Beach hotel reopens after renovation project, storm delays

The Hotel Zamora has reopened and debuted a new restaurant on St. Pete Beach. The news comes amid a rash of permanent closures along the coast due to a devastating hurricane season.

Minneapolis-based Sherman Associates announced the $7.5 million, storm-delayed project concluded Jan. 16. The development firm believes the upgrades have repositioned the 64-key boutique hotel into a 4-star, luxury facility.

The Azura Coastal Kitchen & Bar, formerly known as Castille, and a revitalized rooftop lounge are now welcoming residents and guests. Developer Michael Liberatore said the team adjusted for Hurricane Debby, scrambled during Hurricane Helene and repeated the process as Hurricane Milton set its sights on the area.

“What a project – it was really hard,” Liberatore continued. “It was probably the hardest project I’ve ever worked on. I had to deal with my home and my neighbors and then go to the hotel and handle recovery there … it was insane.”

The Azura Rooftop lounge is now open Wednesday through Sunday from 4-10 p.m.

The Zamora became St. Pete Beach’s first new hotel in over two decades when it opened in 2014 at 33701 Gulf Blvd. Sherman Associates bought the 67,262-square-foot facility sitting on over an acre along the Intracoastal Waterway for $38 million in 2022.

The firm quietly began renovating the boutique hotel in June 2024. In August, Liberatore said the upgrades would provide a “little bit of that Miami class, but with that St. Pete vibe.”

He also expected construction to conclude by the end of September. Mother Nature had other plans.

Sherman Associates repeatedly moved construction materials, equipment and furniture off and on site. Liberatore credited Manasota Movers for adapting to an ever-changing schedule. He also noted the Zamora was designed to flood and received minimal structural damage “compared to our neighbors.”

The Azura Rooftop lounge experienced relatively minor wind damage during Milton. “I think the biggest impact for us was really just the delay in construction,” Liberatore said. “And we also had to replace all the landscaping.”

Sherman Associates decreased the number of Mediterranean-inspired rooms from 72 to 64. Each now encompasses at least 550 square feet and features high-end air purification systems and sound-suppressing glass.

The pool, its adjacent bar, the tanning deck and the gym also received upgrades. “It’s going to feel like you arrived at a classy hotel,” Liberatore said. “But it’s still unique. It’s not cookie-cutter; I think it was done very tastefully.

“There’s nothing like it on St. Pete Beach, and probably nothing like it in the region.”

A view of the Hotel Zamora’s upgraded rooms.

General manager Gilbert Bolivar stressed the importance of supporting employees and the community by reopening as quickly as possible with limited amenities. Guests now have full access to a private marina, complimentary beach cruisers, kayaks, beach chairs, umbrellas and sunset cruises provided in partnership with a local vendor.

Bolivar said the Azura provides an authentic Mediterranean experience through its menu and ambiance. He noted the culinary team implemented their “own twist of flavors” and ingredients to “compliment the Florida vibe.”

Azura serves breakfast, brunch, lunch and dinner from 9 a.m. until 10 p.m. daily. Main dishes include lamb kabobs, wagyu bolognese and seafood bouillabaisse.

Bolivar also launched a new craft cocktail and wine program that “has been very well received by our hotel guests and locals.” Azura features an outdoor terrace with views of the Intracoastal Waterway.

The Azura Rooftop opens Wednesday through Sunday from 4 until 10 p.m. and provides panoramic views of the area. “The response has been great,” Bolivar said of the upgrades.

The Azura Coastal Kitchen & Bar’s dining room.

Bolivar said the reimagined lobby now serves as a gathering space for groups. The Zamora offers nearly 14,000 square feet of indoor and outdoor meeting space and now accepts wedding bookings for 2025 and 2026.

“We’ve sourced some of the best art pieces we could find from all over the world,” Bolivar said. “And local artists and galleries, as well.”

The Zamora’s reopening is Sherman’s first completed project in Pinellas County. However, it likely will not be the last.

“Sherman Associates is committed to strengthening the community, driving economic growth and enhancing the vibrant character of the area as we pursue new development opportunities,” said CEO George Sherman in a prepared statement.