Farmers Branch-based developer Centurion American Development Group has announced plans to transform the former Crowne Plaza hotel in Addison into a new destination named Hotel Dax. The project, located at 14315 Midway Road, is scheduled to open its first phase in early 2026, aiming to meet the area's growing demand for high-quality hospitality and event spaces.
Key Takeaways
- The former Crowne Plaza in Addison is being redeveloped into the Hotel Dax, set to open in early 2026.
- Phase one includes 32,000 square feet of redesigned meeting space, four new dining venues, and a resort-style pool.
- A second phase in 2027 will focus on renovating the hotel's 426 guest rooms.
- The project is managed by Dreamscape Hospitality and will be part of the Marriott Bonvoy loyalty program.
A New Era for a Prominent Addison Property
The transformation of the shuttered Crowne Plaza marks a significant investment in Addison's hospitality sector. Centurion American, a developer primarily known for its extensive single-family housing projects across North Texas, is spearheading the redevelopment. The firm has a track record of successful large-scale renovations, including the notable restoration of the historic Statler Hotel in downtown Dallas.
The new hotel's name, Hotel Dax, is an abbreviation for "Dallas Addison Exchange." According to the developer, this name was chosen to honor Addison's long-standing role as a vital hub for business and culture since its incorporation in 1953.
Developer's Background
While this project focuses on hospitality, Centurion American Development Group has a deep history in residential real estate. Since 1990, the firm has developed over 200,000 single-family lots throughout North Texas, making it a major player in the region's suburban growth.
A Phased Approach to Redevelopment
The revitalization of the property is structured in two distinct phases. This strategy allows the hotel to begin operations and generate revenue while planning for future enhancements continues.
Phase One: Amenities and Public Spaces (2026)
The initial phase, slated for completion in early 2026, concentrates on the hotel's public areas and amenities. This stage involves a complete overhaul of 32,000 square feet of meeting and event space, designed to attract corporate clients and large gatherings.
The interiors are being redesigned by the Dallas-based firm Merriman Anderson Architects. In addition to the event spaces, this phase will introduce several new features:
- Four distinct dining options: An American-style bistro called Top Brass, a sophisticated Bar Dax, the coffee brand Brewed for casual fare, and an outdoor pool lounge.
- A resort-style pool: Designed to offer a premium leisure experience for guests.
- A Top Golf Swing Suite: An interactive entertainment feature for guests and events.
Project at a Glance
- Location: 14315 Midway Road, Addison, TX
- Guest Rooms: 426
- Meeting Space: 32,000 sq. ft.
- Management: Dreamscape Hospitality
- Loyalty Program: Marriott Bonvoy
Phase Two: Guest Room Renovations (2027)
Following the opening of the public spaces, a second phase is planned for 2027. This part of the project will focus on the complete renovation of the hotel's 426 guest rooms. While details of the room designs have not been released, the update is expected to align the accommodations with the modern, first-class standard set by the phase one amenities. The developer has not disclosed the total cost of the multi-phase project.
Meeting Community and Business Needs
The decision to redevelop the property stems from a recognized need within the Addison community for more upscale hotel and meeting facilities. Mehrdad Moayedi, CEO of Centurion American, highlighted this demand in a statement about the project.
“Addison has always been at the crossroads of business and hospitality, and Hotel Dax will celebrate that history. There is such a high demand for quality meeting space and first-class hotel accommodations that this property can fulfill. We look forward to being an active part of the Addison community.”
To ensure a high level of service and operational excellence, Centurion American has partnered with Dreamscape Hospitality, a Dallas-based management company. The hotel's inclusion in the Marriott Bonvoy loyalty program is also a strategic move, allowing it to tap into a vast network of global travelers and business clients from day one.
The project is expected to create new jobs and contribute to the local economy, reinforcing Addison's position as a key destination for business and leisure travelers in the Dallas-Fort Worth metroplex.
