A hospitality development firm is planning a luxury, amenity-rich hotel in the northern suburbs of Atlanta, chasing room rates most often found in Buckhead or Midtown.

The former Georgia Baptist Mission Board offices in Duluth, being converted into a luxury boutique hotel.

JMS Family Office purchased the former Georgia Baptist Mission Board headquarters, a six-story 138K SF office building on 40.4 acres, in January for $23.5M. The property sits near the intersection of Satellite Boulevard and Sugarloaf Parkway, across from the Gas South District Arena and Convention Center.

JMS is gutting the facility to transform it into a 136-suite upscale hotel branded by Joie de Vivre Hospitality, a boutique hotel chain run by Hyatt, JMS Managing Partner Jay Patel told Bisnow. Patel said he expects rooms at the redeveloped building to fetch upwards of $300 a night.

“We’re going to be the only boutique hotel in the market,” Patel said. “You have to go to Buckhead or Avalon to get that caliber of hotel.”

The average nightly rate for the state’s more than 200,000 hotel and motel rooms was $113/night, according to a Colliers Q4 study.

The JdV by Hyatt is expected to feature an 8,300 SF Turkish spa, a lobby bar, a rooftop restaurant and bar, and a 300-seat auditorium for hosting live music acts, business meetings and other programming, Patel said. The basement of the building used to be a recording studio, he said, which will be turned into a sports bar and entertainment venue while still incorporating a studio to cater to artists who perform at the Gas South Arena across the street.

Coupling room rates with the spa,…