Pyramid Hotel Group Completes $30 Million Renovation of Sheraton Fisherman’s Wharf in San Francisco

USA, San Francisco, California. July 09, 2019

Sheraton Fisherman's Wharf, a reimagined destination hotel offering outstanding service and inspired amenities, is pleased to announce the completion of its $30 million property redesign which includes a reconfigured lobby and bar, upgrades to all 531 guest rooms and suites, and the addition of a Sheraton Club Lounge. Sheraton Fisherman's Wharf is the first and only Marriott property in the area to offer a Club Lounge experience and combined lobby and bar concept to guests. Also part of the renovation is the opening of Northpoint Bar & Restaurant, an extension of the hotel's redesigned lobby experience, where guests are encouraged to sip craft cocktails and local wines and beers while noshing on cuisine that pays tribute to the area's renowned fresh seafood in an inviting and convivial setting.

With architecture by Bull Stockwell Allen and interior design by Looney & Associates, the Sheraton Club Lounge, new public spaces, refreshed guest rooms and Northpoint Bar & Restaurant offer a modern experience for guests and locals, providing a comfortable, inviting and stylish setting to meet and relax. Subtle maritime-themed design elements have been weaved into the interior, drawing upon the historical influences of the surrounding public spaces. Hues of deep blues, vibrant aqua, and muted greys are contrasted with accents of deep-sea greens and chartreuse. Unexpected combinations of varied wood tones and textured tilework add a sleek, clean aesthetic to the overall space, imparting a warm and welcoming first impression to guests.

All guest rooms were renovated with comfort and convenience in mind. Each room was updated with new carpet and paint, case goods, blackout and sheer blinds, seating areas, and flat-screen televisions. Sleek, updated furnishings include dark wood headboards with integrated sconces and large desk areas equipped with electrical outlets and two-line speaker phones. Brass accents and artwork of famed San Francisco landmarks complete the room. All bathrooms have been updated with modern fixtures and three-function showerheads in addition to new vanities and commodes.

"The hotel has undergone a complete transformation," said Bruce Carlton, general manager of Sheraton Fisherman's Wharf. "All of the associates here at the property are excited to offer an elevated guest experience. The completion of the recent renovations, from guest arrival to in-room comfort and amenities, to dining and entertainment, allow us to provide a new level of service and comfort. Our hope is that Northpoint Bar & Restaurant not only becomes a dining destination for our hotel guests, but also a place within our community where locals can frequent regularly to enjoy a great meal and drinks."

Welcoming Amenities Sheraton Fisherman's Wharf's new Sheraton Club offers Elite Bonvoy Members and hotel guests an exclusive space to retreat, recharge and refocus, all while enjoying superb service from friendly Club attendants. The 1,700 square-foot Club seats more than 80 guests at comfortable banquettes, lounge-style sofas, bistro-style tables, and a special conference desk for larger group meetings. Complimentary amenities include a variety of beverages and snacks during the day as well as nightly hors d'oeuvres prepared by Northpoint Bar & Restaurant's Executive Chef Robert Lyman. California wines are available for purchase. Business Center amenities are also available, making the Sheraton Club the ideal "office-away-from-the-office" for travelers on the road.

An extension of the hotel's new lobby experience, Northpoint Bar & Restaurant welcomes locals and travelers alike to linger over creative craft cocktails, local brews, and California wines while enjoying locally-inspired dishes created by Chef Lyman. The menu pays tribute to Fisherman's Wharf's world-renowned fresh seafood by highlighting the bounty of the nearby Pacific Ocean and area purveyors while reflecting modern culinary trends. Beyond a selection of flatbreads, fresh salads, and shared plates, signature menu items include a classic San Francisco clam chowder; Dungeness crab bisque infused with sherry and cream; Dungeness crab Cakes with chipotle lime aioli; San Francisco shrimp roll (fresh sourdough roll, savory dill and shrimp salad); and Pan-fried Petrale sole (panko breaded, pan fired sole on a bed of garlic smashed potatoes and broccolini, lemon tarragon aioli, and fired caper berries).

The 2,500-square-foot space provides an array of indoor and outdoor seating options for up to 140 guests, including an 18-seat, U-shaped bar that serves as the restaurant's focal point, and a communal table that seats ten. Main dining tables and high-tops can be found adjacent to the bar while inviting lounge-like seating formations are located next to the registration desk. Outdoors, guests can cozy-up and relax, cocktail in hand, at one of the restaurant's six gas fireplaces set amid a semi-enclosed outdoor living-room-like setting.

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Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.