Independent luxury hotel begins development in Alpharetta, Ga.

The Hotel at Avalon

Stormont Hospitality Group, North American Properties, Long Wharf Real Estate Partners and the city of Alpharetta, Ga., began construction on the city’s first luxury hotel and conference center. When completed, The Hotel at Avalon will add 330 rooms to the city and will be connected to the 65,000-square-foot Alpharetta Conference Center, which is also under development.

Construction on the hotel officially started June 21, and the $112-million project is the culmination of a public-private partnership to bring a new hotel, conference and event facility to Alpharetta. The hotel and conference center will open January 2018, and The Hotel at Avalon will be a member of Marriott International’s Autograph Collection of independent hotels.

“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,” Jim Stormont, president of Stormont Hospitality Group, said in a statement.

Virtual Event


Survival in these times is highly dependent on a hotel's ability to quickly adapt and pivot their business to meet the current needs of travelers and the surrounding community. Join us for Optimization Part 2 – a FREE virtual event – as we bring together top players in the industry to discuss alternative uses when occupancy is down, ways to boost F&B revenue, how to help your staff adjust to new challenges and more, in a series of panels focused on how you can regain profitability during this crisis.

The Hotel at Avalon will have a restaurant, a 24-hour fitness center, a pool, outdoor catering space, the Club Avalon Concierge, valet services and outdoor spaces.

The Alpharetta Conference Center will have 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, 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.

Cooper Carry is the architect of record for The Hotel at Avalon and the Alpharetta Conference Center, Brasfield & Gorrie is the construction firm, and funding for the project was arranged through SunTrust Bank. The hotel will be managed by HEI Hotels & Resorts.

Suggested Articles

Maestro now can be deployed in any combination of Windows, a browser or on a tablet while providing a centralized view of the guest.

The companies will be managing properties in Maryland and North Carolina, respectively.

Caesars Palace and the Four Seasons Hotel in New Orleans will get new restaurants from celebrity chefs early next year.