Centurion American is giving a long-quiet Galleria-area hotel a second act, turning the former Crowne Plaza at 14315 Midway Road into Hotel Dax, a boutique lifestyle property the developer says will open in early 2026. The reworked spot is pitched as a meeting-and-events hub with public-facing restaurants, a pool and other amenities meant to lure both business travelers and Addison locals, adding a fresh full-service option along the town’s packed Restaurant Row and corporate corridor.
According to CultureMap Dallas, a company release describes Hotel Dax as a lifestyle-focused property aimed at travelers, meeting planners and nearby residents. The site previously housed a Crowne Plaza built in 1984 that shut down during the pandemic, and Centurion American CEO Mehrdad Moayedi has said the reboot is intended to nod to Addison’s history while answering demand for higher quality meeting space.
Design and meeting-ready amenities
Hotel Dax Addison lists more than 32,000 square feet of flexible meeting and event space among the first round of upgrades, along with a resort-style pool and a Topgolf Swing Suite. The plans also call for a 5,000-square-foot, 24-hour fitness center with dedicated areas for classes and wellness programming. Public spaces are being reimagined to feel more like neighborhood gathering spots than traditional lobbies, with flexible prefunction zones and communal seating for groups. The property will include a Hertz service desk and other business-oriented conveniences on site.
Dining, coffee and social spaces
Guests and neighbors can expect four branded food and drink options: Top Brass, an American bistro; Bar Dax; an outdoor pool lounge; and Brewed, a grab-and-go concept, according to Marriott. The Marriott page frames those venues and shared spaces as part of a play to attract neighborhood traffic as well as hotel guests, with big-screen viewing areas and communal tables designed for group hangouts. It also highlights event-friendly extras such as the Topgolf Swing Suite and on-site business services.
Developer's track record and the management plan
Centurion American Development Group is leading the project, after previously converting the Statler into a revived downtown Dallas destination that reopened in 2017, per The Dallas Morning News. For Hotel Dax, Centurion has tapped Dallas-based Dreamscape Hospitality to handle management, and the property will participate in Marriott Bonvoy, according to CultureMap Dallas. The pairing is meant to combine local operating expertise with Marriott’s national reach and loyalty benefits for group and corporate bookings.
Where it sits and who it serves
Hotel Dax stands at the northwest corner of Midway Road and Spring Valley Road in Addison, a short walk from Restaurant Row and close to the new DART Silver Line. Marriott notes that the property will run a courtesy shuttle to the Silver Line and calls out its proximity to Galleria Dallas and nearby corporate offices. Developers say that mix of connectivity, large meeting spaces and food-and-beverage programming is key to their pitch to meeting planners who want a suburban venue with quick access to downtown Dallas. Reworking the old Crowne Plaza is being framed as a way to plug Addison more tightly into regional travel and corporate itineraries.
The hotel is already taking mailing-list signups and sharing preview details through Hotel Dax Addison as it gears up for opening. Centurion says the first phase will roll out in early 2026, with programming and a focused second-phase room renovation to follow. Meeting planners can browse the property’s event pages for preliminary specs and contact information, while the rest of Addison waits to see how this long-standing corner property changes the local hotel and meeting scene.
