17 new hotels being planned for Trump's Scion brand
The Wall Street Journal reports that Trump Hotels has signed 17 early-stage deals, or “letters of intent” with potential owners, to open new hotels across the U.S under the Scion brand name. The Scion brand was introduced in October of 2016 and is the first under the Trump Organization not to bear the Trump name.
Some of the properties are planned for Cincinnati, Dallas, and New York, and others will be located in Austin, Texas, and Nashville, Tennessee. All of the properties will operate under the Scion brand, with hotels tentatively planned to open in 30 U.S. cities over the next several years.
The property in downtown Dallas is expected to open in the first quarter of 2019 and will have 220 rooms, according to an article published in Skift on February 4th, although this is based on statements by the developer and Trump Hotels has not yet confirmed this agreement. Alterra International is the local developer slated to manage the hotel, which will cost $50 million to build. Funds for the development are to come from investors in the U.S., Kazakhstan, Turkey, and Qatar, among other countries. The developer said that the deal with Trump Hotels had been in the works for around 18 months, and he stated that he is in discussions to potentially open other Scion properties in Detroit and St. Louis.
Rates at Scion hotels will start at $200 or $300 a night, according to the New York Times. By comparison, Trump Hotel rates are approximately $700 a night and up. In addition to being less expensive than other Trump Hotels properties, Scion hotels are expected to attract millennials; some properties are promising features like exhibits by local artists and communal spaces for guests and local community members.
Eric Danziger, CEO of Trump Hotels, said that Scion hotels will have between 72 and 800 rooms, according to Bloomberg. He also stated that the first Scion hotel will open in 2017 yet declined to specify the location and that the brand will focus on markets in smaller cities.
In an interview, Danziger told Skift that Scion will be a “four-star lifestyle brand,” and he mentioned Seattle and Denver as possible markets. He said that involving local communities in Scion hotels will be a priority, and he suggested bars and libraries as potential communal hotel spaces. Kathleen Flores, EVP of New Brands & Innovation at Trump Hotels, also told Skift that Scion hotels might welcome community members for book signings and performing arts events.