ATLANTA and GULF SHORES, Ala. (July 28, 2025) - Embassy Suites by Hilton Gulf Shores Beach Resort (“Embassy Suites Gulf Shores”), a full-service resort-style hotel located along Alabama's renowned white sand beaches, officially opened its doors today. Developed by Peachtree Group, Woodbine Development Corporation and DD Partners LLC, the eight-story, all-suite hotel brings a beachfront experience to Gulf Shores, featuring sweeping Gulf views, distinctive food and beverage options and resort-style amenities.
"We're thrilled to open this landmark project in the heart of Gulf Shores," said Greg Friedman, managing principal and CEO at Peachtree Group. "With its irreplaceable beachfront location, resort-style amenities and vibrant gathering spaces, Embassy Suites Gulf Shores Beach Resort is designed to be a centerpiece for visitors and the community alike."
For Friedman, the project carries personal meaning. “I spent a lot of summers and school breaks in Orange Beach and Gulf Shores as a child,” he said. “It’s special to come full circle and have a hand in creating a place where more people can enjoy this incredible destination and where locals can benefit from the new restaurants, amenities and gathering spaces.”
Located at 112 West Beach Blvd., the Embassy Suites Gulf Shores features 257 all-suite guest rooms, most of which offer direct Gulf views. Guests can enjoy a variety of dining, drinks and live entertainment throughout the resort.
Sound Wave, the signature open-air venue perched above the beach, offers daily live music, sweeping views and an energetic atmosphere. The space features a state-of-the-art sound system and an extensive menu of food and drinks. www.soundwavegs.com
The Cove Bar, a poolside retreat, serves refreshing cocktails, light bites and a relaxing escape from the resort’s busier areas.
Tide & Table blends coastal dining with Southern-inspired cuisine in a casual yet refined setting. The three-meal restaurant, situated just above street level, offers stunning water views and a grand indoor-outdoor bar with a laid-back, welcoming ambiance. www.tideandtablegs.com
The hotel also offers 13,620 square feet of enclosed meeting and pre-function space, anchored by a 7,800-square-foot ballroom, making it an ideal venue for conferences, weddings and special events. A three-story parking garage and more than 7,600 square feet of retail space, including a Starbucks, complete the property's offerings.
The hotel's opening comes as Gulf Shores continues to grow as a top tourism and events destination. Situated steps from popular attractions like the Hangout Music Festival, National Shrimp Festival and NCAA Beach Volleyball Championships, Embassy Suites Gulf Shores offers easy access to Gulf State Park, the Wharf at Orange Beach, championship golf courses and Foley's Sports Complex.
"Our vision was to create a hotel that adds to the energy and vibrancy of Gulf Shores, a place where visitors can relax, celebrate and experience everything the destination has to offer," Friedman said."We believe Embassy Suites Gulf Shores will quickly become a favorite for both leisure travelers and the meetings and events community."
Embassy Suites Gulf Shores will be managed by Peachtree Group's hospitality division, known for its expertise in hospitality operations across the U.S.
"We're honored to welcome guests to Embassy Suites Gulf Shores Beach Resort and grateful to be part of this welcoming community," said Adam Bailey, general manager of Embassy Suites Gulf Shores. "From thoughtful design and resort-style amenities to the beach front location, every detail of the hotel reflects the spirit of Gulf Shores. We're pleased to offer an experience unavailable anywhere else on Alabama's coast."
This opening further underscores Peachtree Group’s track record of developing distinctive hotels in high-demand markets.
A multi-year winner of Hilton’s Developer of the Year award, Peachtree Group has earned recognition for its consistent delivery of exceptional hotels and best-in-class guest experiences across its growing portfolio.
About Peachtree Group
Peachtree Group is a vertically integrated investment management firm specializing in identifying and capitalizing on opportunities in dislocated markets, anchored by commercial real estate. Today, the company manages billions in capital across acquisitions, development and lending, augmented by services designed to protect, support and grow its investments. For more information, visit www.peachtreegroup.com.
About Embassy Suites by Hilton
Embassy Suites by Hilton, one of Hilton's 18 market-leading brands, is dedicated to delivering what matters most to travelers. The full service, upscale brand offers both leisure and business travelers an approachable, best-in-class experience with two-room suites, free made-to-order breakfast, inviting open atriums, 24-hour fitness centers and a complimentary evening reception. Embassy Suites by Hilton offers nearly 260 open hotels with 42 properties in development. Experience a positive stay at Embassy Suites by Hilton by booking at embassysuites.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Embassy Suites by Hilton at stories.hilton.com/embassysuites, and follow the brand on Facebook, Twitter and Instagram.
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ATLANTA (Aug. 7, 2024) – Peachtree Group ("Peachtree") today announced that Vickie Callahan has been promoted to president of the firm's hospitality management division. In her new role, Callahan will oversee the company's portfolio of owned and third-party managed hotels, totaling 88 hotels across 27 brands and 11,173 rooms in 23 states and Washington, D.C.
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"Since joining us in 2020 as senior vice president of revenue generation, Vickie has been an invaluable member of our team," said Greg Friedman, managing principal and CEO of Peachtree Group. "Vickie has successfully guided us through the pandemic's challenges with her strategic insights and ability to optimize our hotel revenues. Vickie's leadership will continue to be crucial as we navigate the evolving travel and hospitality landscape and deliver exceptional value to our guests and stakeholders."
A 25-plus-year hospitality veteran, Callahan previously held vice-president of revenue management positions with Atrium Hospitality and JQH Hotels. At the latter, she was responsible for developing a multi-branded revenue management platform. Before that, she held various sales, marketing, and revenue management executive committee positions with Starwood Hotels and Resorts, managing all levels of hotels, from boutique all-suite properties and convention hotels to "five diamond" resorts.
Callahan serves on the Marriott Revenue Management Franchise Advisory Board and engages with multiple committees to enhance hotel sales and revenue management disciplines.
"I am excited to lead the thousands of dedicated hospitality team members across Peachtree's coast-to-coast hotel operations and deeply appreciate the confidence placed in me. I am committed to driving growth and maintaining operational excellence to contribute to the organization's overall success," Callahan said.
About Peachtree Group
Peachtree Group is a vertically integrated investment management firm specializing in identifying and capitalizing on opportunities in dislocated markets, anchored by commercial real estate. Today, the company manages billions in capital across acquisitions, development and lending, augmented by services designed to protect, support and grow its investments. For more information, visit www.peachtreegroup.com.
ATLANTA (Jan. 30, 2024) – Peachtree Group's hospitality management group has been selected to operate the Merrill Hotel, Muscatine, a Tribute Portfolio Hotel in downtown Muscatine, Iowa. The AAA Four-Diamond property comprises 122 guest rooms, a full-service restaurant, nearly 13,000 square feet of flexible meeting and event space, an outdoor terrace overlooking the Mississippi River, a heated indoor saltwater pool, and a fitness center.
Built along the banks of the Mississippi River, the hotel opened in March 2018, offering some of the most luxurious amenities and accommodations in Iowa. The Merrill Hotel's prime location provides convenient access to the city's local restaurants and shops and benefits from the proximity to the Quad Cities - Davenport and Bettendorf in Iowa and Rock Island and Moline/East Moline in Illinois.
"We're truly delighted to have been chosen by Jim and Rebecca Howe to be the hotel's management operator," said Patrick Short, president hospitality management, Peachtree Group. "The Howe family embodies a steadfast dedication to unparalleled hospitality experiences. We will carry on their commitment to excellence by delivering exceptional guest experiences, enhancing and elevating the hotel's reputation while generating results commensurate with this exceptional hotel's status."
Peachtree Group's hospitality management operates premium-branded, limited-, select- and compact full-service hotels primarily in the upper-midscale and upscale segments. Today, the company manages 91 hotels across 27 brands with 11,180 rooms in 23 states. The Merrill Hotel, increased Peachtree Group's third-party operations to 28 hotels.
"Embracing an experienced management firm like Peachtree Group signifies a collaborative effort ensuring operational excellence while fostering a partnership geared towards the growth of our hotel, which continues to serve as one of the city's economic foundations," Jim Howe said.
"We take our role as stewards of this incredible hotel seriously, committed to keeping it at the heart of the town's culture and economy. It's a responsibility we embrace with dedication and pride," said Caroline Royster, vice president of business development hospitality management, Peachtree Group.
Peachtree Group is an investment firm driving growth with a diverse portfolio of commercial real estate assets and other ventures. We’ve executed hundreds of investments since inception with a focus on real estate acquisition, development, and lending. Today, we manage billions in equity, augmented by services designed to protect, support, and grow our investments.
Peachtree Group ("Peachtree") announced the acquisition of the 180-room Hilton Garden Inn Denver Tech Center in Denver, Colo. Peachtree's hospitality management team will operate the property.
The seven-story hotel is ideally located in the heart of the Denver Tech Center, one of the Denver MSA's prominent employment hubs and the largest office submarket outside of the Central Business District, with 8.8 million sq. ft. of Class-A space. The area is situated near the intersection of Interstate 25 and Interstate 225, providing direct access to the Denver CBD and Denver International Airport.
The hotel further benefits from its proximity to the under-development Bellview Station, a 50+ acre, transit-oriented, mixed-use development. Upon completion, Bellview Station will comprise 2.2 million sq. ft. of Class-A office, 300,000 sq. ft. of retail; 1,800 high-end residential units and 5.0+ acres of green space. Prominent area employers include Comcast, Oracle, Microsoft, Zoom, Charles Schwab, Fidelity Investments, Newmont Mining and Western Union. The Bellview RTD light rail station provides direct commuter access to Union Station and Denver International Airport.
"We are excited to acquire this premium-branded hotel in a growing submarket with a variety of diverse and stable demand generators," said Michael Bernath, Peachtree's senior vice president, acquisitions. "The Denver economy is well diversified, with the city gaining recognition as a burgeoning tech hub. We believe the expansion of the R-Line, increased connectivity of the area and the completion of the transformative Bellview Station development will continue to make the Denver Tech Center an attractive destination for consumers and corporations alike."
The hotel was last renovated in 2014. Peachtree will make substantial investments in the property, with comprehensive upgrades and enhancements to the entirety of the property, including the exterior, lobby area, bar and lounge, meeting rooms, guestrooms, guest baths, corridors, elevators and stairwells.
"Upon renovation, the hotel will be the newest renovated property in the area and will be positioned to command a significant premium in daily rates," Bernath said.
The Hilton Garden Inn Denver Tech Center marks Peachtree's second hotel in Denver, following its ownership of the Element Denver Park Meadows in Lone Tree.
The financial terms of the transactions were not disclosed.
Peachtree Group is an investment firm driving growth with a diverse portfolio of commercial real estate assets and other ventures. We’ve executed hundreds of investments since inception with a focus on real estate acquisition, development, and lending. Today, we manage billions in equity, augmented by services designed to protect, support, and grow our investments.