Dallas Serving as Testing Ground for Circo Brand Refresh

The global restaurant brand, which started in New York, will open a location in Dallas featuring its new resort-style concept.

Circo

Circo, a restaurant from the notable dining industry Maccioni family, is bringing its historic brand to Dallas with a refreshing twist. 

Dallas-based WhiteROC Hospitality Group has partnered with the Maccioni family to bring new life to the Circo restaurant brand.

Circo’s atmosphere is reminiscent of the old-style European circus, which inspired the restaurant’s name. The Dallas location will be the first of the Circo restaurants to sport its resort-style concept. It will be located in a tower at 2619 McKinney Ave.

“It is going to be more innovative, modern, with an updated color scheme,” said Kim Walkley Gill, event and marketing director at WhiteROC Hospitality Group. “But, it will still be consistent with the other locations’ level of service.”

CIRCO PART OF ICONIC RESTAURANT BRAND FAMILY

Circo is the sister restaurant of the famed Le Cirque, which has been an icon in the restaurant industry around the world over the last four decades. Sirio Maccioni, the founder, arrived in New York in the late 1960s and got his taste for the restaurant business. Maccioni has been credited as the first chef to place creme brulee on an American menu.

Maccioni, 85, decided to retire earlier this year and hand his legacy over to his two sons — Marco and Mauro. They have large shoes to fill with Sirio Maccioni having planted locations all over the world including New York, New Delhi, the Dominican Republic, and Abu Dhabi. 

Circo Dallas’ grand opening date is set for early 2018.

“The idea is that a guest can spend the whole day at Circo.”

Lauren Santagati

The first floor of the new Dallas location will offer the same level of service that brought in guests such as Jackie Kennedy, Princess Grace Kelly, and most recently President Donald Trump.

They plan on bringing the history that gives the restaurant it’s unique flavor. The traditional Maccioni cookbook will be on the menu as well

The second floor will be dedicated to spa-style service with amenities such as nail and bar service, seven private cabanas, and DJ stages. There also will be two glass-bottom pools and a built-in crystal clear floor cover.

“The idea is that a guest can spend the whole day at Circo,” said Lauren Santagati, CEO of WhiteROC Hospitality. “They can get their nails done and drink a mojito before grabbing a delightful lunch at Circo then return to lounge by the pool. Once done relaxing, they can grab dinner and then head back upstairs for a concert to end the evening.”

Circo

Circo Dallas will take up the first two floors of this tower at 2619 McKinney Ave.[Rendering courtesy of Circo]

GROWING WORKFORCE, COMMERCIAL PROPERTY LURES CIRCO TO DALLAS

After a three-year search WhiteROC Hospitality and the Maccionis found themselves right where they started — Dallas.

“Dallas is the No. 1 spot for the hospitality industry right now.”

Lauren Santagati

“We looked all over the nation for the perfect spot to build,” Santagati said. “We ended up right back in Dallas and decided this is where we would take root.”

From 2015-16, Dallas-area households spent, on average, $3,461 on food away from home, according to the Bureau of Labor Statistics.

The growing workforce and prime commercial property found here makes the Dallas area a hotspot for aspiring and established restauranteurs, Santagati said.

“Dallas is the No. 1 spot for the hospitality industry right now,” Santagati said.

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