Wednesday, July 13, 2011

Can a Tramp Re-Vamp? Atlantic Station is Changing Her Ways

Atlantic Station has gotten a bad reputation it seems.  It reminds me of the pretty girl in high school that slept around too much, and got in with the wrong crowd.  Now she's not so popular anymore.  What's a girl to do??  Well, for one, change her looks (no more slutty tube tops and hoochie skirts), I digress, we were talking about the Midtownish development, right?

It seems that there is a new owner in town and I can already see some changes.  The new owner, North American Properties, has purchased the retail component of the mixed use development and is addressing concerns of the community regarding the late night cruising and lack-luster shopping experience.  Already, I have noticed the parking garage is now color coded in bright colors to help you remember where the heck you parked.  If you have never forgotten where you parked your car in this mammoth labyrinth, trust me when I tell you, it's no fun.  I spent more than half an hour once wandering aimlessly in the underground expanse and everything looked the same.  Much better now.

Also, the once pop music that flooded the outdoor shopping mall is replaced with much more sophisticated retro jazzy music- apparently appealing to a more affluent crowd.  Yesterday I noticed beautiful new plant pots line the brick streets, stuffed with brightly colored flowers and plants.. looks very nice.  The new owner is closing nightclubs or "restaurants that operate like nightclubs" like the recently closed Geisha House. 

The 47 story luxury condo, shopping and office tower, The Atlantic, is a gorgeous building with fabulous amenities and appointments located in Atlantic Station.  The building went into foreclosure but was purchased by S.T. Residential Properties last year.  Pricing was restructured (now $180,000-$1.3 Million) and the 401 unit tower has sold over 100 residences since last October.

A letter to Midtown residents from Marc Toro, of North American Properties outlines their 10 point plan for the development...

"Dear Midtown Resident,
I am writing to you today, as a resident of Midtown, to apprise you of changes underway at Atlantic Station. As you may know, we recently acquired the retail component of the master-planned community with the expressed intent of providing world-class shopping, dining and entertainment opportunities to the residents of Midtown and surrounding communities.
Following is our Ten Point Plan:
1. Listen – we are seeking the input of the Midtown community to identify retailer and restaurant preferences, in addition to preferred event programming and other experiential aspects.
2. Improve public safety - working in collaboration with the leadership of Midtown Blue, we will emulate the public safety program that makes Midtown residents feel comfortable and safe in our community.
3. Fix the parking – we have begun installation of a completely redesigned wayfinding and lighting system to make our parking deck more user-friendly.
4. Get the word out – our Digital Outreach platform has been designed to provide Midtown residents with up-to-the-minute information about events and specials.
5. Close the nightclubs – late night partying and associated behaviors are not a part of our vision and we have taken steps to assure a comfortable and friendly atmosphere, closing the nightclubs.
6. Meet the market – we recognize that the current retail and restaurant lineup does not resonate with the community and we are in the process of retooling the offering to respond to what we hear.
7. Go local – the feedback we’ve received to date indicates a strong preference for local operators, so we are reaching out to chef-driven restaurants and owner operated boutiques.
8. Reach out – we have established relationships with our Midtown neighbors, seeking to explore synergies with SCAD, Georgia Tech, Piedmont Park and Woodruff Arts Center.
9. Reprogram public spaces – Food Truck Fridays, 1/2 Street Market, Movies in the Park and other programs are the beginning of our reimagined uses of our public space.
10.Introduce non-traditional uses – whether it is classroom space, TV studios or film production, we are exploring options to expand our reach to the community and attract positive energy to the property.
Whereas we have owned Atlantic Station less than six months, much progress has been made in each of the areas listed above. As we continue to bring about change, we greatly appreciate any and all input you might offer to our Plan.
Please feel free to post your comments to one of the following forums:
Or email us at:
Thank you,
Mark C. Toro
Partner, North American Properties"

So how does a girl clean up her act and get her reputation back??  She starts acting like a lady.  I love 2nd chances, and I am giving this girl a second chance.


  1. Thank you very much, you taught me something new!You really have great potential and consistency!
    canon pixma mp610 drivers

  2. Where is CB Richard Ellis mentioned? They are the New Owners. North American owns only about 5% of this project. CB Richard Ellis actually picks up the phone when we voice our concerns, unlike the North American Office where we are supposed to be directed to. Our Management from the condos now direct us to CB Richard Ellis to get things done. Congratulations CB Richard Ellis!