The Clara Hotel has officially opened following a $4 million transformation of the former NYLO Dallas/Plano Hotel. The property, which originally debuted in 2007, was the first hotel launched under the NYLO Hotels brand and is widely recognized as the country’s first loft-style lifestyle hotel. Its latest renovation marks a full repositioning of the asset while maintaining continuity with a major hotel flag.
Situated at 8201 Preston Rd. on the border between Plano and Frisco, the hotel continues to operate within Hilton’s Tapestry Collection. The brand affiliation remains in place even as the property’s physical spaces and guest experience have been significantly updated. The repositioning reflects a shift from its original NYLO identity to a refreshed boutique concept under The Clara name.
Dallas-based investment firm NewcrestImage acquired the hotel in 2025 and has overseen a comprehensive overhaul of nearly every guest-facing area. The renovation program spans the property’s 176 guest rooms as well as its food and beverage offerings, signaling a focus on both overnight guests and on-site dining revenue streams. The scope of work is designed to modernize the hotel’s presentation and competitive posture while leveraging the existing building and location.
Beyond interior updates, NewcrestImage directed improvements to both exterior and interior common areas. The hotel’s pool and courtyard have been renovated, enhancing outdoor amenity space for guests and events. Inside, the property’s event spaces have also been upgraded, positioning the hotel to capture group, meeting, and social business that depends on flexible and well-finished function rooms.
The Clara’s repositioning is backed by NewcrestImage’s long history in the lodging sector. The firm’s principals have been active hotel investors and operators since 1977, when they purchased their first property, a 22-room roadside motel in Marlin, TX. That early entry into hospitality has expanded into a diversified lodging portfolio, with The Clara’s conversion and renovation representing a continuation of the company’s strategy of acquiring and enhancing existing hotel assets.
By retaining its place within Hilton’s Tapestry Collection while undergoing a substantial capital improvement program, The Clara Hotel illustrates a model in which an established flag, a known location and a refreshed design are combined to extend the life and performance potential of a legacy lifestyle hotel asset.
