W Hotels Debuts Sweeping Transformation of W Austin, Inspired by the City's Musical Roots and Natural Beauty

Rhea-AI Summary

W Hotels and Opry Entertainment Group announce the completion of a multi-million-dollar transformation of W Austin. The renovation includes fully redesigned 251 guest rooms (including 32 suites), a new restaurant concept called Serenade American Brasserie, 2nd & Roast coffee shop, Blue Room cocktail bar, and a reimagined Living Room.

The hotel's transformation emphasizes Austin's musical heritage and natural beauty, featuring concert photography by Scott Newton and design elements inspired by Lady Bird Lake. The Living Room showcases a gold bar inspired by trumpet lines and serves as a venue for local musical performances. Guest rooms include premium amenities like Marshall Bluetooth speakers, Nespresso machines, and Davines bath products.

The property includes Penthouse I, downtown Austin's largest suite, offering panoramic views and luxury amenities. The new Serenade American Brasserie, led by Chef Johnny Ray Stinebaugh, combines Texan flavors with classic brasserie techniques, while the Blue Room offers a reservation-only cocktail experience.

Positive

• Major renovation completed enhancing property value and competitive position
• Strategic location next to Austin City Limits Live venue in prime downtown area
• Addition of new revenue streams through restaurant, coffee shop, and cocktail bar
• Premium suite offerings including downtown Austin's largest penthouse

Negative

• None.

The Iconic Downtown Destination is Reimagined with Polished Design, Elevated Guest Rooms, a Vibrant New Bar, and Bold Restaurant Concepts Inspired by the Brand's Revitalized Culinary Vision

BETHESDA, Md., Jan. 23, 2025 /PRNewswire/ -- W Hotels, part of Marriott Bonvoy's portfolio of over 30 hotel brands, and Opry Entertainment Group, a subsidiary of Ryman Hospitality Properties, Inc., proudly announces the completion of a multi-million-dollar transformation of W Austin, the city's cultural hub for curious and free-spirited travelers. This new chapter for W Austin is marked by detail-driven design and elevated service, and will introduce the all-new restaurant concept, Serenade American Brasserie, 2nd & Roast coffee shop, Blue Room cocktail bar, along with a reimagined Living Room, and fully redesigned guest rooms. This new era reinvigorates the downtown staple and enhances its status as a premier destination that beautifully melds Austin's urban energy with its natural allure.

"W Austin embodies our signature, unconventional approach to luxury, offering an experience as vibrant as the city itself," said George Fleck, Senior Vice President and Brand Leader, W Hotels. "Known as the 'Live Music Capital of the World,' Austin has long been a pinnacle in the music scene, and W Austin captures that energy, mirroring our brand's shared passion for music and celebrating both emerging and established artists."

W Austin stands as a testament to the city's dual legacy, highlighting both its revered status as the Live Music Capital of the World and its breathtaking natural landscapes. This transformation goes beyond simple upgrades; it has crafted an innovative hospitality experience that intricately weaves Austin's dynamic culture with world-class amenities.

The Living Room redefines the hotel lobby experience, constantly evolving with the city's rhythm. The centerpiece is a stunning gold bar inspired by the fluid lines of a trumpet, creating a venue that shifts from a tranquil daytime retreat to a bustling center for nightlife, featuring performances by Austin's emerging and established musical artists expertly selected by the hotel's Music Curator. The Living Room serves as the heart of W Austin, inviting guests to congregate and connect.

The 251 stylishly designed guest rooms, including 32 suites, at W Austin offer an immersive journey into the city's spirit. The rooms have been fully redesigned with rich textures and bold colors that capture Austin's live music scene and the serene beauty of the city's natural surroundings. Drawing inspiration from the sweeping views of Lady Bird Lake and its lush tree-lined shores, guests can relax in their rooms, where deep shades of green adorn all the walls and natural materials, like real hardwood floors, create an inviting atmosphere. Inspired by its Block 21 counterpart, ACL Live, music fans will notice concert photography by renowned Austin City Limits photographer, Scott Newton, grace the walls. Premium amenities, including Nespresso machines, Marshall Bluetooth speakers, luxurious Frette robes, and Davines bath products ensure an unparalleled guest experience.

Four of the 32 premium suites boast two bedrooms and bathrooms in addition to the separate living rooms, including Penthouse I, the largest suite in downtown Austin. This luxury suite offers panoramic views of Lady Bird Lake and the Austin skyline, a marble-clad bathroom with large soaking tub, a wet bar, and a separate service entrance – perfect for catered social gatherings at the large dining table.

"From the beginning, Opry Entertainment Group aimed to integrate Block 21's unique assets to create a music-centric entertainment hub for locals and visitors alike," said Mark Fioravanti, President and CEO of Ryman Hospitality Properties. "With our investment, the redesign of W Austin creates a seamless connection to our adjacent ACL Live at the Moody Theater, and it is incredibly rewarding to see the bold vision of W Hotels come to life in ways that are authentic to Austin."

Whether Austinites and travelers are stopping by before their morning run at Lady Bird Lake or looking for an afternoon pick-me-up the hotel's all-new 2nd & Roast coffee shop will feature coffee and espresso from local Austin roaster, Medici, alongside chef-crafted bites and pastries.

Blue Room, the hotel's exclusive by-reservation cocktail bar, boasts luxurious midnight blue decor elements with accents of gold and natural wood. This hidden gem offers a seating-only experience where Austin's finest mixologists craft both classic and custom signature cocktails, including the Desert Wish and NOLA, allowing guests to unwind in an elevated urban hideaway.

At Serenade American Brasserie, the hotel's newest culinary venture, Chef de Cuisine Johnny Ray Stinebaugh skillfully blends Texan flavors with classic brasserie techniques. The menu highlights local ingredients and features a carefully curated drink selection that enhances the dining experience. Standout offerings include the Duck Confit, featuring a variety of Texas-grown root vegetables alongside a classic duck preparation, and the Blue Crab Benedict, highlighting Texas Gulf crab atop griddled corn cakes, poached eggs, and hollandaise.

"Historically Austin has always been a hub for live music, trailblazers, and a bohemian lifestyle, and we wanted to reflect that through this hotel's unique design," said Joanna McCreary, General Manager, W Austin. "Our goal is to continue being an iconic nexus where both locals and guests alike can come together to celebrate the energy of Austin – whether that be enjoying a meal on Serenade's patio under the gaze of the Willie Nelson statue, listening to live music in Living Room, or simply interacting with our talent providing Whatever/Whenever service during their time at the hotel."

W Austin is more than a hotel; it's a gateway to the authentic Austin experience. Nestled next to the iconic Austin City Limits Live venue in the 2nd Street District and just two blocks from Lady Bird Lake hike and bike trails, W Austin provides unparalleled access to the city's spirited culture.

To book a room or make a reservation, visit W Austin's website and follow along on Instagram and Facebook.

ABOUT W HOTELS
Born from the social electricity of New York City, W Hotels has been at the forefront of lifestyle hospitality for over two decades. With nearly 70 destinations around the world, the detail-driven design, signature Whatever/Whenever service, and buzzing Living Rooms cultivate experiences of social connectivity. Each location brings together the magnetic energy of W Hotels and the essence of local culture, creating spaces for new perspectives and a freedom of self-expression. W Hotels is currently undergoing a multi-year brand evolution, to meet the needs of today's guest and deliver a new generation of luxury lifestyle experiences. For more information on W Hotels, visit w-hotels.com and stay connected on Instagram, TikTok, X, Facebook, and YouTube. W Hotels is proud to participate in Marriott Bonvoy^®, the global travel program from Marriott International. The program offers members an extraordinary portfolio of global brands, exclusive experiences on Marriott Bonvoy Moments and unparalleled benefits including complimentary nights and Elite status recognition. To enroll for free or for more information about the program, visit MarriottBonvoy.marriott.com.

ABOUT MARRIOTT BONVOY
Marriott Bonvoy's extraordinary portfolio offers renowned hospitality in the most memorable destinations in the world, with more than 30 brands that are tailored to every type of journey. From The Ritz-Carlton and St. Regis to W Hotels and more, Marriott Bonvoy has more luxury offerings than any other travel program. Members can earn points for stays at hotels and resorts, including all-inclusive resorts and premium home rentals, and through everyday purchases with co-branded credit cards. Members can redeem their points for experiences including future stays, Marriott Bonvoy Moments™, or through partners for luxurious products from Marriott Bonvoy Boutiques®. To enroll for free or for more information about Marriott Bonvoy, visit marriottbonvoy.com.

ABOUT OPRY ENTERTAINMENT
Rooted in the unparalleled country music history of the Grand Ole Opry, Opry Entertainment Group produces multi-platform entertainment experiences through its growing portfolio of entertainment venues, including the world-famous Grand Ole Opry, the iconic Ryman Auditorium, WSM Radio, the Blake Shelton-inspired Ole Red brand, Austin City Limits Live, and Category 10, the Luke Combs-inspired new multi-experiential live music venue, bar and restaurant in downtown Nashville. Through concerts, tours, music-inspired restaurants, retail, publishing, digital content, and more, Opry Entertainment Group connects millions of music fans to the artists they love through experiences they'll never forget. Opry Entertainment Group is a subsidiary of Ryman Hospitality Properties, Inc. (NYSE: RHP).

ABOUT BLOCK 21
Completed in 2010, Block 21 is the shopping and cultural center of Austin's 2nd Street District. The 37-story building features an entire city block of mixed-use development including the W Austin Hotel & Residences. W Austin Residences feature 159 condominiums and the W Austin Hotel offers 251 guestrooms. Block 21 is also the home of Austin City Limits Live at the Moody Theater with a seating capacity of 2,750. The rest of Block 21 is rounded out by 40,000 square feet of office and 18,000 square feet of shops, including Starbucks and Urban Outfitters. W Austin Hotel & Residences is certified LEED Silver.

 

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SOURCE Marriott International, Inc.

FAQ

What new amenities were added in the W Austin (RHP) renovation?

The renovation added Serenade American Brasserie, 2nd & Roast coffee shop, Blue Room cocktail bar, and a reimagined Living Room, along with fully redesigned guest rooms and suites.

How many rooms does the renovated W Austin (RHP) hotel have?

W Austin features 251 guest rooms, including 32 suites, all fully redesigned with premium amenities.

What are the key features of W Austin's (RHP) new Penthouse I suite?

Penthouse I, the largest suite in downtown Austin, offers panoramic views of Lady Bird Lake and the Austin skyline, a marble bathroom with soaking tub, wet bar, separate service entrance, and large dining area.

What dining options are available at the renovated W Austin (RHP)?

The hotel offers Serenade American Brasserie featuring Texan-brasserie fusion cuisine, 2nd & Roast coffee shop with Medici coffee, and the Blue Room reservation-only cocktail bar.