Formerly Aspen Hotel Group, Provenance long ago signed Sheraton as the hotel’s franchise operator. More recently, Provenance decided itself to operate and rebrand the hotel.

The Murano is dedicated to glass artists and the art of glass, and is named for a Venetian island that has been home to glass makers since the 13th century.

Each residential floor of the hotel contains the work of a single artist, complete with sketches, at-work photographs and an example of the art itself.

Besides the Murano, Provenance owns and operates four hotels in Portland, Seattle and Nashville, Tenn. From photography at the Hotel Lucia, to the Golden Age of movies at the Hotel deLuxe and paintings at the Hotel Max, each property, says Jacobs, has art at the heart.

The group has invested at least $22 million in refurbishing the Murano, which officially opens March 8 with a $500-per-plate black-tie gala. All proceeds of the celebration will benefit the Museum of Glass and the Tacoma Art Museum.

Why Tacoma?

There are a number of things that make this move so good. It’s a city that doesn’t have a lot of large properties. Also, it was a natural tie-in with Dale Chihuly and the glass movement in Tacoma. It made 100 percent sense to go in the direction of glass.

Was there a moment when the idea of a glass-focused hotel made sense?

It’s generally an evolution. We usually like to get into a room, shut the door and develop ideas. The name Murano came right out of the gate.

How much of the $20 million-plus has gone to acquiring the art?

It’s significant. Clearly, this is the largest investment in art that we’re making.

Are you an art patron yourself?

I’ve always been a fan of abstract art: Jackson Pollock, Lee Krasner. I’ve always had a love of art. Our investment group – they’ve been collectors for years.

Here, at the Murano, we have an array of emerging artists from around the world. They’re among the trendsetters.

It’s an interesting synergy: a for-profit hotel group and the art world.

I don’t know of any other hotel group that is integrated to this extent. I was a 15-year Hilton guy, and for most hotels, (art) is just something on the wall.

If you talk to the guest, you’ll hear, “I’m so tired of waking up in a city and seeing that same chair and that same art, and I don’t know what city I’m in.” Here, the art is going to be one-of-a-kind.

We like to consider ourselves on the edge. Someone who goes to a museum or a gallery, they’re not going to like everything they see. Our object is to initiate the conversation.

Have you thought about the effect of the Murano on Tacoma – the ongoing renaissance of the city?

I think the Murano is the catalyst for the next generation. Look at light rail, the LeMay Museum. Tacoma is in the midst of a great transformation.

On the Murano Web site, there are visitors from around the world. To us, it’s all an extension of Tacoma. It’s putting Tacoma on the map for some people who may never have heard of Tacoma, or the Pacific Northwest. We think that is really cool.

You mention the LeMay. It hasn’t been publicly announced, but there’s talk that the Murano will be the official hotel for the museum.

The LeMay is going to be huge for Tacoma. That was a no-brainer for us.

What kind of a marketing plan do you have?

We have a central strategy for a launch of any hotel of ours. We’ll have a print ad campaign – we have a strong partnership with Alaska Airlines. We’ll be in Portland Monthly, Seattle Metropolitan magazine, San Francisco magazine. We’ll look at search-engine optimization. The Web is a critical component.

Finally, you’ll be celebrating the opening with a gala March 8. Burt Bacharach is going to perform. Why Burt Bacharach?

He has staying power. He has a broad array of appeal. He’s a really classy, first-rate guy.

C.R. Roberts: 253-597-8535

blogs.thenewstribune.com/business

Howard Jacobs

Title: Chief operating officer, Provenance Hotels

Provenance Hotels: Investing more than $20 million in the Hotel Murano formerly the Sheraton Tacoma. Four other properties in Portland, Seattle and Nashville, Tenn.

Age: 47

Family: Married, two children

Lives: Portland

Hobbies: Painting (he prefers abstract), skiing

Background: Raised in Las Vegas, decided early on a career in hospitality.

FAVORITE NON-PROVENANCE HOTEL: Grand Wailea Resort Hotel and Spa, Hawaii