The W Atlanta Downtown hotel, located off Ivan Allen Jr. Boulevard, is set to undergo a significant transformation. After a recent foreclosure sale and change in ownership, the property will rebrand as a JW Marriott hotel. This change is part of a comprehensive renovation project, with the hotel expected to reopen its doors in spring 2026.
Key Takeaways
- The W Atlanta Downtown will rebrand as a JW Marriott.
- The hotel is undergoing extensive renovations.
- Reopening is scheduled for spring 2026.
- Stonebridge Companies acquired the property in 2023.
- This marks the second JW Marriott in downtown Atlanta.
A New Chapter for a Downtown Landmark
The W Atlanta Downtown has been a notable part of the city's hospitality landscape since its construction in 2009. However, the hotel faced financial difficulties almost immediately after its opening, coinciding with the Great Recession.
Its primary lender pushed the property into foreclosure in 2010. The situation was complicated by the inclusion of privately owned condominiums on the upper floors, which added layers to the financial struggles.
Hotel History
- Built: 2009
- Rooms: 367
- First Foreclosure: 2010
- Acquired by Ashford Hospitality Trust: 2015 for $57.8 million
The hotel's journey through financial distress continued. In 2015, Ashford Hospitality Trust acquired the property for $57.8 million. However, the ownership group, Ashford Inc., later paid nearly $24 million for a 65% stake in the building in 2023, following another period of financial strain.
Renovations and Rebranding Details
Stonebridge Companies, a Denver-based firm, is leading the redevelopment. The company announced its plans to transform the property into a JW Marriott, a brand known for its luxury and focus on guest experience.
The renovation will encompass all 367 rooms and public spaces. The goal is to create a more serene and sophisticated atmosphere, moving away from the W brand's more contemporary and vibrant aesthetic.
"Every space has been thoughtfully reimagined to usher in a new era of sophistication in downtown Atlanta," Stonebridge Companies stated in their announcement.
The redesign will be handled by Looney & Associates, a Texas-based design firm. Their vision for the new JW Marriott Atlanta Downtown is inspired by Italian heritage and Atlanta's railway history. This blend aims to create a unique urban identity for the hotel.
Wellness Focus and New Amenities
A significant aspect of the JW Marriott rebrand is its emphasis on wellness. The hotel plans to introduce a tranquil, wellness-focused experience for guests. This includes a new check-in floor and renovations that will extend to the lobby, restaurant, rooftop pool, and other meeting spaces.
The JW Marriott Brand
JW Marriott hotels are part of Marriott International's luxury portfolio. They typically offer refined experiences, a focus on well-being, and high-end amenities, often catering to both business and leisure travelers seeking a premium stay.
The design elements will also incorporate tree-lined upgrades and diverse cultural elements. This approach seeks to provide a curated guest experience, from the moment of arrival through their entire stay.
Atlanta's Evolving Downtown Hospitality Scene
The new JW Marriott Atlanta Downtown will join another JW Marriott property in the Buckhead area, marking its second presence in the Atlanta market. This rebranding comes amidst a period of significant development and competition within downtown Atlanta's hotel sector.
Several new hotels have recently opened or are undergoing major renovations. The Omni Hotel at Centennial Park, the Hyatt Centric at Centennial Park, and the Hilton at the Gateway Center are examples of properties that have opened or are slated to open soon.
The city's hospitality market is also seeing larger developments, such as the $5 billion Centennial Yards project and the recently opened Signal Hotel at the Georgia World Congress Center in January 2024.
Downtown Hotel Landscape
- The JW Marriott will face competition from several new and renovated hotels.
- Atlanta's downtown area is undergoing major urban development.
- Large-scale projects like Centennial Yards are attracting new businesses and visitors.
These developments signify a strong push to attract more tourists and business travelers to the downtown core. The W Atlanta Downtown was one of several properties that experienced distress during the COVID-19 pandemic, leading to foreclosures and redevelopments across the city.
A Trend of Rebranding
The rebranding of the W Atlanta Downtown is not an isolated event. Atlanta has seen several W hotels change flags over the years. The W Midtown became a Marriott, and the W Buckhead became a St. Regis. The W Perimeter is now a Le Méridien.
This trend reflects shifts in market demand and ownership strategies. While W hotels once boasted a large presence in the city, the number has decreased, with properties now located in Buckhead and Dunwoody.
The upcoming JW Marriott aims to capitalize on Atlanta's growing appeal as a destination, offering a refreshed luxury option for visitors in the heart of the city.
