NEW YORK—Trump Hotels has revealed plans for a new midscale brand—American Idea Hotels. And, the first location for the upper-upscale Scion brand will be in Cleveland, MS.
At a cocktail party at Trump Tower in Midtown Manhattan during the 39th annual NYU Hospitality Investment Conference here, Trump Hotels CEO Eric Danziger pulled back the curtain on a project that is a departure from the brand’s five-star and four-star properties in the portfolio—providing budget-friendly, three-star hotel rooms in small towns.
Calling attention to certain pockets of America, the new brand’s patriotic spirit and emphasis appears to echo a familiar refrain by President Donald Trump: “Make America great again.” The properties will aim to reflect small town values and honor the local heritage, noted Danziger in a speech to guests. Aptly named, it all started with an idea and has developed into three signed agreements for American Idea properties in the Mississippi Delta area.
“It is about hometown America,” said Danziger. “We look at it as almost flea market-chic. It means in any given city there’s history, there’s things you can do… You can get a fire truck that was part of that city’s history or if it was a hangar factory town, use the hangars in the hotel to share the concept with the community and the people who live there…and that’s what we’re doing. It’s not Trump, it’s not Scion, it is unique.”
Trump Hotels’ Scion at West End is owned by Chawla Pointe LLC and will encompass approximately 100 rooms, suites and extended-stay accommodations; a 6,000-sq.-ft. spa and fitness center; a 5,000-sq.-ft. event hall; two acres of outdoor festival space and multiple entertainment outlets, including two full-service restaurants.
“While others may choose to announce when they’re in LOI [letter of intent]stage or when it came to them in a dream, we chose to do it when it is completely executed, financed and approved in a process that the Trump Organization specifically goes through. What we do at Trump Hotels, we try to do exceedingly well under the mantle of ‘never settle,’” said Danziger. “We are so fortunate to partner with Dinesh and Suresh Chawla, two dynamic and highly accomplished hoteliers who work with a variety of brands. Their family has managed each one of their hotels for over 30 years, but they have chosen us to manage Scion at West End. We are honored, and we look forward to a very successful relationship.”