Located downtown in the center of the business and entertainment districts, the CAA/AAA Four Diamond Sheraton Centre Toronto had long been the premier convention hotel in the market. However, adept competition and a deteriorating physical condition caused it to lose market share.

A Henna principal developed a master plan for repositioning the 1,377-room property. In addition to a complete cosmetic makeover, his recommendations influenced the renovation of the exhibit hall, ancillary spaces, and kitchen layout, which improved space utilization and increased guest capacity, thereby allowing multiple groups to use the space at one time.

The porte cochere and lobby were upgraded and reconfigured to improve circulation and functionality, and structural enhancements were designed to allow for future vertical development in this A+ CBD location.