Crescent opens, rebrands Southwest hotels

The AC Hotel Downtown Fort Worth is the brand’s debut in Tarrant County. Photo credit: Crescent Hotels & Resorts

Fairfax, Va.-based operator Crescent Hotels & Resorts has both opened and renamed hotels in its portfolio in recent days.

A New Property

In Texas, Crescent has opened the AC Hotel Downtown Fort Worth, marking the Marriott brand’s debut in Tarrant County. The new-build 252-room, 16-story hotel in downtown Fort Worth is steps from Sundance Square, Bass Performing Hall & Fort Worth Convention Center.

The AC Hotel Downtown Fort Worth has a “gallery-like” art installation, a library, a 24-hour fitness and wellness center and more than 4,000 square feet of event space. 

The AC Kitchen serves a full-service breakfast each morning and the AC Lounge serves local beers and cocktails in the evenings along with tapas-inspired small plates for dinner. 

A New Name

After more than a year of planning, the all-suite Pointe Hilton Squaw Peak Resort in Arizona has rebranded as the Hilton Phoenix Resort at the Peak. The rebranding comes after more than a year of planning to renovate and reposition the property.
  
“We wanted to consider the values and perspectives from our associates, guests and the community when determining what was most important in the name,” said Michael George, CEO of Crescent Hotels & Resorts. 

In recent years, Squaw Peak mountain in Phoenix also recently updated its name, to Piestewa Peak. The resort is located on 27 acres and bordered by 3,000 acres of the Sonoran Desert in the adjacent mountain preserve, with a water park and full conference services.