“We think this will be the hippest cool pad to hang out in,” Ms. Bray said. Tribeca Twelve will cost $5,500 a month, and Ms. Bray said that some residents may be able to cover part of the expense with student loans, since it will count as off-campus housing.

There is also the Addiction Institute of New York (formerly known as Smithers), which runs a 26-bed halfway house in Roosevelt Hospital on the West Side. On the lower end of the cost spectrum, Staten Island is home to a six-house 68-bed facility for men in recovery called Harrison House. A room costs from $350 to $550 a month; food — and frills — are not included. Like Loft 107, residents of Harrison House must follow house rules and submit to random urine tests. Unlike at the Loft, there are no high-end amenities. This is no accident, according to Michael Spence, the director of development and public relations for Harrison House and a certified substance abuse counselor.

“If it’s a very cushy-cushy place, it hinders a person’s ability to recover because it’s so comfortable,” he said, adding that if residents are “stripped down to nothing, they can build themselves up.”

WHILE the beds at Loft 107 may be soft, Mr. Schrank’s approach is not. A onetime football player for the University of Southern California, he is an intimidating presence at 6-foot-6 and 260 pounds, with seven tattoos (among them a Semper Fi in honor of his father, a Marine, and one that reads “Best Wishes, God” — an inscription Mr. Schrank’s friend Greg Giraldo, a comedian who died of a drug overdose in 2010, used to joke was written in hotel Bibles). He has an intense delivery and a constantly vibrating BlackBerry. At Promises he was “this kind of iconic, revered figure,” Mr. Schrank said of himself. The one complaint the administration had about him, he said, was: “This is not a football team. Tone it down.”

Keith Arnold, the vice president for operations for Elements Behavioral Health, which runs Promises, said of Mr. Schrank: “He goes to lengths that many people would not go to.”

Those lengths have included traveling half the year to stage interventions, offering sober companionship for as much as $1,000 a day and touring with bands who need a drug- and alcohol-free chaperone. This is all on top of being the chief executive of the Core Company, Loft 107’s parent.