ATLANTA | Development Thread VI

[Pemgin]

The Reverb looks like a building we'll be seeing demolished in about 30 years. Terrible.

[Street Advocate]

Anyone know the Mark’s height in comparison w/aqua?? I’m glad to see the increased street presence (10th street will finally have some options, I cannot wait with this retail in addition to Hanover WP’s) and additional retail brought to the area with the project. That said, with all the student housing adjacent and blocking views of the condos, I can only imagine their value will dip. Here’s hoping we see more condos proposed as alternatives. A lot of the student housing has better amenities than and similar finishes to many of the pre-recession condos.

[West Peachtree]

Originally Posted by Street Advocate

Anyone know the Mark’s height in comparison w/aqua?? I’m glad to see the increased street presence (10th street will finally have some options, I cannot wait with this retail in addition to Hanover WP’s) and additional retail brought to the area with the project. That said, with all the student housing adjacent and blocking views of the condos, I can only imagine their value will dip. Here’s hoping we see more condos proposed as alternatives. A lot of the student housing has better amenities than and similar finishes to many of the pre-recession condos.

Didn't readily see AQUA included but interesting fyi

https://en.wikipedia.org/wiki/List_of_tallest_buildings_in_Atlanta#Tallest_buildings

[skyscraperpage17]

Originally Posted by Atlanta3000

Hardrock Hotel Downtown is now Reverb by Hard Rock

Bolton Atlanta Mixed-use Project aka Castleberry Park Project occupies a 2.4-acre land and is located at downtown Atlanta. Castleberry Park Project is adjacent to the Mercedes-Benz Stadium, the world’s largest halo board stadium and many other attractions in Atlanta, Georgia.

Castleberry Park Project is a comprehensive project with a combination of a 11-level boutique hotel (i.e. Reverb by Hard Rock), a parking deck compensating more than 375 vehicles, luxury apartment buildings and retail stores.

Originally Posted by PhunkyPho

HUGE let down!

So basically, it's now going to be a glorified budget hotel.

https://www.boutiquedesign.com/article/hard-rock-amps-portfolio-reverb

On the plus side, at least the project is still moving forward.

[Tuckerman]

Originally Posted by skyscraperpage17

So basically, it's now going to be a glorified budget hotel.

On the plus side, at least the project is still moving forward.

Probably not a bad decision. It is difficult to imagine the luxury Buckhead hotel clientele checking into an hotel at that location. Of course if A2 would choose the Gulch they, Hard Rock, would have made a real mistake in judgement.

[testarossa50]

The apartments tacked onto the side are far more offensive to me than the hotel itself.

[arctk2014]

Originally Posted by testarossa50

The apartments tacked onto the side are far more offensive to me than the hotel itself.

Looks just as banal as the residential portion of Star Metals.

[thepope117]

Originally Posted by arctk2014

Looks just as banal as the residential portion of Star Metals.

Going to have to disagree with that one. If Star Metals sticks with the stone facade I think it will look fantastic.

[Martinman]

Originally Posted by thepope117

Going to have to disagree with that one. If Star Metals sticks with the stone facade I think it will look fantastic.

I agree. That one could great or awful depending on the materials used.

[Libertarian]

Don't worry. This will scale nicely with the Castleberry neighborhood. It's not a casino hotel as may have been the original intent.

[Verge]

Originally Posted by Atlanta3000

The Mark - Midtown (Under Construction)

Decent project-- a bit institutional, but better than some other recent residential towers. Is this the latest rendering/ design?

[Verge]

Originally Posted by arctk2014

Looks just as banal as the residential portion of Star Metals.

Totally disagree-- Star Metals is a pretty refined minimalist project-- as with all minimalism the quality is in the details and materials, however--
The Hard Rock. AKA Reverb, is definitely disappointing, but certainly not horrible (or nearly as bad as those new budget hotels on the north side of centennial park).

[MdtwnATL]

Originally Posted by Atlanta3000

The Mark - Midtown (Under Construction)

Looks like Modera and Icon combined. Meh. Swallows the block up nicely, though.

[arctk2014]

Originally Posted by Martinman

I agree. That one could great or awful depending on the materials used.

They've changed the exterior to corrugated metal - it's not stone. I'm willing to bet it's a composite panel that looks like corrugated steel and sounds more like a "PR spin" for being a value engineered design now.

Chairman and President Allen Morris said the exterior of the residential building has been changed to a corrugated silver steel finish. It’s a nod to the gritty history of an area just west of the former Atlantic Steel Mill that is now known for its mix of popular intown restaurants, shops and skyline views.

http://www.allenmorris.com/new-design-unveiled-210-million-west-midtown-project/

[Street Advocate]

Originally Posted by MdtwnATL

Looks like Modera and Icon combined. Meh. Swallows the block up nicely, though.

I agree this is very much like a blend of Icon & Modera. Put in a rooftop pool on the highest level and it'll look a lot like Modera. That said, there'ssomething about this proposal... I just have not quite put my finger on it yet. I both enjoy and dislike the design.

Modera in comparison:

[Atlanta3000]

Make no mistake, just because the architecture is questionable at best, this is not an economy hotel. The hotel industry has 4 tiers to categorize a brand. Within those tiers are sub-tiers.

Reverb by Hard Rock is solidly an Upper - Upscale property (just one step from luxury). That means an ADR of $250+ a night.

Upscale Chains – includes Luxury, Upper Upscale and Upscale chains
Midscale Chains – includes Upper Midscale and Midscale chains
Economy Chains – includes Economy chains
Independent – includes Independent properties

[Verge]

Originally Posted by Street Advocate

I agree this is very much like a blend of Icon & Modera. Put in a rooftop pool on the highest level and it'll look a lot like Modera. That said, there'ssomething about this proposal... I just have not quite put my finger on it yet. I both enjoy and dislike the design.

Modera in comparison:

Moderna is a much better, more articulate building than this one-- one of the better ones in Midtown. The end result is better than the rendering--

[BlueSangha]

The puns are painful.

[skyscraperpage17]

Originally Posted by Atlanta3000

Make no mistake, just because the architecture is questionable at best, this is not an economy hotel. The hotel industry has 4 tiers to categorize a brand. Within those tiers are sub-tiers.

Reverb by Hard Rock is solidly an Upper - Upscale property (just one step from luxury). That means an ADR of $250+ a night.

Upscale Chains – includes Luxury, Upper Upscale and Upscale chains
Midscale Chains – includes Upper Midscale and Midscale chains
Economy Chains – includes Economy chains
Independent – includes Independent properties

Here's how the below source describes the Reverb brand:

https://www.boutiquedesign.com/article/hard-rock-amps-portfolio-reverb

Hard Rock Intl. is rolling out a new select-service hotel brand geared toward the creative class and millennial-minded travelers. Project participants say the flag—Reverb by Hard Rock—is expected to be a growth driver for the company, with plans to target gateway and secondary markets, including college towns, music capitals and up-and-coming destinations.

And here's how the below link describe select-service hotels:

http://www.ushotelappraisals.com/services/select-service-hotels/

While the term “select-service” may be relatively new to the lodging scene, the concept has been around for many years. For most people, a Hilton Garden Inn, a Courtyard by Marriott, or a Hyatt Place evokes an image of the quintessential select-service hotel. But the term also describes individual properties from largely limited-service brands such as Best Western, Days Inn, and Clarion when those properties feature on-site restaurants or a more elaborate array of in-room amenities.

I expect developers to polish a turd for their own benefit, but to call a Hilton Garden Inn or Courtyard Marriott-type Hotel "upscale" is quite the stretch.

It doesn't surprise me though. Given how long the project took to get off the ground, the developer was obviously struggling to get the numbers to work for this project.

[Libertarian]

Def not upscale...we're loyal customers of Hilton Garden Inns.