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Curio Collection is a soft brand, meaning its hotels are supported by Hilton, but retain their own individual branding. [3] [4] Hilton selects independent hotels and resorts to be part of the Curio Collection. [3] [5] The brand was launched in June 2014, [4] and was Hilton's first "collection" brand. [1]
The renovations were overseen by architect James Flick of Dallas-based Flick Mars. [2] It reopened on November 17, 2015 as The Admiral Hotel Mobile, Curio Collection by Hilton, part of Hilton's Curio Collection brand. [9] The name Admiral Semmes was changed due to Semmes's connection to the Confederacy. [10]
Designed for the Statler Hotels chain, the hotel opened after that chain's sale to Hilton Hotels and was completed in 1956 at a cost of $16 million as The Statler Hilton. It was the first major hotel built in Dallas in nearly three decades. Opening day included luminaries from both coasts converging on Dallas for a four-day celebration.
Major soft brands launches were Ascend by Choice (2008), Autograph by Marriott (2010), Curio by Hilton (2014), Best Western Premier (2014), Unbound by Hyatt (2016), and Trademark by Wyndham (2017). Marriott continues to promote growth in its three soft brands, The Luxury Collection, Tribute Portfolio, and Autograph. [6]
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During the Great Depression, Hilton lost four hotels and saved five, one of which was the Dallas Hilton. In 1938, he relinquished the operating lease of the Dallas Hilton after his move to California. George Loudermilk, the owner, contracted with another well known hotel operator in Texas, A. C. "Jack" White, in July 1938 to run the hotel.