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ATLANTA (February 21, 2018) –The Hotel at Avalon and Alpharetta Conference Center now officially open at Avalon, completing the mixed-use community’s final phase and marking the culmination of one of the most successful mixed-use projects in the country.

“As the anchor of North Fulton County, Alpharetta has long needed a luxurious full service hotel and meeting facility to supplement the large supply of existing hotels. The combination of the spectacular Avalon destination and the City of Alpharetta’s determination to create a conference center to support the rapidly growing business and technology companies, offered an extremely unique hotel development opportunity,” said Jim Stormont, president of Stormont Hospitality Group, managing partner. “The Hotel at Avalon exists because of the magical Avalon community, which created a unique and experiential destination unto itself. I venture to say there is no better meeting destination in the Southeast than the new Hotel at Avalon and Alpharetta Conference Center, located at the pinnacle of Avalon Boulevard.” 

The Hotel at Avalon will join a distinguished portfolio of more than 130 independent Autograph Collection hotels. Intimate, stylish and inspired by a gracious Southern home, The Hotel at Avalon and Alpharetta Conference Center will fill an important niche in the affluent submarket known as the Technology City of the South. The 330-key hotel and 65,000-square-foot event venue has already booked 135 events and 15,000 group room nights, due to exceptionally strong demand from corporate groups and associations, as well as weddings, bar mitzvahs and other social events.

“At The Hotel at Avalon, we brought to life the luxury of staying overnight at Avalon and reveling in the community’s extraordinary, hospitality-infused experiences,” said Mark Toro, managing partner at North American Properties (NAP), co-developer of The Hotel at Avalon. “In everything we do, from design to merchandising to programming, our strategy is focused on creating communal experiences that resonate at an emotional level with our guests, whether they’re shopping for a few hours, celebrating a special occasion, visiting for a couple nights or living full-time at Avalon. It starts and ends with creating community.”

The $112 million project is the result of a public-private partnership between Stormont Hospitality Group, Long Wharf Capital, NAP and the City of Alpharetta, with additional assistance from the Development Authority of Fulton County and the Alpharetta Convention & Visitors Bureau.

“We are truly excited to be part of the team bringing the Alpharetta Conference Center as an important amenity for the Technology City of the South,” said Alpharetta Mayor David Belle Isle. “Together with The Hotel at Avalon, this offering catapults Alpharetta to the highest level in terms of our ability to serve our corporate citizens while also providing an exciting new venue for the special moments in the lives of our residents.”

Rising to overlook Avalon, the hotel and conference center will continue the mixed-use community’s reputation as The Living Room of Alpharetta, with a relaxed social gathering hub and a sleek bar spilling into the lobby. The hotel’s food and beverage options, South City Kitchen Avalon from Fifth Group restaurants and Starbucks coffee, will also open this month at Avalon’s street level, adding exceptional on-site dining options to Avalon’s culinary mecca.

“The Hotel at Avalon will blur the line between business and pleasure,” said Thomas Lind, general manager of the hotel. “Every detail is crafted to ensure a seamless experience that feels warm, welcoming and intimate yet modern and tech-forward, in keeping with the experience NAP’s ExperienceMakersä have successfully established at Avalon. The vibrant mixed-use community is the hotel and conference center’s landmark amenity, offering guests countless opportunities to explore best-in-class shopping, chef-driven dining and endless entertainment, with the hotel as their luxurious home base.”

The Hotel at Avalon and Alpharetta Conference Center offer 44,000-square-feet of adaptable event space, including a second-story pool terrace overlooking Avalon Boulevard that seamlessly transforms from day to night for outdoor events and banquet functions, two stunning ballrooms, an executive board room and a host of intimate venues for smaller meetings.

Additional amenities include a 24-hour fitness center, complimentary high-speed wireless internet through Avalon’s Gigabit connectivity, access to Club Avalon Concierge, and, of course, the top amenity is Avalon itself – its dynamic variety of shops, dining and entertainment right outside the door, including the soon-to-open The Woodhouse Day Spa which will partner with the hotel on luxurious spa packages.

The Hotel at Avalon is positioned at the end of Avalon Boulevard in the Boulevard East district, which opened in Spring 2017. For more information, visit and

About The Hotel at Avalon

The Hotel at Avalon is a luxury 330-key Autograph Collection hotel anchoring Avalon, the experiential 86-acre mixed-use community in the affluent North Atlanta suburb of Alpharetta, Georgia. Bringing the Autograph Collection brand’s values of vision, design and craft to life, The Hotel at Avalon joins a distinguished portfolio of more than 130 Autograph Collection hotels around the world that are exactly like nothing else. Here, graceful, modern Southern hospitality is infused throughout a walkable community of shopping, dining, lodging, working, and entertaining, all in the heart of Alpharetta. Flowing from the hotel, the new Alpharetta Conference Center provides the area’s premier meetings and events destination. For more information, visit

Contact: Britni Johnson

About Avalon

Avalon is a new experience in the timeless art of living well. In the heart of Alpharetta, this sustainably designed, 86-acre development with more than 500,000 square feet of retail, a 12-screen all premium theater, planned conference center and full-service hotel, Class A office, single-family residences and luxury rental homes infuses resort-level hospitality throughout a walkable, seamlessly connected community of shopping, dining, entertainment, living and working. It’s more than just another place to go, it’s a place to be — a hub of local art and activity that delivers the luxury of the modern South. At 2.4 million square feet and more than $1 billion, Avalon is one of the largest projects currently underway in the United States. You can find more updates on Avalon at its website, Facebook page, Instagram or Twitter profile.

About Stormont Hospitality

Stormont Hospitality Group is a full-service, turnkey developer of luxury and first-class hotels, conference centers and resort properties. Stormont Hospitality Group and its principals, based in Atlanta, have developed more than $2 billion in prominent hotel properties, including some of the most successful public/private hospitality projects in the U.S.  For more information visit:

About North American Properties

Founded in 1954, North American Properties is a privately held, multi-regional real estate operating company that has acquired, developed and managed more than $5 billion of mixed-use, retail, multifamily and office properties across the United States. Headquartered in Cincinnati, with offices in Atlanta, Dallas and Fort Myers, Florida, the company has developed 19 million square feet of retail and 17,000 apartment units in 12 states. In the past three years, North American Properties has launched 36 projects totaling $1.1 billion in total capitalization. In Atlanta, North American Properties owns Avalon, Colony Square and Anthem on Ashley. For more information, please visit

About Autograph Collection Hotels

Autograph Collection Hotels celebrates individuality by curating one-of-a-kind travel experiences at more than 100 luxury lifestyle hotels found in the world’s most desirable destinations. Exactly like nothing else, Autograph Collection properties are hand selected for their rich character and uncommon details.  A personal realization of an individual founder’s vision, these hotels are defined by unique design, differentiated guest experiences and their meaningful role in locality.  For more information, please visit, and explore our social media channels on Instagram  Twitter  and Facebook to learn more about championing the independent spirit that is #ExactlyLikeNothingElse. Autograph Collection Hotels is proud to participate in the industry’s award-winning loyalty program, Marriott Rewards®, in which members can link accounts with Starwood Preferred Guest® and The Ritz-Carlton Rewards® for instant elite status matching and unlimited points transfer.

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