'Texas-tough, tech-savvy': New downtown luxury hotel shows how brands sell Austin in 2022
https://www.mysanantonio.com/lifesty...y-17224812.php
On Monday, 1 Hotels announced it was building one of its luxury hotels in Austin, set to open in 2026. The announcement from S&H Hotels, the Los Angeles-based company that operates 1 Hotels, successfully completed new-build Austin bingo: it used the phrase "mixed-use," mentioned Austin City Limits, and claimed the 74-story tower in which it will reside will be the largest in Texas upon completion.
Without delving into whether Austin needs a new, enormous downtown luxury hotel amid a housing crisis, or the vagueness of claiming a window into Austin City Limits (the festival, the downtown venue, or the television show?), the release was remarkable for its slurry of Austin-specific buzzwords and phrases. One in particular stands out.
Gaze upon this sentence in awe: "Texas-tough, modern-chic guest rooms feature furnishings that integrate cowboy craftsmanship with the sophisticated tone and tenor of a tech-savvy city."