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Omni to build near Braves’ home

The Atlanta Braves and Omni Hotels & Resorts confirmed last week a new 260-room, 16-story hotel for the mixed-use development around SunTrust Park.

The Omni Atlanta Northwest Hotel also will have 12,500 square feet of meeting space, a signature restaurant, and an elevated pool deck and bar overlooking the plaza and ballpark. The 60-acre mixed-use development site is at the northwest intersection of Interstate 75 and Interstate 285 at Cobb Parkway.

Renderings show the planned hotel, which will have 260 rooms on 16 stories and include 12,500 square feet of meeting space.
Photo by: ATLANTA BRAVES / OMINI HOTELS & RESORTS (2)
“Our unique brand of hospitality is a big part of the experience of attending an Atlanta Braves game, and we’re thrilled to have a partner that embodies that same feeling with their guests,” said Terry McGuirk, Atlanta Braves chairman and CEO. “Omni Hotel and Resorts only builds and operates iconic properties in premier destinations. Their presence in this community further enhances our belief that this will be a destination unlike anything in professional
sports.”

The Omni Atlanta Northwest Hotel is expected to break ground later this year.

“This partnership with the Braves is perfect,” said Bob Rowling, owner and chairman of TRT Holdings Inc., the parent company of Omni. “This entire development blows me away what the Braves have done.”

The Dallas-based luxury hotel brand has 60 hotels and resorts in North America.

The hotel deal comes a month after the Braves announced a major partnership with Comcast, which will anchor a new nine-story office tower at SunTrust Park where it will house about 1,000 employees.

Operating a full-service hotel in the Cumberland-Galleria hotel market could present some challenges. Although the market is seeing gains in its average daily rate (a key hotel metric), it still is commanding far less than other markets such as Buckhead.

According to new data from PKF Hospitality Research, the average daily rate in Cumberland and Central Cobb is $79.36. That’s about half what Buckhead is currently commanding — with an average daily rate at $158.22, according to PKF.

But, Omni — which has just one property in the metro market currently, the Omni Hotel at CNN Center — could view the visibility at the new Braves ballpark as a big brand boost, said one local hotel consultant.

“There’s reason more than just return on this particular investment — there’s a goodwill aspect,” said Linda Wilson, president of Key Advisors Inc. “Because this is a big deal for the Atlanta MSA, to be part of it is just really good for their company.”

Amy Wenk writes for the Atlanta Business Chronicle, an affiliated publication

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