22 Dec 25th-Dec 31st, 2025 phoenixnewtimes.com PHOENIX NEW TIMES | NEWS | FEATURE | FOOD & DRINK | ARTS & CULTURE | MUSIC | CONCERTS | CANNABIS | Questions? Feedback? Email me at [email protected] • Follow me on RATING (out of 5 McFly’s) IF JOHN DUTTON AND TONY STARK BUILT A FAMILY HAULER: THE 2025 SEQUOIA 1794 IS PURE YEE-HAW TECH FLEX 2025 SEQUOIA 1794 The 2025 Toyota Sequoia The 2025 Toyota Sequoia 1794 Edition looks like it was 1794 Edition looks like it was designed by a cowboy who designed by a cowboy who married into Silicon Valley married into Silicon Valley money and immediately bought money and immediately bought a ranch with Wi-Fi. At $85,630, a ranch with Wi-Fi. At $85,630, this thing isn’t a vehicle — it’s a this thing isn’t a vehicle — it’s a mobile patriarch. The i-FORCE mobile patriarch. The i-FORCE MAX hybrid twin-turbo V6 MAX hybrid twin-turbo V6 throws down 437 horsepower throws down 437 horsepower and 583 lb-ft like it’s auditioning and 583 lb-ft like it’s auditioning for Yellowstone: The Electric for Yellowstone: The Electric Spin-Off. You hit the gas, the Spin-Off. You hit the gas, the turbos whistle, and somewhere turbos whistle, and somewhere a bald eagle puts on a bolo tie. a bald eagle puts on a bolo tie. The interior? Full leather saloon The interior? Full leather saloon meets luxury tech lounge. You meets luxury tech lounge. You half expect Kevin Costner to half expect Kevin Costner to hand you the keys and say “don’t hand you the keys and say “don’t scratch my seats.” scratch my seats.” And here’s the miracle: this And here’s the miracle: this chonky land yacht actually sips chonky land yacht actually sips fuel like it’s on probation. 19 city fuel like it’s on probation. 19 city / 22 highway MPG in something / 22 highway MPG in something this large is basically witchcraft. this large is basically witchcraft. You feel all 6,000 pounds under You feel all 6,000 pounds under you, but the hybrid torque you, but the hybrid torque launches this beast like Toyota launches this beast like Toyota hid a trebuchet under the hood. hid a trebuchet under the hood. The ride is smooth, the cabin The ride is smooth, the cabin is quiet, and the whole truck is quiet, and the whole truck gives off the vibe of a spa day gives off the vibe of a spa day — if your spa day also included — if your spa day also included towing 9,000 pounds uphill while towing 9,000 pounds uphill while listening to Zach Bryan. listening to Zach Bryan. The Sequoia 1794 is The Sequoia 1794 is ridiculous in all the right ways. It’s ridiculous in all the right ways. It’s luxury-meets-livestock energy. luxury-meets-livestock energy. It’s a flex for people who want It’s a flex for people who want their family SUV to look like their family SUV to look like it owns a cattle empire and a it owns a cattle empire and a crypto portfolio. And honestly? crypto portfolio. And honestly? This whip is straight-up dope. This whip is straight-up dope. Toyota built something that can Toyota built something that can haul kids to school, tow a boat haul kids to school, tow a boat to the lake, and star in its own to the lake, and star in its own prestige drama without breaking prestige drama without breaking a sweat. If you want a ride that a sweat. If you want a ride that walks the line between ranch walks the line between ranch boss and tech mogul — this is boss and tech mogul — this is your huckleberry. your huckleberry. Comfort: Value: Fuel Economy: Looks: The Drive: Safety & Security: Overall: Sound System: Bells & Whistles: Ready Player One The Atari Hotel is finally coming to downtown Phoenix. BY BENJAMIN LEATHERMAN A new video game-inspired hotel coming to downtown Phoenix is inviting more players to get involved. The Atari Hotel, an 11-story gaming, hospitality and entertain- ment destination planned for Roosevelt Row, is set to begin construction in 2026. Inspired by the iconic video game brand, the $124 million project blends retro-futur- istic design with immersive gaming and live events. Plans include an esports arena, a concert venue, interactive gaming spaces, a sportsbook, bars, restaurants and retail. And now gamers and the general public can get involved. On Dec. 17, developers detailed a public investment offering tied to the project first announced in 2020. According to the developers, the invest- ment is intended to accelerate development of the Atari Hotel. What is the Atari Hotel? The Atari Hotel is a 118,000-square-foot project planned for the northwest corner of Roosevelt Street and Central Avenue in downtown Phoenix. According to Phoenix- based developer Intersection Development, it will feature a mix of high-tech rooms and VIP suites. True to its branding, the Atari Hotel leans heavily on nostalgia. The developer stated the hotel’s design is “rooted in the retro-futuristic aesthetics of the 1970s and 1980s.” Artist renderings show brightly lit and colorful spaces filled with imagery and artwork inspired by Atari’s early era. The hotel will also include 84,000 square feet of immersive entertainment and video gaming experiences, including augmented reality and virtual reality. A 2,000-person venue is planned for concerts, esports competitions and gaming events. Renderings and plans also call for bars, restaurants, retail and interactive experi- ences built around Atari’s retro-futuristic aesthetic. A sportsbook is also planned. When is the Atari Hotel opening in Phoenix? The Atari Hotel in Phoenix is targeting a mid-to-late 2028 opening after construction begins next year. The project was first announced in 2020 after the video game company entered a licensing agreement with Phoenix-based developer True North Studio and GSD Group. At the time, Atari Hotels were also announced for several other cities, including Las Vegas, Chicago, Denver, San Francisco, Seattle and Austin, Texas. Over the past five years, the players involved in the Phoenix project have changed as development moved forward. Intersection Development is now overseeing the Atari Hotel. In 2023, a 46,124-square-foot parcel at Central Avenue and Roosevelt Street, formerly home to KOY and other Phoenix radio stations, was purchased for the project. ‘The first immersive gaming hotel in the western hemisphere’ On Dec. 17, Atari Hotel’s developers announced a Regulation A Tier Two equity offering, a structure that allows everyday investors to buy into the real estate project. The offering is seeking between $35 million and $40 million to help fund construction of the Phoenix hotel. “Atari Hotels was born from the idea that hospitality could be as interactive as gaming itself,” stated Intersection Development’s Jordan Taylor. “Our Reg A fundraise and community ownership model reflects that vision, and gives gamers, pop culture fans, Phoenix locals, and investors a rare chance to help shape the first immersive gaming hotel in the western hemisphere.” Minimum investments start at $500, giving fans, gamers and locals a chance to own an actual stake in the property. According to developers, rewards for inves- tors range from inclusion in the hotel loyalty program and a personalized digital certifi- cate to access to VIP events and experiences. An artist’s rendering of the Atari Hotel Phoenix. (Intersection Development) ▼ Arts & Culture
