Avalon is getting an uplift.
Two new entertainment-driven features will be added to the popular mixed-use destination in Alpharetta: a raised, covered performance stage and an LED screen. Construction will begin in January 2024, with an anticipated mid-March delivery.
“Retail starts becoming outdated the day it’s launched, whether that’s a brand or a development, and our industry must constantly reinvent itself to satisfy ever-changing human preferences,” Tim Perry, North American Properties (NAP) managing partner, said in a press release. “Today’s consumers are either looking for super-efficient places, or places that offer a super experience. Avalon remains the region’s crown jewel because it offers the latter, and we intend to defend its relevance through commodity-based investments that drive traffic and sales.”
The 16′ x 36′ stage, complete with sound and lighting, as well as a connected 10′ x 18′ LED screen, will be added to the plaza in front of the fountain and Regal Cinemas, which will also be getting a refreshed storefront. A seasonal ice rink is currently located at the plaza.
The enhancement project is valued at $1 million and is expected to be completed in time to debut during Luck of Avalon, a local St. Patrick’s Day tradition.
According to a press release, Avalon annually hosts more than 200 events and accommodates 7.5 million visits. The 86-acre community has more than 500,000 square feet of retail space; a conference center and full-service hotel; and Class A office space, single-family residences and luxury rental homes.
NAP developed Avalon in 2012 and sold it to PGIM for $500 million in 2016. The firm was retained to oversee management and retail leasing efforts.