Crescent Real Estate LLC has sold The Hotel at Avalon, the 330-room hotel inside Avalon in Alpharetta, Georgia. The firm announced the sale in a release datelined Fort Worth on 17 September 2026. The release names no buyer and no price.
The asset
The hotel opened in 2018 and is the only hotel inside Avalon. Avalon is a mixed-use development with retail, dining, office, residential and entertainment space.
The release records HEI Hotels & Resorts as the property's operator through Crescent's holding period and Eastdil Secured as the adviser on the disposition.
The basis
Crescent bought the hotel in September 2020. The release describes that period as one of unprecedented uncertainty across the hospitality industry. It says Crescent acquired a premier hotel at an attractive basis while other investors stayed focused on the near-term disruption of the COVID-19 pandemic.
"In the fall of 2020, very few investors were willing to lean into hospitality," said Christopher Goff, Senior Managing Director and Head of Capital Formation at Crescent Real Estate. "We believed The Hotel at Avalon was a truly irreplaceable asset located within one of the country's premier mixed-use communities, and we were able to acquire it at a basis that reflected a moment of extraordinary market uncertainty."
Goff credited conviction, disciplined underwriting and execution by the team and its partners with the outcome, and said it validated the original investment conviction.
The exit
The release says the property's quality, market-leading performance and position inside Avalon drew significant investor interest, and calls the result one of the most notable hotel transactions in the Atlanta market in recent years.
"The Hotel at Avalon has consistently distinguished itself as one of the premier hotels in the Southeast," said Troy Furbay, Managing Director and Head of Hospitality at Crescent Real Estate.
The release thanks HEI Hotels & Resorts for its stewardship of the property and Eastdil Secured for its guidance through the disposition, and wishes the new ownership team continued success.
Price and buyer
The release states neither the price nor the buyer. Trade reports carry both. CoStar's deal headline puts the sale at $220 million under the name The Hotel at Avalon, Autograph Collection, and Connect CRE reports the buyers as Endeavor Real Estate Group and Cox.
Against 330 rooms, a $220 million price is $666,667 a key. That per-key figure is arithmetic on the reported total and the room count in the release.