The former Southern Baptist Convention headquarters and surrounding 40.4 acres across from the Gas South Arena are undergoing a major transformation, thanks to the new owners, Gwinnett-based JMS Family Companies led by CEO J.R. Patel, who is also a Chairman’s Club member. This iconic office building is being converted into a luxurious, full-service hotel called Maison, which is French for house. The surrounding land is becoming a live-work-play, mixed-use development called Montage, which means assemblage in French, that will cater to tourists, business travelers, and residents.
Retrofitting an Iconic Building
Patel’s company was not the first to eye this property. In fact, three previous contracts had fallen through primarily due to plans to demolish the iconic building, an idea that did not find favor with zoning officials. But JMS proposed a more sustainable approach designed to maximize the value of the land and enrich the local community. “Demolishing the building would have created huge waste and is environmentally unfriendly as we seek to reduce our carbon footprint,” says Patel. “This is such a grand building with solid construction. We knew it could become an amazing hotel.”
JMS has a long, successful track record of retrofitting office space and building high-end hospitality venues across the nation. But this project is special to them. They live only a half mile from Maison and view this as their legacy project.
The six-story, 179,000-square-foot building is becoming a boutique hotel under Hyatt’s upscale Joie de Vivre brand with 136 suites, including 16 mega suites of 625 square feet or more. Plans also include a high-end rooftop restaurant and bar, casual lobby restaurant, lobby bar with connected speakeasy cigar and whiskey bar, luxurious Turkish hammam spa, fitness center, indoor swimming pool, outdoor lagoon pool and nightclub. Ample event and meeting space includes an amphitheater for 300+ guests and 9,000 square feet of flexible event space that can accommodate up to 800 people for business meetings, weddings, and other celebrations.
“We have a passion for creating exceptional hospitality experiences that redefine luxury, sustainability and innovation,” says Patel. “We want to provide Gwinnett visitors and residents this local option so they don’t have to travel all the way to Buckhead, Midtown or Avalon for that upscale experience. The goal is to keep dollars circulating in Gwinnett County by having an iconic destination that will captivate the senses and create lasting memories.”
The hotel will feature a modern Southern theme to celebrate the “joy of life,” expressed with timeless, unique features in each room. For example, antimicrobial Turkish marble will adorn the walls of the bathrooms, and each room will feature unique fabrics, creating a different experience for guests each time they visit.
“We are also installing solar panels on the roof to enable more green utilities and leveraging smart technologies that drive energy efficiency,” says Patel. For example, Maison will feature high-tech lighting, air conditioning and heating units that keep guest rooms comfortable when occupied and automatically turn off when unoccupied. “Guests will be able to check in digitally. When they do so, or when our system detects their arrival through GEO fencing, our automated systems will prepare the environment in their room,” Patel adds.
Completing a Live-Work-Play, Mixed-Use Development
Adjacent to the hotel, plans call for a mixed-use development featuring 85 luxury townhomes, adult and multifamily living areas, upscale retail shops, a medical office building and entertainment space on the flood plains. Entertainment plans include pickleball, sand volleyball and a food truck area where up-and-coming local chefs can build their fan base before transitioning to a permanent physical space. Patel says, “The food truck park will fill a void of food and beverage in the local market while simultaneously serving a socioeconomic purpose.”
JMS is in current discussions with interested developers for the property surrounding the hotel, and this project is registered as a targeted EB-5 visa investment project due to the unemployment level in the surrounding area. Through the EB-5 program, qualified foreign investors who commit $800,000 or more to this new commercial project can qualify for a green card in only two years.
Staggered Opening
Event space at Maison is currently available for booking, and the remainder of the hotel is scheduled to open in time for the 2026 World Cup games. Patel aims to open the mixed-use development over a five-year period.