LeMeridian Peachtree Offering Memorandum Sample

robb groupe

LE MERIDIAN | PEACHTREE HOTEL INVESTMENT OPPORTUNITY

BUSINESS

HOTEL DEVELOPMENT

Le Méridien Atlanta Peachtree
promises to be the new destination
in Atlanta, US located at 640
Peachtree Street.
PAGE 08

CULTURE

WHY
MIDTOWN

No where else but the Midtown
area of Atlanta can you walk to
150+ restaurants, 300+ acres of
parks, and festivals, and much
more.
PAGE 14

LUXURY

LE SUITES

Le Méridien hotels offer guests
a contemporary guestroom
experience, with elements
common across the portfolio.
PAGE 38

OFFERING MEMORANDUM

Affiliated Business Disclosure And Confidentiality Agreement

This is a confidential Memorandum intended solely for ing pictorial illustrations and other materials, are described
your limited use and benefit in determining whether in summary form.
you desire to express further interest in the investment Neither the Owner or ROBB Groupe Hospitality, nor any of
in the Development. their respective directors, officers, Affiliates or representa-
tives make any representation or warranty, expressed or
ROBB Group Hospitality. operates with partners and/or implied, as to the accuracy or completeness of this Memo-
related entities (each an “Affiliate”) engaging in a broad randum or any of its contents, and no legal commitment or
range of commercial real estate businesses including, but obligation shall arise by reason of your receipt of this Mem-
not limited to, brokerage services, property and facilities orandum or use of its contents; and you are to rely solely
management, valuation, investment fund management and on your investigations and inspections of the Development
development. in evaluating a possible investment the Development.
ROBB Groupe Hospitality expressly reserves the right, at
At times different Affiliates may represent various clients its sole discretion, to reject any or all expressions of interest
with competing interests in the same transaction. For ex- or offers to invest in the Development, and/or to terminate
ample, this Memorandum may be received by our Affiliates, discussions with any entity at any time with or without no-
including ROBB Groupe Development Investors, Inc. tice which may arise as a result of review of this Memoran-
dum. ROBB Groupe Hospitality shall have no legal commit-
Those, or other, Affiliates may express an interest in the de- ment or obligation to any entity reviewing this Memorandum
velopment described in this Memorandum (the “Property”) or making an offer to invest in the Development unless and
may submit an offer to invest in the Development and may until written agreement(s) for the investment in the Devel-
be the successful bidder for the Development. opment have been fully executed, delivered and approved
by the ROBB Groupe Hosptality and any conditions to the
You hereby acknowledge that possibility and agree that ROBB Groupe Hospitality’s obligations therein have been
neither ROBB Groupe Hospitality nor any involved Affiliate satisfied or waived.
will have any obligation to disclose to you the involvement By receipt of this Memorandum, you agree that this Memo-
of any Affiliate in the sale or purchase of the Development. randum and its contents are of a confident nature, that you
In all instances, however, will hold and treat it in the strictest confidence and that you
will not disclose this Memorandum or any of its contents
ROBB Groupe Hospitality, will act in the best interest of the to any other entity without the prior written authorization of
client(s) it represents in the transaction described in this ROBB Groupe Hospitality. You also agree that you will not
Memorandum and will not act in concert with or otherwise use this Memorandum or any of its contents in any manner
conduct its business in a way that benefits any Affiliate to detrimental to the interest of the ROBB Groupe Hospitality.
the detriment of any other offeror or prospective offeror, but If after reviewing this Memorandum, you have no further
rather will conduct its business in a manner consistent with interest in purchasing the Property, kindly return this Memo-
the law and any fiduciary duties owed to the client(s) it rep- randum to ROBB Groupe Hospitality.
resents in the transaction described in this Memorandum. © 2017 ROBB Groupe Hospitality. This information has
been obtained from sources believed reliable. We have not
This Memorandum contains selected information pertain- verified it and make no guarantee, warranty or represen-
ing to the Development and does not purport to be a rep- tation about it. Any projections, opinions, assumptions or
resentation of the state of affairs of the Development or estimates used are for example only and do not represent
the owner of the Property (the “Owner”), to be all-inclusive the current or future performance of the Development. You
or to contain all or part of the information which prospec- and your advisors should conduct a careful, independent
tive investors may require to evaluate a investment in the investigation of the Development to determine to your sat-
Development. All financial projections and information isfaction the suitability of the property for your needs. 07/11
are provided for general reference purposes only and are PMC0002397.
based on assumptions relating to the general economy,
market conditions, competition and other factors beyond
the control of the ROBB Groupe Hospitality, Partners and
Affiliates. Therefore, all projections, assumptions and other
information provided and made herein are subject to mate-
rial variation. All references to acreages, square footages,
and other measurements are approximations. Additional
information and an opportunity to inspect the Property will
be made available to interested and qualified prospective
investors. In this Memorandum, certain documents, includ-

2 ROBBGROUPE | LE MERIDIAN ATLANTA PEACHTREE | JULY 2017

EXECUTIVE VICE PRESIDENT LE MERIDIAN
John Jones ON PEACHTREE

EXECUTIVE VICE PRESIDENT
Carl Thomas

Peach State Developments is pleased to present the opportunity to invest in
a Le Méridien by Marriott, full service hotel to be developed at 640 Peachtree
Street, Atlanta, GA 30309. The site is comprised of 36,155 square feet (.83
acres) with approximately 170 linear feet of frontage along Peachtree Street
and 213 linear feet of frontage along Ponce de Leon Avenue.

The Site is uniquely located across the street from the Fox Theater, at the corner
of Ponce De Leon Avenue and Peachtree Street. The Property is served by mass
transit via the North Avenue MARTA station. The site is comprised of 36,155
square feet (.83 acres) with approximately 170 linear feet of frontage along
Peachtree Street and 213 linear feet of frontage along Ponce de Leon Avenue.

Centrally Located and Easily Accessible: Located between Downtown and
Buckhead, with superior access to I-75/85 and Georgia 400 and direct train
service to Hartsfield-Jackson International Airport, the world’s busiest airport.
There are four MARTA rail stations, Amtrak service, regional express bus routes
and local shuttles and trolleys.

A Major Job Center: more then 81,000 jobs in Midtown—more than half of
those are located in the one-square-mile Midtown Core. Midtown is also home
to eight of the ten largest law firms in the City. An Innovation Hub: With leading
academic and research institutions bridging technology, health and the arts –
Georgia Tech, Emory University Hospital Midtown, and Savannah College of
Art and Design (SCAD) Atlanta.

Growing: From 2000 to 2010, Midtown’s population grew 15 times faster than
the City of Atlanta’s.

With the strongest and most globally diverse portfolio in its history, Le Méridien
Hotels & Resorts offers a sophisticated hotel experience for today’s curious and
creative-minded traveller. Modern, classic design and innovative programming
combined with a passion for culture and cuisine expose our guests to the most
unexpected and engaging experiences each destination has to offer.

OFFERING MEMORANDUM
4 ROBBGROUPE | LE MERIDIAN ATLANTA PEACHTREE | JULY 2017

page 10                      contents
6 INTRODUCTION
page 41
Le Méridien Atlanta Peachtree promises to be the new destination in Atlanta, US located at 640
page 18 Cover Peachtree Street.

page 41 8 DEVELOPMENT OPPORTUNITY

As Atlanta’s strongest performing lodging submarket, more than 6 million travelers choose to
stay in Midtown annually. Atlanta hosts an estimated 37 million visitors each year who spend
approximately $12 billion at restaurants, professional sports teams, and entertainment venues.

10 THE PROJECT

Your opportunity to invest in a 5-Start hotel on Peachtree. The Le Méridien Atlanta Peachtree
will include world class condominiums and a retail shopping mezzanine.

14 WHY MIDTOWN

No where else but the Midtown area of Atlanta can you walk to 150+ restaurants, 300+ acres of
parks, and festivals, and much more.

18 LE STYLE

Styling is the artful assembly of accessories that highlights our mindset and appeals to our
audience. These items work together to create a story, piquing the curiosity and engagement of
the guest.

22 HOTEL DEVELOPMENT

To achieve success in hotel development, it is imperative for a hotel developer or hotel operator
to establish a wide, but specific range of factors.

28 FUNCTION ROOMS

When you are planning events in Atlanta, Le Méridien Atlanta Peachtree will offer a unique
alternative to the typical conference room.

38 LE SUITES

Styling is the artful assembly of accessories that highlights our mindset and appeals to our
audience. These items work together to create a story, piquing the curiosity and engagement of
the guest.

42 PRELIMINARY BUDGET

The preliminary budget for the Le Méridien Atlanta Peachtree.

JULY 2017| LE MERIDIAN ATLANTA PEACHTREE  | ROBBGROUPE 5

INTRODUCTION

LE
AT L A N TA

Le Méridien Atlanta Peachtree promises to be the new
destination in Atlanta, US located at 640 Peachtree Street.

[Swimming Pool Illustration]

6 ROBBGROUPE | LE MERIDIAN ATLANTA PEACHTREE | JULY 2017

OFFERING MEMORANDUM

I DEA MIDTOWN LOCATION Located continues to experience tremendous
along Atlanta’s premier address, growth, most recently evidenced by
Peachtree Street, in the heart of two major projects sponsored by
Midtown, the Property is just minutes nearby Emory University and Georgia
from a wide array of Fortune 500 Tech, two of the South’s premier uni-
company headquarters, fine dining restau- versities. These and other adjacent
rants, upscale shopping outlets and enter- developments along with a variety of
tainment venues. Midtown is Atlanta’s epi- others nearby will generate signifi-
center for large regional and national corpo- cant lodging demand and dispropor-
rate offices, multiple prestigious law firms, tionately benefit the Georgian Terrace,
the arts, Piedmont Park, and several insti- are scheduled to open in the next few
tutions of higher learning. Midtown enjoys years just steps from the Hotel site. The
easy access from Interstate 75/85 and the site is comprised of 36,155 square feet
Metropolitan Atlanta Rapid Transit Authority (.83 acres) with approximately 170
(MARTA) train and bus system. The Midtown linear feet of frontage along Peachtree
market continues to benefit from numer- Street and 213 linear feet of frontage
ous new development projects, including along Ponce de Leon Avenue.
a variety of large projects surrounding the
Property. The area surrounding the Property

JULY 2017| LE MERIDIAN ATLANTA PEACHTREE  | ROBBGROUPE 7

DEVELOPMENT OPPORTUNITY

H OTELS - METRO Atlanta from Fortune 500s—including The Coca over the next two years, accounting for
hosts an estimated 37 Cola Company (#64), Google (#40) and 100 floors worth of new residential space.
million visitors each year SunTrust Banks (#217)—to small start-
who spend approximately ups. A diverse array of large companies In the last decade, Midtown has under-
$12 billion at restaurants, choose Midtown as their home because gone an extensive transformation with
professional sports teams, entertain- of the location’s connectivity, access to the construction of high-rise condomin-
ment venues, and cultural attractions. the world’s busiest airport, walkability, iums, mixed-use lifestyle centers and
As Atlanta’s strongest performing lodging
submarket, more than 6 million travel- Atlanta hosts an estimated 37 million
ers choose to stay in Midtown annually. visitors each year who spend $12B.
Midtown is home to more than 4,000 hotel
rooms, ranging from boutique hotels to and numerous retailers that cater to its multi-family rental residences. Today,
national luxury brands, and boasts the busy clientele. there are approximately 12,500 condo-
high occupancy rate in the city. The miniums and apartments within the 1.2
Midtown lodging market benefits as the Demand for Midtown office space since square mile core. Much of this growth
city’s epicenter for large regional and the recovery began has been almost can be attributed to Midtown’s location
national corporate offices, as well as exclusively focused on class A buildings, and accessibility, as well as availability
from its numerous cultural and entertain- totaling 1.4 million square feet since first of prime development sites that provide
ment destinations. Easy access to the quarter 2009. Adding to the momentum Atlanta’s best opportunities for the con-
busiest passenger airport in the world by in the area are the multiple ground-up tinued progression of high-density devel-
the interstate system and MARTA compli- development projects currently planned opment sites with storefront retail. As the
ment the central location as a destination and underway. Over 4,300 apartment and Midtown market grows, fueled by both
for locals and tourists alike. condo units are expected to be delivered Georgia Tech’s campus expansion and

Midtown is one of Atlanta’s most pres-
tigious and dynamic business districts
with more than 24 million square feet
of office space and 86,000 employ-
ees in the area.This two square mile
district includes companies that range

LEFT
Future site of Le
Méridien Atlanta
Peachtree

RIGHT
The Fabolous Fox
Theatre next door
the future site of Le
Méridien Atlanta
Peachtree

8 ROBBGROUPE | LE MERIDIAN ATLANTA PEACHTREE | JULY 2017

OFFERING MEMORANDUM

thriving retailers and employers relocat- redevelopment projects, and buoyed by to art openings, historic theaters to live
ing to the Midtown Mile, the area is antic- the Midtown Mile’s over 700,000 SF of music venues - there is something for
ipated to see an influx of demand from street-level retail space. everyone.
ages 18-34. This projection has made
Midtown’s apartment sector emerge as Whether you’re basking under the stars Vibrant. Innovative. Sustainable. A com-
one of “the brightest spots in the real inside the fabulous Fox Theatre, or moving munity at the epicenter of life and busi-
estate recovery nationwide” as evidenced your feet to the rhythm of the flashing club ness, urban and natural, technology and
by its current 95 percent occupancy rate. lights, Midtown beams even brighter at culture. Home to the city’s premier his-
night. Midtown comes alive with some toric neighborhoods and Southern land-
Midtown has seen significant retail devel- of Atlanta’s best nightlife – from night- marks. This is Midtown Atlanta – in the
opment in recent years, led by the Atlantic clubs with dj’s and dancing to comedy
Station and 12th and Midtown mixed-use and improv; live music performances heart of it all. ▣

FUN FAC TS ABOUT MIDTOWN ATLANTA

It was originally a pine Like going to concerts? In the late 1990s the It hosts community

forest a miller purchased to The Fox Theater, originally Midtown Alliance trans- events almost daily, boasts
fuel his mill, but turned into built as a Shriner temple, formed Midtown from a amazing restaurants and
a residential area. With a is now a destination for neglected neighborhood provides runners, nature-
walkable, well-planned grid concerts, theater and other into a mixed-use, live-work lovers and families the well
that also offers plenty of cultural events. Midtown urban residential center. known, 230-acre Piedmont
trees, Midtown Atlanta of- also hosts the Peachtree Since 2000, nearly $5 bil- Park, which is also the
fers an urban living experi- Music Festival, a one-day, lion has been invested in finish line of the Peachtree
ence you’ve only dreamed two-stage music festival Midtown Atlanta. Midtown Road Race, held annually on
of. It’s got a lot of visual blending indie rock bands contains about one-third Independence Day. Mid-
character. Midtown offers with electronic DJs. Mid- of the city’s high-rises and town is a cool, active urban
a mix of older architecture town is known by many as some of Atlanta’s most rec- neighborhood situated in
and building renovations. Atlanta’s “Heart of the Arts”. ognizable buildings. downtown Central Atlanta.

JULY 2017| LE MERIDIAN ATLANTA PEACHTREE  | ROBBGROUPE 9

THE PROJECT

THE
PROJECT

...your opportunity to invest in a 5-Start hotel on Peachtree.

[Grand Lobby Illustration]
1 0 ROBBGROUPE | LE MERIDIAN ATLANTA PEACHTREE | JULY 2017

OFFERING MEMORANDUM

L E MÉRIDIEN WAS -
launched in 1972 by Air
France with the intention
of providing a home away
from home for its passen-
gers. The first Le Méridien Etoile in
Paris with 1,000 rooms, gained rec-
ognition for its innovative take on
European hospitality.

EUROPEAN HERITAGE

Le Méridien’s name was derived from
“Méridien,” the line that encircles the
earth, reinforcing that it was intended
to become a global brand from the
very beginning.

The brand grew its footprint globally,
in parallel with Air France’s distribu-
tion, leading to a strong presence not
only in Europe but also Africa, the
Middle East and Asia.

In 2005, Starwood Hotels & Resorts
(now part of Marriott International)
acquired Le Méridien, bringing
Starwood’s industry-leading, central-
ized services and expertise in devel-
oping lifestyle brands to Le Méridien.

With a refreshed positioning and
growing world- class portfolio, the
brand offers curious and creative-
minded travellers engaging experi-
ences that deliver on the promise of
discovery.

CONDOS AND RETAIL

ABOVE The Le Méridien Atlanta Peachtree
Grand Lobby - The will include world class condominiums
Magnificent Lobby and a retail shopping mezzanine.
and Dual Staircase
Marriott has strengthened Le
At The Threshold Méridien’s portfolio, removing detract-
Of Your Journey. ing properties, renovating a third of the
portfolio and opening 40 new proper-
ties in key locations around the world,

creating a solid, performance. ▶

JULY 2017| LE MERIDIAN ATLANTA PEACHTREE  | ROBBGROUPE 1 1

THE PROJECT

With the strongest and most globally diverse portfolio in its for inspiration from their surroundings. The world continues to

history, Le Méridien Hotels & Resorts offers a sophisticated evolve from manufacturing and industrial-based economies

hotel experience for today’s curious and creative-minded trav- to more creative- based economies. These creative minds

eller. Modern, classic design and innovative programming com- are successful professionals in the fields of design, advertis-

bined with a passion for culture and cuisine expose our guests ing, publishing, architecture and cuisine, among many others.

to the most unexpected and engaging experiences each des- This growing segment accounts for over 150 million people

tination has to offer. Backed by the power of Starwood Hotels worldwide.

& Resorts, Le Méridien delivers strong guest satisfaction and

performance, making it an unparalleled choice for guests and TIMELESS CHIC DESIGN - Forward-looking, sophisticated,

developers. warm and original, our design aesthetic is informed by the

brand’s iconic midcentury heritage and the distinctive culture

An excellent of each locale.

choice for new

builds, conver- Le Méridien

sions and adap- LE MERIDIAN CATERS TO THE CURIOUS creatively and
tive re-use proj- thoughtfully jux-

ects, Le Méridien AND CREATIVE MINDED TRAVLER. taposes both old
provides flex- and new in every

ible building hotel.

options that can

be adapted to Our unique

your location approach to art

and market. Le and design sets

Méridien’s developer- friendly approach and competitive cost the environment and creates opportunities for guest involve-

is fueling growth in cultural capitals, gateway cities and exotic ment and dialogue. Contemporary art can be a cost-effective

resorts around the world. method of bringing the atmosphere to life and inspiring guests.

Le Méridien incorporates curated contemporary art into high-

Le Méridien caters to the curious and creative- minded travel- impact zones, like public spaces and guestrooms, informed by

ler, a discerning guest who craves culture and lives for travel. the uniqueness of each destination.

Plugged-in and tech-savvy, Le Méridien’s target guest looks

1 2 ROBBGROUPE | LE MERIDIAN ATLANTA PEACHTREE | JULY 2017

OFFERING MEMORANDUM

A CONTEMPORARY APPROACH TO GUEST ROOMS - Each inTeracTiVe MarkeTing | Our innovative marketing approach
guestroom provides a chic, contemporary living experience with leverages the brand’s programmes and point of view through
details of discovery, from the bedroom to the bathroom, from a unique moments of discovery. Whether it’s engaging social
digitally printed wall covering that represents the local destina- media initiatives, immersive signature events or partnering
tion to an unexpected gallery label on the window that treats the with influencers who help activate programs, our interactive
view as art, to a book that adds cultured content to the room. marketing initiatives spread awareness and bring the distinc-
tive Le Méridien experience to life.
CLASSIC EXPERIENCES WITH A MODERN TWIST - Based
on the property location and space, Le Méridien offers several Le Meridien faMiLy | Our family programming ignites the imag-
turnkey programme options that can be easily and immediately ination and unlocks each destination with hands-on activities
implemented to entice guests and drive incremental revenue. crafted for the curious mind. Kids blast off into discovery with
creative fun for the whole family, from immersive language
cuisine | Rooted in our traditional heritage, yet informed by lessons to illuminating destination walks and cooking demon-
the unique local ingredients of each destination, Le Méridien strations inspired by fresh local flavours.
offers sophisticated cuisine that gives a decidedly modern twist
to classic techniques. Travellers enjoy chic treats and spe- ASSOCIATES BRING THE EXPERIENCE TO LIFE - Rooted
cialty illy coffee beverages crafted by Master Baristas by day in European hospitality, Le Méridien provides a global point of
and discover an elegant spin on the ritual of cocktail hour with view on quality, detail and a modern interpretation of classic
Sparkling at night. With flexible F&B programming based on gastronomy and service.
market demand, Le Méridien can offer the right fare, helping
to drive returns. A strong training programme ensures that our associates
deliver Le Méridien experiences in a genuine and welcoming
unLockarT | Upon arrival, guests receive a limited-edition room way. Beyond simply providing great service, Le Méridien asso-
keycard designed exclusively by an LM100™ artist as part of ciates dedicate themselves to the spirit of creativity and curi-
the UnlockART™ Programme. Encouraging guests to explore osity that defines the brand and engages our guests, building
the culture of each destination, this innovative art programme
offers complimentary access to leading art institutions and brand loyalty. ▣
contemporary cultural centres to enrich the travel experience.

LEFT
Royal Club Suite,
Plaza Athénée
Bangkok, A Royal
Méridien Hotel

CENTER
Ratanakosin
Theme Suite, Plaza
Athénée Bangkok,
A Royal Méridien
Hotel

RIGHT
Kandhavas Place
includes an
elegant mezzanine
for special
announcements,

JULY 2017| LE MERIDIAN ATLANTA PEACHTREE  | ROBBGROUPE 1 3

WHY MIDTOWN

WHY
MIDTOWN

Because home is where the heart is. No where else but the
Midtown area of Atlanta can you walk to 150+ restaurants, 300+
acres of parks, and festivals, and much more.

B IG CITY LIFE. neighbor- the Midtown community. No where else but Midtown can you LEFT
hood feel. Midtown has walk to 150+ restaurants, 300+ acres of parks and greens- Foreground:
one of the fastest-grow- pace, world class arts and attractions, shopping, events and picture of actual
ing residential populations festivals, and much more. Centrally located, Midtown is also development site.
in the city, with more than within easy striking distance of most major attractions in the (Park sign).
30,000 new arrivals in the last decade, City. And getting around is a snap. In addition to the city’s most
and many more on the way. Choices walkable environment, Midtown serves cyclists with 5 miles ABOVE
range from homes in traditional neigh- of bike lanes with 11 more planned and a bikeshare program High Meuseum of
borhoods, to apartments, lofts and hi- established in 2016, easy accessibility by car, and one of the Art
rises with spectacular views of the city most robust transit systems in the Southeast. Getting to, from,
- giving you the best of both worlds. No and around Midtown is simple, with an abundance of transpor- RIGHT
wonder new residential projects continue tation options from which to choose from. Something special Midtown Atlanta.
to break ground, fueling more growth in is always going on in Midtown Atlanta.

1 4 ROBBGROUPE | LE MERIDIAN ATLANTA PEACHTREE | JULY 2017

OFFERING MEMORANDUM

SHOP AND DINE - At once hip and to comedy and improv; live music perfor- ARTS AND ATTRACTIONS
sophisticated, residents, visitors and mances to art openings, historic theaters
office workers converge along Midtown’s to live music venues - there is something With 25 different arts and cultural venues,
wide sidewalks, peek into storefronts and for everyone. more than 30 permanent performing arts
linger at outdoor cafés. groups, and 22 various entertainment
A large concentration of nightclubs are in facilities, Midtown features the largest
The Midtown Mile spans 14 consecutive the area bounded by Crescent Avenue concentration of arts facilities and orga-
blocks on Peachtree Street. This stretch and Piedmont Avenue, where you can nizations in the Southeast. Visitors and
of Atlanta’s signature boulevard -- with move easily between venues on foot residents alike flock to the Woodruff Arts
more than 750,000 square feet of street Center, the country’s third-largest arts
level retail space - is ever-evolving and Center Stage Atlanta is a concert complex campus , and home to the Tony award-
continues to attract a unique mix of flag- comprising three separate venues in the winning Alliance Theatre, the Grammy-
ship national brands, local boutiques, heart of Midtown: Center Stage Theater winning Atlanta Symphony Orchestra,
service providers and restaurants, with with national and regional acts; The Loft, and the world-renowned High Museum
many more openings ahead. equipped with four full service bars and a of Art.
view of the Midtown skyline; and the inti-
SHOP AND DINE mate Vinyl, selected for “Best Live Music” Midtown’s galleries, museums and the-
on AOL’s 2010 Atlanta’s Best List aters feature sophisticated and exciting
Atlanta has made its mark on the inter- exhibitions and performances. The fab-
national culinary map, and many of the NIGHT LIFE ulous Fox Theatre features 300 perfor-
city’s most innovative and acclaimed mances each year ranging from ballet
restaurants are right here in Midtown. National comedy acts entertain at the inti- to rock & roll and Broadway. Midtown
From burgers to farm-to-table eats to mate Laughing Skull Lounge, a full-time also boasts the 14th Street Playhouse,
fine dining, there are more than 150 res- comedy venue hidden in the back of The Museum of Design Atlanta (MODA) and
taurants now serving, along with a thriv- Vortex Bar & Grill which was voted “Best the unique Center for Puppetry Arts, the
ing street food scene that offers unique Comedy Club in Atlanta” 2009-2011. largest organization in the U.S. solely
lunchtime options. dedicated to the art of puppet theater.
As the sun sets, get ready to have even
NIGHT LIFE - Whether you’re basking more fun under the shimmering Atlanta Relax or play in “Atlanta’s back yard,”
under the stars inside the fabulous Fox skyline in Midtown. Piedmont Park, one of the South’s great-
Theatre, or moving your feet to the rhythm est parks. Wander through the majes-
of the flashing club lights, Midtown beams ARTS AND ATTRACTIONS - The heart tic Atlanta Botanical Garden. See the
even brighter at night. Midtown comes of the arts is found in Midtown. Each birthplace of Margaret Mitchell, author
alive with some of Atlanta’s best nightlife year, more than six million guests visit the of”Gone with the Wind.” Rock to Music
– from nightclubs with dj’s and dancing largest concentration of cultural venues.
Midtown.▣

JULY 2017| LE MERIDIAN ATLANTA PEACHTREE  | ROBBGROUPE 1 5

WHY MIDTOWN
1 6 ROBBGROUPE | LE MERIDIAN ATLANTA PEACHTREE | JULY 2017

OFFERING MEMORANDUM
JULY 2017| LE MERIDIAN ATLANTA PEACHTREE  | ROBBGROUPE 1 7

L ELE STYLE
STYLE

Styling is the artful assembly of accessories that highlights
our mindset and appeals to our audience. These items
work together to create a story, piquing the curiosity and
engagement of the guest.

1 8 ROBBGROUPE | LE MERIDIAN ATLANTA PEACHTREE | JULY 2017

OFFERING MEMORANDUM

L E MERIDIEN DRAWS on its roots in access to this remarkable museum free of charge BOTTOM LEFT
global travel, a strong interest in the arts, by presenting their guest pass found in their guest- Adaptive Reuse. Le
and a passion for coffee and wine culture room Discovery envelope. Meridien Tampa,
to curate brand appropriate styling ele- Florida, USA
ments. This storied, final layer of the TRAVEL
design process includes table pieces, books, pillows, RIGHT
throws, small light fixtures and art installations. A Drawing on our roots as a brand founded by an Le Méridien caters
thoughtful mix of these objects will be configured in airline, we continually reference and make allusions to the curious and
the hotel’s public & private spaces such as the Hub, to travel and the mapping thereof. creative- minded
Reception and Latitude bar, as well private lounges traveller
in guest suites. For Creative Minds, travel is a passion, a practise
and a source of inspiration, new ideas, insights and
THE ARTS stories.

Art is one of the brand’s passion points. It engages Styling elements can range from travel-inspired
the Creative Minds to interact or can be used as a objects, to creative installations of implements used
source of inspiration. Styling examples range from when travelling. It also encompasses items inspired
actual artworks (commissioned or otherwise), to by various means of mapping.
the display of artists’ tools or utensils, to the artistic
installation of interesting objects. Through their travels,our guests see and experi-
ence new things. Likewise, these styling elements
Le Méridien Atlanta Perimeter has partnered with the should encourage them to explore as well as gain
Spruill Center of the Arts and our guests can gain
new perspectives. ▶

JULY 2017| LE MERIDIAN ATLANTA PEACHTREE  | ROBBGROUPE 1 9

LE STYLE

LITERATURE COFFEEHOUSE

By providing a range of literature that is stimulating Coffee is the drink of the cafe culture. We see it wel-
and thought provoking, we aim to afford Creative coming our guest, fueling dialogue and accompa-
Minds with an opportunity to learn something new. nying conversation.

Styling literature entails a duality of approaches;the As a styling tool, the world of coffee extends beyond
first is about the book as subject ,and the second is just the drink - beans, grinders, cups and acces-
about the book as object. sories are all elements that can be displayed and
curated in various ways through
Book as subject relates to books we select for their
content that relate to the brand’s passion points WINE BAR
around travel, art, culture and cuisine. We also incor-
porate books that provide a new perspective and Wine is the night-time counterpart, or perhaps com-
contextual or local insights. panion, to coffee during the day. It is a beverage to
be savored and enjoyed by the guests as they share
Book as object relates to how the books are dis- ideas and experiences.
played - grouped by size and color, employing the
brand’s color theory and notations of repetition and Styling elements focus on vessels for wine service
contrast as methods of display. and enjoyment as well as on educational tools such
as books. Contextual wine implements that allude
Lastly we select literature-related items to complete to cultural rituals and history add an additional layer
the compositions - bookends or lights that relate to and authenticity to the decor.
the brand design language of sleek modern and
chic selections.

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OFFERING MEMORANDUM

By providing a
range of literature
that is stimulat-
ing and thought
provoking, we aim
to afford Creative
Minds with an
opportunity to
learn something
new.

GENERAL and brand-appropriate graphic accents ABOVE LEFT
enliven and lifts public and private areas. Various views of
How the objects are curated and dis- public spaces and
played is equally as important as the CONTEXT Le Méridien brand
items that are selected. Likewise, com- styling.
posing the objects in relation to the While the privious sections address our
scheme and in relation to each other are styling strategy and syling buckets - the
equally vital. vital component in each bucket is ele-
ments that relate to context.
FOOD DISPLAY
The generic items link the properties
As the public spaces transform from day through the brand’s DNA, but the contex-
(coffee) to night (wine) service so too tual items make each location and experi-
the curation of food, both in how it is dis- ence unique.
played and how it is served.
So always juxtapose the modern items
The vessels selected should incorporate shown here with those unique items found
the design language of the brand through in the location, culture and context in which
their style and detailing. your property is situated.

PILLOWS This not only adds richness to the compo-
sition but also delivers on our promise to
Pillows can be used to create contrast, reveal a new perspective on the location
interest and energy within the composi-
tion they are placed. The combination of to our guests.▣
solid neutrals, contrasting accent colors

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H O T E LHOTEL DEVELOPMENT

DEVELOPMENT

To achieve success in hotel development, it is imperative for a
hotel developer or hotel operator to establish a wide, but specific
range of factors.

Text by John Doe, photos by Doe Johnson

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OFFERING MEMORANDUM

T TO ACHIEVE SUCCESS in hotel infra-structural services and opportunities for BOTTOM LEFT
development, it is imperative for a development. Atlanta Midtown
hotel developer or hotel operator to construction.
establish a wide, but specific range ENTERPRISE
of factors. Success requirements RIGHT
can generally be grouped under the following five Correct interpretation of requirements and entrepre- Atlanta Midtown
headings: neurial organisation of the necessary finance and dual-brand Hilton
expertise to successfully implement a project. Garden Inn and
MARKETING Homewood Suites.
ENTERPRISE
An increasing and unsatisfied demand for accom-
modation stemming from the tourism, recreation and Careful planning and design of facilities to create
business attractions of a locality. an attractive hotel which will satisfy the marketing,
functional and financial criteria.
ECONOMICS
Success factors for property developments, which
The state of the economy and financial induce- are relatively controllable even if only in the sense
ments or constraints, which may favour or restrict that the developer is able to choose between alter-
investment.
natives, are: ▶

LOCATION

Availability of appropriate sites with adequate

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HOTEL DEVELOPMENT

PROCESS IN HOTEL DEVELOPMENT opening day of the hotel. This will then provide any
potential investor with a comfort level that debt can
The ability to add value and to create a sustain- be serviced from the operation.
able hotel project ultimately starts from the first
brush on paper and opportunities for this are all the Hotels are particularly sensitive to market changes,
way through to the final touch of paint on the fin- economic downturns and to alterations in supply and
ished product. Hotels are typically more complex demand — for example when competitive hotels
to develop compared with other asset classes, as open up next to your own hotel this can severely
their design is tailored to the brand operating the impact performance. It is better to have all advice
business. and information prior to decisions being taken on
concept, design, architecture style, number of
The design of these can also have an impact on the rooms, size of facilities, star classification and so
overall profitability of the hotel operation, as design on — to avoid the need to either redo all the afore-
deficiencies affect the operation of a hotel and ulti- mentioned or to face the possibility of building a
mately have a negative impact on the bottom line hotel which no operator wants to manage or which
— and hence asset value. will not be commercially viable

At the start of the development, prior to building and STAGES IN THE DESIGN PROCESS
design stage, the most important question to answer
is “is the project viable?” Demand and supply factors The following section will briefly review each stage
for the hotel project need to be identified in order to of the design process, as well as some of the activ-
understand the dynamics of the future operation — ities associated with each event.
to basically understand who will be the target audi-
ence for the hotel and build for that. A developer
needs to have an understanding of the estimated
cash-flow income of the future operation from the

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OFFERING MEMORANDUM

The ability to add
value and to create
a sustainable hotel
project ultimately
starts from the first
brush on paper
and opportunities
for this are all the
way through to
the final touch of
paint.

MASTER PLANNING CONCEPT DESIGN DESIGN DEVELOPMENT

This is the first step in the process, where This is often the first time that the effort At the end of this stage, the general floor
you establish what your project should includes any form of graphic communi- plan is typically locked in and the detail
consist of, and if it should exist at all. The cation. The conceptual design is the first within each space must be defined and
main objectives of this phase are justifi- attempt to translate the written program developed. Whereas a bar’s locations
cation of the project and exploration of into graphic form. It will typically consist and dimensions might have been iden-
potential design solutions. of Bubble Diagrams, which identify the tified in the Schematic Phase, it is in
anticipated location and size of each Design Development where the individ-
PROGRAMMING area in the program. It may also consist ual pieces of equipment are selected and
of renderings that highlight the exterior, incorporated into the design. At the end
Once you have determined that the entry, or other key design elements of of this phase, it should be expected that
project is at least worth exploring, a the project. all walls, furniture, fixtures, and equip-
narrative should be developed that will ment will have been included on the
describe the scope of the project as well SCHEMATIC DESIGN drawings and clearly identified. While it is
as its various “components,” such as the not necessary to know the manufacturer
individual areas within a single facility, or This phase in the design process builds of an individual piece of equipment in our
facilities that comprise a greater complex. on the Concept phase through the devel- bar, it is important to know what equip-
This narrative will often include required opment of Block/Schematic Drawings, ment is required, as well as the required
adjacencies (areas that must be located geared to identify elements such as dimensions and configuration.
one another), desired sizing, and any walls, counters, and key pieces of furni-
special requirements or considerations. ture or equipment. These drawings focus ut also delivers on our promise to reveal
The program communicates the owner’s on defining the footprint of the space, but a new perspective on the location to our
desires and requirements to the design do not contain a great deal of detail within
team in written form. these “blocks.” guests.▣

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HOTEL DEVELOMENT

CONSTRUCTION DOCUMENTS construction team to gather pricing from General
Contractors and their sub-contractors.
Also called Working Drawings, this stage consists
primarily of the mechanical, electrical, and plumb- CHEAPER TO CHANGE PAPER
ing (MEP) coordination required to make the build-
ing function. The “systems” within a building are At the end of the Specifications phase, the design
very similar to those which exist in the body when documents will have been completed and the bidding
you think about it – Structural (skeleton), Mechanical and construction phases will begin. As you read
(breathing), Electrical (basis of cell communication through the phases of the design process, and the
and activity), plumbing (well, you should be able to activities contained within each, it becomes appar-
figure that one out yourself), etc. This phase requires ent that there is a sequence of events that must be
a significant amount of coordination between a large followed. Can you imagine trying to develop written
numbers of disciplines. It is an extremely important specifications in the design development phase –
aspect of the design process, as a mistake in this before most of the engineering of the space has
stage can be very costly. been finalized? Only if the entire development
team (including the owner) is aware of the required
SPECIFICATIONS sequence can the design process be effective and
efficient. I often encourage clients to hold off on
Once the Construction Documents are completed, proceeding to the next phase if they are not 100%
written specifications are developed to convey all sure of the current direction. Going backwards is
of the information to the construction team. These difficult, as it requires both undoing and re-doing the
specifications include details on the manufacturer, work that has been accomplished. Not only does
model number, and any required options for every- this require a substantial amount of time, but it also
thing from the door hardware to the paint, and increases the risk of costly mistakes in the develop-
the flooring materials to the foodservice equip- ment of the drawings.
ment. These specifications are then used by the

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OFFERING MEMORANDUM

Throughout the
design’s evolution,
the development
team must check
back with the pre-
vious phases to
ensure that the
design solution is
consistent with the
original objective.

Throughout the design’s evolution, the take into consideration when planning One soft cost that has become much
development team must check back with and budgeting for a project – hard costs more prevalent in recent years is LEED
the previous phases to ensure that the and soft costs. Certification for commercial real estate
design solution is consistent with the orig- projects, as more municipalities offer
inal objective. In other words, at the end Hard costs, often referred to as “brick- incentives for green buildings and devel-
of Design Development, and before the and-mortar costs”, involve the actual opers acknowledge the long-term savings
initiation of Construction Documents, the physical construction of a development. from owning sustainable assets. LEED
team should review and compare their These could include grading, excavation certification can affect hard costs, as well,
current effort to the end result of the pre- of a site, the materials used, landscap- and is usually budgeted at an additional
vious phases … just to make sure that ing, and carpentry. two percent of hard construction costs
they are content with the current direc- and $150,000 in soft costs depending on
tion. If all is well, then keep chugging SOFT COSTS the scale of the project.
along! If all is not well, however, then it is
time to stop, review, and address the ele- Soft costs are less physically obvious Beyond hard and soft costs, must also
ments of the design that are not consis- and are fees that aren’t directly related consider site-work expenses before final-
tent with the overall objective. After all, it to labor and building materials. Typical izing a development’s plans. These could
is much cheaper to revise the design than soft costs include architecture and engi- include land acquisition, potential demo-
to make revisions in the field, in the midst neering fees. Permits and taxes also fall lition of existing buildings, environmental
of construction. Stated another way, it is into this category. remediation, utility and road extensions.
much easier to change paper than it is to
change concrete and steel. Soft costs can also be expenses that con- As an investor, it’s important to have an
tinue even after a project is completed, understanding of anticipated costs and
HARD COSTS such as building maintenance, insurance, the assumptions they are based on before
security, maintenance and other ongoing making an investment. Expense break-
There are generally two kinds of construc- fees needed for an asset’s upkeep. downs are included in a project’s pro
tion expenses that real estate developers
forma.▣

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FUNCTION ROOMS HEN YOU ARE
planning events
FUNCTION in Atlanta, Le

W Méridien Atlanta
Peachtree will offer
a unique alternative to the typical con-
ference room. Whether you are analyz-
ing your budget, motivating your sellers
for a product launch or brainstorming the
concept behind your next big thing, our
meeting rooms and packages are flexible
to match your every need.

Le Méridien events immerse the creative
guest in a variety of chic and cultured
experiences. They transform perspec-
tives by encouraging guests to explore
and discover, further pushing their hori-
zons and visionary outlooks.

Le Méridien understands meetings—
from large conventions to small meetings,
we can add value to benefit the planner
and the customer. By providing versa-
tile meeting spaces, sensational meals
and impeccable service catering to your
needs, our dedicated sales team will offer
the very best in meetings, no matter the
size. At Le Méridien, we offer events and
meetings tailored to your needs.

Our stylish ballrooms, breakouts and
boardrooms will be the perfect settings for
hosting executive presentations, national
conferences, annual banquets or corpo-
rate retreats. Creative gourmet menus
full of tantalizing flavors and served in
beautiful presentations.

ROOMS

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FUNCTION ROOMS
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OFFERING MEMORANDUM
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FUNCTION ROOMS

MEETING ROOM

A versatile, cosmopolitan option convertible
into one big space or three more intimate ar-
eas depending on how many guests are on the
wedding party list. With its swinging London
style, London Room also makes a great post-
ceremony party space.
Peachtree Room smoothly lends itself to a range of
matrimonial styles, from the decorously classic
to something more contemporary.

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OFFERING MEMORANDUM

GRAND HALL

Positioned above the sweeping dual staircase
and the magnificent lobby, the classic Grand
Hall provides an imposing statement of el-
egance and style.
An exquisite, spacious ballroom with Venetian-
inspired crystal chandelier and 22 feet high
windows bathing the room in natural light, it
forms a captivating backdrop for an unforget-
table celebration of romance. (Illustration wed-
ding setup).

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FUNCTION ROOMS

CRYATAL
The magnificent Peachtree Crystal Hall, with its
compelling expanse and inspiring high ceilings,
is the dream venue for longer guest list wed-
ding parties. Cultured pre-function and adjacent
break-out rooms, along with refreshing outdoor
terrace, offer optimum versatility for curating
imaginative banquets for up to 800 guests or
custom cocktail parties for up to 1,500.

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OFFERING MEMORANDUM

THE GALLERY
The Gallery I & II perfect for private board
meetings, brainstorming sessions and intimate
dinners - making the most of their innovative
technologies and sleek contemporary décor.

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FUNCTION ROOMS

BUCKHEAD PLACE

Dramatic modeling of the hotel’s pool bar on 4th
floor, provides a new mid-size function space
with ideal ambiance and proportions for hosting
special dinner parties, engagements and wed-
dings, meetings and business events.
Modern tropical classic design is true to the ho-
tel’s location on the site next door the the Fabo-
lous Fox Theatre’s Egyptian Ballroom. With its
styled area composed of a high vaulted roof,
dark brown windowpanes wall and wooden
floor. Relax in the sense of summer with out-
door pool nearby.

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OFFERING MEMORANDUM

MIDTOWN ATLANTA HALL

Midtown Atlanta Hall, the state-of-the-art space
is perfectly designed both for banquets and
wedding parties and to stimulate new ideas and
connections.
Located on the 29th floor, clear, pillarless high-
ceilinged main hall and stage area, along with
a large breakout and reception space, are filled
with natural light during day time and offer re-
freshing views of the city through floor-to-ceiling
windows.

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LE SUITES

LE
SUITES
“DISCOVERY CONSISTS NOT IN SEEKING NEW LANDSCAPES,
BUT IN SEEING WITH NEW EYES.” MARCEL PROUST

Source: Uptatie mod tin voluptat praesse quisit utpat nisci eraessequam dolenim do ex eu feugait

LNEXT PAGE E MÉRIDIEN HOTELS offer guests a A series of seven principles have been outlined to
contemporary guestroom experience, facilitate the design of guestrooms that are simul-
Le Méridien with elements common across the port- taneously unique in their design and recognizable
folio, yet also with a unique design real- as the Le Méridien Guestroom Experience through
ization and contextualisation at each recurring elements and experiences across the
Chicago - Oakbrook location. The guestroom design principles ensure portfolio.
Center,Illinois, usa a commonality of experience, while the property’s
Le Méridien Bed - The custom Le Méridien bed
design narrative and contextual nuances ensure was designed for the brand by Nick Dines. There
exists a palette range of cool, neutral colors from
each hotel’s unique design. The room is centered on which to choose the bed’s finish, but the custom plat-
form design is consistent across properties.
the Le Méridien bed, designed for the brand by Nick
Contrasting Bed Side Tables - The bedside tables
Dines. Simple and linear without decorative throw are contrasting but complementary, invoking the jux-
taposition that is central to the brand. The asymme-
pillows and with white linen, it is the calm anchor try also contrasts with the simplicity of the bed and
to create a non-static composition.
to the space. The contrasting yet complementary

sidetables and bedside lights juxtapose with this

central element to energise the space. The princi-

ples, design and nuances are aimed at appealing to

our Curious and Creative Minded guests.

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Contrasting Bed Side Lights - The
bedside lights are also contrasting but
complementary, reinforcing the juxta-
position central to the brand aesthetic
device. Here we advise differentiating the
lights both in terms of style and method
of installation to maximize the curated
contrast.

Contrasting Bed Side Lights - The
bedside lights are also contrasting but
complementary, reinforcing the juxta-
position central to the brand aesthetic
device. Here we advise differentiating the
lights both in terms of style and method
of installation to maximize the curated
contrast.

Lounge Chair - The chair or sofa, as
space allows, is an element that is used
to introduce a sculptural form. Detailing is
inspired by midcentury design vocabulary,
and within the fabric or the accent pillow
the accent color should be prevalent.

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LE SUITES

Desk - The desk in the guestroom is at
counter height, between 36” and 42”, and
not the standard desk height of 30”. The
elevated desk draws inspiration from the
higher surfaces, such as the architectural
drafting board, that creative individuals
utilize. This gesture allows the guest to
work as the creative individual works.

Desk Chair - The higher desk chair
addresses the desk height and design

of a creative work environment. This is

also an opportunity to add a sculptural

form to the composition.

Each guestroom provides a chic, contem-
porary living experience with details of
discovery, from the bedroom to the bath-
room, from a digitally printed wall cov-
ering that represents the local destina-
tion to an unexpected gallery label on the
window that treats the view as art, to a
book that adds cultured content to the
room.

Additionally, our unique guestroom expe-
rience features the exclusively designed
Le Méridien bed and the Discovery
Envelope – Le Méridien’s creative take
on the traditional in-room communication
– which contains information about dis-
tinctive experiences at each hotel, entic-
ing guests to return.

LE MERIDIEN ST YLING INSPIRATION & DIREC TION

Art is one of the brand’s Styling elements can range Styling literature entails a Coffee is the drink of the

passion points. It engages the from travel-inspired objects, to duality of approaches;the first is cafe culture. We see it welcoming
Creative Minds to interact or can creative installations of imple- about the book as subject, and our guest, fueling dialogue and
be used as a source of inspira- ments used when travelling. It the second is about the book as accompanying conversation. As
tion. Styling examples range from also encompasses items inspired object. Book as subject relates to a styling tool, the world of coffee
actual artworks (commissioned or by various means of mapping. books we select for their content extends beyond just the drink -
otherwise), to the display of art- Through their travels, our guests that relate to the brand’s passion beans, grinders, cups and acces-
ists’ tools or utensils, to the artistic see and experience new things. points around travel, art, culture sories are all elements that can be
installation of interesting objects. Likewise, these styling elements and cuisine. We also incorporate displayed and curated in various
A collection of artistic utensils should encourage them to ex- books that provide a new per- ways through out. Inspired by tra-
displayed in an unconventional plore as well as gain new per- spective and contextual or local ditional coffeehouses, food & bev-
way. spectives. insights. erage displays should resonate an
authentic cafe atmosphere.

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OFFERING MEMORANDUM
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PROJECTED INITIAL BUDGET $100,000
$15,000
ESTIMATED INITIAL INVESTMENT FOR LEMERIDIAN HOTEL $10,000,000
Application Fee $60,000,000
Market Study $75,000
Real Estate $10,000,000
Site Work and Building $3,600,000
Signage $550,000
FF&E OS&E and Laundry $650,000
Architectural and Design $195,000
General and Administrative $77,000
Technology Hardware & Software $36,000
Galaxy Lightspeed Reservation System $50,000
ISAC Enrollment Fee $26,000
Photagraphy and Video $1,000,000
Intial Training
OA Program $27,000
Additional Funds $15,000

ESTIMATED INITIAL INVESTMENT FOR BRAND SPA AT LEMERIDIAN HOTEL $7,500,000
Spa Application Fee
Market study $630,000
Carrying Charges $250,000
Site Work and Building $300,000
Sinage $20,000
FF&E OS&E and Laundry $10,000
Architectural and Design $20,000
General and Administrative $500,000
Technology Hardware & Software
Spa Software $95,646,000
Intial Training
Additional Funds

TOTAL

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SECTION NAME
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