The Statler

Revitalizing a Downtown Landmark with a Seamless Guest Experience

The Statler is a 600,000 SF mixed-use redevelopment of one of Conrad Hilton’s most celebrated achievements transformed a significant quadrant of downtown Dallas.

Challenge: Creating a unified guest experience across multiple independent operators.

The property housed over five distinct operators under one roof, each managing different aspects of the guest experience. Aimbridge Hospitality oversaw the hotel component, adhering to Hilton’s and the owner's brand standards. Pinnacle managed the residential units, while Epic Hospitality handled all Food & Beverage operations. Additionally, the entertainment space and multiple retail outlets each had separate operators. Despite this operational complexity, guests needed to experience the property as a seamless, sophisticated, and engaging destination.

Solution: A unified brand ethos and operational alignment.

To align these diverse entities, a clear brand ethos—“Be a Part of Something Greater”—was developed to encourage collaboration beyond individual business interests. This was reinforced with the mission statement “One Roof, One Experience,” ensuring all stakeholders remained focused on delivering a cohesive guest journey.

To operationalize this strategy, a Brand Council was established, bringing together leadership representatives from all operating groups. Regular meetings were held to address logistical challenges, maintain consistency in brand visuals and messaging, and ensure every touchpoint of the guest experience upheld the property’s brand promise. This structured approach successfully unified the multi-faceted operation into a seamless and memorable destination.
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