Hilton’s new, urban lifestyle brand continues expansion as part of
$80 million mixed-use development in prime Atlanta neighborhood
MCLEAN, Va.–(BUSINESS WIRE)–Hilton
(NYSE: HLT) today announced the first U.S. signing of a Motto by Hilton
hotel in the Old Fourth Ward neighborhood of Atlanta, Ga. in partnership
with Lucror Resources and Sixty West Funds. Motto by Hilton, Hilton’s
newest lifestyle hotel brand launched in October 2018, introduces a
fresh approach to modern travel, bringing together efficient,
micro-guest rooms, activated social spaces, centrally located urban
destinations, locally inspired design and a communal vibe to cater to
travelers looking for value and one-of-a-kind experiences.
Situated at 40 Boulevard NE, the 125-room Motto by Hilton Atlanta Old
Fourth Ward is part of Waldo’s, an $80 million modern mixed-use
development project, which will also include 13,000 square feet of food
and beverage space, 120,000 square feet of commercial space and 10
residential units. The development will include a speakeasy,
full-service restaurant and food stalls in the courtyard. The space will
be designed by global architecture firm TVSDESIGN, with the hotel
interiors designed by Hirsch Bedner & Associates. The
development is led by Lucror Resources and Sixty West with
financing partner Sixty West Opportunity Zone Fund and
project management team DaVinci. The hotel will be operated by Hospitality
Ventures Management Group (HVMG), an Atlanta-based, private hotel
investment, ownership and management company.
“The Old Fourth Ward neighborhood of Atlanta is rooted in culture and
history and is an exciting market to introduce Motto by Hilton,” said
Tripp McLaughlin, global brand head, Motto by Hilton. “One of our brand
pillars is ‘inviting and local’; Motto invites guests and locals in
through an authentic and social atmosphere with thoughtful design that
uniquely weaves into the fabric of a neighborhood, and this project
aligns perfectly with our vision.”
One of Atlanta’s most historic neighborhoods, the Old Fourth Ward is
home to iconic landmarks, including Martin Luther King Jr.’s childhood
home, Ebenezer Baptist Church and the Jimmy Carter Library and Museum.
Commonly referred to as the “O4W,” the ever-evolving area has become a
destination for those seeking more urban and cultural adventures around
town, including Ponce City Market, nightlife along Edgewood Avenue,
access to the Atlanta BeltLine’s Eastside trail, street art, local
markets and popular dining destinations. The region itself brings in
more than 52 million visitors annually.
“Motto by Hilton embodies Waldo’s philosophy of being true to oneself
and not an imitator of another – do the things at which you are great,”
said Arun Nijhawan, managing principal, Lucror Resources. “We believe
Motto is at the forefront of redefining the micro-hotel experience and
will showcase the history and culture of the Old Fourth Ward community.”
The Motto Way
Similar to other Motto by Hilton properties around the world, Motto
Atlanta Old Fourth Ward will show off its flexibility through spaces
that have been cleverly designed, technology that makes traveling
seamless and an elevated sleep experience that will make recharging
easier than ever. Key elements will include:
-
Guest Rooms: With an average footprint of
163 square feet, the highly efficient rooms will include space-saving
features such as wall beds, lofted beds, segmented shower and toilet
stalls, and multi-use furniture. -
Linking Rooms: Eliminating the hassle of
coordinating travel for larger groups, Motto hotels will have the
option for guests to book multiple connecting rooms in advance, an
innovative and patent-pending feature. -
Connected Room Technology: All Motto
rooms will be outfitted with Hilton’s Connected
Room technology – the first mobile-centric hotel offering that
allows guests to control features in their room (i.e., temperature,
lighting, TV, window coverings, etc.) in addition to digital check-in,
digital key and digital check-out from their Hilton Honors mobile app. -
Elevated Sleep Experience: Motto hotels
will put an emphasis on an elevated sleep experience. Whether it is a
premium mattress, white noise app, blackout window shades or sound
absorbing materials throughout the room, the brand prioritizes quality
sleep for every traveler. -
Motto Commons: The Commons is a
dynamic, activated community hub that will be used by guests and
locals for work and play and will have varied seating types (work,
group, lounge), convenient power plugs, and offer coffee, a bar and
check in. The Motto Commons features a flexible design to capture the
essence of the space and accommodate the likes of food stalls for
local vendors, speakeasy’s, bars and local coffee partners. -
Prime Location: Motto will put travelers
at the center of it all with a carefully curated portfolio in the most
desirable urban destinations around the world.
“Hilton continues to create unique, targeted brands that speak to
today’s travelers who want something beyond the traditional hotel
experience, and we are honored to be entrusted with the introduction of
Motto by Hilton in Atlanta’s vibrant Old Fourth Ward,” said Robert Cole,
president & CEO, HVMG. “We look forward to setting the bar for this new
brand and to bringing our experience of owning and operating nearly 50
hotels nationwide to ensure the success of this groundbreaking concept.”
Motto by Hilton Atlanta Old Fourth Ward is scheduled to break ground in
summer 2019, with a targeted opening of early 2021. This property joins
the previously-signed Motto by Hilton London Marylebone, an 87-bed
property under development with UK-based developer Dominvs Group, slated
to open in 2020. Additional deals are in various stages of development
in prime urban locations around the world such as New York City, Lima,
Copenhagen and Mexico City to name a few.
As part of Hilton, Motto by Hilton guests will enjoy benefits of Hilton
Honors, the award-winning guest-loyalty program for Hilton’s 17
distinct hotel brands. Members who book directly with Hilton have access
to instant benefits, including a flexible payment slider that allows
members to choose nearly any combination of points and money to book a
stay, an exclusive member discount, free standard Wi-Fi and the Hilton
Honors mobile app.
For more Motto by Hilton news and information, visit https://newsroom.hilton.com/motto.
About Motto by Hilton
Motto by Hilton is Hilton’s new micro-hotel with an urban vibe in prime
global locations that empowers guests by giving them the freedom to
create their own experiences in the world’s most sought-after cities.
Motto offers travelers centrally located, reasonably priced and less
traditional lodging that provides a one-of-a-kind experience. At its
core, Motto is a beacon for today’s modern, global community of
travelers, delivering a flexible, innovative hospitality experience with
guest-empowered service. Motto is part of the award-winning Hilton
Honors guest loyalty program. Visit newsroom.hilton.com/motto
for more information, and connect with Motto on Facebook
and Instagram.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio
of 17 world-class brands comprising more than 5,700 properties with more
than 923,000 rooms, in 113 countries and territories. Dedicated to
fulfilling its mission to be the world’s most hospitable company, Hilton
earned a spot on the 2018 world’s best workplaces list, and has welcomed
more than 3 billion guests in its 100-year history. Through the
award-winning guest loyalty program Hilton Honors, more than 89 million
members who book directly with Hilton can earn Points for hotel stays
and experiences money can’t buy, plus enjoy instant benefits, including
digital check-in with room selection, Digital Key, and Connected
Room. Visit newsroom.hilton.com for
more information, and connect with Hilton on Facebook,
Twitter, LinkedIn, Instagram and YouTube.
About Lucror Resources
Lucror Resources is a real estate investment and development company
focused on the acquisition and development of urban assets. Arun
Nijhawan, Lucror’s founder, holds over 20 years of experience including
leading real estate initiatives for $4 billion hedge fund GMT Capital
and international real estate development firm Portman Holdings. Focused
on a value-based investment strategy, Lucror led the effort to redefine
the office experience in Downtown Atlanta by acquiring and restoring
Atlanta’s iconic 120-year-old Flatiron Building into a technology-driven
office and coworking space for entrepreneurs and enterprise companies.
Lucror Resources leverages its real estate development experience to
reposition properties through hands on management to satisfy market
demand for urban infrastructure. Additional details can be found at lucrorresources.com.
About Sixty West Funds
Sixty West is comprised of over 50 professionals with extensive
experience in the acquisition, financing, and development of over 150
real estate-related opportunities. The company’s history of success is
inclusive of over $1 billion of tax equity raised to support more than
$2 billion in related projects. Over the past decade, Sixty West has
leveraged its expertise in the use of tax credits and related incentives
to bring real estate directly to investors. Based in Atlanta, Georgia,
Sixty West Funds partners with carefully chosen and highly skilled
consultants, compliance managers, and legal and tax advisors, ready to
serve investors. Visit sixtywestfunds.com
for additional information.
About Hospitality Ventures Management Group
Hospitality Ventures Management Group is a privately owned, fully
integrated hotel investment and management group that specializes in
turning around and repositioning underperforming hotels, as well as
maximizing the performance of stabilized hotels. It currently operates
45 hotels and Convention Center in 17 states totaling 7,496 guest rooms.
HVMG operates independent and boutique hotels and resorts, as well as
full-service, select-service and extended-stay hotels under the Hard
Rock, Hilton, Hyatt, Marriott, and IHG brands. Visit www.hvmg.com for
more information.
Contacts
Kristen Savoy
Hilton
[email protected]
+1
571-389-3894
