Four New Concepts Planned Near Former Hooters Site in Downtown Atlanta

ATLANTA, GA— A new project is nearing completion in Downtown Atlanta.

207 Peachtree appears to be positioning itself to capitalize on the influx of World Cup traffic this summer with four new businesses, which will be interconnected with Red Phone Booth and Amalfi Cucina & Mercato in Downtown Atlanta, near the recently closed Hooters.

The former Regenstein department store at 207 Peachtree St, Atlanta, GA 30303 is being converted into an expansive, membership driven sports simulator bar, an “Americana Nashville barbecue honky tonk”, a rooftop bar and lounge, and a large ball room with AV equipment for events.

Who's Behind the Project?

CEO Stephen de Haan, who founded Red Phone Booth, Amalfi Cucina + Mercato and several other multi-unit hospitality brands, is leading the 207 Peachtree development.

The 40,000-square-foot historic building will be anchored by Peachtree Sporting Club, the sports and gaming bar, and American Dive, the Nashville inspired barbecue honky-tonk.

Peachtree Sporting Club is designed as a “reimagined” sports bar built around both watching and playing sports, de Haan told Business Debut. The 10,000-square-foot space is expected to seat about 250 guests, with seven large-format virtual sports simulator bays that can host groups of 10 to 20.

Menu highlights include barbecue nachos, fried lobster tail, smash burgers, the Peachtree burger, a Nashville hot chicken sandwich, a French dip called the Happy G, barbecue brisket tacos (using American Dive barbecue), Baja fish tacos, a peach bourbon ribeye, shrimp and grits, and an “Atlanta-style” Cajun pasta.

American Dive, DeHaan said, is a 4,500-square-foot concept with a little over 200-person capacity. The space is themed with a ceiling covered in “roadkill” license plates, and it will host live music performances nightly from 9 p.m. to close.

The menu centers on barbecue, including smoked pork shoulder, brisket, baby back ribs and beer can chicken, plus items such as “trash can nachos," smoked wings, barbecue sliders, brown sugar baked beans, cornbread skillets and collards.

Aire will be the upcoming rooftop lounge, planning to offer table side service and views of the city.

Grand Ballroom is anticipated to be a 7,500-square-foot, fully equipped event space.

Opening Timeline

Rolling out in phases, de Haan told Business Debut that American Dive and Peachtree Sporting Club will open in February, and the rooftop lounge and the ballroom will open sometime this spring. Red Phone Booth and Amalfi Cucina + Mercato are already open and operating.

Peachtree Sporting Club and American Dive are expected to operate seven days a week, opening around 11:30 a.m., DeHaan told Business Debut.

Peachtree Sporting Club is expected to run to about midnight, with extended hours during World Cup, while American Dive is expected to operate until about 1 a.m., with live music until midnight.

Check out the project on its website.

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