Memphis’ first upper-upscale hotel in twenty years is an example of planning for long-term investment potential. The 203-room, 170,000 square foot structure was intentionally positioned into the world-famous historic Beale Street Entertainment District adjacent to the FedEx Forum, the city’s NBA arena. Designers created an angled glass and metal tower for the 9-story hotel as a visual landmark, using brick, precast and stone to fit with surrounding historic buildings. The potential revenue draw from Beale Street drove other strategic design decisions. Placement of the hotel’s main food and beverage amenities toward the critical mass of entertainment venues entices pedestrian traffic and captures greater F&B revenues. A larger hotel lobby than typical of similar sized hotels holds significant crowds during entertainment events. Specially-designed 9th-floor guestrooms accommodate taller-than-average NBA athletes playing at the Forum. Combined with a valet-attended porte cochere to attract non-captive dining guests, a sleek, modern, organic interior décor elevates this hotel offering in a competitive downtown market and fulfills the needs of an upscale demographic to this highly energized urban entertainment district.