The second hotel at Cobb County’s The Battery will be aimed less at the AARP crowd than the selfie-stick generation, which officials say is appropriate for all the mixed-use megaplex has to offer beyond baseball.
Braves Development Company, the commercial real estate arm of Braves Holdings, lifted the veil this week on a 140-room Aloft Hotel expected to launch construction soon near SunTrust Park.
It’ll join existing metro Atlanta Aloft options downtown (a converted Days Inn), at the airport, and in Duluth and Alpharetta, per the company’s website. Braves officials expect Aloft to open at The Battery in 2020.
As Forbes recently put it, “everything about Aloft is designed with the goal of appealing to younger generations,” where aspects such as communal pool tables, social spaces, and free Wi-Fi are designed to encourage visitors “to take and share photographs of their surroundings across social media before they even leave their room to explore the city.”
Or, in this case, a ballpark. Or the Roxy. Or Mark Wahlberg’s burger joint.
The Battery’s Aloft-branded “lifestyle hotel” will include an outpost of Savi Provisions as part of its base retail, with a Jittery Joe’s coffee operating inside the market.
The Battery’s initial phase—1.5 million square feet anchored by the Braves’s ballpark—is now more than 90 percent leased, officials noted.
Other offerings include the more upscale, four-star Omni Hotel, the Roxy, 531 residences, and One Ballpark Center, Comcast’s regional headquarters.
In other Battery news, elevator-industry leader thyssenkrupp announced plans last month for a $240 million headquarters in the project’s second phase, punctuated by a 420-foot elevator testing tower.