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Greystone Hotels Press Release

Greystone Hotels
Jul 25

Greystone Hotels Newest Boutique Hotel, Hotel E Now Open in Sonoma Wine Country

First downtown boutique hotel poised to anchor a revitalized Santa Rosa

SAN FRANCISCO, CA (July 25, 2019) - Greystone Hotels, in partnership with Hugh Futrell Corporation, announces the grand opening of Hotel E—the new upscale boutique property in the heart of downtown Santa Rosa featuring of 39 guestrooms, ample meeting space, and lobby wine bar. With a Spring 2020 expansion on the horizon, Hotel E will soon include a rooftop bar, Perry's restaurant, Starbucks, and two top-floor suites for a grand total of 70 guestrooms. With a rapidly-growing downtown, vibrant restaurants, world-class wineries, and a multitude of outdoor adventures, Santa Rosa showcases all of Wine Country's intrinsic charm—and as downtown's first boutique hotel, Hotel E delivers the perfect vantage point. Located on Courthouse Square, Hotel E brings new life to the town's Empire Building, formerly housing a bank, college, and law firm. Built in 1908, the historic Empire Building has been restored and preserved in its newest iteration, including the return of the building's iconic clocktower to its former glory. The Hotel E's luxurious new accommodations, complemented by its convenient location, historical charm, and exceptional guest service, will ensure the new hotel provides guests with a best in class experience as the top boutique destination at the gateway to Sonoma Wine Country.
"We are delighted to finally share Hotel E with our guests, partners, and local community following a long restoration and renovation project," said Vern Lakusta, General Manager of Hotel E. "Throughout the entire process, we closely examined every aspect of our redesign to ensure that we were honoring the history of the building and local community. As the first new hotel since the devastating wildfires of 2017, we hope that Hotel E spurs on the revitalization of Santa Rosa and forever anchors the heart of our resilient town."         
"Greystone Hotels is pleased to join the Santa Rosa community and expand our presence in Northern California," said Eric Horodas, President and CEO of Greystone Hotels. "Our first Wine Country location, Hotel E provides guests the same exceptional service that they have come to expect from Greystone, with all the attractions and amenities of gorgeous Sonoma County. We are grateful to our partner, Hugh Futrell Corporation, for undertaking this project with us over the past few years, and are honored to play a role in bringing new life to the historic Empire Building and downtown Santa Rosa."

Guestroom Design
The interior design of Hotel E, realized by Jacqueline McGee of Ealain Studio, was inspired by the high-end local homes of Sonoma County. The guestroom color palate features clean and neutral tones, accented by wood furniture, bold artwork, and bright yellow armchairs. Hotel E consists of four room types, a mix of King and Queen accommodations, and offers adjoining rooms with private access for families or groups traveling together. The guestrooms, built for comfort and convenience, include spacious wardrobes, two contrasting side tables, blackout drapes, and 55"-inch 4K televisions. The bathrooms are outfitted with marble countertops, sleek black towel racks, full-length mirrors, walk-in showers, and low-flow toilets for water conservation. All guestrooms are also equipped with Keurig coffeemakers, mini refrigerators, eco-friendly Gilchrist & Soames bath and body products, and plush robes and slippers. Cribs are available upon request, featuring the likeness of local cartoonist Charles Schulz's lovable Snoopy, as are wine barrel dog beds for guests traveling with a canine companion. Corridors on all guestroom floors feature a striking green carpet accented with shades of yellow and gray, and the top floor hallway is dotted with bright skylights that accentuate the building's high ceilings and Sonoma sunshine.

Lobby & Public Spaces
The hotel's public spaces are also imbued with a unique sense of place and history. The front doors open to an impressive, historic staircase, and the lobby is anchored by the property's wine bar, The Enology Lounge. Featuring arched windows that offer unimpaired views of Old Courthouse Square, an eye-catching wall of wine, and seating for more than 40, The Enology Lounge serves as a casual living room for guests and locals alike. The hallway off the central lobby is lined with historic images of Santa Rosa, Courthouse Square, and the Empire Building over the decades, leading visitors on a tour down memory lane. Also located on the main floor, Hotel E's Empire Room offers 1,000 square feet of divisible meeting space overlooking the property's courtyard through a wall of floor-to-ceiling windows. The event staff provides a full range of state-of-the-art A/V equipment, table configurations, appropriate seating, on-site catering, and complimentary WiFi for groups and gatherings of all sizes.

A Taste of Wine Country
Guests of the hotel can enjoy a daily Breakfast Lite Bites menu, including assorted pastries and baked oatmeal from local Criminal Bakery, and the Enology Lounge offers a small menu of bar bites alongside an extensive list of wine and beer offerings. Sold by the glass and bottle, The Enology Lounge wine list is comprised entirely of Sonoma County labels, with a selection of Santa Rosa craft beers. Each month, The Enology Lounge will also highlight a featured winery, complete with a curated wine list, guest winemaker appearances, and special giveaways and discounts from the label. Visitors can also arrange vineyard tours and tastings through the Hotel E concierge team, or take part in the unique "Pedal for Pinot" program that includes a guided bike trip and wine tasting tour through Santa Rosa and Sebastopol with Hotel E General Manager Vern Lakusta.

Located on Santa Rosa's Courthouse Square, the Hotel E offers easy access to all that Sonoma County has to offer. Hotel E guests enjoy the conveniences of in-room KEYPR tablets, complimentary wireless Internet access, nightly turndown service, and valet parking. For more information, please visit

Greystone Hotels
An independently owned hotel management company based in San Francisco, Greystone Hotels was founded in 1995 by President and CEO Eric Horodas and Peter Trethewey. Greystone owns and manages 12 properties in California and Oregon. Dedicated to superior customer service and eco-friendly hospitality, the Greystone portfolio consists of nine independent boutique hotels and inns, and three flagship-affiliated properties (Best Western International and Marriott International). Each Greystone staff member is focused on providing exceptional guest experiences for business and leisure travelers seeking friendly, comfortable and welcoming accommodations as their home away from home. Every hotel in the Greystone portfolio also provides its guests with unique decor and programming informed by the location of each hotel. All of Greystone's California properties are certified by the California Green Lodging Association for on-site sustainability efforts, and Greystone's independent boutique hotels are members of the L.E. Hotels family—a global hotel representation company. Visit us and "Experience Exceptional Service" during every stay.

Hugh Futrell Corporation
Led by long time Santa Rosa residents Hugh Futrell and David Walter, the Hugh Futrell Corporation has over thirty-five years' experience as one of the premier builders and developers in the North Bay specializing in apartment and condominium residential neighborhoods, affordable housing, health care facilities, mixed use developments, and office and retail buildings. Among more than forty projects completed by the company are midrise urban core signature projects such as Museum on the Square, transformation of an abandoned, nuclear blast resistant telephone switching building into a mixed-use office and retail project, the Downtown Apartments, Railroad Square Terrace and 200 4th Street in Railroad Square, and Humboldt Apartments, a 52-unit affordable housing project. The Corporation has won a variety of awards, including the Business of the Year from the Santa Rosa MetroChamber, Merit Awards from the City of Santa Rosa, and Infrastructure Champion awards from the American Society of Civil Engineers.

Greystone Hotels Newest Boutique Hotel, Hotel E Now Open in Sonoma Wine Country
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