For nearly fifty years, the Herring Hotel has stood silent in downtown Amarillo — a towering symbol of both the city’s rich past and its long wait for renewal. But that long chapter of vacancy and decay may soon give way to a new era of elegance, purpose, and prosperity.
During Tuesday’s Amarillo City Council meeting, developer Todd Harmon of Herring Hotel Partners and architect John Campo, founder of Campo Architecture, unveiled ambitious plans to restore and transform the nearly century-old Herring Hotel into a four-and-a-half to five-star boutique destination. The project, estimated to cost around $100 million, would not only breathe new life into one of Amarillo’s most iconic landmarks but could also reshape the future of downtown itself.
A Historic Gem Poised for Rebirth
Built in the 1920s, the Herring Hotel was once a crown jewel of Amarillo — a place where travelers and locals gathered, where celebrations were held, and where the energy of a young and growing city radiated from every chandelier and ballroom. But as decades passed and downtown shifted, the hotel’s glory days faded.
Vacant for nearly fifty years, the building has survived as a hauntingly beautiful reminder of what once was. Now, through the careful collaboration of preservationists, developers, and city officials, it stands on the brink of revival.
Harmon and Campo’s proposal centers on a balance between preservation and innovation — honoring the building’s historic architecture while bringing it up to the standards of a modern luxury hotel.
“This building has quite a bit of character-defining elements in the historic fabric that you’re seeing,” Campo explained. “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.”
That philosophy — preservation first — has become increasingly important in downtown revitalization projects across the country. Rather than tearing down what’s old, communities are finding new ways to restore and reimagine.
A Modern Hotel with Amarillo’s Story at Its Heart
The developers are not just restoring a building; they’re creating an experience designed to reflect the spirit of 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,” Harmon said. “As we plan on programming for this, we’re going to convert it into a four-and-a-half to five-star hotel.”
The proposal calls for 226 guest rooms, two restaurants, a pool deck, and a rooftop bar offering panoramic views of the downtown skyline. One of the most anticipated elements of the project is the restoration of the original Tascosa Room — once one of Amarillo’s premier social spaces.
For Harmon and his team, the project is as much about storytelling as it is about construction. “We really took into consideration a boutique hotel. You’re really trying to tell the story of what Amarillo is,” Harmon explained. “So for guests that come here, they might not be from this region. We want the opportunity for 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.”
That sense of local identity and regional pride could be a key factor in setting the Herring Hotel apart from other destinations. Guests will not just stay in Amarillo — they’ll experience it through design, cuisine, and atmosphere that reflect the Panhandle’s heritage.
Economic Impact: Jobs, Tourism, and Momentum
The economic potential of the Herring Hotel project reaches far beyond its walls. According to developers, the hotel could generate approximately 100 full-time jobs once operational, ranging from hospitality and management positions to culinary and maintenance roles.
With projected room rates averaging $225 per night, the hotel is expected to attract both business and leisure travelers, filling a niche in Amarillo’s hospitality market for high-end accommodations.
But perhaps the broader significance lies in how this project fits into Amarillo’s downtown revitalization efforts. Over the past decade, the city has invested in projects aimed at bringing new life to its historic core — from the success of the Barfield Hotel to new restaurants, arts venues, and public spaces.
City officials are reviewing a performance-based incentive request tied to the Herring project, meaning public funds would only be issued after completion. This ensures accountability while helping make restoration financially viable.
Officials also noted that demolishing the Herring Hotel could cost as much as $5 million, making restoration not only culturally significant but fiscally practical. Saving the structure preserves both history and value.
Preservation Over Demolition: A Smarter Investment
For many Amarillo residents, the Herring Hotel represents more than a building — it’s a symbol of identity. To see it restored instead of razed is a victory for heritage preservation and for common sense economic development.
In cities across the U.S., demolition of historic properties has too often been the default solution when structures fall into disrepair. Yet those losses can never be undone. A community’s architectural landscape tells its story, and when pieces of that history are erased, something intangible is lost.
By contrast, restoring a historic property — though often expensive — tends to yield long-term benefits. Restored buildings attract visitors, boost nearby property values, and create a sense of continuity that new construction rarely replicates.
For Amarillo, investing in the Herring Hotel’s future is a way of reclaiming the past while building momentum for the future. It signals that downtown is not a relic, but a place still capable of evolving and thriving.
The Road Ahead
Developers say they hope to begin construction within the coming months, with a goal of reopening the hotel within two years. If all goes as planned, guests could be checking into a revitalized Herring Hotel by 2027 — nearly a century after it first opened its doors.
That timeline will depend on various factors, including finalizing city approvals, financing, and the challenges that come with restoring an aging structure. But there is optimism that the Herring’s rebirth could become a reality.
City officials and residents alike recognize what’s at stake. A successful restoration would stand as a testament to the power of partnership — between developers, preservationists, and a community that values its heritage.
A Symbol of Amarillo’s Future
The proposed Herring Hotel project embodies what many cities aspire to achieve: honoring history while embracing progress. It is a vision grounded in practicality, pride, and respect for the craftsmanship of a bygone era.
Should the project move forward as planned, the Herring will once again become a centerpiece of Amarillo — a gathering place for visitors, locals, and generations to come.
For nearly fifty years, the Herring Hotel has waited quietly, its grand halls empty, its lights dark. Now, that silence may soon be broken — replaced by the sound of laughter, music, and the hum of life returning to a building that has been waiting for its next chapter.
