Atara: Transforming the Active Lifestyle

By Jessica Elgin, Realtor, Red Rock Real Broker

“We believe travel can be transformative. Magical, even. We offer our guests curated experiences that broaden the mind, relax the spirit, shift perspectives and empower authentic moments of connection.” –Marriott Bonvoy®

Southern Utah has thrived on its attractions for tourists, outdoor enthusiasts, and athletes but has fallen short in accommodating its six million annual visitors. The area has lacked upscale hotels for discerning travelers to rest and refresh after a day riding the countless mountain bike trails, participating in a sporting event, or canyoneering in one of our many state and national parks.

Atara, Autograph Collection® Resort and Residences located within the Desert Color community, is addressing this deficit. The seventeen-acre resort acts as a wellness retreat; a lively, community-oriented meeting center for the area’s athletes; an unparalleled venue for weddings and events; and an overall resort experience unlike anything else in southern Utah.

The Resort includes a 138-room Autograph Collection hotel and 136 for-sale, singlelevel villas ranging from 850 to 2600 square feet, with oversized balconies and indoor/outdoor fireplaces. The villas can be used as full-time or part-time residences or added to the resort rental program. Residences are fully-furnished and designed by nationally-acclaimed design firm FlickMars, with exteriors by awardwinning architects SB Architects.

Atara Desert Color’s attractions to travelers are in its location and amenities. It is located right off I-15 with easy access to state parks and sports venues. Additionally, Atara has anticipated every adverturer’s needs, including meals, equipment, and customized itineraries. Its unique amenities include a dedicated outdoor adventure concierge with an onsite outfitter, bicycle shop, and grab-andgo market, with prepared meals that cater to food and nutrition sensitivities.

Atara also offers a 10,000 square foot spa and fitness center with unique indoor-outdoor treatment rooms and a spa program that includes traditional wellness and beauty treatments plus athletic performance programs—perfect for guests preparing for a big ride or recovering from a long hike.

Luxury travel aficionados will enjoy Atara’s five unique dining options, including a signature restaurant with a beautiful show kitchen and live fire. Guests and residents can also enjoy the gorgeous pools found on the resort.

The beauty of this project lies in its players. Atara Desert Color is being developed by AMS Hospitality, a national company with over forty years of experience, and the hospitality arm of the Allen Morris Company, a sixty-five year-old commercial real estate development firm. Together, they have successfully completed over $4 billion worth of projects in the U.S. and have a long history with Marriott. Using the Autograph Collection brand for this venture, AMS has partnered with Marriott and with the internationally-established hotel and residences operator Benchmark Pyramid Global Hospitality. This collective partnership ensures each villa will be professionally marketed and managed with the best of the best.

Expected completion is the last quarter of 2025, with deposits being taken now.

See these spectacular offerings for yourself at https://www.ataradesertcolorresidences.com/?utm_source=stgeorgewellnessmag&utm_medium=magazine or schedule an appointment to visit the site at 435-414-1724.