Gulf Shores, Ala. – (OBA) – In the past few years there have been many discussions about building a new hotel near the intersection of Hwy 59 and Beach Boulevard. The conversation has stopped and a new full-service hotel in under construction on West Beach Blvd, just across from the street from the Gulf Shores public beach.

Now underway, Embassy Suites Gulf Shores is a joint venture among the three firms. DD Partners and Woodbine are leading development and asset management efforts, and Peachtree will manage operations for the resort upon completion in summer 2025. The architect of record for the project is PFVS, and the contractor is Robins & Morton.

The eight-story property will have 257 all-suite beachfront guestrooms; a lobby bar and restaurant; a rooftop amenity terrace inclusive of a bar and grille, pool deck and an outdoor entertainment venue; and 13,620 square feet of enclosed meeting and pre-function space, including a 7,800-square-foot ballroom. The resort will also have a three-story parking garage and 7,618 square feet of leasable retail space that will include a Starbucks.

“The Gulf Shores region has sustained solid momentum among leisure travelers thanks to its natural beauty and many attractions, and this destination’s amenities are designed to contribute to that momentum. Also, given the success of local meetings and events, we believe Embassy Suites Gulf Shores will be a sought-after destination for those who are traveling for business and special events,” said Ron Durham, co-founder of DD Partners, a joint venture he formed with Ron Day.

Durham and Day have backgrounds in commercial real estate development in the Florida/Alabama Gulf

Coast, and they joined forces with Woodbine and Peachtree to pursue the Embassy Suites Gulf Shores

opportunity. The team’s collective track record in hospitality and development – as well as DD Partners’ strong relationship with the City of Gulf Shores – resulted in the group closing on the project and beginning construction after many years of pursuit.

“We are excited to have Embassy Suites breaking ground here in Gulf Shores. This is the type of transformative project we envisioned for our beach area when we adopted Vision 2025,” said City of Gulf Shores Mayor Robert Craft. “Having a high-end, full-service hotel with significant conference space in the heart of our beach district will boost our shoulder seasons, support local businesses year-round, and be a catalyst for higher quality redevelopment in this area.”

Peachtree Group’s CEO and Managing Principal Greg Friedman said, “We are excited to advance this

development with our partners and bring the dominant Embassy Suites brand to the vibrant Gulf Shores

community. This resort aligns perfectly with the city's promising economic outlook, and as its operator, we

anticipate its unparalleled location and all-suite offerings will establish it as the standout performer in its competitive segment, providing an enticing value proposition for business travelers and vacationers in the region.”

While it boasts plenty of its own amenities, Embassy Suites Gulf Shores will offer guests a great deal of options within the area. The property is situated footsteps from the beach as well as the Hangout Music Festival, National Shrimp Festival, and NCAA Beach Volleyball Championships. It is also located adjacent to the city’s $15 million beachfront revitalization project, which was completed in 2018 as part of a master plan to enhance the area. Other nearby attractions include Gulf State Park, the Wharf at Orange Beach, Tanger Outlets, more than a dozen

championship golf courses and easy access to the sports complexes in Foley.

During the time of construction there have been some traffic changes to West 1st and West 2nd streets. These were mentioned in prior meetings of the Gulf Shores City Council and Planning Commission.