Virgin Hotels will operate a 14-story hotel with 261 rooms under construction at Centennial Yards, the $5 billion downtown redevelopment project. The hotel is slated to open in 2027 and will serve as a cornerstone of the entertainment district alongside the Cosm immersive theater and a Live Nation music venue.
Launched in 2010 by Richard Branson's Virgin Group, the brand currently operates seven locations globally including New York, Las Vegas, London, and Nashville. This marks its Georgia debut.
Brian McGowan, head of Centennial Yards, stated: "Virgin Hotels brings a bold blend of energy, personality, and world-class hospitality."
The hotel will feature Chops Lobster Bar restaurant, a lobby bar, rooftop bar and lounge, pool deck, and event lawn. Hotel Phoenix, another CIM Group property, opened in January 2026, and a third hotel is planned at 88 Elliott Street.
Centennial Yards is transforming 50 acres of rail lines and parking lots into a mixed-use development near Mercedes-Benz Stadium and State Farm Arena, backed by a $1.9 billion taxpayer incentive package.
Source: The Atlanta Journal-Constitution
