Auberge Resorts' CEO Spearheads Luxury Hotel Launch in North Texas

Expanding Luxury: Auberge Resorts' CEO Craig Reid Spearheads Southern Hospitality Revolution

When Craig Reid first visited Dallas in 1981, he was captivated by the unique blend of luxury and homeliness that the Mansion on Turtle Creek offered. Fast forward to today, Reid, now the CEO of Auberge Resorts Collection, is set to redefine luxury hospitality in North Texas with the launch of two new properties.

A Journey Through the Hospitality Industry

Reid's career in the hospitality industry has been a journey of learning and growth. His early years were spent with the London-based Savoy Group, where he honed his skills in various roles, from cooking to bartending. This hands-on experience laid the foundation for his understanding of the craft of hospitality.

His career took a turn when he joined Four Seasons Resorts in Washington D.C. Here, Reid shifted his focus to the science of the sector, learning about strategy, management, and organization. His dedication and expertise led him to become the president of hotel operations for the Americas, overseeing more than 40 Four Seasons properties.

Leading Auberge Resorts into a New Era

In 2014, Reid received an offer from Dan Friedkin, the chairman of Auberge, to guide the luxury brand through an expansion in the U.S., the Caribbean, Latin America, and Europe. Reid seized this opportunity, focusing on creating properties that attract visitors with their unique offerings.

Despite the offer to move the brand’s headquarters to Texas, Reid decided to retain its Mill Valley base, believing that the Napa flavor was integral to Auberge’s identity. However, he now operates full-time out of Dallas, allowing him to closely oversee the brand's expansion projects in North Texas.

Transforming North Texas with Luxury Properties

Auberge Resorts is set to open Bowie House, a new luxury hotel in Fort Worth, in December 2023. Following this, the brand will shift its focus to a new hotel and residential development in Dallas, The Knox and The Knox Residences, slated for completion in 2026.

These projects are expected to bring a new chapter of luxury and sophistication to North Texas, with Reid at the helm. Forty years after his first visit, Reid is now leading his own transformative project in Dallas, a city he holds close to his heart.

Conclusion

With a rich history in the hospitality industry and a clear vision for the future, Craig Reid is poised to redefine luxury hospitality in North Texas. As Auberge Resorts Collection expands under his leadership, the region is set to witness a new era of luxury properties that blend sophistication with southern charm.

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