SAN DIEGO -- Brewery X was busy on a Saturday night, its large televisions beaming various sporting events and revelers munching on dishes with playful names like the Hot Chick sandwich and the Walter White pizza.
The restaurant, which opened this summer, spills into the lobby of the Sheraton San Diego Hotel & Marina, intentionally adding energy and the flow of people to the hotel's main artery and gathering spot.
It's a scene that's new to the 50-year-old, 1,053-room property, which is at the tail end of a $100 million renovation, the most extensive in its history.
Purchased in late 2019 by KSL Resorts, the renovation touched every part of the property, from a redesign of its guestrooms to the addition of four dining concepts and three swimming pools.
It also meant rethinking the lobby and making it a communal space for working or gathering. It added a space for guests to work and eat, called Community Table, and soundproof booths offering privacy during calls and Zooms.
A cabana at the remodeled pool. Photo Credit: Sheraton San Diego
The Sheraton transformation
The renovation of the Sheraton here is in line with the prepandemic decision to upgrade the look and feel of the properties in the Sheraton Hotels & Resorts portfolio by parent company Marriott International, which took over Sheraton in its acquisition of Starwood Hotels & Resorts in 2016.
Sheraton, which has been in business for more than 80 years, is one of Marriott's biggest names.
"From the moment we closed the Starwood merger in late 2016, the revitalization of Sheraton has been a top priority for our company," the late Arne Sorenson, then the CEO of Marriott International, said in 2018 when Marriott revealed its plans for the brand.
Upon its purchase of the San Diego Sheraton, KSL committed to the renovation and much of Marriott's vision, which included transforming the lobbies into gathering and working spaces, something like a public square. It's something the Sheraton San Diego took seriously.
It helps that the property's location on Harbor Island looks out on the California coast, downtown San Diego and the two marinas just outside its doors, giving road warriors at the Community Table views of sailboats and yachts against the backdrop of the Pacific Ocean. They can grab espresso drinks and breakfast at the coffee bar in the lobby. And they can order from the two restaurants flanking the space, Brewery X and Rumorosa (the new Baja-Cali inspired Mexican eatery) or grab pizza from Strada (fast-casual Italian).
"You can have your meetings, have your lunch and then go to your room after," said Sarah Newcomer, the hotel's director of marketing.
She said the lobby used to have dark wood, large pillars and few places to sit. Now, the space is light and airy with lots of seating areas and small alcoves.
"It's definitely a place where people are working and gathering, which is what we wanted," Newcomer said.
The Brewery X restaurant. Photo Credit: Sheraton San Diego
A local foodie scene
Also part of the Sheraton brand vision was upgraded food and beverage, and on this aspect the San Diego property went all-in.
Newcomer said the idea behind the four new outlets was to "freshen things up, make them more lively, make them more of a gathering place for our guests and locals."
"We're bringing the best of San Diego to our guests," she said. "San Diego has all these niche neighborhoods and different types of cuisine."
Strada is a nod to Little Italy, the closest downtown neighborhood to the hotel. The poolside Sunglow is a cabana bar serving California cuisine. The aforementioned Brewery X is Anaheim-based, but its owners met while living in San Diego, where its brewmaster started making beers.
Rumorosa's menu is inspired by San Diego's geographical proximity to Mexico's Baja California: Its focus on Mexican wines is unique, and a selection is featured during the weekday Valle Happy Hour.
Guestrooms at the Sheraton San Diego are inspired by the marina and the coast, evoking coastal breezes, soft colors and sky. Photo Credit: Sheraton San Diego
A modern, coastal vibe
The refurb made the guestrooms lighter and brighter than they used to be, Newcomer said, after a redesign that took them down to "the studs." The bathrooms were also gutted and given new flooring, fixtures and vanities.
The old rooms were very nautical, with bold blue and red décor, reflecting San Diego's military coastal culture.
The color palette today is still inspired by the marina and coast, with artwork reflecting the sailboats and the sea, which can be seen from the balconies -- every room has one.
But Newcomer said the effect is "just much softer and modern," evoking "coastal breezes, soft colors and sky."
Correction: Sarah Newcomer is the Sheraton San Diego Hotel & Marina's director of marketing; an incorrect title appeared in an earlier version of this article.