A Houston Hook-Up: Norris Conference Centers & New Boutique Hotel Brand

CityCentre Houston, an innovative mixed-use development in Houston, Texas that features high-end, unique retail, gourmet dining and entertainment venues now boasts a conference center hooked up to a new boutique hotel. Norris Conference Centers – Houston/CityCentre, which opened in mid-May, a 30,000-square-foot, state-of-the-art facility that will service the meeting and event needs of Hotel Sorella.

The 244-room, luxury Hotel Sorella, scheduled to open in mid-to-late Summer, will serve as the flagship for the Sorella brand, a new hospitality concept from Valencia Group. Hotel highlights include dramatic, residential-style guestrooms with dark hardwoods floors; a European-style bar featuring a central fireplace, active seating and starlit ceiling; Café Rosé and Bistro Alex; and rooftop pool, spa and health club. The Norris Conference Centers – Houston/CityCentre is attached to the Hotel Sorella via an enclosed sky bridge. "The Hotel Sorella brand was conceived to work within the framework of a mixed-use environment, and the relationship with Norris Conference Centers is one of several amenities that will create dynamic experiences for guests and meeting planners who will have the best of everything in one place, but not under the confines of one roof," said Ryan Gullion, General Manager, Hotel Sorella.

"The premier CityCentre site and partnership with Hotel Sorella was a unique opportunity for us to take our nearly 20 years of experience in the meetings, events and corporate training industry to create a one-of-a-kind flagship venue," said David Norris, President/Founder, Norris Conference Centers.

A regional chain of stand-alone conference centers that started in 1990, the Texas-based Norris Conference Centers owns and manages a cluster of meeting venues in the Lone Star State, including Norris Conference Centers - Austin, Norris Conference Centers - Houston/Westchase, Norris Conference Centers - San Antonio and Norris Conference Centers - Fort Worth. According to David Norris, while each of his conference centers has close relationships with specific hotels, the CityCentre location is "our first connected partner. The sky-bridge is a very short walk, and meeting attendees exit straight out of the hotel on the second level. The décor is the same. The whole experience is very seamless."

The Norris Conference Centers – Houston/CityCentre features an expansive foyer and pre-function space as well as three state-of-the-art meeting space: the 3,000-square-foot Pecan, 1,700-square-foot Live Oak and 5,000-square foot Magnolia, all including ergonomic seating, full spectrum lighting, soundproofing and individual thermostats. However, the highlight of the Norris Conference – Houston/CityCentre is sure to be the Red Oak Ballroom, one of the more well known facets of the Norris Conference Centers. Approximately 7,700 square feet, the exquisitely appointed Red Oak Ballroom is a distinctive space within every Norris Conference Center. This Texas-renowned event setting is divisible into two smaller function rooms and will support seated lunches and dinners up to 500 guests. In addition, variety of catering options is available for Norris/Sorella meeting attendees.

One of the handful of new conference centers (or meeting venue of any category) opening in in the current slow economy, David Norris is optimistic about the market position of his new Houston location. "In 2000, we opened Norris Conference Centers – Austin, which had a high profile with technology companies. Then we had the dot-com bust. We learned to diversify our marketing to other types of associations and industries. With The Norris Conference Centers – Houston/CityCentre we are already diversified because the type of clientele interested in Hotel Sorrel will add to our market."

In addition, the more symbiotic relationship with this lodging provider could likewise enhance the appeal of The Norris Conference Centers – Houston/CityCentre. "Obviously, we have hotel partners. But, this is the first one where the meeting space appears as an extension of the hotel and that is in our favor," said David Norris.

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