New luxury, eco-friendly hotel coming to American Tin Cannery.

The American Tin Cannery in Pacific Grove has that ghosty feel shared by so many indoor malls across America—a rotating roster of tenants, lots of vacant spaces, and seldom enough people to make the place feel happening. (The ATC's notable exception: First Awakenings, the popular breakfast spot with killer Benedicts on the bottom floor.)

Today, Armanasco Public Relations announced a new use for the prime oceanfront real estate, which sits right by Monterey Bay Aquarium and across from Stanford University's Hopkins Marine Station.

Domaine Hospitality Partners plan to open a luxury LEED Platinum hotel, Project Bella, in the ATC, according to the press release.

"The mission of Domaine Hospitality’s Project Bella is to acknowledge and support the sustainability programs and initiatives of the Monterey Bay National Marine Sanctuary by providing unparalleled hospitality services to visitors to the Monterey Peninsula and to promote environmental awareness through carefully curated partnerships of business, academia and the public," the release stated. 

Organizers were holding details close to their chest today in anticipation of a press conference Wednesday morning. On the speaker list: Pacific Grove Mayor Bill Kampe, Monterey Bay Aquarium Executive Director Julie Packard, Foursome Development Co. Managing Partner Ted Balestreri and Domaine CEO Ronald Meer.

Rumors that Cannery Row Company, which owns the ATC, might sell it to a hotel developer were already circulating last year at this time. “I believe that’s the basis of the discussions," P.G. Mayor Kampe told the Weekly in August 2014. "Somebody’s interested in something.”

A few months later, P.G. Community Economic Development Director Mark Brodeur said developers had inquired about building setback rules. “We would want active coastal uses” for that property, he said. “The city would love to see something happen there.”

Asked last December about the prospect of selling the ATC to a hotel developer, Cannery Row Co.'s Diane Mandeville was coy: "Nothing for us to share."

After today's announcement, the mall's business tenants were left wondering what Project Bella will mean for their leases.

"It's so sad for me," China House owner Katie Wong says. "I've been here five years."