Stoa Lodging Converts Hotel Z to Stellen San Diego Gaslamp for Marriott's Series Collection
Stoa Lodging will convert San Diego’s Hotel Z into Stellen San Diego Gaslamp, joining Marriott’s Series collection. Evolution Hospitality will manage the property, scheduled to open in early 2027.
San Diego Property Joins Marriott Collection
Stoa Lodging, a Portland, Oregon-based owner, will convert Hotel Z in San Diego. The property will reopen as Stellen San Diego Gaslamp. This hotel will join the Series by Marriott collection brand. Evolution Hospitality, based in San Clemente, California, will manage the new establishment. The planned opening date is early 2027.
This conversion expands the Series by Marriott footprint. The hotel is located in San Diego’s historic Gaslamp Quarter. It sits within blocks of key city attractions. These include the San Diego Convention Centre and Petco Park. The waterfront is also nearby.
Redesigned Spaces and Local Focus
The renovation will include 100 redesigned guest rooms. New amenities will also feature a locally-driven food and beverage concept. This concept aims to cater to both hotel guests and local residents. Local architecture firm Delawie will handle the property’s design. This includes updated public spaces. The design will incorporate warm natural materials and botanical accents.
Comfortable lounge seating will also be a feature. The hotel seeks to serve downtown San Diego’s diverse group of travellers. This includes business, convention, and leisure visitors. It will provide the service focus and local character of a boutique hotel. This information comes from Michael Murray, Evolution Hospitality’s vice president of operations.
Marriott's Conversion Strategy Drives Growth
The Series by Marriott brand launched in May 2025. It aims to bring regionally relevant brands and hotels into Marriott’s portfolio. Marriott CEO Anthony Capuano stated that conversions remained a significant growth driver. This was for Marriott throughout the first half of 2026. He shared this during a Q2 earnings call earlier this month.
The Stellen San Diego Gaslamp joins several other recent additions to the Series by Marriott collection. In March 2026, developer Hawkins Way Capital rebranded a Best Western in Santa Barbara, California. It converted this property under Series by Marriott. Hawkins Way also brought Found Hotels, Chicago, into the collection this summer. The developer plans further Found Hotels conversions in San Francisco and San Diego.
Implications for Local Hospitality
The conversion of Hotel Z into Stellen San Diego Gaslamp diversifies local hospitality options. It introduces a new lifestyle brand to the Gaslamp Quarter. This offers an elevated design and locally driven programming. For Marriott, this move demonstrates its continued strategy of leveraging existing properties.
The Series brand allows the company to integrate varied, locally-focused hotels. This approach supports rapid expansion into midscale and upscale segments. Industry observers will watch how this model influences market dynamics. Further conversions by Hawkins Way Capital in San Diego will also shape future offerings. The early 2027 opening will reveal the full impact on the city's travel sector.
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