Zelda Salon

Hatteras Sky is converting the historic Star Building on Broadway in downtown Asheville into Zelda Salon, a 35-to-36-room boutique hotel themed around Zelda Fitzgerald's Paris years: the second property in its Fitzgerald Estate portfolio after Zelda Dearest. No opening date or operating brand has been confirmed.

The place

The hotel occupies the historic Star Building at the corner of Broadway and North Lexington Avenue in downtown Asheville, two of the city's busiest pedestrian retail streets, with an adjoining surface lot at 76 College Street for parking.

The concept

Zelda Salon is the second property in Hatteras Sky's Fitzgerald Estate portfolio, following Zelda Dearest in the South Slope. Where Zelda Dearest is built around Zelda and F. Scott Fitzgerald's Asheville years, Zelda Salon looks further back to Zelda's time studying dance in Paris, and her circle of the period (Gertrude Stein, Picasso, Hemingway) as the design brief for Suomi Design Works. The project converts a four-story early-20th-century department store building, previously proposed for a 35-room hotel and retail scheme as far back as 2021 before Hatteras Sky's involvement; a 2026 completion has been floated by the design team but is not independently confirmed, and no operating brand or management company has been named yet.

Dining & wellness

The design brief describes guest-only bars and lounges styled after 1920s Paris salons, alongside ground-floor retail fronting both Broadway and Lexington Avenue. No restaurant, spa or specific food-and-beverage operator has been announced.