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 (January 23, 2025) – W Hotels [3], 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 [4], 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 [5] and
follow along on Instagram [6] and Facebook [7].
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 [8]
and stay connected on Instagram [9], TikTok [10], X [11], Facebook [12],
and YouTube [13]. 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 [14].
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 [15].
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.