Project Information
Description of Entry
At 2.3 million square feet and $600 million, Avalon is one of the most ambitious projects in Atlanta’s history and has established a new standard for all experiential mixed-use projects. North American Properties (NAP) successfully transformed a mound of Georgia red clay and unfinished parking structures (leftover from a stalled pre-recession project) into the South’s first “urbanburb” - a walkable, urban experience in a suburban setting.
Located in the heart of Atlanta’s suburb of Alpharetta, one of the most affluent cities in America, Avalon combines a carefully curated retail mix with the region’s best chef-driven restaurants to assure commercial sustainability and energize the street. Since opening in 2014, Avalon’s success has transcended traditional benchmarks for new development. Phase I combines more than 368,000 square feet of best-in-class retail (100% leased), 105,000 square feet of Class A office (100% leased), 250 luxury multifamily residences (96%) and 101 single family homes. Opening in Spring 2017, Phase II is under construction and will feature an additional 112,000 square feet of retail, 276 multifamily residences, a 250,000-square-foot Class-A office tower, and coming in early 2018, a 330-room Autograph Collection hotel and 65,000-square-foot conference center.
Avalon has established a new paradigm for living in North Atlanta, and its success has allayed widespread suburbanite concerns of high density, mixed-use communities. No longer is it necessary for residents to drive into the city for urban experiences. Avalon has become the unofficial town center of Alpharetta, its primary gathering place to create lasting memories with loved ones.
Shopping Center Information
Type of Project
Fashion / Specialty Center, Lifestyle Center, Mixed-Use
Other
n/a
Physical Characteristics of Project
Open-Air Center
Other
n/a
Total Acreage of Site
86
Total Acreage of Site
Before Renovation / Expansion | After Renovation / Expansion | Net Difference: plus or (minus) | Number of Levels |
4 |
Other Uses: Office
Other Uses: Hotel
Other Uses: Residential
Other Uses: Residential
551000
Other Uses
105,000 square feet of office space
Other Uses
0
Trade Area/Cachement Area Information
Project Trade Area
Suburban
Population of Primary Trade Area | Population of Secondary Trade Area | Annualized percentage of shoppers anticipated being from outside of trade area (e.g., tourists, conventioneers) |
542127 | 1602611 | 20 |
Retail Information
Total Retail Space
368000
Total Acreage of Site
Before Renovation / Expansion | After Renovation / Expansion | Net Difference-Plus or (minus) |
Gross Leasable Area (small shop excluding anchors)
268000
Gross Leasable Area (small shop excluding anchors)
Before Renovation / Expansion | After Renovation / Expansion | Net Difference-Plus or (minus) | Total Number of Retail Stores (excluding anchors) |
68 |
Total Number of Retail Stores (including anchors)
70
Major Tenants
When curating the merchandise mix for Avalon, NAP’s leasing team sought experiential retailers and anchors that would resonate with Avalon’s affluent, forward-thinking guests. The more than 65 retailers that line the street level of Avalon Boulevard, the central thoroughfare, offer a blend of women, men and children’s fashion, fitness wear and yoga studios, shoes, beauty and skincare, chef-driven and first-to-market restaurants, home décor and other specialty retailers such as Tesla. The leasing team turned down several national chains in order to perfect an unparalleled roster of stores and restaurants.
Rather than seeking traditional department stores, NAP’s leasing team signed Whole Foods and Regal Cinemas to anchor the community. Named one of Planet Retail’s “Five Stores of the Year,” Avalon’s Whole Foods is a tech prototype store that offers enhanced experiences including a “Whole Body Mirror” – a mirror that reflects shoppers’ aura (refreshed, energized or relieved) and guides them to the right product. The GLA for Whole Foods is 46,000 square feet. Avalon’s 12-screen, 1,244-seat Regal Cinemas is the first in the world to feature all luxury recliners and premier food and beverage offerings. Regal initially designed a traditional stadium theater, but scrapped the design in favor of the all-recliner approach to best resonate with Avalon’s brand. The GLA for Regal Cinemas is 54,000 square feet.
Parking Information
Number of Parking Spaces Provided
2050
Deck Parking
Yes
If deck parking, list vehicle capacity and number of levels of parking structure and briefly describe how structure connects to center.
The retail parking includes three parking decks, three surface lots, and metered street parking. Valet parking is also available in two coordinated locations. The parking decks include approximately 1400 spaces, and are accessible through paseos under the multifamily, connected from the main retail boulevard. Additional spaces on the top level of the decks are exclusive to multifamily and connected with pedestrian bridges. City requirements called for approximately 2250 spaces, but a reduction was allowed for shared parking due to the mix of uses. Additionally, the developer worked with the City to bring a MARTA bus stop to the property.
How many parking space are required by code?
2250
Development Schedule
Original Project Opening Date
Official Project Opening Date
10/30/2014
Current renovation expansion opening date
Professional Recognition
Development Company
North American Properties
Owner
Prudential Financial
Production or Executive Architect
Wakefield Beasley & Associates / Dwell Design Studio
Graphic Designer
Huie Design, Inc.
Lighting Designer
Bliss Fasman
Landscape Architect
Site Solutions
General Contractor
Hoar Construction
Management Company
North American Properties
Finance Company
Eastdil Secured
Summary
Entry Summary
Describe the characteristics of the project you are submitting for an award.
Avalon is an upscale, 86-acre mixed-use community in Alpharetta, Georgia, an affluent northern suburb of Atlanta. The mixed-use destination seamlessly combines retail, Class A office, luxury homes, and in early 2018, a hotel and conference center. In addition to being the Southeast’s first urbanburb, Avalon is home to Georgia’s first fiberhood – an ultra-high-speed fiber-to-the-premises (FTTP) broadband network that delivers connection speeds 100 times faster than services currently available in Atlanta. This strategic blend of uses – layered in with resort-inspired hospitality and community-driven experiences - maximizes the energy level of the community 18 hours a day. Avalon’s design, merchandising and programming is driven by the human experience rather than the buildings, and on "heart share" rather than market share. As a result, Avalon has established a connection with its guests unlike any property across the Sunbelt.
Since opening in October 2014, Avalon has become a mecca of shopping and dining and the center of the community, playing host to over 100 annual events that attract visitors, create memories and establish lasting connections to the property. Avalon’s seasonal ice rink has seen five marriage proposals and couples have even come back to take engagement photos because of the strong affection for the property. The project has also radically altered shopping patterns and the culinary landscape for consumers in Atlanta’s northern suburbs, with many retailers and restaurants continuously exceeding sales goals. Avalon has made a lasting impact on Alpharetta, successfully setting a new standard for urban design in suburban cities.
In what ways do you feel that other developers can benefit from your experience?
NAP encourages other developers to “build community before building the community” by forging strong relationships with their communities, and engaging with neighbors, city influencers and local organizations. Having the community’s support and input will often lead to the project’s success.
North American Properties (NAP) attributes part of Avalon’s success to the meaningful relationship the team built with the local community from the start. NAP entered a market where “apartments” and “high density” were dirty words – not uncommon for suburban communities. The NAP team had to educate and persuade the local residents and government that the vision for Avalon and its mix of uses was right for Alpharetta. Avalon would elevate the community in a way that no other development on that land parcel could. Through engagement on social media and PR, community meetings and relationship building – which included touring city influencers around other successful mixed-use projects like The Grove and Santana Row – NAP won the community over and Avalon was unanimously green lighted.
Since opening in October 2014, Avalon has surpassed expectations and commercial viability is assured, with all uses outpacing the market. Avalon effectively introduced new product types (residential over retail, urban townhouses, loft office) to the community. Since Avalon’s debut, several mixed-use projects have been proposed in nearby cities, comparing themselves to Avalon. Now, city councils and their constituents are more open to these high-density, urban developments because they can point to Avalon and say “we want that in our neighborhood.”
Was this project a public-private partnership or joint effort with a governmental entity? If so, what is the name of that agency, and what was the nature of their involvement in the project?
Avalon required a substantial relationship with Alpharetta in order to deliver an unparalleled experience unique to the surrounding community. Hurdles included allocations of staff for site plan review, building exterior approvals, zoning, and even open container laws. In addition, NAP worked with the Development Authority of Fulton County to provide tax incentives for the development, based on job creation. Upon completion, Avalon will house approximately 4,000 jobs. Currently under construction is also The Hotel at Avalon and the Alpharetta Conference Center. Through a direct public/private partnership, the City of Alpharetta contributed $24.9 million for the conference center and Avalon was responsible for construction as well as operations through a long-term lease back from the City.
Describe the financing involved in the project.
The retail construction loan environment in 2013 posed several challenges: the size of the required outside financing at $120 million, the mix of uses with multifamily/office/retail, and substantial pre-leasing requirements. The property had to be 75% preleased to retail tenants, and 50% preleased to office tenants. Even with these hurdles met, Avalon had a senior loan of approximately 45% of cost, which was funded jointly by Wells Fargo and Bank of America. In addition, JP Morgan provided a mezzanine loan for 20% of the cost; and the remaining 35% of the cost was funded with equity through a joint venture with Ohio PERS and Sarofim Realty Advisors.
From a financing standpoint, the capital stack was executed very efficiently, and allowed the value creation in Phase I to be recapitalized with one loan from Bank of America, reducing the cost of capital for the overall Phase I debt and providing the equity required for the construction of Phase II. While NAP continues to manage Avalon Phase I and remains heavily involved in the development, leasing and management of Phase II, in July 2016, NAP sold Avalon to PGIM Real Estate for approximately $500 million, marking one of the largest real estate transactions in Atlanta history.
If you had this project to do over again, what would you do differently? Why?
If we could do it over again, we would plan for more density in Phase I of Avalon. There’s great demand for multifamily and office, and Phase I could have supported more of each component. However, we did plan for more density in Phase II of Avalon.
The 105,000 square feet of Class A office at Avalon Phase I is 100% leased to a high quality tenant roster. The addition of 550,000 square feet of Class-A office, 330-key Autograph Collection hotel and 65,000-square-foot convention center in Phase II will further position Avalon as a hotbed for business in the heart of Atlanta’s northern arc. Already, the 224,000-square-foot office tower under construction for Phase II has attracted Microsoft, who signed a 43,000-square-foot lease.
Both Alpharetta locals and newcomers are seeking to live at Haven at Avalon, the multifamily component in Phase I which is 96% leased and caters to the city’s most elite residents who desire the very best quality within a vibrant, immersive destination. Haven at Avalon commands rents well above market, proving that people will pay premium prices to live at Avalon. Veranda at Avalon, the multifamily component in Phase II, will bring an additional 276 units to the experiential community.
Renovations / Expansions
Explain why the owner decided to renovate or expand. Include a description of the existing conditions prior to renovation or expansion (physical conditions, sales, tenant mix, vacancy factor and the like)
Describe how the renovation or expansion altered those conditions.
What do you believe to be the key reasons for the success of the project? Why?
How did you determine the business success of the project? (Cite 'before' and 'after' statistics to back up the claim.)
If the center was kept open during construction, explain what measures were taken to ensure shopper safety and main shopper traffic, and what impact the work had on business.
In addition to the physical improvements, what ancillary measures were taken to enhance the center?
Describe any new marketing and/or re-leasing approaches successfully implemented during the period.
No
If yes, at what level?
Describe the project's central approach to sustainability such as energy and water use, the internal environment, pollution, transport, materials, waste, ecology and management processes.
Two of Avalon’s nine core values are sustainability and walkability. In the design process, the team stationed parking around the perimeter of Avalon to encourage guests to get outside and meander through the property, which boasts nearly 1.5 million square feet of open space/landscaping. In another effort to encourage walkability, NAP worked with MARTA, Atlanta’s public transit system, to extend a bus route, providing Avalon with a direct connection to the North Springs Rail Station. The land planners also connected walking trails from Avalon to Alpharetta’s Big Creek Greenway to inspire physical activity and outdoor exercise beyond Avalon. And, throughout the property, architects artfully integrated several bike racks and a bike share station that connects with other bike share stations around the city. Ultimately, the goal was to encourage a car-dependent community to consider alternative forms of transportation, whether it is by bike, foot or public transit.
The team also designed the property to incorporate several sustainable features such as stormwater runoff systems, high-efficiency AC units, green walls, green roofs and reflective roofing. Avalon disposes of trash using an electric central trash plant. Full time maintenance continually removes trash and recyclable materials.
Supporting Marterials
Documentation
Tenant Mix / Merchandising Plan
Maps / Floor Plan
Photo Gallery
Audio / Video
Project Information
Description of Entry
At 2.3 million square feet and $600 million, Avalon is one of the most ambitious projects in Atlanta’s history and has established a new standard for all experiential mixed-use projects. North American Properties (NAP) successfully transformed a mound of Georgia red clay and unfinished parking structures (leftover from a stalled pre-recession project) into the South’s first “urbanburb” - a walkable, urban experience in a suburban setting.
Located in the heart of Atlanta’s suburb of Alpharetta, one of the most affluent cities in America, Avalon combines a carefully curated retail mix with the region’s best chef-driven restaurants to assure commercial sustainability and energize the street. Since opening in 2014, Avalon’s success has transcended traditional benchmarks for new development. Phase I combines more than 368,000 square feet of best-in-class retail (100% leased), 105,000 square feet of Class A office (100% leased), 250 luxury multifamily residences (96%) and 101 single family homes. Opening in Spring 2017, Phase II is under construction and will feature an additional 112,000 square feet of retail, 276 multifamily residences, a 250,000-square-foot Class-A office tower, and coming in early 2018, a 330-room Autograph Collection hotel and 65,000-square-foot conference center.
Avalon has established a new paradigm for living in North Atlanta, and its success has allayed widespread suburbanite concerns of high density, mixed-use communities. No longer is it necessary for residents to drive into the city for urban experiences. Avalon has become the unofficial town center of Alpharetta, its primary gathering place to create lasting memories with loved ones.
Shopping Center Information
Type of Project
Fashion / Specialty Center, Lifestyle Center, Mixed-Use
Other
n/a
Physical Characteristics of Project
Open-Air Center
Other
n/a
Total Acreage of Site
86
Total Acreage of Site
Before Renovation / Expansion | After Renovation / Expansion | Net Difference: plus or (minus) | Number of Levels |
4 |
Other Uses: Office
Other Uses: Hotel
Other Uses: Residential
Other Uses: Residential
551000
Other Uses
105,000 square feet of office space
Other Uses
0
Trade Area/Cachement Area Information
Project Trade Area
Suburban
Population of Primary Trade Area | Population of Secondary Trade Area | Annualized percentage of shoppers anticipated being from outside of trade area (e.g., tourists, conventioneers) |
542127 | 1602611 | 20 |
Retail Information
Total Retail Space
368000
Total Acreage of Site
Before Renovation / Expansion | After Renovation / Expansion | Net Difference-Plus or (minus) |
Gross Leasable Area (small shop excluding anchors)
268000
Gross Leasable Area (small shop excluding anchors)
Before Renovation / Expansion | After Renovation / Expansion | Net Difference-Plus or (minus) | Total Number of Retail Stores (excluding anchors) |
68 |
Total Number of Retail Stores (including anchors)
70
Major Tenants
When curating the merchandise mix for Avalon, NAP’s leasing team sought experiential retailers and anchors that would resonate with Avalon’s affluent, forward-thinking guests. The more than 65 retailers that line the street level of Avalon Boulevard, the central thoroughfare, offer a blend of women, men and children’s fashion, fitness wear and yoga studios, shoes, beauty and skincare, chef-driven and first-to-market restaurants, home décor and other specialty retailers such as Tesla. The leasing team turned down several national chains in order to perfect an unparalleled roster of stores and restaurants.
Rather than seeking traditional department stores, NAP’s leasing team signed Whole Foods and Regal Cinemas to anchor the community. Named one of Planet Retail’s “Five Stores of the Year,” Avalon’s Whole Foods is a tech prototype store that offers enhanced experiences including a “Whole Body Mirror” – a mirror that reflects shoppers’ aura (refreshed, energized or relieved) and guides them to the right product. The GLA for Whole Foods is 46,000 square feet. Avalon’s 12-screen, 1,244-seat Regal Cinemas is the first in the world to feature all luxury recliners and premier food and beverage offerings. Regal initially designed a traditional stadium theater, but scrapped the design in favor of the all-recliner approach to best resonate with Avalon’s brand. The GLA for Regal Cinemas is 54,000 square feet.
Parking Information
Number of Parking Spaces Provided
2050
Deck Parking
Yes
If deck parking, list vehicle capacity and number of levels of parking structure and briefly describe how structure connects to center.
The retail parking includes three parking decks, three surface lots, and metered street parking. Valet parking is also available in two coordinated locations. The parking decks include approximately 1400 spaces, and are accessible through paseos under the multifamily, connected from the main retail boulevard. Additional spaces on the top level of the decks are exclusive to multifamily and connected with pedestrian bridges. City requirements called for approximately 2250 spaces, but a reduction was allowed for shared parking due to the mix of uses. Additionally, the developer worked with the City to bring a MARTA bus stop to the property.
How many parking space are required by code?
2250
Development Schedule
Original Project Opening Date
Official Project Opening Date
10/30/2014
Professional Recognition
Development Company
North American Properties
Owner
Prudential Financial
Production or Executive Architect
Wakefield Beasley & Associates / Dwell Design Studio
Graphic Designer
Huie Design, Inc.
Lighting Designer
Bliss Fasman
Landscape Architect
Site Solutions
General Contractor
Hoar Construction
Management Company
North American Properties
Finance Company
Eastdil Secured
Summary
Entry Summary
Describe the characteristics of the project you are submitting for an award.
Avalon is an upscale, 86-acre mixed-use community in Alpharetta, Georgia, an affluent northern suburb of Atlanta. The mixed-use destination seamlessly combines retail, Class A office, luxury homes, and in early 2018, a hotel and conference center. In addition to being the Southeast’s first urbanburb, Avalon is home to Georgia’s first fiberhood – an ultra-high-speed fiber-to-the-premises (FTTP) broadband network that delivers connection speeds 100 times faster than services currently available in Atlanta. This strategic blend of uses – layered in with resort-inspired hospitality and community-driven experiences - maximizes the energy level of the community 18 hours a day. Avalon’s design, merchandising and programming is driven by the human experience rather than the buildings, and on "heart share" rather than market share. As a result, Avalon has established a connection with its guests unlike any property across the Sunbelt.
Since opening in October 2014, Avalon has become a mecca of shopping and dining and the center of the community, playing host to over 100 annual events that attract visitors, create memories and establish lasting connections to the property. Avalon’s seasonal ice rink has seen five marriage proposals and couples have even come back to take engagement photos because of the strong affection for the property. The project has also radically altered shopping patterns and the culinary landscape for consumers in Atlanta’s northern suburbs, with many retailers and restaurants continuously exceeding sales goals. Avalon has made a lasting impact on Alpharetta, successfully setting a new standard for urban design in suburban cities.
In what ways do you feel that other developers can benefit from your experience?
NAP encourages other developers to “build community before building the community” by forging strong relationships with their communities, and engaging with neighbors, city influencers and local organizations. Having the community’s support and input will often lead to the project’s success.
North American Properties (NAP) attributes part of Avalon’s success to the meaningful relationship the team built with the local community from the start. NAP entered a market where “apartments” and “high density” were dirty words – not uncommon for suburban communities. The NAP team had to educate and persuade the local residents and government that the vision for Avalon and its mix of uses was right for Alpharetta. Avalon would elevate the community in a way that no other development on that land parcel could. Through engagement on social media and PR, community meetings and relationship building – which included touring city influencers around other successful mixed-use projects like The Grove and Santana Row – NAP won the community over and Avalon was unanimously green lighted.
Since opening in October 2014, Avalon has surpassed expectations and commercial viability is assured, with all uses outpacing the market. Avalon effectively introduced new product types (residential over retail, urban townhouses, loft office) to the community. Since Avalon’s debut, several mixed-use projects have been proposed in nearby cities, comparing themselves to Avalon. Now, city councils and their constituents are more open to these high-density, urban developments because they can point to Avalon and say “we want that in our neighborhood.”
Was this project a public-private partnership or joint effort with a governmental entity? If so, what is the name of that agency, and what was the nature of their involvement in the project?
Avalon required a substantial relationship with Alpharetta in order to deliver an unparalleled experience unique to the surrounding community. Hurdles included allocations of staff for site plan review, building exterior approvals, zoning, and even open container laws. In addition, NAP worked with the Development Authority of Fulton County to provide tax incentives for the development, based on job creation. Upon completion, Avalon will house approximately 4,000 jobs. Currently under construction is also The Hotel at Avalon and the Alpharetta Conference Center. Through a direct public/private partnership, the City of Alpharetta contributed $24.9 million for the conference center and Avalon was responsible for construction as well as operations through a long-term lease back from the City.
Describe the financing involved in the project.
The retail construction loan environment in 2013 posed several challenges: the size of the required outside financing at $120 million, the mix of uses with multifamily/office/retail, and substantial pre-leasing requirements. The property had to be 75% preleased to retail tenants, and 50% preleased to office tenants. Even with these hurdles met, Avalon had a senior loan of approximately 45% of cost, which was funded jointly by Wells Fargo and Bank of America. In addition, JP Morgan provided a mezzanine loan for 20% of the cost; and the remaining 35% of the cost was funded with equity through a joint venture with Ohio PERS and Sarofim Realty Advisors.
From a financing standpoint, the capital stack was executed very efficiently, and allowed the value creation in Phase I to be recapitalized with one loan from Bank of America, reducing the cost of capital for the overall Phase I debt and providing the equity required for the construction of Phase II. While NAP continues to manage Avalon Phase I and remains heavily involved in the development, leasing and management of Phase II, in July 2016, NAP sold Avalon to PGIM Real Estate for approximately $500 million, marking one of the largest real estate transactions in Atlanta history.
If you had this project to do over again, what would you do differently? Why?
If we could do it over again, we would plan for more density in Phase I of Avalon. There’s great demand for multifamily and office, and Phase I could have supported more of each component. However, we did plan for more density in Phase II of Avalon.
The 105,000 square feet of Class A office at Avalon Phase I is 100% leased to a high quality tenant roster. The addition of 550,000 square feet of Class-A office, 330-key Autograph Collection hotel and 65,000-square-foot convention center in Phase II will further position Avalon as a hotbed for business in the heart of Atlanta’s northern arc. Already, the 224,000-square-foot office tower under construction for Phase II has attracted Microsoft, who signed a 43,000-square-foot lease.
Both Alpharetta locals and newcomers are seeking to live at Haven at Avalon, the multifamily component in Phase I which is 96% leased and caters to the city’s most elite residents who desire the very best quality within a vibrant, immersive destination. Haven at Avalon commands rents well above market, proving that people will pay premium prices to live at Avalon. Veranda at Avalon, the multifamily component in Phase II, will bring an additional 276 units to the experiential community.
New Developments
Explain what specific design and construction problems were solved or how new standards in the areas of design and construction were established.
The design team used social media as a focus group to gauge excitement as the design came together. The team embarked on a design discovery tour, visiting America's best mixed-use projects and garnering the Alpharetta community's reactions along the way via social media. Ultimately, this process helped steer Avalon’s design. For example, as NAP toured Santana Row in San Jose, the team and its social media followers loved the development's split street concept. Rather than just having a thoroughfare with street level retail lining each side, the split street allows for “jewel boxes” in the middle, breaking up sightlines and creating a more dynamic sense of place. We decided to bring the split street concept to the east coast and designed Avalon Boulevard, the main corridor within the community, to follow the model. Avalon’s “jewel boxes” include Pinkberry, Café Intermezzo, Cru Wine Bar (with a rooftop patio) and Avalon’s “living room”- a gathering space with a bocce court, fire pit, swings, green walls and soft seating.
Avalon’s living room is only one of several gathering places around property. Unlike most mixed-use developments that typically have one common area, we created multiple spaces to host different sized events and activations. The living room hosts Avalon’s 40-foot seasonal Christmas tree, an Easter egg hunt and other celebrations throughout the year. Avalon’s larger Plaza, the central gathering space anchored by Regal Cinemas, is programmed as a seasonal ice skating rink, a Friday night concert venue, the best place to watch The Kentucky Derby, and so much more. Lastly, Palmer Plaza – the community space between restaurateur Steve Palmer’s Oak Steakhouse and Colletta – transforms into a comedy show, a painting class, among other more intimate events. This mix of spaces allows Avalon to host multiple events simultaneously, customized based on spatial needs.
Describe what you feel to be the key reasons for the success of the project (environmental enhancements, space utilization, construction costs, and the like).
At Avalon, we focused on the experience - the human scale and pedestrian sightlines that reach about 16 feet and below. We invested in the highest quality of design at this horizontal level. We allowed each of the 68 retailers to design their own storefronts to provide an engaging and dynamic shopping environment. The design team curated central elements and themes that would seamlessly connect the storefronts. We also designed paseos that were well lit, energized and connected from the main Boulevard. For example, we often placed restaurants near the paseos to ensure patio dining spilled into the common area. Restaurant placement was crucial to maintaining the right energy level throughout the development. The unique facades, varying event spaces, pedestrian activity and high quality of materials resulted in an upscale, vibrant space that remains stimulated with street level energy 18 hours a day.
NAP also conducted extensive research to fully understand its market. We built a best-in-class tenant roster that would resonate with the affluent, family-friendly community. Our marketing team curates event programming that caters to all ages and interests. And, we lobbied to make Avalon an alcohol friendly community, knowing that our guests would appreciate the option to take a to-go glass of wine or cold beer as they meander through the property. Ultimately, we succeeded in creating a community-gathering place – a place where people want to spend time and just be - that draws momentous foot traffic and dwell time, which translates to success for our assets.
Was the developer required to make an investment in the community? If so, explain what had to be done and what the impact was on the community.
Avalon has provided the North Fulton community with a much-needed place to work, live and play. NAP not only listened to, but incorporated, public opinion from social media and community meetings every step of the way. The development has brought an estimated 4,000 jobs and is expected to generate $21 million in annual sales tax revenue, $4.5 million annually in new property taxes and $1.1 million annually in hotel taxes for Alpharetta.
Immediately upon purchasing the property, NAP dedicated a three quarter mile stretch of Westside Parkway to the City. This section, which had sat in limbo for years as the property was foreclosed, allowed for the completion of this critical north/south arterial road.
In a competition to secure the North Fulton campus of Gwinnett Technical College, NAP joined with the City of Alpharetta to land the project, selling 25 acres to the Technical College System of Georgia across the street from Avalon.
Also, NAP will donate $1 million to Alpharetta Recreation and Parks Department for park and recreation improvements within a 3 mile radius of Avalon. In line with the parks and recreation, Avalon has physical connections to the Big Creek Greenway with biking and walking trails leading to the property.
Sustainable Design
Is your project ISO, LEED, ARUP or BREEAM certified?
No
If yes, at what level?
Describe the project's central approach to sustainability such as energy and water use, the internal environment, pollution, transport, materials, waste, ecology and management processes.
Two of Avalon’s nine core values are sustainability and walkability. In the design process, the team stationed parking around the perimeter of Avalon to encourage guests to get outside and meander through the property, which boasts nearly 1.5 million square feet of open space/landscaping. In another effort to encourage walkability, NAP worked with MARTA, Atlanta’s public transit system, to extend a bus route, providing Avalon with a direct connection to the North Springs Rail Station. The land planners also connected walking trails from Avalon to Alpharetta’s Big Creek Greenway to inspire physical activity and outdoor exercise beyond Avalon. And, throughout the property, architects artfully integrated several bike racks and a bike share station that connects with other bike share stations around the city. Ultimately, the goal was to encourage a car-dependent community to consider alternative forms of transportation, whether it is by bike, foot or public transit.
The team also designed the property to incorporate several sustainable features such as stormwater runoff systems, high-efficiency AC units, green walls, green roofs and reflective roofing. Avalon disposes of trash using an electric central trash plant. Full time maintenance continually removes trash and recyclable materials.
Supporting Marterials
Documentation
Tenant Mix / Merchandising Plan
Maps / Floor Plan
Photo Gallery
Audio / Video
Description of Entry
At 2.3 million square feet and $600 million, Avalon is one of the most ambitious projects in Atlanta’s history and has established a new standard for all experiential mixed-use projects. North American Properties (NAP) successfully transformed a mound of Georgia red clay and unfinished parking structures (leftover from a stalled pre-recession project) into the South’s first “urbanburb” - a walkable, urban experience in a suburban setting.
Located in the heart of Atlanta’s suburb of Alpharetta, one of the most affluent cities in America, Avalon combines a carefully curated retail mix with the region’s best chef-driven restaurants to assure commercial sustainability and energize the street. Since opening in 2014, Avalon’s success has transcended traditional benchmarks for new development. Phase I combines more than 368,000 square feet of best-in-class retail (100% leased), 105,000 square feet of Class A office (100% leased), 250 luxury multifamily residences (96%) and 101 single family homes. Opening in Spring 2017, Phase II is under construction and will feature an additional 112,000 square feet of retail, 276 multifamily residences, a 250,000-square-foot Class-A office tower, and coming in early 2018, a 330-room Autograph Collection hotel and 65,000-square-foot conference center.
Avalon has established a new paradigm for living in North Atlanta, and its success has allayed widespread suburbanite concerns of high density, mixed-use communities. No longer is it necessary for residents to drive into the city for urban experiences. Avalon has become the unofficial town center of Alpharetta, its primary gathering place to create lasting memories with loved ones.
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Opening Date
If Renovation, Store's Original Opening Date
Store's Renovated Opening Date
Summary
Retail Store Design
Provide detailed information on the design concept, including background on the reasons for the concept, its development and impact on store image and sales performance.
Describe the integration of interior, storefront and merchandise displays.
Describe the specific materials used in creating the new concept.
If this is a renovation, describe the impact on sales. If this is a new store, comment on sales performance to date versus the planned performance.
Total cost per square meters including design, leasehold improvements and fixtures.
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Floor Plan
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Avalon
Category
New Developments > Mixed-use projects
Description
2200 Avalon Boulevard
{30009 Address#projectAddress.City}, Georgia 30009
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Winner Status
- Gold