On Monday, 1 Hotels announced it was building one of its luxury hotels in Austin, slated to open in 2026. The announcement from S&H Hotels, the Los Angeles-based company that operates 1 Hotels, completed successful Austin’s new bingo: it used the phrase “mixed-use”, mentioned Austin City Limits, and claimed that the 74-story tower it would reside in would be the tallest in Texas when completed.
Without questioning whether Austin needs a huge new luxury hotel downtown amid a housing crisis, or the vagueness of claiming a window into Austin City Limits (the festival, downtown venue or the TV show?), the release was notable for its mush of Austin-specific buzzwords and phrases. One in particular stands out.