Bedding down: Dallas-Fort Worth area a magnet for hotel development

Cambria Southlake DFW North

Cambria Southlake DFW North

2104 E State Hwy 114

Southlake 76092


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The Dallas-Fort Worth market is a hot one for new hotels. The area, along with Austin, remains a strong market for hotels while other areas of the state, such as Houston and Midland, have seen decreases in hotel development with their tighter economic links to the still-struggling energy industry.

In Northeast Tarrant County, Cambria Southlake DFW North officially opened its doors on March 8, part of the Kimball Park development in the city.

The hotel is a Choice Hotels International Inc. property, which partnered with Fillmore Capital Partners and developer Fillmore Hospitality on the 175-room lifestyle hotel that caters to both business and vacation travelers.

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“In an area with so much new development, Southlake is an ideal next stop for the Cambria brand,” said Pat Pacious, Choice Hotels president and COO. “We are thrilled to open our second property in Texas as part of Cambria’s rapid expansion of upscale offerings well suited for the needs of business and leisure travelers.”

The Southlake hotel features contemporary dining from Social Circle, serving a menu comprised of local specialties; liquor, wine, and local craft beers, as well as grab-and-go gourmet salads and sandwiches; and a barista bar. The hotel also includes a state of the art fitness center and an outdoor area with cabanas and a long rectangular fire pit. In addition, the hotel offers more than 5,000 square feet of flexible meeting space and complimentary shuttle service to nearby Southlake Town Square and other select destinations. There are 55-inch smart televisions in every room for unlimited streaming and a guest texting platform that allows guests to communicate with the hotel staff quickly and easily.

The Cambria Southlake is one of 29 properties with that brand open across the country, with another 50 under development including several in Texas. The brand currently has a hotel in Plano, but officials said the new offering in Southlake is the model for the Cambria brand going forward. Several other sites around Texas are under development and the group would like to find a site in Arlington, officials said.

“We could not be more excited to add another property to the Cambria portfolio,” said Ron Silva, Fillmore Capital Partners president and CEO. “The Southlake property comes on the heels of our successful conversion project of Cambria Chicago Magnificent Mile, and we’re poised to help the brand expand to Los Angeles, New Orleans and Nashville.”

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While many features of Cambria Southlake will serve as the model for the lifestyle hotel, Silva noted that each Cambria property is distinct. The Cambria New Orleans reflects that city’s history and culture, he said, while the Southlake location has contemporary Texas touches, such as a large glass Longhorn decorative sculpture in the lobby.

The Southlake hotel is one of a number of new hotels coming to Northeast Tarrant County, which has the large Gaylord Texas property as well as many large hotels servicing DFW Airport travelers. But the area lacks many smaller boutique and lifestyle hotels. That is changing however. For instance, the city of Grapevine has selected Tulsa-based Coury Hospitality as the developer of its boutique hotel that will be built in historic downtown area near a TEX Rail station.

The Dallas-Fort Worth area in general is proving to be attractive for hotel development as the area, along with Austin, saw hotel revenues rise in 2016. The Dallas-Fort Worth area saw an increase of 7.6 percent, just below Austin’s 8 percent increase, according to Source Strategies Inc.

Statewide, in 2016, occupancy averaged 63.3 percent, down from 64.9 percent last year but still well above the long-term annual average of 60 percent, according to Source Strategies.