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 (January 23, 2025) - The Hamilton Alpharetta, Curio Collection by Hilton, celebrates Dry January with a stylish twist by offering Kin Euphorics in every guest room. This special addition supports the growing number of people focusing on health and wellness, making it easier for guests to stay mindful while enjoying a touch of luxury.
Kin Euphorics, a leader in the non-alcoholic beverage space, uses natural ingredients like adaptogens (herbs that help the body manage stress), nootropics (compounds that enhance cognitive function) and botanicals (plant-derived ingredients with therapeutic properties) to create drinks that help people feel calm or energized.
“Our guests are looking for ways to keep their travel experiences in line with their personal health and wellness goals,” said Amber Edwards, general manager of The Hamilton Alpharetta. “By partnering with Kin Euphorics, we’re excited to provide unique amenities that fit their lifestyle, especially during Dry January and beyond. Whether guests want to relax, boost their creativity or just try something new, Kin Euphorics offers a modern and refreshing alternative.”
This move comes as wellness-focused travel continues to grow, with more people of all ages choosing healthier lifestyles. Over 20% of U.S. adults joined Dry January last year, and the trend continues to gain traction.
“The modern non-alcoholic beverage movement isn’t just about taking alcohol out of traditional cocktails—it’s about creating sophisticated, complex drinks that stand on their own, often with added health benefits,” said Jen Batchelor, CEO and founder of Kin Euphorics.
The Hamilton Alpharetta embraces this desire by offering unique non-alcoholic options that perfectly complement its luxurious atmosphere.
“This shift is driven by changing attitudes, especially among younger generations. Generation Z, set to make up 30% of the workforce by 2025, consumes 20% less alcohol than millennials. Obviously, there is a fundamental change happening, and one we are excited to meet as consumers are not looking for sugary substitutes or compromising choices but refined beverages," Batchelor added.
Located in downtown Alpharetta, The Hamilton, owned by Atlanta-based Peachtree Group, offers a boutique hotel experience with a touch of Southern charm. With Kin Euphorics now available in guest rooms, visitors can enjoy non-alcoholic drinks while relaxing in the hotel’s stylish setting, designed with their well-being in mind. Guests can also find Kin Euphorics at the hotel’s bar and lounge, where bartenders will craft drinks that can be energizing and refreshing.
Peachtree Group, owners and operators of more than 100 hotels across the U.S., is exploring explore the opportunity of featuring Kin Euphorics in its hotel bars. This innovative addition could offer guests a unique and elevated beverage experience, redefining what it means to unwind during their stay.
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 KIN EUPHORICS
Kin Euphorics, is a non-alcoholic, functional beverage, designed using ingredients that nourish the mind and body. Adaptogens to help you manage stress; nootropics to support brain cognition; and spirit-centering botanics to elevate taste. Carefully layering these energy-transforming ingredients help tune your mood and activate the power, energy, and peace that is already in you. In uplifting the world’s oldest social tradition, we honor the original intent of distilled spirits that were as much about improving health as they were about deepening relationships. Kin Euphorics is a plus, not a minus. An approach to living in abundance instead of scarcity. A choice that feels good — an opportunity to create communion over shared drinks and interests, without hurting your mind, body, or soul.
Peachtree GroupExpands Third-Party Hotel Management Business with New Partnership with Group10 Management
14 New HotelsAdded to Portfolio, Exceeding 100 Hotels Under Management
ATLANTA (Nov. 6, 2024) – Peachtree Group (“Peachtree”) has announced a long-term partnership with Southfield, Michigan-based Group 10 Management (“Group 10”), expanding its managed portfolio with 14 new hotels totaling 1,648 rooms. This milestone growth pushes Peachtree's total managed operations beyond 100 hotels and solidifies its position as a leading third-party hotel manager. The properties are primarily Marriott, Hilton and IHG-branded hotels and are predominantly located in themetro Detroit area.
“Our extensive experience in hotel operations allows us to partner with Group 10 to take third-party management to a whole new level,” said Vickie Callahan, President of Peachtree’s Hospitality Management Division. “A substantial portion of Peachtree Group’s portfoliois third-party managed, underscoring our commitment to driving strong financial results for our partners while providing exceptional guest experiences.”
Peachtree’s hospitality management division operates premium-branded, limited-, select- andcompact full-service hotels primarily within the upper-midscale and upscale segments. The division now manages 107 hotels across 27 brands totaling 13,485 rooms in 27 states, including Washington D.C. With the addition of the Group 10 properties, Peachtree’s third-party management portfolio expands to 31 hotels.
Through this partnership, Group 10 will benefit from Peachtree’s extensive expertise in compliance with brand standards, scalable operating efficiencies, skilled talent acquisition, digital and marketing initiatives, renovation expertise and other cost-saving measures across the portfolio.
“Peachtree’s expanded portfolio further emphasizes its dedication to delivering high-quality service and operational excellence for partners and guests across the U.S.,”Callahan added.
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.
亚特兰大（2024 年 9 月 3 日）—桃树集团（“Peachtree”）今天宣布将史蒂夫·麦肯齐晋升为该公司酒店管理部门的酒店运营执行副总裁。在扩大的职位中，Mackenzie将发挥核心作用，监督Peachtree的酒店投资组合财务业绩，同时确保遵守特许经营程序、法规和标准，同时发展公司文化和团队。
Peachtree酒店管理部门总裁Vickie Callahan表示：“在过去的六年中，史蒂夫在我们的酒店管理投资组合的非凡增长和业绩中发挥了重要作用。”在我们扩大投资组合的过程中，他的领导层将继续指导团队。”
Mackenzie拥有超过25年的酒店经验，最近担任希尔顿全球的区域总监，负责公司在佛罗里达州管理的物业的运营监督，包括使馆套房、希尔顿花园酒店、霍姆伍德和汉普顿。他曾担任过多个行业运营职务，包括哈里斯酒店集团的运营副总裁和格林帕克管理的区域总经理。他曾监督多家屡获殊荣的希尔顿酒店，赢得了年度全方位服务酒店、卓越圈、灯塔奖和康妮奖等荣誉。
麦肯齐说：“Peachtree对增长有强烈的兴趣，我迫不及待地想扩大自己的职位，继续建立品牌和产品组合。”
关于桃树集团
Peachtree Group是一家垂直整合的投资管理公司，专门发现和利用以商业房地产为支撑的混乱市场中的机会。如今，该公司通过收购、开发和贷款管理着数十亿美元的资本，并辅之以旨在保护、支持和增加其投资的服务。欲了解更多信息，请访问 www.peachtreegroup.com。
联系人：
查尔斯·塔尔伯特
678-823-7683
ctalbert@peachtreegroup.com