It’s a busy time for hospitality-industry development in Atlanta.
From the city’s downtown business district, to the law firm Center of the Universe in Midtown, to glitzy Buckhead, construction cranes seem to be bumping into each other all over town as they race to complete hotel projects.
Some is about making the old look new. The downtown Marriott Marquis [see picture, left], which opened in 1985, is getting a $138 million facelift. The Sheraton Colony Square’s transformation to the W Atlanta-Midtown was completed in March.
Others are hotel-condominium combinations, like Rosewood’s Mansion on Peachtree, and Twelve Hotel & Residences Centennial Park.
A storied name in luxury hotels, St. Regis, is building its first Atlanta outpost across the street from the Buckhead Whole Foods. Starwood can’t seem to place enough of its W brand in Atlanta—a Buckhead location will open in October, and another hotel overlooking the Downtown Connector from Ivan Allen Jr. Boulevard is slated for December.
The pipeline doesn’t seem to have been exhausted yet, either. The high-end hoteliers reported to be eyeballing Atlanta, many of whom are targeting Midtown, include Loews, Mandarin Oriental Hotel Group, Palomar and Ritz-Carlton. The Streets of Buckhead development may contain a Baccarat Hotels property. InterContinental Hotels Group, which includes the Crowne Plaza and Hotel Indigo brands, wants to open 20 new properties in Atlanta in three years.
We spoke with G. Brian Butler, a hospitality and real estate development partner at Morris, Manning & Martin, about why Atlanta is the queen bee of the hotel industry. Here is an edited transcript of our discussion.
What’s driving the boom times in Atlanta hotel development?
What’s driving this is the industry’s recovery after the 2001 terrorist attacks. The market suffered for a couple of years, and people weren’t traveling, but it’s been coming back with an absolute bang. Demand had started to outstrip supply, so there are a lot of projects here and nationwide. Construction starts and rooms-in-the-pipeline numbers are at all-time highs.
Is the current economic environment more conducive to renovating existing hotels or building new hotels?
It had been more towards renovating. The great run-up in construction costs has really made it hard to build new projects. It seems to me that they may be turning around a bit, and there is more new construction going on. But building new products from the ground up seems to be cost-prohibitive, unless it’s a joint condominium-hotel project.
Where do you see the development going in the next 6 months to a year?
What you’re seeing mostly is a focus on upscale projects in the city. But I’m also starting to see that, with the economic slowdown that’s here, or that’s coming, some of the focus is shifting back to the value [hotel] segment, as families and businesses cut back on spending.More...