Beach hotel undergoes $7.5 million renovation project

Minneapolis-based Sherman Associates announced Monday that construction has commenced on a $7.5 million renovation project they believe will reposition a local boutique hotel into a 4-star, luxury facility.

The firm acquired The Hotel Zamora for $38 million in September 2022. The 67,262-square-foot facility at 3701 Gulf Blvd. in St. Pete Beach sits on over an acre of land along the Intracoastal Waterway.

The 72-key hotel features private boat slips for guests and public use, the upscale Castile Restaurant & Lounge and the 360 Rooftop lounge with panoramic views of the Gulf, downtown St. Petersburg and the Intracoastal. Michael Liberatore, a local developer with Sherman Associates, said the group found a lack of quality lodgings along the beach.

“It’s got a little bit of that Miami class, but with that St. Pete vibe,” Liberatore said of the ongoing transformation. “That was something that was missing.”

Mike Liberatore, local developer for Sherman Associates.
Photo provided.

Liberatore, a Pinellas Park resident, said Sherman Associates is replacing dark carpet and tones with a “fresh, light feel.” The company is also improving sound attenuation in guest rooms.

The Zamora’s rooms will feature thicker glass doors to eliminate noise from bustling Gulf Boulevard. “We’re really concerned about the quality of sleep,” Liberatore said.

Sherman is also upgrading the lobby, pool deck, pool bar and fitness center. Additional improvements include new exterior signage, landscaping and exterior paint.

Gilbert Bolivar, general manager, said the hotel has “always been the hidden gem of St. Pete Beach and Gulf Boulevard. I was always fascinated by it.”

“My background in the industry has allowed me to travel the entire country opening several luxurious properties …,” he added. “But I’ve always had a soft spot for St. Pete Beach, and it’s good to be back in the market.”

The extensive project began quietly in June. Liberatore said construction is about halfway complete and expects it to conclude by the end of September. “You’re going to see something a bit more boutique and sophisticated.”

While the Castile and Zamora remain open during the renovations, the restaurant will rebrand in the coming months. The popular establishment will have a new moniker.

Bolivar said a new chef will help oversee the changes. The reimagined restaurant will feature a Mediterranean-inspired menu with locally sourced ingredients while maintaining some current signature dishes.

“The Castile has done really well for us, and it’s known in the local area,” Bolivar said. “But as we’re working with the culinary team to develop new menu items, we’re going to really come out of the gate with some great food and beverage offerings.”

The hotel’s 360 Rooftop lounge. Photo: Facebook.

Bolivar has worked with prominent industry franchises like Marriott, Hilton, Universal Studios and Caesars Entertainment. He believes the Zamora’s size provides benefits not found in larger resorts.

Bolivar explained that guests will likely encounter the same staffers throughout their stay, and customer service is a priority. Those interactions help build relationships and discern guest preferences. “We really get to personalize that experience,” he added.

Sherman Associates is also converting an adjacent 2,500-square-foot office building into a wedding and event venue for up to 90 guests. In addition to kayak and paddleboard rentals on the Intracoastal, Bolivar noted that the Zamora also offers private beach access across Gulf Boulevard.

“The overall goal, once everything is complete, is to become the most high-end boutique hotel in St. Pete Beach that provides a scratch kitchen and upscale dining experience,” he said. “I think it’s needed. I think there’s definitely a clientele for that.”

The Zamora became St. Pete Beach’s first new hotel in over two decades when it opened in 2014. Like the surrounding area, the coastal community has boomed since Sherman Associates bought the property in 2022.

A rendering of The Hotel Zamora’s new rooms, which will feature sound attenuation measures.

City officials recently – and somewhat reluctantly – approved massive redevelopment projects at the Sirata Beach Resort and TradeWinds Resort. Liberatore noted that building new hotels in the area is challenging and called owning an existing facility a “huge opportunity.”

“We definitely want to be a part of upscaling the whole experience in St. Pete Beach,” he said. “I think we’re going to see higher quality hospitality units and service.”

Liberatore said his firm’s owner lives in Naples and frequently visits the area. The company typically builds multifamily, and often affordable, housing developments.

Sherman Associates was one of two finalists competing to redevelop St. Petersburg’s historic Tomlinson Adult Education Center. While the Pinellas County school district selected a joint venture between Dantes Partners and Goshen + Cornerstone in June 2023, Liberatore said his firm is actively pursuing other local opportunities.