published April 1, 2015 at 11:35 AM with the headline "1 Hotels offering 11 percent discount — for 11 years."