At the Cobb County Commission Inquiry held at the end of June North American Properties (NAP), with unanimous approval not to be opposed, Redevelopment of Avenue East Cobb (AEC)This week’s NAP was announced in a press release.
Developers have begun the licensing process with the aim of hosting a groundbreaking celebration for the entire community later this fall.
NAP opened in 1999 as one of the first outdoor pedestrian-friendly lifestyle centers in the United States, PGIM real estatePGIM Real Estate Investment and Finance Business, $ 1.4 Trillion Global Asset Management Business Prudential Financial Co., Ltd., Last July, relocate AEC to 3rd place in the community. NAP’s redevelopment vision focuses on “engaging the public sphere and improving the overall guest experience through the infusion of five-star hospitality and experiential programming.”
The plan requires part of a nearby central building Kale Me Crazy To boost street-level energy, it will be demolished to give way to an 8,000-square-foot plaza surrounded by restaurants with lively patios. Other features planned at the plaza include a covered raised stage for performances, LED screens for broadcasting live events, and decks with soft and flexible seating. Upon completion, Plaza will host more than 100 AEC annual community-led events.
Connected to the Plaza is a 500-square-foot concierge building with services such as meal booking assistance and optional bullets provided during seasonal and major events. The building also features a roof that extends above the driveway to allow drop-off of covered vehicles. In addition, two 2,500 square foot jewelry boxes (independent retail / restaurant space) will be built adjacent to the concierge.
“This is the first time in a while, and we thank the Cobb County Commission and the locals for supporting our vision.” Mike Land, Senior Vice President of Development at NAP. “For more than 20 years, Avenue East Cobb has been a staple of the community, but now it’s time to redefine the property as a social gathering hub that inspires new generations of memories.”
According to the release, “After the acquisition, NAP launched its own pre-development strategy, working closely with the city to define and improve its proposals while preparing the site for construction.”
Taking over the management work, NAP’s corporate operations team led by the operations director Michael SadaraWe have identified some direct areas for physical improvement and implemented new processes such as daily pressure washer and street cleaning. Music for the entire property installed. Upgraded landscaping. The team also implemented a new day-to-day business structure and regulated tenant time to be consistent with each other. Organizes hospitality training for all departments. We increased security and housekeeping time and hired a dedicated maintenance person. We have established a dress code for uniform staff. Then, in cooperation with existing tenants, we completed the coveted space restoration.
At the same time, NAP’s corporate marketing team, led by Marketing Director Sara Hemmer, has completed a comprehensive rebranding strategy that includes the creation and application of new logos, websites and social media channels. Consistent event programming was also rolled out last fall, with over 75 activations and an average of over 80 participants each so far.
A permanent on-site management team has also been established Melissa JonesFormer Assistant General Manager AvalonIn control as general manager, Madison Murphy As a marketing manager Erica Cunningham As a social media and community coordinator, and Kelly Skinner As a management assistant.
Brook Massey, NAP’s senior leasing representatives are focused on renewing AEC’s tenant mix with related fashion brands and chef-led restaurants. The latest concepts for participating in the property merchandising lineup are: Kendra ScottOpened in June, based on a one-year pop-up contract, Vanilla cafeFamily-owned coffee and sweets restaurant.
Legacy tenant Hand & Stone Now under new ownership, it has moved next to the loft, allowing the construction of a new restaurant with a patio facing the plaza.Owner Suresh Vanukuru The spa’s footprint has been doubled to 4,500 square feet, refreshing the overall aesthetic to better serve the locals.
The new retailers coming to AEC are:
- Warby Parker — Launched as an online retailer in 2010 and expanded to physical stores in 2013, Warby Parker offers eyeglasses, sunglasses, contacts and eye inspections at an affordable price. The home fitting program also offers the option to test up to 5 pairs before purchase, and each pair of glasses sold will be distributed to those in need. Warby Parker will open at AEC in November this year in a 1,800-square-foot space opposite Panera Bread, making it the fifth-largest location in Georgia.
- New York Butcher Shop – A full-service butcher shop, specialty grocery store and wine bar, NY Butcher offers hand-cut steaks, chicken, fresh seafood, salads, dips, wine and more for meals and takeouts. AEC’s 2,500-square-foot location also houses the concept’s first wine bar, which will open next to J. Jill in November.
- Tempur pedic — This sleep product manufacturer and distributor will open a 2,800-square-foot showroom at AEC between NY Butcher and High Country Outfitters next spring. The store offers a wide variety of Tempur products such as mattresses, adjustable bases, pillows and sheets.
“As more young families continue to move from the bustling city center to suburban communities, destinations like Avenue East Cobb are becoming more attractive to brands trying to appeal to this demographic,” Massey said. Said. “We’ve gained a lot of leasing momentum over the past few weeks, and now that we have the necessary approvals, we’re doing our best.”