Strategic Location Positioned in Frisco near The Star, the hotel can partner with the Dallas Cowboys HQ and entertainment district for corporate events, sponsor activations, and sponsor-led hospitality packages to drive group bookings and venue branding.

Meetings & Events With 24,000 square feet of meeting space and proximity to a major sports campus, there are cross-sell opportunities for corporate travel programs, association events, and wedding/catering services to expand non-room revenue.

Tech Enablement Leverage Omni’s tech stack familiarity (Salesforce Experience Cloud, Wrike, GDPR readiness, Intune) to offer digital-first event planning, guest management, and seamless CRM integration for enterprise clients seeking modern, scalable hospitality solutions.

Luxury Retail & F&B Cross-sell opportunities exist with the Charlotte Jones Collection and on-site dining venues for exclusive executive experiences, VIP concierge packages, and loyalty program tie-ins to boost average spend.

Growth Alignment Given a mid-size employee base and revenue scope, target mid-market and enterprise customers expanding in North Texas, aligning with iCIMS AI leadership trends to offer talent-acquisition–driven partnerships for event staffing, hospitality tech demos, and workforce solutions.