W Hotels, 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, the city’s cultural hub for curious and free-spirited travellers.
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. (Translation: W Austin embodies our unique approach to luxury, providing a vibrant experience that reflects the city’s spirit.)
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 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.
“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. (Translation: Opry Entertainment Group intended to merge Block 21’s unique qualities to build a music-focused entertainment center for both residents and tourists.)
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.
