Roaring Social, a 1920s-Esque Speakeasy, to Anchor The Hamilton Hotel

At the heart of the 9,000-square-foot entertainment venue will be 'boutique bowling,' live music, and small bar bites and cocktails.
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LakePoint Sports Community Founder Neal Freeman announced in a press release Thursday construction has begun on his Roaring Social venue on the “speakeasy level” of the under-construction The Hamilton Hotel in downtown Alpharetta. The new 9,000-square-foot entertainment experience “addresses a resurgence and interest in the sights and sounds of the 1920s speakeasy,” according to the release. “We are creating a memorable one-of-a-kind experience starting at the street level on Milton Avenue,” Freeman said.

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Once inside, the 1920s space will include “dramatic interior finishes” reflective of the period. A combination of live and curated music will be central to Roaring Social’s daily programming. It will feature eight lanes of “boutique bowling,” a variation on traditional bowling using shorter lanes, and smaller bowling balls. Roaring Social will serve bar bites and specialty cocktails.

The City of Alpharetta and the Roaring Social owners have commissioned a bronze sculpture, named “Dancing in Alpharetta, circa 1920,” as part of the project (pictured below). This life-sized sculpture depicts a 1920s-attired couple dancing in the street. It will be located at the street level entrance to The Hamilton Hotel. “Downtown visitors will see the life-sized bronze sculpture and hear enticing music before discovering the secret entrance into Alpharetta’s first 1920s venue for live entertainment,” Freeman said.

The Hamilton Hotel is a joint development between Mayfair Street Partners, LLC, and Hotel Equities. “Hotel Equities and the rest of our investors were actively seeking a creative and complimentary use of the speakeasy level of the building,” Jason Joseph, Managing Director, and Partner of Mayfair Street Partners, said in the release. “We believe this music-oriented entertainment concept will bring yet another ‘true destination’ to downtown Alpharetta. We could not be more excited about Neal’s commitment to bring fun to Alpharetta through a variety of creatively powerful entertainment concepts.”

Roaring Social will be the second Alpharetta entertainment concept opening in a Mayfair Street Partner development in 2021 under the direction of Freeman. The first, Fairway Social, will be golf- and sports-themed, situated in The Maxwell.

Roaring Social Alpharetta Bronze Statue
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Photo: Official

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta and What Now Los Angeles.
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