Dallas Hotel Gets a Branding Glow-Up
A Dallas hotel along U.S. Highway 75 is getting a branding glow-up in the wake of a recent acquisition. The Beeman Hotel, which was purchased by an ownership group including Grapevine-based NewcrestImage for an undisclosed sum in October, is being rebranded as The Mockingbird Hotel.
The 6070 North Central Expressway property is also being added to Marriott’s Tribute Portfolio collection, fulfilling the new owners’ promise of a high-end rebrand for the northeast Dallas mainstay built in 1972.
What is Marriott’s Tribute Portfolio Collection?
The global hotel brand, which did not return a request for comment by time of publication, defines Marriott’s Tribute Portfolio collection hotels as “distinctive” luxury properties allowing operators to benefit from brand recognition and take advantage of economies of scale.
It isn’t clear when the rebranding effort will be complete.
Renovation and Upgrades
“The Beeman is a very high-quality property that offers tremendous upside potential to help drive our ambitious growth goals,” Mehul Patel, managing partner and CEO of NewcrestImage said in a statement at the time of the acquisition. “To further and fully optimize this hotel’s value and profits, we intend to rebrand in the high-end upscale category.”
As of March, the Beeman is undergoing a $1.2 million renovation slated to wrap up in November, according to state records. That’s after a $4 million renovation the property underwent in 2020 by previous owners Convexity Properties, which also built a 28-story residential tower next door.
The lobby of the Beeman Hotel. The property has a new D-FW-based owner.(Courtesy of NewcrestImage)
Management and Other Projects
The property is managed by Grapevine-based Coury Hospitality, where NewcrestImage is 50% owner. The Southlake Hotel in Southlake, which is also managed by Coury, will be rebranded as The Elmore Hotel and also added to Marriott’s Tribute Portfolio collection.
Coury also manages the Marriott Westlake in Westlake, which will rebrand as The Ricardo Marriott, and undergo an $18 million renovation.
Conclusion
In conclusion, the Beeman Hotel is undergoing a significant transformation, including a rebranding and renovation, to become a high-end luxury property as part of Marriott’s Tribute Portfolio collection. This move is expected to drive growth and optimize the hotel’s value and profits.
Frequently Asked Questions
Q: What is the new name of the Beeman Hotel?
A: The Beeman Hotel is being rebranded as The Mockingbird Hotel.
Q: What collection is the hotel being added to?
A: The hotel is being added to Marriott’s Tribute Portfolio collection.
Q: How much is the renovation costing?
A: The renovation is costing $1.2 million.
Q: Who is managing the property?
A: The property is being managed by Grapevine-based Coury Hospitality.
