The Marriott Atlanta

Atlanta's Crowne Plaza Midtown tower at 590 West Peachtree Street is being stripped of its IHG flag and rebuilt as The Marriott Atlanta, a flagship Marriott Hotels property under new owners Monomoy Property Ventures and Axonic Capital. Construction starts in late 2026, once the city's World Cup matches are over, with a late-2027 reopening timed to land squarely ahead of Super Bowl LXII.

The place

The hotel sits at 590 West Peachtree Street, on a block within the Midtown Improvement District, at the point where Midtown meets downtown Atlanta. The tower dates to the early 1970s and currently carries more than 30,000 square feet of meeting and event space, with upper floors overlooking Georgia Tech, Emory Hospital's Atlanta campus, Mercedes-Benz Stadium and the central business district.

The concept

Monomoy Property Ventures and Axonic Capital acquired 590 West Peachtree Street in October 2025, taking over a property that has operated as Crowne Plaza Atlanta Midtown under IHG. Rather than a soft refresh under the same flag, the new owners announced a full repositioning to Marriott Hotels under a distinctive, city-as-name identity: The Marriott Atlanta. Monomoy founder Kevin Vaughan described the move as an effort to build "a strong product-market fit" for the asset. The renovation timeline is built around Atlanta's two marquee sporting moments of the decade. Construction is scheduled to begin in late 2026, after the city's 2026 FIFA World Cup matches wrap up. Reopening is targeted for late 2027, positioning the newly flagged hotel to be open and operating well ahead of Super Bowl LXII, which Atlanta hosts in February 2028. Schulte Hospitality Group has been named property manager for the conversion and post-renovation operation.

Dining & wellness

Details are still limited to what the ownership group has disclosed: the renovation scope includes fully redone guestrooms and suites, a new M Club Lounge, and modernized meeting and event space built on the property's existing 30,000-plus square feet. New food-and-beverage concepts are promised but not yet named, and no specific restaurants, chefs, spa or pool amenities have been announced.