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July 16, 2019

Sheraton debuts South Portland hotel, and a new logo

portland sheraton Courtesy / Marriott International The former Portland Marriott at Sable Oaks in South Portland is now a Sheraton hotel, and displays the hotel chain's new logo.

As new Portland-area hotels continue to sprout like July dandelions, it may be a surprise that the newest addition is a property that's more than 30 years old.

The Portland Marriott at Sable Oaks, near the Maine Mall in South Portland, has completed a $12 million renovation and was rebranded Monday as the Portland Sheraton at Sable Oaks, according to a news release.

Sable Oaks is the first among the Sheraton chain’s 450 hotels worldwide to carry the new corporate logo, which has been updated for the first time in 40 years, the release said.

The renovation of the hotel, built in 1988, included improvements to all 226 guest rooms, the hotel lobby, meeting and function spaces, fitness center and a 6,648-square-foot ballroom. The upgrade and the new identity are intended to demonstrate a “new experience” at Sheraton, said Indy Adenaw, vice president and global brand lead.

“Portland Sheraton at Sable Oaks has such a rich history in South Portland … the hotel embodies our vision for Sheraton, which centers around being the gathering place for our guests and local community members,” he said in the release.

Despite the name change, the property remains part of Marriott International Inc. (Nasdaq: MAR), which acquired the Sheraton chain and other units of the Starwood Hotels group in 2016. In 2018, Marriott introduced a campaign to overhaul the 80-year-old Sheraton brand.

“Everything about the brand is outdated,” Chekitan Dev, a professor of marketing and branding at Cornell University’s School of Hotel Administration, told a trade publication at the time. “In my opinion, Sheraton is a bland, boxy and boring brand.”

In Portland, Marriott owns the Westin Portland Harborview hotel and several waterfront properties launched in the past few years, including the AC Hotel, Courtyard by Marriott, and Residence Inn by Marriott. Marriott is also owner of Aloft Hotels, which is developing a 155-room property with Norwich Partners LLC at the former Rufus Deering Lumber Co. site on Commercial Street.

Last week, the Portland Planning Board gave approval to a proposed waterfront hotel being developed by Jim Brady’s Fathom Cos.

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