Serrano Hotel to be rebranded as Hotel Spero following $16M renovation by Perkins+Will

San Francisco’s Serrano Hotel is undergoing a $16-million renovation that, upon completion this month, will see the property rebranded as the Hotel Spero. Overseeing the project, design firm Perkins+Will is honoring the original 1923 property’s Spanish Colonial Revival architecture.

The 236-room hotel will have design elements that reflect San Francisco, like a nature-inspired color palette that will blend with tones of Spanish revivalism. Aligning with the hotel’s emphasis on wellness, the redesign will also use sustainably sourced materials.

The site was originally built by San Francisco architect Edward E. Young and named the Hotel Californian. In 1935, it was purchased by Lizzie Glide, founder of the Glide Foundation and Glide Memorial Church, to serve as San Francisco’s only temperance hotel until 1978.

Virtual Event

Hotel Optimization Part 3 | Available On Demand

With 2020 behind us and widespread vaccine distribution on the horizon, the second half of the new year is looking up, but for Q1 (and most likely well into Q2) we’re very much still in the thick of what has undeniably been the lowest point of the pandemic. What can you be doing now to power through and set yourself up for a prosperous 2021 and beyond? Join us at Part 3 of Hotel Optimization – A Virtual Event, now available on demand, for expert panels focused on getting you back to profitability.


Access Hotel and Resorts operates the current Serrano Hotel, and will manage the Hotel Spero when the property completes its rebranding. Benjamin Malmquist is the general manager of the Serrano Hotel.

Photo credit: Serrano Hotel