Prose-branded project to continue Gainesville development surge

A national developer familiar to many intown Atlanta neighborhoods is branching into far north OTP in hopes of capitalizing on a surge in economic and population growth. 

Alliance Residential Company, which bills itself as one of the nation’s largest multifamily developers, has closed on 35 acres at 900 Mountaintop Avenue in the Hall County city of Gainesville.

That’ll become the site of a 300-unit apartment venture called Prose Gainesville—the latest in Alliance’s Prose-branded communities—that’s described as another new rental product for the growing city with rents capped “at a manageable rate.”  

Gainesville is located about 50 miles north of Midtown along Interstate 985 and the shores of Lake Lanier.

According to Alliance officials, Hall County has seen a “massive increase” in businesses and employment opportunities since 2015, packing on more than 5,000 jobs, 100 new businesses, and roughly $1.3 billion in capital investment. It counts an estimated 212,000 residents today, with the population expected to swell by 20 percent over the next decade, according to U.S. Census estimates.

As for Prose Gainesville, plans call for one and two-bedroom units ranging from 810 to 1,182 square feet. (The range of rents has yet to be determined.) Communal perks will include a resort-style pool, courtyard with grilling stations, a club room with an entertainment lounge and catering kitchen, and a package concierge.  

Noah Randall, Alliance’s managing director, said the apartments will mark the company’s first project in Gainesville.  

“This is a unique opportunity to serve the diverse and self-sufficient economic base of higher education institutions, healthcare, and technology in Gainesville,” Randall said in a project announcement Monday. “We’re committed to offering a wide range of residents quality and convenient housing options.”

Prose Gainesville is scheduled to start welcoming residents in early 2025.

Elsewhere around metro Atlanta and beyond, Alliance projects right now include Broadstone 2Thirty near Grant Park, Broadstone Peachtree Corners, Broadstone Cartersville, Prose Columbus, and Prose LaGrange. All are under construction now or scheduled to break ground soon, reps tell Urbanize Atlanta.

Gainesville counted some $200 million in under-construction development and infrastructure upgrades, including sidewalks and parking improvements, around its downtown as of late 2021, as Fresh Take Georgia reported.

Other notable projects have included the 214-apartment project Midland Gainesville and the $50-million, 223-apartment Solis Gainesville, opened just beyond the downtown square where a pedestrian bridge—formerly nicknamed the “bridge to nowhere”—ends.

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