Hilton has introduced the StiR Creative Collective, an in-house consulting and development division dedicated to reimagining hotel food and beverage offerings with commercial solutions. Operating in the Americas and Europe, the Middle East, and Africa (EMEA), StiR provides strategic expertise, concept creation, and branding services to affiliated partners and independent hospitality operations.
According to Adam Crocini, Senior Vice President and Global Head of Food and Beverage Brands at Hilton, StiR Creative Collective combines the company’s global reach with the team’s extensive experience in designing and delivering exceptional food and beverage destinations.
Hilton Introduces StiR Creative Collective as its In-House Food and Beverage Development Arm (Credits: Lodging Magazine)
Crocini emphasized StiR’s ability to manage various projects, including restaurants, handcrafted cocktail bars, retail outlets, and gourmet grab-and-go establishments, offering an end-to-end, turnkey experience to bring unique narratives to life.
StiR’s services encompass a wide range, including market studies and analysis, planning for multi-concept hotels and resorts, repositioning support, original restaurant and bar concept development, branding and visual identity creation, third-party chef recommendations, design integration, project management, menu creation, recipe development, pre-opening support, and marketing and PR guidance.
Chris Silcock, President of Global Brands and Commercial Services at Hilton, emphasized the significant impact that hotel food and beverage programs have on the guest experience. With nearly 7,400 properties globally, Hilton aims to tailor its food and beverage innovations to meet the diverse preferences of its guests.
Silcock sees the introduction of StiR Creative Collective as a unique opportunity to collaborate with owners, operators, and hotel teams, providing tailored solutions that drive revenue and enhance brand loyalty.
Already having completed several projects, StiR Creative Collective has worked on Virtu Cafe and Día at Canopy by Hilton Toronto Yorkville, Rosebay and The Nineteenth at Hotel 1000 Seattle, LXR Hotels & Resorts in Seattle, Washington, and CALLA at Hilton Garden Inn Monterey in Monterey, California.
The collective is set to release new projects this month, including five restaurant and bar concepts at Conrad Orlando (Ceiba, Sophia’s Trattoria, Papaya Club, Apero, Little Spoon) and Signia by Hilton Atlanta (Capolinea, Nest on Four, Homespun, Highball, Friendship Market).
