Virgin Hotel to Anchor Atlanta's $5B Centennial Yards Revival

ATLANTA, GA – April 22, 2026 – A significant piece of Downtown Atlanta's future skyline and entertainment landscape has been locked into place. CIM Group, Centennial Yards Company, and The Drew Company have officially announced a partnership to bring the first-ever Virgin Hotel to Georgia. Scheduled for a 2027 debut, the luxury lifestyle hotel is poised to become a cornerstone of the ambitious $5 billion, 50-acre Centennial Yards redevelopment project.

The announcement confirms that Sir Richard Branson’s spirited hospitality brand will plant its flag in the heart of Atlanta, joining a global portfolio that includes vibrant locations like New York, London, and Las Vegas. The hotel is set to inject a new level of energy into a district rapidly taking shape next to Mercedes-Benz Stadium and State Farm Arena.

“Virgin Hotels brings a bold blend of energy, personality, and world‑class hospitality, and we’re proud to welcome their first Georgia location to Centennial Yards,” said Brian McGowan, President of Centennial Yards Company. The project aims to transform acres of underutilized land, historically known as “The Gulch,” into a cohesive and dynamic urban neighborhood.

A New Epicenter for Experiential Hospitality

The Virgin Hotel Atlanta is designed to be more than just a place to stay; it's envisioned as a destination in itself. The 261-room property will feature Virgin’s signature ‘Chambers’ concept, which divides guest rooms into two distinct functional spaces for sleep and relaxation versus work and socializing. The accommodations will include 21 Grand King Chambers, 21 One-Bedroom Suites, and the brand’s signature top-tier suites: a Penthouse and ‘Richard’s Flat,’ promising an unparalleled level of style.

Central to the Virgin brand is a focus on creating vibrant social hubs, and the Atlanta location will be no exception. The property plans to feature three distinct culinary and cocktail experiences intended to attract both travelers and locals:

• A versatile Ground-Floor Lobby Bar with an outdoor patio, serving everything from morning coffee to late-night drinks.
• A Signature Restaurant and Pool Bar with a private dining room and an expansive covered terrace overlooking the Entertainment District’s main plaza and a sprawling pool deck.
• A Rooftop Bar and Lounge designed for social gatherings and exclusive events, offering prime views of the neighboring sports and entertainment complexes.

“In Centennial Yards, we’ve found a partner that shares our vision for a vibrant, welcoming neighborhood,” said Joe Margison, CEO of Virgin Hotels. “With Virgin Hotels Atlanta, we want to bring our signature mix of heartfelt service, bold design and playful spirit to a property that feels rooted in Atlanta and perfectly matched to the energy of Centennial Yards.”

This hotel will anchor the Centennial Yards Entertainment District, a 470,000-square-foot hub set to feature a 5,300-seat Live Nation venue, an immersive Cosm theater, and the first downtown locations for Shake Shack and The Irish Exit, all expected to open between 2026 and 2027. Adding to the culinary allure, the renowned Atlanta steakhouse Chops Lobster Bar will open a new location on the ground floor of the Virgin Hotel.

The Engine of a Downtown Transformation

The Virgin Hotel is a major milestone for the broader Centennial Yards project, one of the largest and most ambitious urban renewal efforts in the United States. The development aims to create 12 to 15 new city blocks, effectively stitching together surrounding neighborhoods and building a new district from the ground up. Upon completion, Centennial Yards is expected to feature 8 million square feet of space, split evenly between commercial properties—including retail, office, and hotels—and new residential housing.

Momentum has been building steadily. Construction began in late 2022 on the first phase, which includes the 304-unit residential tower, The Mitchell, and the 292-key Hotel Phoenix, both slated for completion in 2025. Developers are pushing to have significant portions of the project, particularly the exteriors of the entertainment district and its central plaza, ready for the global spotlight of the 2026 FIFA World Cup, which Atlanta will co-host.

“There is something extraordinary about the destination we’re creating in Downtown Atlanta,” noted Shaul Kuba, Co-Founder and Principal of CIM Group. “Virgin Hotels brings a level of excellence that complements the experiences we’re building for travelers and the local community.”

A Partnership Forged in Local Experience

Crucial to bringing the high-profile hotel brand to Atlanta is the involvement of The Drew Company, a Boston-based firm with a proven track record in the city. This is their second major downtown development, following the successful completion of the Signia by Hilton Atlanta, which opened in January 2024.

The Signia, a 976-room convention center hotel, was Atlanta’s largest ground-up hotel project in four decades and earned The Drew Company the “Full Service U.S. Developer of the Year” award from Hilton. This experience in navigating complex, large-scale hospitality projects in Atlanta provided the team with unique insight and credibility.

“While we were completing the nearby Signia by Hilton Atlanta, we witnessed firsthand how transformational CIM Group’s plans for Centennial Yards would be and knew that we wanted to be a part of this once in a lifetime opportunity,” said John P. Drew, CEO of Drew Company. He added that Virgin Hotels is a “perfect fit” for the district, bringing a “unique, cheeky identity and energy to the area.”

Navigating Growth and Community Commitments

The Centennial Yards project, backed by up to $1.9 billion in public tax incentives approved in 2018, carries immense economic promise, including significant job creation and a projected boost in tourism. However, its development has not been without scrutiny, particularly concerning community benefits.

A key point of contention has been affordable housing. The original agreement with the city stipulated that 20% of all residential units would be designated as affordable. However, for the first residential tower, The Mitchell, CIM Group opted to pay an $8.5 million in-lieu fee rather than include the affordable units on-site. The move drew criticism from some city officials and housing advocates, who argued it was a missed opportunity to integrate affordable options from the project's outset and that the fee, based on older data, was insufficient.

In 2021, CIM Group finalized a $42 million community investment agreement as part of the deal, with funds allocated for affordable housing initiatives, economic development, and workforce training in the city. As the project continues to evolve, the balance between large-scale commercial development and direct community benefits remains a central part of the conversation surrounding Downtown's transformation.

Meanwhile, the Virgin Hotel itself is designed to foster a sense of community with its public-facing venues and wellness amenities, including a large pool deck with private cabanas and an adjacent event lawn. With approximately 2,900 square feet of flexible meeting space, it also aims to cater to the local business and creative communities, further embedding itself into the fabric of the new downtown Atlanta that Centennial Yards promises to create.