FORBES – March 2025
The newly opened Asher Adams Hotel, located in the heart of downtown Salt Lake City, is set to revolutionize the hospitality landscape in one of the fastest-growing cities in the United States. The Asher Adams, part of the Marriott Autograph Collection, is in the heart of the city across the street from the Delta Center, home to the Utah Jazz and Utah Hockey Club. The hotel’s design pays homage to the city’s rich history by seamlessly integrating its historic Union Pacific Train Depot built between 1908 and 1909 with its towering neon sign and distinctive facade.
The hotel features 225 luxurious rooms, 212 in a sleek new guest tower, that offer modern comforts that will please travelers. But it’s that Depot that houses the hotel’s soul—a majestic main hall complemented by four unique restaurants and bars. Each culinary concept at Asher Adams embodies refinement and sophistication, positioning the hotel as a new standard in Salt Lake City’s evolving bar and dining scene.
“We aspired to create an inviting space that blends a sophisticated, jazzy vibe with an environment where guests can relax and truly enjoy themselves,” explains Emilio Camara, the Chef De Cuisine at Asher Adams. “We want to make food and drinks that will grab the attention of the James Beard Foundation and help showcase Salt Lake City as the foodie destination it is quickly becoming.
Rouser – Located just south of the Asher Adams’ main entrance, the hotel’s signature restaurant, Rouser, beckons guests with its unique culinary offerings. Named after the person on a train who monitored the train’s rear for problems, the space is meant to evoke the comfortable feelings of a classic Pullman train car. While its interior artfully blends mid-century aesthetics with a modern Scandinavian feel, the food and beverage program truly steals the spotlight.
The Bar at Asher Adams – The hotel’s signature bar sits in the middle of its main hall built into the train station’s original ticket windows with a wall of clocks above. Looming above are the colossal hundred-year-old murals that decorated the Depot when it was still a working train station. The spacious U-shaped bar, sitting amongst wooden benches and tables, acts as the hotel’s del facto meeting room and is a popular spot for crowds to gather before events at the Delta Center.
No. 119 – Nowhere is Asher Adams’s commitment to upping the game in Salt Lake City more evident than in the No. 119 bar on the main hall’s second floor. A blend of speakeasy allure and upscale NYC bar aesthetics, it radiates an inviting coolness from the moment you step inside. Behind the long bar, a wall of bottles, many of them whiskies, glimmer, complemented by plush couches and tables inviting guests to unwind.
Counterpart – Counterpart rounds out the hotel’s lineup. Part coffee shop and part market, it delivers the ideal pickup for guests and locals alike. With a large selection of local artisanal products, it is yet another showcase for Salt Lake City’s rapidly evolving landscape.
Learn More about Asher Adams and book your stay HERE.
Read the full FORBES article HERE.