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21c Museum Hotels Announces Leadership Transition

Founding partner Sarah Robbins tapped to lead 21c


Louisville, KY (June 29, 2020) – 21c Museum Hotels, the award-winning, Louisville-based hospitality management company, today announced the appointment of founding partner Sarah Robbins to lead the 21c brand effective July 15th, 2020. The move follows Craig Greenberg’s decision to step down as President & CEO. A member of the founding team which opened the brand’s flagship property in Louisville in 2006, Greenberg has led the company through its growth to 11 hotels currently open or under development around the country. Robbins is joined on 21c’s senior leadership team by founding partners Molly Swyers, Chief Brand Officer, and Alice Gray Sites, Chief Curator and Museum Director, with oversight by Heather McCrory, CEO, Accor North & Central America. Greenberg has been working closely with Robbins, McCrory and the leadership team to ensure a smooth transition.

“Nineteen years ago, I received my first e-mail from Steve Wilson on his idea that would eventually become 21c Museum Hotels,” said Greenberg. “Every day since, it has been the greatest professional and personal journey to be a part of the birth, growth, and transformation of 21c. At my core, I am an entrepreneur who is passionate about making new, big things happen and I am excited to look ahead to my next entrepreneurial endeavors in the private and public sectors. I know the future is bright for 21c as it continues to grow and evolve over the coming years under Sarah’s and Accor’s strong leadership, as well as the continued creative vision and influence of Steve Wilson and Laura Lee Brown.”

“On behalf of Accor, we thank Craig for his outstanding leadership, contributions and accomplishments while at the helm of 21c. He has been a tremendous partner to us through Accor’s acquisition of 21c, and has played an integral role in preserving the unique spirit which makes 21c so special, while also embracing new opportunities for growth and development of the brand,” said McCrory. “One of 21c’s greatest strengths is its people. The history, experience, and passion that Sarah, Molly, Alice, and the entire 21c team bring to the brand is truly inspiring. I have full confidence that Sarah and the leadership team are poised to guide 21c into its exciting next chapter.”

As leader for the 21c brand, Robbins will have strategic oversight for 21c’s corporate headquarters, nine properties and new development projects under the 21c brand. Her expanded responsibilities include sales & marketing, brand management and accounting, while she will also continue to lead the group’s operations, food & beverage, and human resources. Robbins previously held roles with the group as Chief Hospitality Officer and SVP Operations. Prior to joining 21c, she served as Project Director for Myriad Restaurant Group, providing food & beverage management & operational consulting for clients such as Starwood Hotels, Interstate Hotels, and Sage Hospitality.

“It has truly been a privilege working alongside Craig to grow 21c, and I am honored that Steve and Laura Lee, Heather and the team at Accor have put their trust in me to lead this extraordinary brand,” said Robbins. “I look forward to working alongside Molly and Alice, our immensely talented team, our committed owners and partners, and our global family of guests and clients. We’ve achieved remarkable success over the past few years, and all of us at 21c are excited at the growth and opportunities ahead. We believe strongly in our ability to make an even bigger impact in the lives of the people and communities that we serve.”

“When we founded 21c, we had no way of knowing just how much our brand and concept would mean to everyone who has had the opportunity to visit,” said 21c co-founder Steve Wilson. “We believed in the power of contemporary art and its ability to drive positive change in the communities around us. And now we’ve seen, firsthand, the success and impact 21c has had in more than 9 cities across the country, and it’s truly incredible. None of this would have been possible without the passion, fire and drive of our leadership team, with Craig at its helm. Craig, thank you for everything you’ve done for our brand, our hotels and our people. And Sarah, congratulations on your new responsibilities; I know 21c remains in great hands.”

Robbins will work alongside Swyers, Stites and the other members of the 21c team to forward the brand’s boundary-pushing vision combining multi-venue contemporary art museum, boutique hotels and chef-driven restaurants. The brand continues to grow – most recently opening 21c Museum Hotel Chicago earlier this year, with additional properties slated to open in St. Louis in 2021 and Des Moines in 2022.



21c Museum Hotels, an award-winning hospitality company based in Louisville, Kentucky, is pushing the boundaries of both the museum and hotel worlds to create a new kind of travel experience. The company was founded as a single property by contemporary art collectors and preservationists Laura Lee Brown and Steve Wilson, whose mission was to share innovative contemporary art with the public and participate in the revitalization of downtown Louisville. The couple opened the first 21c in 2006 along downtown’s West Main Street, rehabilitating a series of 19th century warehouses to create a union of genuine hospitality, thoughtful design and culinary creativity — all anchored by a contemporary art museum. Today, guests can enjoy nine 21c Museum Hotels in Louisville, Kentucky; Cincinnati, Ohio; Bentonville, Arkansas; Durham, North Carolina; Lexington, Kentucky; Nashville, Tennessee, Oklahoma City; Oklahoma; Kansas City, Missouri and Chicago, Illinois. 21c projects are also under development in Des Moines, Iowa and St. Louis, Missouri. The company is equally focused on creating unique, chef-driven restaurants that are as much a part of the community as each hotel. The 21c restaurant portfolio includes; Proof on MainMetropoleThe HiveCounting HouseLockboxMary Eddy’s Kitchen x LoungeGray and DudleyThe Savoy, and Garage Bar.



Accor is a world-leading augmented hospitality group offering unique experiences in more than 5,000 hotels and residences across 110 destinations. The Group has been acquiring hospitality expertise for more than 50 years, resulting in an unrivaled portfolio of 39 hotel brands, from luxury to economy, supported by one of the most attractive loyalty programs in the world. ALL, Accor Live Limitless is a daily lifestyle companion that integrates rewards, services and experiences bringing value to everyday life inventing a completely new aspirational way to live limitless.Accor is deeply committed to sustainable value creation and plays an active role in giving back to planet and community via its Planet 21 – Acting Here program and the Accor Solidarity endowment fund, which gives disadvantaged groups access to employment through professional training. Accor SA is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACRFY) in the United States. For more information visit Or become a fan and follow us on Twitter and Facebook.


For press information contact:

Stephanie Greene

Senior Director of Public Relations