A Dallas hotel along U.S. Highway 75 is getting a branding glow-up in the wake of a recent acquisition.

The Beeman Hotel, which was purchased by an ownership group including Grapevine-based NewcrestImage for an undisclosed sum in October, is being rebranded as The Mockingbird Hotel.

Related:McKinney approves millions in tax incentives for Marriott hotel

The 6070 North Central Expressway property is also being added to Marriott’s Tribute Portfolio collection, fulfilling the new owners’ promise of a high-end rebrand for the northeast Dallas mainstay built in 1972.

D-FW Real Estate News

Get the latest real estate news you need to know.

The global hotel brand, which did not return a request for comment by time of publication, defines Marriott’s Tribute Portfolio collection hotels as “distinctive” luxury properties allowing operators to benefit from brand recognition and take advantage of economies of scale.

It isn’t clear when the rebranding effort will be complete.

“The Beeman is a very high-quality property that offers tremendous upside potential to help drive our ambitious growth goals,” Mehul Patel, managing partner and CEO of NewcrestImage said in a statement at the time of the acquisition. “To further and fully optimize this hotel’s value and profits, we intend to rebrand in the high-end upscale category.”

Representatives for the ownership group did not respond to a request for comment by time of publishing.

As of March, the Beeman is undergoing a $1.2 million renovation slated to wrap up in November, according to state records.

That’s after a $4 million renovation the property underwent in 2020 by previous owners Convexity Properties, which also built a 28-story residential tower next door.

The lobby of the Beeman Hotel. The property has a new D-FW-based owner.(Courtesy of NewcrestImage)

The property is managed by Grapevine-based Coury Hospitality, where NewcrestImage is 50% owner.

The Southlake Hotel in Southlake, which is also managed by Coury, will be rebranded as The Elmore Hotel and also added to Marriott’s Tribute Portfolio collection.

Coury also manages the Marriott Westlake in Westlake, which will rebrand as The Ricardo Marriott, and undergo an $18 million renovation.

Representatives for Coury were not immediately available for comment.