Need to improve the basics
I've stayed here 6 or 7 times for business, as well as at several other Starwood properties in the Dallas area. As implied by the manager's response on other reviews, these W's have a swanky vibe. The first time I saw it I loved it, though it wears thin when you're sidestepping clubbers trying to get to your room on a Thursday night and some dude wanders into the elevator with you asking "Does this go to the Ghostbar?" (It does not.) But I will say every time I've checked in to this W, the the front desk has been very friendly. 
Unfortunately, they need to get the basics under control. The biggest thing they could do to improve they hotel is find out what in the world is going on with their Style (aka housekeeping) team. This past April I checked into the Dallas W, and the smiling desk clerk blithely gave me a key to a dirty room. And I don't mean dirty/dusty, I mean heavily used by a prior guest, without any maid service. It was the 2nd time at this hotel. I had to go back downstairs, and they immediately gave me another room, and apologized profusely. The problem is, when you make a mistake over and over again, the apologies don't mean as much. Am I being harsh? Perhaps, but let's consider tonight...
About 6 weeks after my April incident, I check in again, and although the room seems perfectly clean, there is an unusual "welcome packet" addressed to some guy named "John", with a postcard and a muffin (?) box. This doesn't seem like garbage, but rather something left in advance by non-W folks for another guest. I sigh, because of course I'm not surprised; and push "Johns" stuff out of the way. An hour later a W employee is outside my door knocking and apologetically asking for the welcome packet. Later that night I also discover that my separator door between my room and the adjoining room was left completely unlocked, and anyone on the other side could have easily gained entry to my room in the middle of the night.
These are the basics of running a hotel: clean and secure the room. Make sure you know what room you are giving out. Know whether Style cleaned it, and if not, why not. I really do want to like Ws. In fact I'll be at an Atlanta W tomorrow night. As I said the staff here are very nice. But they need to improve the basics.