Trump Hotels has launched a new midscale brand called American Idea, "a concept rooted in local history and neighborly service," according to the company. The brand has three properties planned for the Mississippi Delta area. Additionally, the company announced that its first Scion property, an upscale lifestyle brand announced last year, will be located in Cleveland, Miss. The Scion at West End will feature 100 rooms, suites and extended-stay units, as well as a 5,000 square foot event hall, two acres of outdoor festival space and two full-service restaurants.