The Hotel Capstone is partnering with Hilton to convert the only on-campus hotel into the “Graduate by Hilton Tuscaloosa.” The hotel will undergo a redesign, including rooms, dining areas and the pool area, until it is officially rebranded in 2027.
Cory Jackson Jr., president of Jackson Hospitality Services, a hotel development and management company that oversees the Hotel Capstone, said the partnership with Hilton is a “great conceptual match” for the town and campus.
“Tuscaloosa has changed a lot since 1986. The town has tripled, and the student population has doubled,” he said. “To stay competitive, we’ve got to change with the times, and the Graduate Hotels by Hilton, they’re specifically designed for university communities.”
The hotel will also join “Hilton Honors,” the guest loyalty program, which will allow guests to book rooms directly through Hilton using both points and money. The program will also provide members discounts and free Wi-Fi.
The Graduate will be designed by Andrew Alford, owner of Andrew Alford Creative. He designed 35 Graduate by Hilton hotels from 2013 to 2019. Graduate by Hilton is a series of hotels within college cities, designed to show off the culture and histories of the cities and campuses.
“We spend as much time as we can talking to locals at coffee shops, bars and social gatherings. We reach out to alumni to explore some of their most cherished memories,” Alford said. “We explore the community’s cultural and academic achievements, and of course, with a school like University of Alabama, we go deep into the history of its iconic athletic programs.”
Neal Jackson, vice president of Jackson Hospitality Services, also expressed excitement about the design, saying there would be “a lot of Easter egg features” throughout the rebranded hotel.
Construction and preparations for the rebrand have already started, with crews currently replacing outdated mechanical systems and popcorn ceilings.
“We’re starting the process now of preparing the hotel for renovations,” Neal Jackson said. “All of the public areas will be changed, the restaurants and bars will change, and then we’ll focus on the guest rooms.”
The hotel will still operate under the same ownership and management group as the Hotel Capstone, but will have the Graduate by Hilton branding.
“Being a Graduate, it’s almost a destination, because the Graduate is very special and unique, and it’s meant for people to walk in there in the lobby with their phones and their cameras to take pictures,” Neal Jackson said.
Alford added that, in the design process, Tuscaloosa has been a “perfect muse” when giving him areas of inspiration to draw upon.
“I can say without hesitation that Tuscaloosa has been one of the most welcoming and extroverted communities we’ve visited,” Alford said. “Everyone we’ve met has been eager and willing to share everything they know and love about their hometown.”
The hotel was originally developed as a Sheraton Inn in 1987. Cory Jackson said the hotel was not built in conjunction with the Bryant Conference Center, but the two have gone “hand-in-hand” since. The hotel was converted to the Hotel Capstone in 2008.
“I’ve been with the hotel since it was under construction in 1986,” Cory Jackson said. “This is one of the most exciting things I’ve ever worked on.”
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