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Premier Welcomes New Director of Architecture

Parul Dubey on August 22, 2023 - in News, People

James Sims Brings Nearly 40 Years of Expertise to the Firm’s Growing Architecture Team


DALLAS Premier, an end-to-end architecture, design, procurement, and project management and development firm, is pleased to announce that James Sims has joined the team as Director of Architecture. With almost 40 years of industry experience, Sims will oversee Premier’s project delivery strategy, produce high-quality documentation, and lead site planning efforts. 

“The addition of James to the Premier team is pivotal in strengthening our operational executions,” said Hector Sanchez, CEO of Premier. “His ability to build teams with strong technical backgrounds and expertise across different types of assets will ensure Premier can deliver exceptional service from concept to completion.” 

In his new role, Sims will lead the architecture team in developing and implementing a client’s architectural vision and strategy while ensuring it aligns with their needs, values, and goals. Sims will also work to reinforce and expand Premier’s commitment to realizing an owner’s vision through the creation of quality documents and on-time delivery. Additionally, Sims will assist with conceptual site planning for new construction and work to make sure that specific site locations will accommodate the owner’s needs. 

“Premier has a unique structure and its ability to provide clients with a suite of services all under one roof is something that is not common in the industry. I am excited to explore how I can contribute to this process,” said Sims. “The team Premier is assembling has decades of experience building bridges between disparate disciplines and stakeholders to realize client goals, which in turn will only strengthen the firm’s position in the industry.”

Throughout his career, which includes holding roles at BRR Architecture and RHA Architects, Sims has worked with clients across a variety of sectors including retail, corporate interiors, technology, food service, aviation, and banking. As a result, Sims has a deep understanding of how architecture and design all affect the quality of life for all who interact with the built environment. 

About Premier 

Dallas-based Premier is a full-service firm with over 25 years of expertise across architecture, interior design, procurement, project management, construction development and contract administration. With all services yielded under one roof, Premier’s team is in constant pursuit of finding innovative solutions to the hospitality, multifamily and student housing industry’s increasingly complex problems; from straightforward soft goods refreshes to transformative custom designs for renovations, redevelopments and new developments, their team of professionals is dedicated to excellence across a multitude of market sectors. From concept to completion, Premier provides consultative services that are unmatched, bringing their clients’ vision for the built environment to life. For more information, please visit www.premierpm.com.


Premier is a wholly owned subsidiary of Ashford Inc. (NYSE American: AINC).  Certain statements and assumptions in this press release contain or are based upon “forward-looking” information and are being made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements in this press release include, among others, statements about Premier’s client development and growth. These forward-looking statements are subject to risks and uncertainties. Such statements are also subject to numerous assumptions and uncertainties, many of which are outside our control.

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