BIRMINGHAM, AL – The Sheraton Birmingham Hotel, owned by the Birmingham-Jefferson Civic Center Authority (BJCC), announced the completion of a comprehensive five-million-dollar lobby transformation. Birmingham-based KPS Group was the local architect working with Marriott on the design. The renovation seamlessly blends the hotel’s Southern heritage with Sheraton’s modern design aesthetic, enhancing the guest experience in line with Sheraton’s global brand strategy, while also creating a welcoming space for the local community.
“The BJCC and Sheraton Birmingham are excited to unveil the reimagined hotel lobby,” said Tad Snider, CEO of the BJCC. “This significant investment underscores our commitment to providing an exceptional guest experience, by blending modern amenities with the warm and inviting hospitality synonymous with the South. We look forward to sharing this engaging new space with everyone who comes to eat, drink, stay, enjoy events, and explore all that Birmingham has to offer.”
“The lobby transformation also serves as the dynamic hub for the introduction of Gatherings by Sheraton,” said Vince Buonocore, General Manager. “The area’s redesigned layout features a vibrant color palette, a captivating art installation, and modern Community Tables, embracing the art of gathering and offering a home base for guests to work, sip, savor and find inspiration. This update further enhances the lobby’s role as our central gathering point.”
Taking cues from its surroundings, the design honors Birmingham’s steel tradition, celebrating iron, carbon, and limestone using rich colors and textures to create a sophisticated design with a Southern charm twist. The design incorporates touches of Birmingham’s rich history, including curated pieces made of steel, representing the city’s industrial heritage, and subtle nods to iconic landmarks like Vulcan Park, the Historic Alabama Theatre, and Sloss Furnaces. This revitalized space embodies the Sheraton brand promise of “Where the World Gathers,” fostering a welcoming environment for both travelers and the local community.
A key highlight of the renovation is &More by Sheraton, the brand’s new signature restaurant that also has patio dining available. Led by Chef Marcus Williams, &More offers a distinctive Southern-inspired menu featuring dishes such as chicken and waffles, kolaches, and in-house braised short ribs. Guests can enjoy breakfast, lunch, or dinner at &More, savoring Southern-inspired cuisine and unwinding with a signature Vanilla Espresso Martini or indulging in the unique flavors of their signature boiled peanut hummus.
For business travelers, the hotel introduced The Studios, three state-of-the-art meeting spaces located within the lobby, available for hourly reservations. These digitally equipped studios provide an ideal setting for productive meetings and collaborative sessions.
The Sheraton Birmingham Hotel is conveniently located in the heart of downtown Birmingham, offering easy access to the city’s vibrant cultural scene, entertainment venues, and business district.
Media Contact: Nicole Smith – Complex Senior Marketing Manager
Photo courtesy of: KPS Group
