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Hyatt’s Hip Centric Brand Hitting Up Memphis, Nashville, Austin


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As Hyatt continues building out its millennial-focused Centric brand, it just announced plans to open new locations in three notably hip U.S. cities of Nashville, Austin and Memphis. Each location will be built in the downtown areas, expressly designed for “savvy explorers” looking to build out their Instagram profiles.

Now up to 26 locations in 11 countries, including Chile, France, India, Japan and Spain, Hyatt’s Centric brand is just one of several relatively new hotel flags growing like crazy as the global hotel industry rides a wave that one competing exec called the “golden age of travel.”

“We couldn’t be more pleased to see the Hyatt Centric brand grow and offer millennial-minded guests an opportunity to explore dynamic domestic destinations,” said Heather Geisler, vice president, global brands. “Within the walls of each new property, guests will find a social space to connect with others and a launch pad to go out and explore all that the community has to offer.”

The 227-room Hyatt Centric Beale Street in Memphis will be developed through a joint venture between affiliates of Hyatt and Carlisle Hotels, Inc. It will be developed within Carlisle’s One Beale Street mixed-use project, to be located at the intersection of Beale Street and Front Street, just one block east of the Mississippi River and Riverside Drive. With 227 guestrooms, Hyatt Centric Beale Street Memphis will include a rooftop lounge, offering views of the city’s skyline and Mississippi River, as well as a ground-floor lobby containing the hotel restaurant, bar and fitness center.

Just off the lobby, guests will also enjoy an open-air courtyard with an outdoor swimming pool and fire pit, plus more than 14,000 square feet of meeting and event space located on the other side of the courtyard within the historic Wm. C. Ellis & Sons Ironworks and Machine Shop. Hotel construction is slated to begin in the second quarter of 2019, with an anticipated opening date by the end of 2020.

Hyatt also announced a joint venture with C. B. Ragland of Nashville to develop Hyatt Centric downtown Nashville, a 252-room new build with a restaurant, bar, amenity deck with a rooftop pool, 4,500 square feet of meeting and event space and 4,000 square feet of leasable retail space. Expected to open in Q2 2021, the hotel will be managed by Hyatt. Hyatt Centric Downtown Nashville will be located within the entertainment district of Music City, one block from Ascend Amphitheater, three blocks south of the city’s famed lower Broadway and four blocks from Bridgestone Arena and Nissan Stadium.

The 233-room Hyatt Centric hotel in downtown Austin will be a new build, wholly owned by Hyatt. Centrally located on Congress Street, the hotel is expected to open in mid-2020 and will be near the State of Texas capitol building. A passionate team with local expertise will recommend to guests shareworthy experiences all along Congress Street, a must-stroll for visitors and locals alike.

These developments are in addition to recently announced Hyatt Centric hotels in Los Angeles’ Koreatown neighborhood, near Rittenhouse Square in Philadelphia and near downtown Portland, Ore. These developments will join newly open hotels in Midtown Atlanta; Bangalore, India; Goa, India; Lima, Peru; Brickell, Miami; and Santiago, Chile.

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Tom KaiserTom Kaiser is senior editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
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