The Hospitality Arm of The Allen Morris Company, Launches Sales of Atara, Autograph Collection Residences in St. George, Utah

28 July 2022

Berkshire Hathaway HomeServices Utah Properties Serves as Exclusive Listing Brokerage 

The residences will afford owners and guests alike a one-of-a-kind residential experience


AMS Hospitality, the hospitality arm of The Allen Morris Company, has launched luxury resort villa sales, Atara, Autograph Collection Residences in St. George, Utah. 

Berkshire Hathaway HomeServices (BHHS) Utah Properties serves as the exclusive listing brokerage for the resort’s development.  Locally owned and operated since 1976, BHHS Utah Properties has been a leading force in the growth of Utah’s real estate market, with $5.13 billion in sales in 2021.

The 14-acre Atara resort and residences will feature a blend of 138 hotel rooms and suites, along with 136 impeccable for-sale villas.  The stunning one-, two-, three- and four-bedroom villas will range in price from $800,000 to more than $2 million and feature oversized balconies, fireplaces, and mountain views. The highly anticipated groundbreaking is October 2023, with estimated completion in August 2025.

Located within Desert Color, southern Utah's premier 3,400-acre master-planned community, Atara mirrors the community’s vision of connectivity and sustainability, maximizing the area’s natural attributes. It is an oasis of a home that helps nurture a meaningful and well-rounded lifestyle. “Atara offers the perfect product for this new demographic who is comprised of people who like to do all the kinds of things we do here -- hiking, biking, cycling, climbing, Ironman World Champions to name a few – and now they can make Atara their basecamp while they partake in activities throughout St. George and Greater  Zion, and have access to all the luxury amenities and services when they come back to the resort, “ says Kevin Lewis, Director of Greater Zion Convention and Tourism.

The residential and resort community includes an open and elegant restaurant, with live-fire kitchen, indoor-outdoor dining, and a bar. The traditional American fare restaurant will offer distinctive seasonal specialties and source local ingredients as possible. A wellness-focused menu will also be offered to enhance the lives of residents and guests. Residents will have the option of in-residence dining from the restaurant to enjoy the luxury of having high-caliber cuisine in their own homes. Memorably-delicious options will also be served at the poolside café and bar.

The property features approximately 12,000 square feet of function space and over two acres of outdoor venue options for events such as weddings that will be complemented by the astounding backdrop of Utah’s natural beauty.

In keeping with Desert Color’s emphasis on the environment, Atara will feature a full-service spa incorporating the area’s scenic beauty and natural surroundings. This will be a place for guests to undergo transformative experiences. Treatment options will specifically focus on guests’ well-being and comfort. The spa will be one-of-a-kind in southern Utah, with unparalleled indoor and outdoor holistic wellness and sports performance treatments. The property is ideally located in St. George, which boasts Utah’s most temperate climate. There are endless opportunities for exploration nearby. There are 13 resort and championship golf courses in St. George, all of which are within 20 minutes of the property. Atara also provides easy access to five internationally famous national parks. It is only a short visit to The Grand Canyon, a 45-minute drive to Zion, and a 15-minute ride to Snow Mountain Canyon.

Atara goes above and beyond to fulfill the dreams and desires of the outdoor enthusiast. It will feature a market focused on grab-and-go supplies, a boutique outfitter, and a bicycle rental and repair shop. Atara will offer a unique concierge program for guests and residents, with services that include single-day to multi-week outdoor adventures within St. George and across southern Utah. The concierge program will work in tandem with the onsite outfitter to provide guests and residents with all their outdoor needs: guides, gear, bicycles, off-road vehicle rentals, and specialty packed meals for travel.

“At Atara, what is offered is a perfect balance of well-being and adventure,” says Spencer Morris, President of The Allen Morris Company. “Guests can experience a guide-led sunrise hike, indulge in a world-class dining experience, or reset in the wellness-focused spa. No doubt both owners and guests will be positively impacted and transformed by Atara.”

“We are thrilled to announce our representation of Atara, Autograph Collection Residences in St. George, Utah,” says Steve Roney, Chief Executive Officer & Owner of Berkshire Hathaway HomeServices Utah Properties. “We are committed to reaching our clients’ real estate goals and providing them with exceptional real estate opportunities.”

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