2200 Avalon Boulevard · Alpharetta, Georgia · 30009
At Avalon, we reimagined the mixed-use movement—creating a place that brought a community together to live, work and play in a formerly nondescript neighborhood on Atlanta’s outer ring, and redefined the very essence of commercial real estate.
On land acquired out of foreclosure in suburban Alpharetta, Georgia, in July 2011, we created an ambitious plan designed to respond to market demand and post-recession shifts in consumer preferences. After decades of suburban sprawl, the desire for a denser, more vibrant place to live, work and play was palpable in metro Atlanta (and around the country). We knew we needed to cater to a new type of consumer—one craving immersion in an exceptional urban experience that also offered resort-inspired hospitality. And it simply didn’t exist in the market. (Alpharettans had to drive more than 20 minutes and stop at various standalone centers to even come close to the combined dining, retail and entertainment experience Avalon offers.).
So, we took a leap, and positioned Avalon’s mixed-use development as the South’s first “urbanburb”—a unique blend of highly curated uses that maximize the energy level on the property from the street level up and out. We also decided to put “heart share” over “market share” as a measure of success. Our goal: not just extend dwell time, but offer the luxury of time well spent.
NAP defined nine core values that would serve as guiding principles for Avalon—three of which are sustainability, walkability and wellness. They became our benchmark, and led every step of our development approach, shaping everything from the physical space to merchandising, programming to staff interaction with guests.
Avalon is the future of retail. Creating a walkable community that infuses hospitality into every aspect—this is the experience today’s retailers are attracted to, as it is what their customers are demanding.
Avalon is the light on the hill that shows that something truly special is here in Alpharetta.
For Avalon, the path toward success—or failure—began long before a single piece of dirt was displaced. We worked tirelessly with the surrounding community, forging strong relationships both online and in real life with the people who call the area home, and collaborating and co-creating with neighbors, city influencers and local organizations from day one. It created an immediate emotional connection, one that has remained strong. Since opening, we’ve played host to more than 200 community and charitable events, raising more than $250k for local non-profits.
A big part of Avalon’s success derives from the experience it offers guests. A carefully curated mix of tenants studded with high-end local and national retailers, chef-driven dining and programmable public spaces makes the world go round here—creating the kind of magnetic, street-level energy sought after by guests, residents and office tenants alike. The result is something we call “The Avalon Experience”—a seamlessly intertwined, immersive experience that draws people to circulate place to place, creating a vivid streetscape that’s alive 18 hours a day. Activated public spaces feature everything from yoga on the Plaza to Friday-night concerts and Derby Day festivities. Urban-esque density and walkability entices residents and guests outside their traditional bubbles to commune, stay and play awhile. And The Hotel at Avalon, an Autograph Collection hotel, will bring new visitors to the property beginning in January 2018. If our “first place” is home and our “second place” is work, Avalon has become North Atlanta’s “third place,” the place to gather and create memories with family and friends.
“Avalon is the future of retail. Creating a walkable community that infuses hospitality into every aspect—this is the experience today’s retailers are attracted to, as it is what their customers are demanding.”
Phase I opened in 2014. Phase II, Avalon’s Boulevard East, turned up the volume on density, injecting even more urban-style energy into the already vibrant community. Overall, the development has fundamentally changed Alpharetta and the region—boosting its economic health and bringing new companies, more than 4,500 new jobs, and approximately $21 million in annual sales tax revenue to the area. Even property beyond Avalon is benefitting from the Avalon “Effect”; virtually everything within a few miles is seeing increased activity and higher rents. The development’s retail and restaurant sales have far outpaced projections, and Avalon has radically altered dining patterns for Atlanta’s northern suburbs by attracting 18 concepts featuring the region’s top culinary talent, creating a foodie-relevant destination that rivals any in Atlanta. Finally, tech-industry tenants have flocked to the development, with Microsoft anchoring Boulevard East’s 224,000 square foot office tower.
By all measures, we’ve reset the bar for mixed-use development with Avalon. Rents, and consequently values, for all uses on the property are 30-75% above market, proving our thesis that experiential mixed-use developments are here to stay. But Avalon’s most lasting effect might be on the landscape of American cities and their suburbs in general. Dozens of landowners and municipalities from around the country have sought to emulate Avalon’s formula for success, looking to our urbanburb as the gold standard for helping suburban markets get comfortable with and excited about the promise and massive potential of walkable, mixed-use communities.
Iconic and transformational.