Achieving a successful balance at your business between the old and the new-between tradition and revitalization-is a tricky part of customer experience design and execution. If a business doesn't ever change things up, it will soon fall out of step with the changing desires of new generations of customers, and even disappoint existing customers who look for a bit of a change from time to time.

Yet if a business changes up everything, it risks completely losing the essence of its identity.

The Adolphus Hotel, a landmark of downtown Dallas, has long been faced with this challenge of striking a winning balance. Built in 1912 in a grand Beaux Arts style by Adolphus Busch, founder of Anheuser-Busch, and expanded over the decades, the hotel is so infused with tradition that it even has its own ghost-the ghost of a jilted bride, so the story goes-and boasts a facility and furnishings so historic that the ornate piano outside its iconic French Room restaurant is one of only two such made-and its twin, is decomposing on the ocean floor in a ballroom of the Titanic.

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