Dive Brief:

• Chicago-based Oxford Capital Group announced it will debut four newly rebranded hotels in San Francisco’s Lower Nob Hill and SoMa neighborhoods this fall.
• The updates to the properties — Hotel Julian, SoMa House, Hotel Garrett and Hotel Fiona — include hard flooring, new furniture, revamped bathrooms and improved air-conditioning systems.
• Oxford’s investment in downtown San Francisco comes at a time when many hospitality businesses are struggling to stay afloat during the city’s slow post-pandemic recovery.

Dive Insight:

Despite the struggles currently facing the hospitality industry in San Francisco, Oxford Capital Group is set to debut four rebranded downtown hotels, citing an optimistic outlook for the market.

Hotel Julian San Francisco (formerly Hotel Vertigo and originally Empire Hotel), SoMa House (formerly Americania Hotel), Hotel Garrett (formerly Good Hotel) and Hotel Fiona (formerly Carriage Inn) are accepting reservations for stays starting in mid-September and October.

"Oxford's efforts here are an example of the kind of strong commitment that shows people are betting on San Francisco and that our future is bright,” San Francisco Mayor London Breed said in a statement about the properties.

The international real estate investment, development and management firm also currently owns and operates Hotel Griffon, The Inn at Union Square and King George Hotel in San Francisco, along with Creekside Inn in Palo Alto and Hotel Los Gatos.

"We are sanguine about the long-term prospects of downtown San Francisco, which has proven resilient over a number of economic cycles and challenges," Sarang Peruri, chief operating officer of Oxford Capital Group and partner of Oxford Hotels & Resorts, said in a statement. "By investing in these four properties as well as coming off recent comprehensive refreshes of Hotel Griffon and Hotel Los Gatos, our local portfolio of nine hotels is poised to differentiate itself and attract new customers."

As has been reported, San Francisco, and in particular the SoMa neighborhood, was hard-hit during the pandemic and continues to struggle to rebound, with some companies, such as Park Hotels & Resorts, deciding to exit the market. But Oxford remains bullish on the city and its future.

“SoMa will soon have new, vibrant public spaces and food and beverage experiences for locals and visitors to enjoy; somewhat of a 'living room' for the neighborhood," George Jordan, president of Oxford Hotels & Resorts, said in the company’s release.

With an initial focus on refreshing guest rooms and lobby areas, Oxford plans to also debut additional guest rooms — including nine more rooms at SoMa House and four rooms at Hotel Garrett — and multiple new venues starting later this year and early next year.

Hotel Julian is set to feature a two-story, indoor-outdoor wine bar called Carlotta's, which will open in early 2024; the name comes from the Alfred Hitchcock film “Vertigo,” which was filmed at the property in the 1950s. 

Also slated for early next year, SoMa House will open a new sports-themed gastropub concept called SoMA Social as well as a new indoor-outdoor rooftop venue with views of the skyline.