As seen in Hospitality Net, Retreat Hotels & Resorts (“Retreat”) announced the execution of franchise agreements for a new dual-brand hotel with Marriott International at the Georgia National Fairgrounds & Agricenter (“GNFA”) in Perry, GA. The brands, a Fairfield Inn & Suites by Marriott and TownePlace Suites by Marriott, will cater to visitors of all types.
In July 2021, Retreat entered into a long-term ground lease with the Georgia Agricultural Exposition Authority (“GAEA”) for a site on the GNFA, adjacent to the Miller Murphy Howard Convention Center. The site abuts I-75 with significant daily traffic counts, while the GNFA attracts approximately one million visitors per year.
The first brand, Fairfield Inn & Suites by Marriott, has agricultural roots that befit this development. In 1951, John Willard and Alice Marriott purchased the Fairfield Farms in the Blue Ridge Mountains of Virginia. They used this farm as a gathering place for family, friends, and business associates. As a tribute to their farm, they created the Fairfield brand in 1987, with its first location being in Atlanta, GA. The brand is about providing a “simple, straightforward, and stress-free experience,” to mimic the simplicity and joy brought to the Marriotts at their beloved Fairfield Farm. With more than 1,000 Fairfield Inn & Suites by Marriott hotels worldwide, the hotel warmly welcomes guests with friendly service and comfortable spaces – offering them the flexibility to work, rest and maintain their balance while on the road.
The second brand, TownePlace Suites by Marriott, is designed to appeal to longer stay travelers who want to feel at home and stay productive. The design offers guests extraordinary value and features modern spacious suites with full kitchens, larger public spaces and a complimentary hot breakfast. The décor expresses today’s design trends with an emphasis on comfort and creating a sense of well-being. With nearly 500 TownePlace Suites by Marriott hotels in North America, the hotel is an important component of Marriott’s portfolio.
While there will be two hotel flags, there will be only one building with a shared lobby and shared amenities. Fairfield guestrooms will be featured on one side of the hotel, while TownePlace Suites rooms will be located on the other side.
“We’re proud to partner with Marriott again on another dual-brand project,” said JJ Singh, president of Retreat Hotels & Resorts. “Following on the success of our dual-brand Marriott project on Jekyll Island, we see opportunities for synergies as a developer, and a streamlined, enhanced experience for our guests. The Fairgrounds are a special place, and we’ve got the perfect brands to match.”
“The Georgia National Fairgrounds is a first-class venue for competitions, conventions, entertainment, exhibitions, meetings, trade shows, and related events, all in one facility,” said GNFA Executive Director Stephen Shimp. “Now we look forward to providing first-class accommodations, and welcoming these two powerful Marriott brands, under one roof.”
“We’re pleased to partner with Retreat Hotels and the GNFA for this wonderful dual-brand hotel,” said Chris DiBenedetto, Vice President of Lodging Development for Marriott International. “These two powerful brands make for a compelling dual-branded property and we’re excited about all the potential we see here in Perry, and at the Fairgrounds.”