Guestroom at the Hotel Fiona (formerly Carriage Inn) in San Francisco
Oxford adds Hotel Julian, SoMa House, Hotel Garrett, and Hotel Fiona to their Bay Area portfolio
Chicago-based Oxford Capital Group, LLC announces the upcoming debut of four rebranded hotels: 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), now accepting reservations starting in mid-September and October with introductory pricing. In the Bay Area, Oxford currently owns and operates Hotel Griffon on the Embarcadero, Inn at Union Square and King George Hotel in Union Square, Creekside Inn in Palo Alto, as well as Hotel Los Gatos. Oxford Capital Group’s wholly owned affiliate, Oxford Hotels & Resorts, LLC, will continue to manage these properties post reopening.
“We are sanguine about the long-term prospects of downtown San Francisco, which has proven resilient over a number of economic cycles and challenges,” says Sarang Peruri, Chief Operating Officer of Oxford Capital Group, LLC and Partner of Oxford Hotels & Resorts, LLC. “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.”
With these developments, Oxford has proven its commitment to rebuilding and enhancing the surrounding community—and in particular the SoMa neighborhood—as it fell victim to homelessness and crime during the pandemic. After being utilized by the city for nearly three years as some of the first hotels in the city to provide quarantine facilities during COVID, in close partnership with city officials, including District Supervisor Matt Dorsey, District Attorney Brooke Jenkins, San Francisco Police Department Captain Luke Martin, and Mayor London Breed, these properties are poised to reopen, bringing modern design, refreshed hospitality, high touch service, and guest-driven amenities for business, leisure and convention travelers.
“As we expand our West Coast presence, we are proud to bring Oxford’s commitment to compelling design, quality service, and enjoyable and safe community-driven experiences to these new properties,” shares George Jordan, President of Oxford Hotels & Resorts, LLC. “SoMa will soon have new, vibrant public spaces and food & beverage experiences for locals and visitors to enjoy; somewhat of a ‘living room’ for the neighborhood.”
In late 2022, Oxford began its efforts in refreshing and repositioning the properties. The initial focus was the guestrooms and lobby areas to allow for a soft reopening. Later this year and early next year, Oxford will debut additional guestrooms (adding nine rooms at SoMa House and four rooms at Hotel Garrett) and multiple new food and beverage facilities described below.
“On behalf of the City of San Francisco, I proudly welcome this bold investment in the South of Market neighborhood, and am eager to see the vibrancy, excitement, and visitation these new hotels will bring to the community and city at large,” shares San Francisco Mayor London Breed. “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. We have been, and look forward to continuing work alongside Oxford to make sure these properties are successful and the surrounding neighborhood is welcoming and safe for visitors, workers, and residents.”