real estate

W Hotel Perimeter to close

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W Hotel Perimeter to close

w hotel perimeter to close ~ what now, atlanta?

Starwood to replace Atlanta's first W with new 281-room hotel

UPDATE (May 26, 2011):  W Hotel Perimeter goes 'Independent

W Atlanta - Perimeter is closing, according to the Shopping Center Group.

The retail real estate brokerage firm notes on a sales PDF for "two restaurant outparcels" on the same property as the hotel, that the W Hotel "is being renovated into a 281-room Starwood Aloft Hotel."

Located at 111 Perimeter Center West, the hotel was the first W in Atlanta and the second location nationwide for the brand.

W Atlanta - Perimeter first opened in 1999 and welcomed the addition of the W Atlanta - Midtown and the W Atlanta - Downtown.

Earlier this year, Hotel Chatter posted rumors that the W Atlanta - Perimeter would close but was unable to confirm.

Aloft Hotel currently lists a coming soon location for Buckhead at the "intersection of Peachtree Road and Piedmont Road," opening Sept. 1, 2012 but does not list the Perimeter location.

The hotel was also rumored to be opening alongside the W Downtown and was originally announced to open at Hartsfield-Jackson Atlanta International Airport.

Aloft is a Starwood Hotels and Resorts Worldwide, Inc. property and is "infused with the DNA of W," according to a press release announcing the brand back in June, 2007.

Aloft will offer a total sensory experience, with guest lofts featuring nine-foot ceilings and oversized windows to create a bright, airy environment. The centerpiece of the room will be the ultra-comfortable signature bed, and large stylish bathrooms will complement the guest experience with oversized walk-in showers and amenities created by bliss® spa. Each guest loft will also be a combination high-tech office and entertainment center, featuring wireless internet access and plug & play, a one-stop connectivity solution for multiple electronic gadgetry such as PDAs, cell phones, mp3 players and laptops - all linked to a large flat panel HDTV ready television for optimal sound and viewing.

There is currently no time frame for the renovation. More details when they're available.

W Atlanta - Perimeter
111 Perimeter Center West
Atlanta, GA 30346

(H/T to reader, Gabe Dalusky, for the sending tip)

W Atlanta - Perimeter

111 Perimeter Center West Atlanta, GA 30346
Caleb J. Spivak
Caleb Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Atlanta (WNA). He was featured in The New York Times, Creative Loafing's "20 People to Watch," named "Lifestyle Blogger You Need To Know" by Rolling Out Magazine and highlighted as Atlanta's Metropolitan Male in fashion magazine, 944. WNA has been named "Best of Atlanta" by Creative Loafing, and Atlanta and Jezebel Magazines.

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10 responses to “W Hotel Perimeter to close

  1. It always looked like an old Holiday Inn with the W slapped on it. Never understood why they kept it with the W branding with the other much nicer properties in town.

  2. This story is NOT true! Too many lies within. 1. W Atlanta Perimeter was the FIRST W hotel to open in July 1998 with W New York in December 1998. W New York is verbally stated, but records will show the doors opening in Atlanta first. 2. There will be only one Aloft, located in Buckhead. There are no plans, and never were any plans to put Aloft in the Perimeter area. 3. This property only has 275 rooms, where will the other 6 , to make 281, go? Another floor attached to the new roof they are currently putting on? I can support my claims as I am a long-time Starwood employee.

  3. The truth regarding the W Perimeter. (1)The hotel opened in 1998. (2)The hotel thrived in Atlanta based on brand recognition and staff and being the only one in town and no other W's to compare it to. (3) The W perimeter catered to many guest, entertainers, families and groups and business clientele. (4) The W Perimeter property has gotten old and the mechanical and structural issues numerous. There are many cosmetic issues that need to be addressed with the property. (5)Also note that the W perimeter is one of few if not the only actual W. owned and managed by Starwood. The other 3 W's in Atlanta are franchised. Starwood has been trying to sell the property for a while now. However no buyers as of this date. The Hotel on June 1st 2011 will become The Atlanta Perimeter Hotel and Suites. it will continue to operate under the starwood flag. The reason for this change is that it does not as many who have stayed at other W's have notice is not comparable (up to the same standard cosmetically ) than other W properties. Therefore, Starwood is dropping the W brand from the property and may in the future place one of their other brands on the property if they cannot sell it. Oh and in response to Simon Shopper. There are several High profile corporations represented in the Dunwoody, Sandy Springs area (Perimeter) Oracle, AT&T, IBM, WENDY'S, AUTOTRADER, COX COMMUNICATIONS. just to name a few and many of their clients and traveling executives stay at the W perimeter as well as the other Hotels in the area. The W Perimeter actually outsell the other W's in the Atlanta area despite the cosmetic and mechanical issues. The Perimeter is a business hub. Not a vacation destination and keep in mind that most hotels regardless of location cater to Business travelers during the week and vacation and leisure travelers on the weekend.

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