A nearly century-old building in downtown Amarillo may soon receive a new lease on life, as developers unveiled plans Tuesday to transform the long-vacant Herring Hotel into a boutique luxury hotel. The project, presented during the Amarillo City Council meeting, is projected to cost approximately $100 million and could play a significant role in revitalizing the city’s historic downtown district.
Representatives from Herring Hotel Partners, including developer Todd Harmon, and John Campo, founder of Campo Architecture, outlined their vision for the property, which has been empty for nearly five decades. The proposal calls for a four-and-a-half-star hotel featuring 226 guest rooms, two restaurants, a pool deck, and a rooftop bar with views of downtown Amarillo.
“One of our thought processes, as we did with the Barfield, is to recreate that space in commemoration of Amarillo’s history and past. As we plan on programming for this, we’re going to convert it into a four-and-a-half to five-star hotel,” Harmon said.
The plans also include restoring the hotel’s original Tascosa Room, which once served as a popular gathering space in Amarillo’s early years. Harmon emphasized the project’s goal of providing a guest experience that reflects the city’s character and history.
“We really took into consideration a boutique hotel. You’re really trying to tell the story of what Amarillo is,” Harmon said. “So for guests that come here, they might not be from this region. We want the opportunity from them to know it from our amenities, and the opportunity to come here and experience what we know to be a fantastic, one of the best areas in the country to raise a family.”
Campo, whose firm specializes in historic preservation, said that part of the renovation process will involve careful evaluation of the building’s existing architectural elements.
“This building has quite a bit of character-defining elements in the historic fabric that you’re seeing,” Campo said. “So part of our job is to make sure that we’re satisfying the standards for rehabilitation and preserving the historically significant portions of this building, but what we like to do is a very intense survey to preserve what is left.”
City officials are reviewing a request for performance-based incentives, meaning that public funding would only be issued once the project is completed. According to city staff, demolishing the building could cost up to $5 million, which makes restoration a potentially more financially prudent option.
The Herring Hotel project is expected to generate roughly 100 full-time jobs and is anticipated to attract both business and leisure travelers. Developers have estimated that average room rates would be around $225 per night.
Officials note that the project aligns with broader efforts to revitalize Amarillo’s downtown area, combining historic preservation with economic development. By restoring a landmark property and adding modern amenities, city leaders hope the hotel will encourage further investment in the surrounding neighborhood.
The building itself, which opened in the early 20th century, has remained vacant for decades, witnessing the transformation of downtown Amarillo while largely untouched. Advocates of historic preservation have long cited the hotel as a key piece of the city’s architectural heritage, with its distinctive façade and interior spaces reflecting the era in which it was built.
According to Harmon and Campo, construction could begin within the next few months, with the goal of reopening the hotel within two years. Developers say they are working closely with city officials to ensure the project meets both preservation standards and modern construction requirements.
“This project is an opportunity to celebrate Amarillo’s history while creating a space that is relevant to today’s visitors and residents,” Harmon said.
While details regarding financing and construction timelines remain under review, city leaders have expressed cautious optimism about the project’s potential benefits. Supporters note that the Herring Hotel could not only serve as a destination for tourists and business travelers but also act as a catalyst for additional investment in downtown Amarillo.
The redevelopment of the Herring Hotel comes amid a broader trend in mid-sized U.S. cities, where developers and municipalities are increasingly turning to historic preservation as a tool for economic revitalization. By repurposing older structures rather than opting for demolition, cities can maintain their architectural heritage while attracting new revenue streams through tourism and hospitality.
As the city council continues to evaluate the project’s incentive request, residents and business owners are watching closely, hoping the Herring Hotel can become a centerpiece for downtown Amarillo’s resurgence. If completed as planned, the project will mark one of the most significant investments in the area in decades, combining modern luxury with historic charm.
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