Robb Hall, Vice President of Hospitality & Retail Operations, Sherman Associates

August 2026 —Robb Hall leads the hospitality and retail operations for Sherman Associates, a Minneapolis-based real estate company with a diversified portfolio spanning multifamily housing, commercial properties, solar gardens, hotels, restaurants, retail units, an event center, and spa.

The company’s acquisition of Hotel Zamora marked its entry into the Florida market, with the past year focused on a comprehensive renovation of the property and collaborative partnerships with local organizations to support the revitalization and rebuilding of the greater St. Pete Beach community following the devastating 2024 hurricane season. In an interview with Invest:, Hall discussed occupancy trending upward, a recently completed renovation that refreshed the property from top to bottom, and the regional rebound following Hurricane Helene. “It certainly appears that people are coming back,” Hall said.

What have been Sherman Associates’ primary areas of focus over the past year in its hospitality and retail operations?

The focus on Hotel Zamora has been building back business post-hurricane. The fall of 2024 was extremely challenging for the entire St. Pete Beach market. Our No. 1 priority over the last year has been rebuilding business goodwill, getting customers back, and overcoming the perception that beaches were closed or that businesses weren’t open. I’m happy to say we’ve had real success with that.

What made St. Pete Beach attractive for Sherman Associates, and what does the Hotel Zamora acquisition signal about broader growth plans?

Although we’re Midwest-based, we have developments in markets beyond Minneapolis-St. Paul — Des Moines, Colorado, Wisconsin — and there’s been a clear desire to expand our footprint. There’s a real need for affordable housing in virtually every major city, and that creates an opportunity to work with local government, county, and state to develop those projects. The Zamora acquisition fits into the broader interest in the region. 

What trends are you seeing across your markets, and how has demand changed specifically in the Tampa Bay area?

We’ve seen slow but steady growth. We’re seeing demand return to the market, and every month has shown positive year-over-year growth, including double-digit gains in some periods. We saw strong growth in 3Q25 and 4Q25, and we’re seeing really encouraging momentum in 1Q26. Average hotel rates in the area are down from pre-storm levels, which makes it a strong value for travelers right now. That’s good for consumers, and it’s drawing people back to the beach.

What has the renovation at Hotel Zamora involved, and how has it shaped the property’s positioning?

The renovation was quite extensive and touched everything from the lobby and public spaces to all of the guest rooms.  The renovation was already planned and underway before the storms hit, so while the timing ended up working in our favor, it wasn’t driven by storm damage. Also, St. Pete Beach has shifted post-hurricane — it’s taken on a tranquil atmosphere. That aligns well with ourhotel positioning. The idea of offering tranquility resonates strongly with guests who are seeking a quieter, more refined and luxurious getaway.

How is Hotel Zamora attracting and retaining talent in a competitive hospitality market?

Florida has seen a significant influx of people relocating from other parts of the country looking to start second careers or simply make a fresh start. That’s created a strong talent pool. The hotel itself is also a major draw, not only for guests but for employees as well. A beautiful property makes recruiting easier. 

What are the top goals for Hotel Zamora and for Sherman Associates heading into the rest of 2026?

For the hotel, the priority is continuing to grow occupancy. That goal aligns well with where the broader beach community is headed. What makes us distinctive is scale. We’re intentionally small and intimate, with a great restaurant, three bars, beautiful rooftop, luxury finishes, top-tier service, and a quiet location that still puts guests within easy reach of downtown St. Pete and everything the St Pete Beach community offers. We’re also continually focused on becoming a more integrated part of the local fabric. Bringing visitors back year after year, providing exceptional hospitality, and helping put St. Pete Beach back on the map as a destination — that’s what we’re working toward in 2026 and beyond.