Grand Willow Hotel earns Curio Collection status, helping to elevate Columbia’s hospitality landscape
January 15, 2026
The Grand Willow hotel, located at 1571 Freed Street in Columbia’s BullStreet District, announced it has officially earned designation as part of Hilton’s Curio Collection, marking a meaningful milestone for both the property and the city of Columbia. This distinction elevates the region’s hospitality landscape while bringing global visibility, heightened guest expectations, and strategic economic impact to the transformative BullStreet District.
Curio Collection by Hilton is the company’s upper-upscale, hand-selected soft brand, reserved for hotels that offer a truly distinctive experience rooted in a strong sense of place. The designation affirms Grand Willow’s design vision and guest experience, recognizing the project’s elevated architecture, thoughtfully layered interiors, and curated approach to hospitality. Central to the Curio designation is the hotel’s interior design, led by Lorie Giambarberee of Vintage Zinc Interiors, whose work celebrates Columbia’s character while delivering a cultivated, boutique experience that feels both refined and authentic.
As a Curio Collection property, Grand Willow will benefit from Hilton’s global distribution platform, loyalty network, and brand recognition, further strengthening BullStreet District’s evolution as a major Southeastern destination. The hotel is positioned to enhance the area’s appeal for leisure travelers, medical professionals, conferences, and events, while supporting Columbia’s growing ability to host major sporting events, university gatherings, visiting teams, and national conferences. The designation also adds prestige and visibility to the city of Columbia at a national level.
“Hilton’s decision to designate the Grand Willow as part of the Curio Collection is reserved for hotels that bring something truly distinctive to their city,” said Todd Canter, Managing Partner of Vulcan Real Estate Development, the company behind the project. “This recognition validates the role this hotel will play in Columbia’s continued growth—economically, culturally, and as a host for major events. The Curio designation elevates BullStreet and sets a new benchmark for upper-upscale hospitality in the city and state.”
With its Curio Collection designation, Grand Willow advances from a highly anticipated development to a nationally recognized hospitality destination, reinforcing BullStreet District’s role as a catalyst for growth, investment, and urban reinvention while positioning Columbia on a broader stage for upper-upscale travel, meetings, and events.
About Vulcan Real Estate Development
Vulcan Real Estate Development is a privately held real estate firm dedicated to creating exceptional spaces that elevate communities and inspire connection. From the award-winning Riverbend Hotel in Ohio to the visionary Grand Willow Hotel in Columbia, Vulcan delivers projects defined by authenticity, artistry, and enduring value.
For more information, visit www.vulcandevelops.com or follow @grandwillowhotel on social media for updates and news.
