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Hilton Introduces StiR Creative Collective – A New Recipe for F&B Innovation

Hotel 1000 Seattle, LXR Hotels & Resorts - Rosebay
Hotel 1000 Seattle, LXR Hotels & Resorts
In‑house consultancy develops original, dynamic food and beverage concepts and brands for affiliated partners and independent hotel operators

McLEAN, Va. – With a mission to create and deliver innovative and original food and beverage experiences, Hilton today announced the launch of StiR Creative Collective. An in-house consulting and development arm reimagining hotel food and beverage with dynamic, relevant, and commercial solutions, StiR offers unparalleled expertise in strategy, concept creation and branding to both affiliated partners and independent hospitality operations in the Americas and Europe, the Middle East, and Africa (EMEA).

“StiR Creative Collective is a leading-edge offering that marries the company’s global footprint with the team’s invaluable wealth of relevant experience designing and delivering extraordinary food and beverage destinations,” said Adam Crocini, senior vice president and global head, Food and Beverage Brands, Hilton. “From restaurants and handcrafted cocktail bars to revolutionary retail outlets and gourmet grab-and-go, StiR manages every project with care and attention to provide an end-to-end, turnkey experience that brings exceptional narratives to life.”

StiR’s collection of a la carte services spans strategy, concepting and branding to include: 

  • Market studies and analysis
  • Master planning and holistic multi-concept hotel and resort planning 
  • Repositioning support
  • Original restaurant and bar concept development 
  • Concept Branding and visual identity creation 
  • Third-party chef recommendations and connections 
  • Design integration and project management
  • Menu creation and recipe development 
  • Pre-opening support
  • Marketing and PR guidance

“At Hilton, we understand the undeniable importance that hotel food and beverage programs have on the guest experience,” said Chris Silcock, president, Global Brands and Commercial Services, Hilton. “With almost 7,400 properties around the world, our guests' tastes and preferences are vast -- and so are our offerings. With the introduction of StiR Creative Collective, we have the unique ability to work with our owners, operators, and hotel teams to tailor our food and beverage innovations to meet the evolving needs of our guests, together, arming those groups and the industry at-large with meaningful solutions that drive revenue and brand loyalty.” 

Hotel 1000 Seattle, LXR Hotels & Resorts - Rosebay
Hotel 1000 Seattle, LXR Hotels & Resorts - Rosebay

StiR Creative Collective has already completed several noteworthy projects, including Virtu Cafe and Día at Canopy by Hilton Toronto Yorkville in Toronto, Canada, Rosebay and The Nineteenth at Hotel 1000 Seattle, LXR Hotels & Resorts in Seattle, Washington, and CALLA at Hilton Garden Inn Monterey in Monterey, California. This month, StiR unveils two of its most impressive projects to date: five bespoke 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) respectively.

For more information, visit the website; to inquire about services, reach out to

Media Contact

Amber PfauFood and Beverage Communications,

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 7,600 properties and nearly 1.2 million rooms, in 126 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 190 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.