Building the Atari Hotel: Big challenges, bigger heart

Article originally posted on AZ Big Media on February 27, 2026

The first Atari Hotel may be rooted in nostalgia but bringing it to life in downtown Phoenix is anything but a retro simplicity. The team behind the project — seasoned developers, forward‑thinking architects, and brand strategists — has spent years grappling with a site that defies convention.

The oddly shaped, 46,000‑square‑foot parcel at Central and Roosevelt is a far cry from the rectangular many developers dream about.

“You can’t just build a box,” said Jordan Taylor, partner at Intersection Development, the Phoenix‑based firm leading the project. “Working on a site analysis with our architecture team was a pretty heavy lift.”

The land’s geometry isn’t the only hurdle. The parcel’s depth varies dramatically from one side to the other, complicating everything from traffic flow to emergency access. Parking — already a challenge in the Roosevelt Row neighborhood — required a creative solution. The team ultimately committed to underground parking to maximize efficiency and support both the hotel and the surrounding community.

“We thought it was really important, not just for the sake of the property itself, but for the neighborhood in general, to have a meaningful parking component,” Taylor said.

Yet the site’s complexity is also what’s inspiring the team’s most ambitious ideas. The $124 million project will feature a 2,200‑person multipurpose venue designed for esports, concerts and live broadcasts; a sports‑viewing hub with more than 200 screens; immersive digital tunnels; multiple levels of food, beverage and retail; and a 91‑room hotel tower whose room count nods to Atari’s founding year — 19 suites and 72 standard rooms. At the top sits a 3,500‑square‑foot penthouse suite with its own private pool, designed for creator residencies that blend gaming culture with live fan engagement.

For Taylor, a CPA‑turned‑developer and lifelong gamer, the project is more than a business venture. “This is the passion project of all the things I love, both personally and professionally, coming together,” he said. Intersection Development has spent nearly a decade shaping Roosevelt Row, delivering 15 hospitality and residential projects that helped define the neighborhood’s creative identity. The Atari Hotel, he said, is the capstone.

That deep local connection is also driving one of the project’s most meaningful initiatives: PixelHeart, a philanthropic partnership between Atari Hotels and Adapt, the Phoenix‑born gaming creator who recently won Streamer of the Year. PixelHeart will bring gaming and sports experiences to patients at Phoenix Children’s Hospital, including immersive events, meet‑and‑greets, giveaways and an Atari‑themed Airbnb home for families undergoing treatment.

For Taylor, the effort is personal. His daughter underwent open‑heart surgery at Phoenix Children’s when she was 2. “I understand what so many families go through when one of their loved ones is in the hospital,” he said. “PixelHeart is our way of giving this community moments of joy and connection when they need it most.”

The philanthropic push aligns with the hotel’s broader vision: a community‑forward destination that feels authentically Phoenix. Intersection Development has been quietly assembling a roster of local partners — from athletes to restaurateurs to content creators — who will help shape the property’s cultural footprint. “We’re really building the Avengers,” Taylor said with a laugh. “We’re good at certain things, but we’re not experts in everything. Bringing in people who have influenced Phoenix, or want to come back and influence it further, is what makes this project special.”

With $14 million already invested and a Regulation A offering now open to the public, Atari Hotels is inviting fans, gamers and locals to become true owners of the project. Construction is slated to begin in 2026, with a grand opening targeted for 2028.