Unless there's some issue with the condition of the wall that will prevent the new coats adhering, you may not need primer.

The reason for a primer coat is to support the application and color of the NEW coats of paint - not to cover up the old color.

Ask the paint store if Accessible Beige will cover in two coats - I think it will but ask them to be sure. If it won't, they can recommend the right undercoat and tint it to support two coats of AB.

Thanks, Lori. I thought there was a chance that with red, it can end up bleeding through even 2 coats? I did talk to SW and when I told them I was painting over dark red, they said to use their Multi-Purpose Primer. I'd hate to have to do that though, it's a lot of sq. ft. to cover. I had a painter in for an estimate and he said he'd need to do primer as well. $1700 quote! Plus the cost of paint, which is why I'm going the DIY route.

Thanks, Lori. I thought there was a chance that with red, it can end up bleeding through even 2 coats?

The new color will either block out the old or it won't. There won't be any post paint bleeding thru kinda deal.

This is about hide. Not a substrate (wall) that needs priming to correct something.

I truly believe two coats of AB will hide a dark, saturated color like red - provided you invest in a top tier grade of paint. Nothing less expensive than Super Paint.

With that much area to cover - and hide - I'd buy a quart of AB in the grade and sheen you want to use, apply two, full coats in about a 5 ft length of wall and see what it does.

My guess is you'll be happy with two coats.

If it works, "box" the quart in with the first gallon so it blends.

If it doesn't, then go the primer route and you'll know for sure it's the right thing to do vs. an extra step and expense just in case.