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True North Hotel Group Gears Up For First AC Hotel In Tuscaloosa

April 6, 2021

OVERLAND PARK, KS–True North Hotel Group today announced that Karen Steiger and Darren Segura have been named general manager and director of sales, respectively, for the company’s first managed AC Hotel by Marriott, opening late spring in Tuscaloosa, Alabama, at 2585 6th Street.

The pair will oversee the launch of the five-story, 120-room hotel located in Tuscaloosa’s vibrant, revitalized downtown, just minutes from popular attractions like the Black Warrior River, the Riverwalk, the Amphitheater, and the University of Alabama’s Bryant-Denny Stadium. Taking maximum advantage of its sweeping views and energetic city vibe, the hotel’s modern European-inspired 5th on Sixth rooftop bar promises to attract locals and guests with its wide offering of beverage and food options.

“Karen and Darren are perfectly matched with everything AC Hotels stand for: A sophisticated, energetic and modern balance of engaging, smart and inviting approachability,” said Brad Wiens, president of True North Hotel Group. “They have worked hard to prepare for a successful opening and, with their team, look forward to welcoming guests and locals to their beautiful new property.”

General Manager Karen Steiger has more than 30 years of hotel experience, 20-plus of which have been with Marriott-branded hotels in Tuscaloosa and Birmingham. Most recently general manager of the Courtyard by Marriott at the University of Alabama at Birmingham, Steiger before that held general manager and director of human resource positions throughout the state, accruing Circle of Champions, Hotel of the Year, General Manager of the Year and Marriott Silver and Gold performance awards along the way. An Illinois native and graduate of Roosevelt University in Chicago, Steiger lives in the Tuscaloosa area with her husband, daughter and five dogs.

“To be part of the True North team as opening general manager of this exciting new hotel is a wonderful, double-plus opportunity for which I am so grateful,” said Steiger. “As we bring this AC Hotel to life, I look forward to delivering a memorable experience for our guests and to serving the Tuscaloosa community.”

Director of Sales Darren Segura oversees all sales and marketing efforts for the new AC Hotel including transient, group and catering. His keen ability to establish long-term relationships with guests and clients has produced a litany of accolades and awards over his 25-plus years in hospitality. Prior to his current position, Segura was for six years senior account executive for Marriott’s US Account Sales and before that held director- and manager-level sales positions at several resort and full-service hotels in Texas, Georgia, Tennessee and Alabama. Along the way, he served on committees and boards of three different city Chambers of Commerce and Convention and Visitors Bureaus. A Texas native and 1990 graduate of Texas A&M University, where he was part of the storied Corps of Cadets, Segura will be relocating to Tuscaloosa with his wife, three teenage children and two dogs.

“I am grateful for this amazing opportunity to join True North Hotel Group in opening the AC by Marriott Hotel in Tuscaloosa,” said Segura, “and very excited to use my sales and relationship-building skills to share the news about this exciting and innovative brand. I have had such a warm welcome and look forward to serving in my new role.”

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