A Dallas developer is doubling down on Uptown hospitality, betting demand runs deeper than its flagship project across the street.
Alamo Manhattan is advancing plans for a $50-plus million, six-story, 148-room hotel at 2909 Cole Avenue, aiming to carve out a niche just below its higher-end Marriott Dallas Uptown. The Dallas Morning News reported that the firm is set to present the proposal to the Oak Lawn Committee in April, a key, if unofficial, step in building neighborhood support ahead of formal zoning and city approvals.
The project will be an extended-stay hotel geared toward business travelers, according to CEO Matt Segrest. He told the outlet that the pitch is to capture guests priced out of the nearby Marriott while still leaning on the same demand drivers that made that project a hit.
The planned property reflects a broader strategy shift in urban hospitality, where developers are slicing the market more finely by price and length of stay, according to the publication. Uptown Dallas, with its mix of corporate offices, walkability and proximity to downtown, has become fertile ground for that approach.
Design plans call for a brick-accented building with large windows, plus a small food-and-beverage outpost open to both guests and neighbors. The developer is also proposing upgrades beyond the building itself, including a covered M-Line Trolley stop and landscaping improvements. Milwaukee-based BVK Group is serving as architect.
Alamo Manhattan and partner Cawley Partners acquired the 27,000-square-foot office building on the site earlier this year from Aberfeldy Properties. The existing structure will remain operational in the near term, with Dallas-based Cawley overseeing leasing and management until demolition.
The duo has been steadily expanding its Uptown presence. In 2025, the partners picked up the office building at 3400 Carlisle Street, and Cawley recently acquired the Harwood No. 1 building — the former Rolex property — with plans for $10 million in upgrades.
The hotel timeline hinges on entitlements. Alamo Manhattan is targeting city approvals by summer and hopes to secure permits by mid-2027, according to the publication.— Eric Weilbacher
Read more
Development
Dallas
FC Dallas begins $182M Toyota Stadium overhaul, as Frisco district takes shape
Development
Dallas
Cawley, Alamo Manhattan plan $50M Uptown Dallas hotel
Development
Dallas
Alamo Manhattan targets “left behind” Uptown site for apartments
Commercial
Dallas
Cawley buys landmark Dallas office building Harwood No. 1, previously in foreclosure