Embassy Suites opens across from Gulf Shores Public Beach

Embassy Suites opens across from Gulf Shores Public Beach

By Fran Thompson
It was a long time coming to fruition, but the game changing $140 million Embassy Suites by Hilton Gulf Shores Beach Resort is finally open at 112 West Beach Blvd. In fact, Starbucks, the first tennant of what will eventually be 7,600 square feet of retail space, is already doing a brisk business.
The eight story hotel, first approved by Gulf Shores City Council in 2018, features 257 all-suite guestrooms, many of which provide direct views of the Gulf of Mexico, a three-story parking garage, a full-service spa, a fitness center and three restaurants ranging from a pool bar to a casual open air bistro to the upscale Tide & Table.
But more importantly to the City of Gulf Shores when it sold the parcel to developers Woodbine Development, Peachtree Group and DD Partners, the hotel has 13,620 square feet of meeting space that includes a 7,800-square-foot ballroom that can give the city an anchor site in addition to The Lodge At Gulf State Park for conferences and special events.
The city closed the $6 million deal to sell the 2-acre vacant lot purchase in November of 2022 and will provide sales, advalorum and lodging tax incentives that will be capped at $6.5 million.
The city has already allocated $2 million for sidewalk and road improvements adjacent to the Embassy Suites, part of Gulf Shores’ Vision 2025 plan that emphasizes walkability and improvements near the public beach area.
The city first agreed to partner with the developers to build a convention friendly resort hotel across from its beautiful public beach in June of 2018.
“This is the type of transformative project we envisioned for the beach area when we adopted Vision 2025 and committed to a ‘make it happen’ mentality,” said Gulf Shores Mayor Robert Craft. “We set out to create a pedestrian- and bike friendly beachfront. We wanted to attract new development that would boost our shoulder seasons and stimulate local businesses. This project will be the catalyst to drive these initiatives to a new level.”
The closure of West First St. between West Beach Blvd. and West First Ave. for much of the construction process was a major problem for Desoto’s Restaurant, located directly north of it.
According to city records, West First Street will eventually be raised to the level of the entrance of the hotel.
The city first advertised for proposals for a hotel on the site beginning in 2015 and after extending the deadline to commence several times the project finally moving forward when construction started on June 1, 2023. The original opening date was Memorial Weekend of this year.
The tax incentive Gulf Shores offered to the developers to recoup money from the extra cost of including the meeting space in the original design include a tax rebate of 42 percent during the first three years of operation and 35 percent every year following until $6.5 million is reached, the basic cost of including the meeting space in the plan.
Changes from the original plan included lowering the building from 10 stories to eight and making the outside pool area originally planned for the roof from about 23,000 square feet down to 10,000 square feet. Scaling that back allowed for an increase in the total rooms.
“We’re thrilled to open this landmark project in the heart of Gulf Shores,” said Greg Friedman, managing principal and chief executive officer at Peachtree Group.
“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.”
Sound Wave, the open-air venue located above the beach, offers daily live music and panoramic views. The space includes a sound system and an extensive menu of food and drinks. The Cove Bar, a poolside retreat, serves cocktails and light bites. Tide & Table blends coastal dining with Southern-inspired cuisine. The three-meal restaurant, situated just above street level, offers water views and an indoor-outdoor bar.
Embassy Suites Gulf Shores will be managed by Peachtree Group’s hospitality division.
“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.”
“We’re pleased to offer an experience unavailable anywhere else on Alabama’s coast,” added hotel general manager Adam Bailey.
Pictured: View from Embassy Suites pool bar.