AJ Capital Partners Acquires The Lumen Hotel in Dallas, Texas

USA, Dallas, Texas. May 07, 2019

Adventurous Journeys (AJ) Capital Partners announced today that it has acquired the Lumen Hotel in Dallas, Texas. The hotel will continue to operate independently as the Lumen Hotel while undergoing renovations. Once complete in spring 2020, the property will debut as Graduate Dallas, part of the Graduate Hotels® collection. Following the renovation, the hotel will offer 95 guestrooms, a communal lobby, Poindexter coffee shop, a reimagined restaurant and bar, rooftop lounge and upgraded pool courtyard. Originally constructed in 1963, the four-story building has long served Southern Methodist University and the neighborhoods of University Park and Highland Park.

Prominently perched along Hillcrest Avenue and directly across from SMU's campus, Graduate Dallas will be ideally situated in the heart of the posh Park Cities enclave near desirable dining, shopping and entertainment. Hotel guests will enjoy proximity to G.W. Bush Presidential Library and Museum, Dallas Love Field airport, downtown Dallas and Baylor University Medical Center.

Created for travelers who seek memory-making journeys, Graduate Hotels is a thoughtfully crafted collection of hotels that reside in the most dynamic university-anchored cities across the country. Each property celebrates and commemorates the optimistic energy of its community while offering an extended retreat to places that often play host to the best days of our lives. There are currently 14 Graduate Hotels open and operating across the U.S. and an additional 16 properties under development and slated to open by the end of 2020.

"We are thrilled to announce the acquisition of the Lumen Hotel," says Tim Ryan, Senior Vice President of Acquisitions. "This storied property is uniquely positioned to serve the SMU campus community, Park Cities and greater Dallas for generations to come. We look forward to introducing Graduate Dallas in spring 2020."

The hotel will undergo a comprehensive renovation that will touch all guestrooms, common areas, meeting and event spaces and the lobby.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.