Across U.S., Four Rebrandings to Watch

NATIONAL REPORT—Four properties in various markets across the country are undergoing renovations, all with fresh new takes on design and amenities, enabling the properties to rebrand.

San Francisco

Hotel Spero, formally Serrano Hotel, managed by Access Hotels and Resorts, debuted its $16-million renovation. Inspired by the city and the hotel’s history, the renovations blend history with modernity. The renovations were designed by Boston-based Perkins + Will and Jacqueline McGee.

The 236-guestroom hotel includes five renovated meeting rooms, 3,000 sq. ft. of meeting space to accommodate groups from 10-140 people and a full banquet catering, which is available through Jasper’s Corner Tap & Kitchen. Guests also have 24-hour access to the new fitness center, which now includes mirrored walls and new equipment.

In addition, the property will be implementing sustainability and philanthropic programs including offering reusable water bottles, eco-friendly bathroom products, as well as donating lightly used clothing to nonprofits and donating $5 to the San Francisco SPCA for each reservation made with a pet.


Rendering of Juniper Spirits & Oysters’ lobby bar
Rendering of Juniper Spirits & Oysters’ lobby bar

Oxford Hotels & Resorts LLC, the Chicago-based hotel management and branding affiliate of Oxford Capital Group LLC, is redeveloping, repositioning, and rebranding a Hotel Indigo into Claridge House. The hotel’s $9-million renovation is set to be complete this spring.

Oxford’s corporate staff and on-site management team are working closely with investor Interwest Capital to implement the multi-phased repositioning of the property, allowing the hotel to remain open for guests and reservations.

Claridge House’s new design, led by The Gettys Group, a Chicago-based hotel design and development firm, will preserve the building’s architecture, which was originally built in 1923. In addition, there will be an on-site fitness center, spa, 24-hour business center, and new restaurant and bar, Juniper Spirts & Oysters. Juniper’s offers space for 48 in the dining room, 45 in the lobby lounge and 24 on the outdoor patio.

Detroit, MI

Glenmont Capital Management LLC, a New York-based real estate investment firm led by Managing Principal Lawrence A. Kestin has acquired the 241-key Holiday Inn Express & Suites Detroit Downtown. The property will undergo a $10-million renovation and upon completion will be rebranded to a Hotel Indigo. Construction is scheduled to begin later this year. Located in downtown Detroit, the hotel has 2,000 sq. ft. of meeting space, a business center, fitness center and rooftop pool.

Nashua, NH

Crowne Plaza Nashua has reopened as a DoubleTree by Hilton after an $11-million renovation. The
eight-story hotel offers 230 guestrooms and suites with access to Manchester-Boston Regional Airport.

The hotel offers complimentary WiFi, fitness center, beauty salon and event space including a grand ballroom, executive boardroom and amphitheater.