$100M Renovation Plan Revives Amarillo’s Herring Hotel

One of Amarillo's most iconic historic buildings sits downtown on 3rd Street. Right now, it is a skeleton, a ghost of days gone by.

What is the history of the Herring Hotel in Amarillo?

This building, built in 1926 when it was among the city’s most upscale hotels, has stood empty for 50 years. It once housed presidents who were visiting the city and countless famous names.

Over the years, many people have tried and failed to bring this once-pristine hotel back to life, and now it may actually have a chance to become what it once was and turn into a beautiful boutique hotel.

During the Amarillo City Council meeting on Tuesday, October 14, 2025, Todd Harmon and John Campo of Campo Architecture presented a bold renovation plan for the 99-year-old hotel.

What are the details of the $100 million renovation plan?

The Herring Hotel originally housed 600 rooms, the Tascosa Ballroom, and the Tascosa Room. The goal for this renovation includes making it into a 4½- to 5-star hotel. The renovated hotel will include 226 rooms and 20 suites. The plan is to return the primary lobby to its 1926 glory while saving some of the historic items in the building. This includes the ballroom and the speakeasy downstairs.

They also propose expanding onto the surrounding property to include a pool area and parking. The plans also include a Rooftop view deck that includes a restaurant and bar, and possibly an area for virtual games, including golf.

One of the greatest returns would be the iconic Hotel Herring sign that was once on the top of the building in its heyday.

If left to the City of Amarillo, the demolition would cost at least $5 million.

One way or another the city must address [the Herring Hotel]. Why not attempt to recapture some of the glory and history the property offers? - Todd Harmon

The total capital investment of renovating The Herring Hotel and turning it into a high-end boutique hotel in downtown Amarillo is $100 million. The hotel would bring 100 full-time jobs to the city with a $4 million payroll.

What incentives is the City of Amarillo offering for the project?

The incentive request for the City of Amarillo:

Local Hotel Occupancy Tax Rebate - 100% annually for 5 years and 50% annually for 5 years
State Hotel Occupancy Tax Rebate - 100% annually for 10 years
State Sales Tax Rebate - 100% annually for 10 years
City lease/ownership of land to qualify for state incentives is deeded back after the agreement
$200,000 cap on building permit fee
Option period to negotiate on the city-owned block south of the Herring for a future development project.
Other incentives include TIRZ (Tax Incentive Reinvestment Zone) requests for grants and a hotel study.

The future looks bright for the Herring Hotel. The proposal is still up for discussion, and as of this time, no votes or decisions have been made. On Wednesday, October 22, 2025, there will be a vote and request for the TIRZ incentive requests.

You can watch this portion of the City Council meeting here.

Let's keep our fingers crossed that this building will finally get the upgrade it has patiently waited for.

The Abandoned Herring Hotel in Amarillo, Texas

You may have passed it a million times while driving downtown, or you may be new to town. Either way, chances are you've seen the beautiful Herring Hotel. The beautiful aging brick tower sits unoccupied on 3rd and Pearce streets. It's a grand building that stands as a reminder of Amarillo's early days as a cattle and oil town and it tells the stories well.

If you've ever wondered what's inside this towering building, just take a peek below.

Gallery Credit: Sarah Clark