Texas A&M Hotel and Conference Center

The Story of Texas A&M Hotel and Conference Center Continues

Combining state-of-the-art technology, strategic partnerships, and community engagement to create a premier hospitality experience.

Perched in the heart of Aggieland, the Doug Pitcock ’49 Texas A&M Hotel and Conference Center is a hub of activity that seamlessly blends academic and corporate worlds. The property, a modern marvel completed in 2018, boasts 250 well-appointed rooms and spans 35,000 square feet of versatile meeting and event spaces. General Manager Greg Stafford speaks passionately about the facility’s offerings, highlighting its two distinctive restaurants, a vibrant bar and lounge, a comprehensive fitness center, and a rooftop pool with stunning views.

“We opened just in time for the football season 2018, which was a thrilling moment for us,” says Stafford. The hotel serves a diverse clientele, including university-related business, individual travelers, corporate groups, and regional associations. “Our connection with the university allows us to attract national and international conferences, making us a key player in the hospitality industry.”

A unique aspect of the Texas A&M Hotel and Conference Center is its robust partnership with Texas A&M University. This collaboration is evident in the workforce, where many team members are current students from various programs. Stafford elaborates, “We have students from hospitality, engineering, physics, English, and many other fields. We believe it’s part of our mission to help develop young people, and starting in the hospitality industry makes anyone a more valuable employee, regardless of their future career path.”

THE PANDEMIC AND BEYOND

As the world grappled with the unprecedented challenges of the COVID-19 pandemic, the Texas A&M Hotel and Conference Center faced its own trials and triumphs. Opening just two years before the global crisis hit, the hotel had to quickly adapt to the new reality, leveraging its unique position within a tier-one research university. “One of the great things about being part of a research university is access to extensive intelligence about health sciences and building safety,” says Stafford. This connection allowed the hotel to rapidly implement safety measures, ensuring a secure environment for employees and guests. Despite the initial closure for about two months, Stafford recalls their swift changes to adapt to the circumstances.

During this period, the hotel took the opportunity to refine its operations. Stafford highlights the efficiency gains achieved through streamlined efforts and cross-training programs developed during the pandemic. “By 2021, we were back to our 2019 revenue levels but were twice as profitable,” he states proudly. The efforts paid off significantly in 2022, with a massive boost in business that doubled profitability again.

TECHNOLOGY FOR ENHANCED EFFICIENCY

With its state-of-the-art facilities and cutting-edge technology, the Texas A&M Hotel and Conference Center has positioned itself at the forefront of modern hospitality. Opened in 2018, the hotel has maintained and significantly enhanced its operational efficiency through innovative systems.

Stafford outlines the transformative impact of implementing the Purple Cloud system, which manages maintenance and housekeeping services. “We can be very granular in assigning rooms for cleaning or maintenance. We know exactly what’s been going on in those rooms, down to the type of guest staying there, which helps us allocate the right amount of time for cleaning,” he explains. This system also includes a gamification component, turning routine tasks into engaging challenges. “Our team members love it. They enjoy these little competitions, making hard work like cleaning rooms more fun.”

During the pandemic, the hotel leveraged its access to university research to implement advanced purification methods. “While everyone was focused on surface sanitization, we installed ultraviolet oxidizers in our air handling units because the disease is airborne,” Stafford says. This proactive step ensured a safer environment for both guests

and staff. Additionally, CO2 monitors were installed to maintain optimal air quality.

The hotel’s adoption of digital technology has further enhanced the guest experience. Stafford highlights the introduction of a comprehensive app offering digital check-in, check-out, and keyless entry. “Guests can check in remotely, go straight to their room, and

never have to interact with anyone if they choose not to,” he explains. These technological advancements have streamlined operations and catered to diverse guest preferences, ensuring a seamless and personalized experience.

DIVERSE AND PRESTIGIOUS EVENTS

The Texas A&M Hotel and Conference Center has become a premier venue for a wide array of events, drawing attendees from across the globe. “We just finished hosting firefighters from all over the world who were attending a 12-day industrial fire and hazard training,” Stafford reveals. The hotel’s proximity to Brayton Fire Training Field, home to a renowned firefighting program, makes it ideal for such events. Attendees split their time between practical training sessions at the field and meetings at the hotel, blending hands-on experience with theoretical learning.

In addition to global training sessions, the hotel regularly accommodates regional and national associations. “We host various state associations as well as government organizations” Stafford notes. The hotel’s strategic location, accessible from Texas’s major cities, makes it a convenient choice for such gatherings.

Texas A&M’s extensive Former Student alum network also plays a crucial role in driving event business to the hotel. “A&M has many organizations and companies led by Former Students who enjoy bringing their teams back to campus,” Stafford explains. This includes oil and gas companies from Houston and financial services firms from Dallas, among others.

The hotel’s ties to Texas A&M’s research initiatives further enhance its group event portfolio. “As a major research institution, the university conducts over $1 billion in funded research annually,” Stafford says. This attracts national and international organizations across various disciplines, from nuclear physics to philosophical societies, to the university as well as the hotel and conference center. “These academicians, sometimes accompanied by government and corporate representatives, come from all over the world,” he adds, noting the ease of access via Houston’s airports and subsequent travel to College Station.

On the transient side, sports-related business forms a significant part of the hotel’s clientele. “We’re less than a football field away from Kyle Field, one of the university’s main attractions,’” Stafford says with a smile. The hotel’s location makes it a prime spot for sporting event visitors. Recent highlights include hosting fans for an international soccer friendly between Brazil and Mexico and record breaking concert by George Strait at Kyle Field, which drew over 110,000 attendees.

INFRASTRUCTURE FOR EXCELLENCE

Despite its relative newness, the Texas A&M Hotel and Conference Center continues to evolve to enhance guest experiences and operational efficiency. Recent investments in capital infrastructure highlight how the hotel maintains top-notch standards and facilities.

“We’ve just completed a couple of significant upgrades in our food and beverage areas,” Stafford shares. A new kitchen was built to service the Block T Bar, a large two-story venue. Previously, food had to be prepared in the central kitchen and transported to the bar, a process that was both inefficient and impacted the quality of the food. “The new kitchen allows us to serve food faster and maintain better temperature controls,” he explains, emphasizing the improvement in overall service.

Additionally, the main restaurant, Brazos – Proper Texas Kitchen, has been expanded with a new bar and private dining room. “We’re just finishing up the work on these new venues,” Stafford notes, pointing out that these enhancements necessitated further investments in kitchen equipment to support the expanded offerings.

Looking ahead, Stafford adds: “In 2025, we’re planning a renovation of our ballroom and ballroom pre-function area,” he says. The following year, there are plans to begin design work for a comprehensive soft goods renovation across the entire hotel, scheduled to start in 2026.

“The university wants to operate the finest university hotel and conference center in the world,” Stafford declares. This ambitious goal drives continuous investments and improvements. Serving as the university’s guest house, the hotel acts as a vital connection between Texas A&M and the wider community.

STRONG PARTNERSHIPS FOR SUCCESS

Partnerships play a pivotal role in the success of the Texas A&M Hotel and Conference Center. Stafford points out several key technology partners contributing to the hotel’s efficiency and guest experience.

“Purple Cloud manages our maintenance and housekeeping services, while Zaplox developed our app and digital key system,” he explains. The hotel’s property management system, Maestro, acts as the backbone, integrating seamlessly with these and other systems like Salto’s digital key and Agilysys’s point of sale system. “This ecosystem is amazing. There’s never any grandstanding when something needs to be integrated,” Stafford says, appreciating the collaborative spirit among their technology providers.

The hotel’s relationship with both local and Aggie-owned farms and ranches enables its culinary team to source fresh, sustainable ingredients while fostering a sense of community and shared purpose. One such partner is meat purveyor, Biagio & Pietro. “We buy all of our prime beef from Aggie-owned ranches through Biagio & Pietro, an Aggie-owned business,” Stafford shares. This close partnership even sees the hotel’s chef featured in Biagio’s promotional materials, highlighting the mutual support and shared commitment to quality.

The hotel also engages the local community through immensely popular programs like Learning and Libations. “We alternate between food and beverage programs each month, and they always sell out within about two hours,” Stafford notes. These events, catering to guests and community members, include classes on risotto, barbecuing brisket, and making the perfect margarita.

STRATEGIC GOALS FOR CONTINUED GROWTH

As the Texas A&M Hotel and Conference Center prepares for the future, it sets its sights on several strategic objectives to maintain its upward trajectory and enhance guest experiences. Stafford outlines the hotel’s plans for the next 18 months, highlighting key priorities and anticipated developments.

“The balance of this year is looking very strong. We have great events ahead and a fantastic football schedule,” he states confidently. Group bookings are robust, shaping up well into 2025 and beyond indicating positive trends and continued growth. One of the primary goals is to establish the hotel’s food and beverage outlets as destination spots. “We want to attract people who aren’t necessarily staying at the hotel to dine and hang out in our restaurant and bars,” he explains. This initiative aims to make these venues popular among locals and visitors, enhancing their reputation and appeal.

Optimizing meeting space usage is another critical objective. “There are times when we need the meeting space to sell guest rooms, and other times when groups in the hotel don’t need meeting space,” Stafford elaborates. The focus will be on leveraging this space more effectively to maximize room occupancy and meeting bookings, ensuring the facilities are used to their full potential.

Stafford also emphasizes the importance of staff stability and development. “We’ve been fortunate to have incredible stability with our staff. Most of the top leadership opened the hotel with me six years ago,” he notes. This continuity at the leadership level is a significant strength, contributing to the hotel’s smooth operations and consistent service

quality. Continuing to nurture young talent remains a primary objective. Stafford is enthusiastic about these initiatives’ impact on the hotel and the broader industry. “Developing young people is a big objective. Some will stay in the hotel industry, and some will go on to other fields, but everyone benefits from time spent in hospitality,” he concludes. The Texas A&M Hotel and Conference Center’s forward-looking strategies and robust partnerships position it well for sustained success and growth in the coming years.

AT A GLANCE

Texas A&M Hotel and Conference Center

What: A premier university-affiliated hotel and conference center

Where: College Station, Texas

Website: texasamhotelcc.com