Mark Galvin (Director of Marketing, Discover Dunwoody): Good to see all of you again. My name is Mark Galvin, I'm the director of marketing for Discover Dunwoody, and we're here with another interview. You may have seen one we did recently at the AC Hotel — we're back at the AC Hotel, except this time we're meeting with Adam Hill, the general manager. Adam, welcome!
Adam Hill (General Manager, AC Hotel Atlanta Perimeter): Thank you, Mark. I appreciate you all coming out.
Mark: Absolutely — I know you're a busy guy, so stealing a little bit of your time is always appreciated.
Adam: Something I don't take for granted, so we appreciate you.
Mark: The AC Hotel brand is a unique brand — to me, it was the first time I'd ever heard of it, and it was here in Dunwoody. What's the story with AC Hotels? How did this brand come about?
Adam: So AC actually stands for Antonio Catalan — it doesn't stand for Autograph Collection, which most guests assume. It started in Spain. Antonio's family was involved in hotels, and he had a different perspective on what a hotel should be. When you come into an AC Hotel, we're all very unique. There are 107 in North America, and it's probably one of the fastest-growing brands right now.
Mark: Wow, okay — so it's growing.
Adam: It's growing, just slowly. But over the past five years it's picked up tremendously. Let's be honest, since COVID, hotel development slowed down, which probably had an impact. The AC Hotel brand is under Marriott, but it's not a "Marriott-born" brand — we joined Marriott to get into their reservation system and get the reach, but it's not a brand originally owned by Marriott.
Mark: So Marriott actually owns it?
Adam: Yes. Marriott bought it in the early 2000s. Antonio is still involved at some capacity, but the brand comes from Spain — his thought process was offering guests a different experience.
Mark: Good — so when you walk into your hotel, you're going to have…
Adam: …a more luxurious feel. You'll see very distinctive pieces of artwork. There's actually one designer, her name is Ani, based in California, who designs all the ACs in North America. Our theme is very thought out — all the decorative pieces you see, we even have Tom Ford's lookbook down in the lobby. You're able to touch, feel, and have more of an interactive experience than you'd get in a typical hotel.
Mark: Got it, awesome. Coming into this building, it feels different than most hotels — thank you for sharing that. So, here we are at the beginning of 2023 — the Fed's doing its thing, and who knows where interest rates will be by the time you're watching this. How does 2023 look for you guys here at the AC?
Adam: I think 2023 is going to be a great year for us. We had a great first year — we did very well because Dunwoody is growing tremendously in the business sector. There are so many businesses opening up, whether it's a Fortune 500 or Fortune 1000 relocating here, or new smaller businesses. That's created a lot of midweek demand, at a time when hotels across the country still aren't seeing a huge influx of corporate travelers.
Mark: Right?
Adam: Absolutely — we're seeing that business/leisure traveler who wants to travel in more of a gray area, but also have a great, fun experience. With Dunwoody and all the changes we've made in the last several years, we're primed for that traveler. We have so many corporations based here — in some ways we're a suburb, just above Atlanta, and we're on the MARTA train, so you can come straight into Dunwoody, which makes it super convenient. But there are so many companies here still struggling to get people back into the office. We're seeing that everywhere in the country, but we're also seeing a lift.
Mark: So you feel 2023 is going to be a good year. What do you think about the overall economy? Are you hearing from business people that they're enthusiastic about 2023, or are they more cautious?
Adam: I think there's still a concern because of everything going on right now across the country — the inflation, banks not giving out big loans. I still feel it's probably a 50/50. A lot of businesses are optimistic, but there are still some very pessimistic business owners out there who think it's going to take a few more years to recover from the pandemic. Honestly, I think it's 50/50 right now.
Mark: Yeah, I'm hearing that too. Well, there you go — I love asking that question of general managers here in Dunwoody, because you guys have the pulse. You're talking to those local businesses because you want them to stay here.
Adam: Correct.
Mark: Let's talk to all the local business folks and let them know how great a property you guys have right here in the middle of Dunwoody. I'm really interested in the number one thing at your hotel — and that's Barbara — wait, I go over to that hotel, or come here — in fact, we're in Bar Peri here at the top of the hotel. I love seeing Robert. When you go to the hotel, go to Bar Peri and look for Robert — he'll tell you which bourbon you need to try. No joke — every time I come in, he gives me something new. I love that experience. You guys have great service — you've got people in place who help create that experience, something a little more unique. Honestly, I haven't been on a first-name basis with someone at a bar in 30 years, and I know Robert really well, because of his ability to connect with people.
Mark: How do you find good people to work here at the AC Hotel, when it's hard to find people?
Adam: Thank you — I truly appreciate that question. Since we opened in 2021 — time flies when you're in the middle of COVID — we've kept a 75% retention rate on our food and beverage team. I can't take all the credit for that; it comes from the leadership team we've had involved. Robert is a tremendously great person, and he understands what a lifestyle brand is. He educates our team — everyone goes through a thorough training process, so we don't put inexperienced associates out on the floor. We put them out there once they have plenty of knowledge and training, and they know how to create that signature moment with our guests. That's what it's all about with AC — creating signature, memorable moments that bring guests back. I attribute that to our training process and the wonderful leadership team I have in place.
Mark: Well, I love that. I'm not going to take any more of your time — thank you for letting me pick your brain a little bit. I'm sure all of us appreciate hearing what's going on with your hotel, and ergo, the entire economy. So thanks for that. Folks, if you're in the area, if you're looking to come to Atlanta and stay at the AC here in Dunwoody, if you're in the neighborhood, if you live here — come to Bar Peri. Just walk into the lobby, parking is super convenient, go straight to the top of the building, and you will not get better views of Dunwoody, and frankly downtown Atlanta, anywhere else in the area. So you've got to come see us. Adam, thanks for the time today, it was great to see you.
Adam: Appreciate it — always a pleasure. We'll see all of you very soon. Thank you!
