Alabama-Based Prevail Roasters Makes Georgia Debut at New Star Metals Residences

Coffee shop is now serving residents of Star Metals and Atlantans alike
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Alabama-based Prevail Roasters has entered the Georgia market with an opening in the new Star Metals Residences development, the residential component of the Star Metals district in West Midtown, Star Metals Developer The Allen Morris Company Wednesday announced in a press release.

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“We are proud to have Prevail Roasters open within the Star Metal Residences lobby,” W. Allen Morris, chairman and CEO of The Allen Morris Company, said in the release. “They will play an integral part in creating the type of special experiences we are excited to offer our residents. Prevail has a reputation for truly caring about and contributing positive impacts within the communities they serve. We truly cannot think of a more incredible addition to West Midtown!”

Founders Wade and Megan Preston opened their first coffee house — Prevail Union — in 2013 in Auburn, Alabama, followed by the 2016 opening of what has become the brand’s flagship location in Montgomery. Prevail Union Montgomery stands directly across from the nation’s most historic sites, including the church where Dr. Martin Luther King preached and the bus stop where Rosa Parks first boarded in 1955 — both seminal events in the civil rights movement. Since opening the first shop, the company has evolved by beginning its own roasting operation and sourcing a myriad of coffee varieties from across the globe.

Opening in Atlanta is coming full circle for Preston, Prevail’s CEO and head roaster. He began his coffee career almost a decade ago as an Atlanta-area barista. The new store’s manager, Almisha Tobler, is a veteran of the Atlanta specialty coffee scene with stops at Octane, Bar Crema, Empire State South among others before joining on to lead the Prevail Atlanta team. She will be running the store’s daily operations and will be working together with Preston to create a curated menu of specialty coffee drinks that will “resonate with the neighboring community.”

Located at 1050 Howell Mill Road on the ground floor of the newly opened Star Metals Residences, Prevail is the first retail tenant to open within the 15,000 square feet of street-level retail. Prevail features indoor and outdoor seating and seating for residents in the lobby area, which boasts a double-height curtainwall and glass windows.

Star Metals Residences is now open and features amenities like a rooftop pool and lounge on the 9th level of the building, indoor/outdoor space with panoramic views of the Atlanta skyline, a game room, grilling area, fire pits, and a fitness center opening onto the pool terrace. There is also a 24-hour concierge service, a private outdoor dog park, pet spa, ride share room for residents, package delivery to the resident’s door, and a residents’ library with fireplace.

Situated on both sides of Howell Mill Road at 11th Street and wrapping around the fabled Northside Tavern, the mixed-use Star Metals Atlanta is a $344 million project which includes a 267,000 square foot office building with 30,000 square feet of retail and showroom space, 409 unit luxury apartments, and a 176 key hotel, each with ground floor and rooftop restaurants, bars and cafes.

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta and What Now Los Angeles.
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