Meet The Sandman Inn
For an affordable option in the heart of California wine country, the Sandman’s 135 rooms, designed by Brooklyn-based Studio Tack, mix earthy tones with peach and navy accents. Custom quilts hang above each bed topped with hand-woven herringbone throws, soft sconces lighting from Oregon-based Cedar and Moss, side tables by local furniture-maker Christopher Naefke, and chic Thonet chairs. A bi-level lobby contains one-of-a-kind pieces, vintage chrome, leather Deco-style jazz club chairs, locally sourced ash wood, and a rose-tinted mirror with hand-painted silk fibers. Outside, sun and shade seekers circle the retro-flared Pool House and Bar with après-sun cocktails (think jalapeño margarita slushies) and an on-trend neon pink sign of the hotel’s signature waving hands that’s just begging to be Instagrammed.
3421 Cleveland Avenue, Santa Rosa; sandmansantarosa.com
So we asked the owners why they chose to incorporate a strong element of design to their renovation. Here’s what they shared with us.
What inspired you to incorporate design into your renovation?
As owners, Yang Capital and Greenfield Partners, when we purchased the Sandman we believed that having the right design ethic for the target market was the key to making the hotel successful.
Who was your design firm? How did you go about hiring an interior design firm?
We worked with Studio Tack to create the design and rebranding. One of the owners, Stephen Yang, had worked with Studio Tack on a previous project and knew they were right for what we wanted to create with the Sandman.
How have your room rates been impacted as a result of your design and renovation? If there was a positive growth, by what percentage would you say you’ve been able to increase your room rates post your renovation?
We’ve seen positive growth of nearly 17% in ADR post renovation.
How has your guest satisfaction or experience been for the hotel post the renovation?
We’ve received great feedback about the ‘new’ Sandman from our guests. Our rebranding and renovation also offers a fresher and more unique experience that appeals to a broader market.
What would you like to share with our readers to educate them about how to incorporate design into their renovation?
Design decisions should be informed by your target clientele and how you foresee them using the space. One of our goals was to create opportunities for guests to interact, and to achieve this we designed inviting communal spaces in our lobby and pool area.
Please share any insight you gained as a result of having gone through the hotel transformation with design.
Be involved from the start, keep your ideal guest in mind when making decisions and make sure that spaces work. Designers may not see ‘functionality’ as a priority, however a beautifully designed space that is uncomfortable or awkward for your guests is not a successful design.