Crescent sells The Hotel at Avalon
Crescent Real Estate has sold The Hotel at Avalon, the 330-room property inside Avalon, the mixed-use development in Alpharetta, Georgia. The buyer is a joint venture of Endeavor Real Estate Group and Cox. Krugman Insights reported the price at $220 million on 25 September 2026, and the Atlanta Business Chronicle and REBusinessOnline carried the same figure.
The hotel opened in 2018 and serves as the hospitality anchor of Avalon, an 86-acre development with retail, dining, office, residential and entertainment space. It is the only hotel inside the development.
Crescent bought the hotel in September 2020
Crescent acquired the hotel in September 2020, in the first year of the COVID-19 pandemic. Christopher Goff, senior managing director and head of capital formation, said the company moved while other investors held back.
"In the fall of 2020, very few investors were willing to lean into hospitality," Goff said. "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. That combination of conviction, disciplined underwriting and strong execution by our team and partners produced a great outcome for our investors, fully validating our original investment conviction."
Troy Furbay, managing director and head of hospitality, set out the operating record behind the exit.
"The Hotel at Avalon has consistently distinguished itself as one of the premier hotels in the Southeast," Furbay said. "The strength of the property, the Avalon ecosystem, and the great work of Crescent's team alongside HEI Hotels & Resorts positioned the hotel for sustained success throughout our ownership and ultimately drove significant interest from the investment community."
The brand, the adviser and the operator
The property trades as The Hotel at Avalon, Autograph Collection. Eastdil Secured advised Crescent on the disposition. HEI Hotels & Resorts managed the hotel during Crescent's ownership.
Crescent's own announcement names the sale without a price and without the buyer. The $220 million figure and the Endeavor-Cox joint venture come from the trade coverage listed above.