The Westin Charlotte details $24M project to revamp hotel’s lobby, meeting space

The work spans three floors of the hotel, encompassing 50,000 square feet. That includes two floors of meeting space and the fitness center as well as the lobby. Rooms will also be updated in the middle of the year with the addition of platform beds and the Westin’s Heavenly Bed package, along with larger televisions.

“New product always helps positioning — everyone likes the latest and greatest,” says Abigail Gravgaard, complexdirector of sales and marketing for The Westin Charlotte and Charlotte Marriott City Center.

The Westin is owned by Portman Holdings out of Atlanta.

The first two phases of the project should wrap in May, with event space, the fitness facility and the Westin Club lounge opening. The lobby work should be completed in December.

Expect a total revamp of the hotel’s 20-year-old lobby, which Gravgaard says has stood the test of time. But there is an opportunity to turn that space into a hub to better serve guests.

“I think it was time to reinvest in the Westin,” she says. “We’ve got significant new supply (of hotels) that has come into the market. We have to make sure we’re keeping relevant.”

NEW RESTAURANT, BAR AND MARKET TO BE ADDED

The lobby will become a place to connect, adding a 140-seat restaurant with a 36-seat bar at its center. Details of that concept are still being finalized.

The goal is to create a light and airy space. Expect nooks for private conversation and soft seating in the lobby area. The restaurant and bar will have a mix of soft seating and tables as well.

The registration desk will get a new look and layout. The project also will add The Market, a place to grab coffee, pastries and a quick sandwich or salad. A wellness wall gives a nod to the Westin’s sustainability efforts with three different types of water available to refill bottles; it will eliminate plastic bottles next year.

The current restaurant, JP’s, will become event space for 200.

“We want to be able to convert it into whatever we need,” she says.

Details give nod to Charlotte and North Carolina

Gravgaard says the design taps into the city’s heritage. Think gold accents on decorative screens, lamps and furniture. A dynamic light feature, called the Dogwood Dapple, pays homage to North Carolina’s state flower. The updated lobby touches on the social aspects of the community by creating a gathering place.

“I think (Portman) wanted to make sure they were telling the stories of The Westin Charlotte and having some plays on it,” Gravgaard says.

Portman is the architect on the project. Barringer Construction is the general contractor.

The hotel’s event space, which spans two floors, will be reinvented with new carpeting, lighting and wallpaper for starters. Work will update the Westin’s 16,000-square-foot grand ballroom — Charlotte’s largest — and junior ballroom. Both can be transformed to meet guest needs. There’s also a dozen breakout rooms.

“Everything will be touched,” Gravgaard says. “I think we’re going to be a little bit more on the Westin’s brand.”

Bigger event business to include weddings, conventions

The new meeting space will attract social customers. The new look and feel will match well with galas and weddings. Larger conventions and meetings will be attracted to the hotel, which will have been completely updated since 2020. The Westin wrapped a $28 million renovation of its 700 rooms that year.

Meeting business currently accounts for 23% of the bottom line. The goal is to grow that by 35% by 2028, Gravgaard says.

On the third floor, The Westin is updating its fitness center to a 2,000-square-foot space with state-of-the-art equipment.

After being shuttered for two years, the pool has been filled in. That makes way for a Westin Club Lounge, making Charlotte among the first markets to have that offering. It caters to the Westin’s elite members, who spend 250-plus nights annually on the road, with breakfast, lunch, a light dinner and snacks as well as a full bar. There is also an option for people to purchase entry.

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