California hotel plans major renovation after changing hands

A Marriott International group property in California, USA, will be switching brands after switching ownership.

Currently known as Four Points by Sheraton San Rafael Marin County, the site will go through a thorough renovation after a US$38 million acquisition by hotel investment, management and development company, Equinox Hospitality.

Unlocking potential

Equinox Hospitality aims to unlock the latent potential of the property via the overhaul and strategic rebranding. The hotel will soon align itself with the growing portfolio of Tribute by Marriott, an upscale to upper-upscale soft brand catering to travellers seeking an independent boutique experience.

Driving this initiative is a commitment to enrich the guest experience and create an environment that appeals to the local Marin community and visitors from neighbouring regions, such as Napa, Sonoma, and San Francisco. The renovation plans will kick off next year.

Wealth of opportunities

The property’s assortment of amenities includes the largest outdoor hotel pool in Marin County and approximately 6,840 sq ft of versatile event space spread across seven ballroom and meeting rooms. The property also includes a generous restaurant and bar space and an outdoor seating area.

Adam Suleman, principal at Equinox Hospitality, said: “The potential of this property has always resonated with me, having kept an eye on it for quite some time.

“When it came onto the market, it felt like the perfect alignment of opportunity. Marin County is an affluent market that presents a strong demand for a hotel of this nature due to its supply constraints. The property’s strategic location — being at the heart of key sites in Marin, in proximity to San Francisco and Wine Country, and next door to a billion-dollar retail and development zone — lends itself to a wealth of opportunities.”

Expansion path

This acquisition marks Equinox’s fifth successful addition to its hotel portfolio in the past year. Suleman added: “Having acquired five unique properties and executed more than US$100 million in hotel deal volume in the past year, Equinox is on a determined expansion path.

“We are keen on solidifying our presence in existing markets and exploring new promising ones. With an optimistic view on San Francisco’s rebound, we aim to expand across the Bay Area. Our strategic partnerships with the major hotel brands continue to bolster our growth, and we remain confident about unearthing valuable opportunities, especially in California and Texas, even amid some uncertainties.”

American Tributes

Other Tribute Portfolio developments currently taking place across the US include the newbuild Marriott Tribute Hotel Ketchum Utah in Park City, bringing 92 keys to the western state in Q4 2024.

In Texas, two further projects are underway, including the 77-room Aztec Theatre Hotel resulting from the conversion of long-vacant offices in downtown San Antonio into a boutique hotel, replete with rooftop restaurant and bar. The site is due to complete in Q3 2024. Plus the current LaSalle hotel in Bryan will operate as an independent hotel through a renovation process to turn it into Tribute Portfolio Bryan. The refurbishment of the 55-key site is scheduled to finish in Q4 2023.