The CTR Reborn: Inside the Grand Opening and a $200 Million City Acquisition Rumor
Thirty Years of Atlanta Dreams Converge as the Former CNN Center Reinvents Itself for a New Generation
Atlanta, Georgia – The 14-story atrium of 190 Marietta Street has always been a mirror for Atlanta’s evolving identity. From its 1970s origins as the Omni International Complex—complete with an indoor hockey arena and Burt Reynolds’ legendary nightclub—to the nearly four decades it spent as the global, fortress-like headquarters of CNN, this landmark has stood as a core pillar of the downtown landscape.
When I first drove down I-85 from Asheville, North Carolina in the shimmering heat of July 1996, clutching a notebook and a headful of filmmaking ambition, this building became my anchor. In those days, I chased dreams of becoming the next great storyteller through the streets of Atlanta, but the CNN Center was my sanctuary. It was where I grabbed a quick bite, caught movies at the internal theater, and scribbled lines of dialogue in the food court while watching the world swirl by. Years later, it became a fixture for my own son, a place so familiar that security and news staff would ask where my “little brother” was if I ever walked in alone.
But the years weren’t always kind to this pocket of town. I watched as downtown lost some of its luster, foot traffic thinned, and the iconic complex began to feel more like a monument to yesterday’s news cycle than a thriving destination.
Now, the future is lighting up—bolder and brighter than ever. Rebranded as The CTR (stylized as “The Center”), the massive 1.2 million-square-foot complex has shed its corporate skin to become a true public living room. Following an exclusive media preview hosted by Mayor Andre Dickens and developers CP Group, the legendary facility has officially kicked off its grand opening, inviting a new generation of dreamers and wanderers to fall in love with downtown all over again.
The Grand Opening: From Newsroom to Urban Playground
Timed perfectly with the arrival of the global spotlight for the FIFA World Cup, The CTR’s public debut transforms the soaring atrium from a closed media environment into an immersive, experiential hub.
Where the historic red CNN letters once stood, a massive, modern “ATL” digital sculpture by artist Michael Porten now welcomes visitors, preserving the high-traffic corner as a premier photo destination. Step inside, and the transformation becomes even more striking. The original freestanding 196-foot escalator—once a portal to the long-gone World of Sid and Marty Krofft and decades of CNN studio tours—has been dismantled to open up the sprawling central plaza, allowing natural light to wash over dynamic new public spaces and vibrant local art installations.
The crown jewel of this initial phase is CTR Food Works, a 24,000-square-foot, 11-stall culinary marketplace curated by Robert Montwaid (the visionary behind Westside’s Chattahoochee Food Works). Moving far away from traditional, mall-style fast food, the chef-driven lineup features:
- Southern Belle Chicken Co.: A chicken-centric concept from Michelin-recommended Atlanta chef Joey Ward.
- Flora d’Italia & Dessert Box: Authentic house-made fresh pastas, artisanal daily pizzas, and a premium dessert studio led by chef Steven Ferdinand.
- Patty and Frank’s: An upscale burger and hot dog concept launched in collaboration with TV personality Chef Andrew Zimmern.
- The CTR Bar: A massive 2,800-square-foot central hub boasting 11 distinct bartending stations and seating for 60 patrons, officially standing as the single largest bar in the state of Georgia. Led by hospitality expert Tiffany Howell, the beverage program spotlights event-driven craft cocktails and premium zero-proof options.
To solidify its place as the heart of the city’s summer festivities, the atrium also houses the official FIFA merchandise flagship store and serves as the primary base of operations for over 3,000 World Cup volunteers. Furthermore, the Mayor’s Office of Cultural Affairs has launched the Atlanta Cultural Exchange (formerly ATL Culture House) within the space. From June 14 to July 14, this 80,000-square-foot cultural platform will feature immersive activations spanning film, fashion, music, and digital innovation, showcasing local creative excellence on a global stage.
The Massive Public Twist: A $200 Million City Acquisition?
Yet, while the immediate buzz centers on high-end dining and soccer fans, the most disruptive storyline is developing behind closed doors at City Hall.
The Atlanta Fulton County Recreation Authority (AFCRA) is actively weighing a landmark proposal to purchase The CTR for roughly $200 million.
According to initial memorandums, the deal structure represents a highly unique public-private partnership model. The city would utilize specialized bond funding to secure the acquisition, meaning the transaction would require no existing city or county tax revenues.
Under the tentative framework, the current owners, CP Group, would remain heavily invested in the property’s destiny. The firm would pitch in an additional $200 million to $300 million of private capital to fund comprehensive long-term structural renovations while staying on board as the active property operators. In exchange, the public recreation authority would receive a designated percentage of the building’s operational profits, turning a historic corporate footprint into a revenue-generating civic asset.
A Connective Artery for Downtown’s Resurgence
Currently, roughly 90% of the massive mid-rise complex remains unoccupied outside of the newly activated first-floor atrium. However, CP Group and city leaders are already looking far beyond the final whistle of the summer tournament to solve downtown’s modern real estate puzzle.
Long-term master plans call for retrofitting the hundreds of thousands of square feet of empty commercial office space and former hotel rooms lining the southeast and southwest towers. Rather than fighting dwindling office demand, developers plan to convert these units into creative production studios, boutique retail spaces, and a significant volume of affordable housing targeted directly at downtown’s growing hospitality and service-industry workforce.
The CTR no longer stands alone in this vision. It now serves as a critical connective artery linking to neighboring mega-developments. Just steps away, where rust and old rail lines once cut through the soil, Centennial Yards is rising as a 24/7 mini-city of apartments, hotels, and entertainment plazas. Coupled with the transformation of South Downtown and the upcoming revitalization of the Five Points transit station, the entire neighborhood is undergoing a profound cultural and structural alignment.
For thirty years, I have watched this city weather seasons of change, always waiting for the moment it would reinvent itself. Standing in the atrium of The CTR today, it’s clear that the wait is over. The place where so many stories began is finally becoming the heart of Atlanta’s own reimagining—bolder, brighter, and more connected than ever.
