Alpharetta Hotel, Conference Center To Break Ground June 21

ALPHARETTA, GA -- The city of Alpharetta, Stormont Hospitality Group, North American Properties and Long Wharf Real Estate Partners on Friday announced that the city's first hotel and conference center will soon break ground.

The Hotel at Avalon, a luxury 330-key hotel, and the connecting 65,000-square-foot Alpharetta Conference Center, will celebrate its groundbreaking on Tuesday, June 21.

This $112 million project is the culmination of a public-private partnership to bring a world-class hotel, conference and event facility to Alpharetta, the city said.

"Great innovations need great spaces,” Mayor David Belle Isle said. “You simply cannot be a great technology city without great technology gatherings. Now, with the partnership of Stormont Hospitality Group, North American Properties and the city of Alpharetta, we eagerly await the opportunity to bring those great gatherings here to Alpharetta and fulfill our role as the Technology City of the South."

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The Hotel at Avalon will be a member of The Hotel at Avalon will be a member of Autograph Collection Hotels, Marriott International’s distinctive portfolio of independent hotels, and create a resort-inspired destination at Avalon. The hotel and conference center will open at Avalon in January 2018.

“With more than 600 technology companies in Alpharetta, The Hotel at Avalon and Alpharetta Conference Center will bring much-needed meeting and conference space to the north Fulton community,” said Jim Stormont, president of Stormont Hospitality Group. “The market is currently underserved for full-service hotels and conference facilities.”

North Fulton County currently offers 719 full-service hotel rooms in an area that serves 24 million square feet of occupied office space, with Phase II of Avalon bringing an additional 550,000 square feet of Class A office space. This translates to only one full service hotel room for every 33,000 square feet of office space, less than one third as much as the nearby Buckhead and Perimeter markets.

The Hotel at Avalon will include a local chef-driven restaurant, 24-hour fitness center, upscale pool with outdoor catering space, Club Avalon Concierge and valet service. Guests will also enjoy complimentary high-speed wireless internet service offered throughout Avalon’s Fiberhood, which is Atlanta’s first uber-fast gigabit wireless internet that is 100 times faster than other typical service in the region. The hotel will include ample outdoor spaces and a residential feel that immerses guests into the fabric of the award-winning mixed-use community.

“The Hotel at Avalon is a grand reimagining of the resort environment,” said Mark Toro, managing partner of North American Properties. “Here, graceful, modern Southern hospitality is infused throughout the hotel and conference center with thoughtful spaces that balance work, relaxation and celebration.”

The Alpharetta Conference Center shares the sophisticated ethos of Avalon and will be the region’s largest venue for meetings, trade shows, events, weddings and special celebrations. The conference center will incorporate a 12,500-square-foot exhibit hall, a 10,000-square-foot executive ballroom with six salons, six meeting rooms, an Executive Board Room, a reception area, substantial pre-function space and outdoor venues.

Additionally, the ballroom and exhibit hall have the option to combine into one free-span, 22,500-square-foot function room for large events. The design of both the hotel and conference center will take cues from a color palette of grays, creams and buttery yellow.

“Having a conference and event facility of this scope and size is a tremendous asset to Alpharetta’s business and social community,” said Janet Rodgers, CEO of the Alpharetta Convention and Visitors Bureau. “This is a unique opportunity to better serve the community and bring new upscale business and leisure travelers to our market.”

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Image via North American Properties