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Merchant's Festival Retail Line-Up Hits Homerun
5/11/2007
Center Redevelopment Delivers 220,000 Square Feet of Retail
ATLANTA — The retail line-up for East Cobb County’s newest shopping destination is taking shape. This fall, an architecturally updated and redeveloped Merchant’s Festival will be unveiled with new consumer-popular national, regional and local retailers. The improved tenant line-up will solidify the retail node at the intersection of Johnson Ferry Road and Roswell Road (State Route 120).
Upon completion of the redevelopment, Merchant’s Festival will deliver 220,000 square feet of quality retail and dining to the East Cobb Community. In addition to Target, the East Cobb shopping destination will include approximately 50,000 SF of small shop space. The tenant retail and dining line-up, including existing and new tenants, features: Target, Pier 1 Imports, Houlihan’s, Starbucks, Leslie’s Swimming Pool Supplies, Pearle Vision, Fitness Resource, Churchill’s Pub, Bookmiser, European Dry Cleaners, Festival Barber, East Cobb Urgent Care, Massage Envy, Siba Salon and Six Beans. The shopping center will be 100% leased upon completion of the redevelopment.
“Merchant's Festival is located in one of Metro Atlanta's premier suburban communities, East Cobb, where average household incomes exceed $130,000,” explains Tonya Creekmore, vice president of leasing, North American Properties. “The redevelopment of this shopping center and the entry of Target into this submarket solidify the intersection of Johnson Ferry and Roswell Roads as ‘Main & Main’ for retail and the epicenter for shopping in East Cobb County.”
A two-story parking deck, a unique feature for a suburban development, was necessary to accommodate a Target-anchored shopping center on this 15.36-acre site. The entrance to Target is on grade with bordering Johnson Ferry & Roswell Roads, while approximately 50% of the parking is below ground. The innovative design creates the opportunity for Target to enter the submarket and improves the overall accessibility and visibility of the shopping center.
Designed by Phillips Partnership, the architecture incorporates upscale design elements, such as varied building finishes, metal awnings, wall sconces and other ornamental embellishments, delivering a shopping center that provides East Cobb families with a place to gather. The façade of the remaining original buildings are receiving a "facelift" to maintain architectural harmony with the new Target store and shops.
“Merchant's Festival originally opened in 1982, anchored by A&P Supermarket,” explains Creekmore. “Over the past decade, despite its prime location, the center has struggled with tenant turnover and marketability primarily due to center design. The redevelopment capitalizes on the site, provides a much-needed architectural overhaul and brings Target, one of the nation's leading retailers, to the heart of East Cobb. It’s a homerun for Target and the community.”
In 2006, the redevelopment of Merchant’s Festival commenced with the demolition of approximately 75% of the original shopping center, including the vacant grocery store unit. Approximately 37,000 square feet of the original 150,000-square foot shopping center remained open during the redevelopment process. Construction continues with an expected completion date of fall 2007. |