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21c Announces Leadership Changes

Craig Greenberg steps down; Sarah Robbins will lead brand


June 30, 2020
21c Announces Leadership Changes

21c Museum Hotels has announced the appointment of founding partner Sarah Robbins to lead the 21c brand effective July 15. The move follows Craig Greenberg’s decision to step down as president and 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 U.S. 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.

“Nineteen years ago, I received my first email 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.”

As leader for the 21c, Robbins will have strategic oversight for its corporate headquarters, nine properties and new development projects. Her expanded responsibilities include sales and marketing, brand management, and accounting. She will also continue to lead the group’s operations, food and beverage, and human resources. Robbins previously held roles with the group as chief hospitality officer and SVP of operations.

Photo: Courtesy of 21c Museum Hotels

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