Developers are floating a more people-friendly shopping center redo that aims to boost downtown Roswell’s cachet as a dining destination while capitalizing on other projects underway within a quick walk.

Located roughly two blocks east of Canton Street, the property in question is called Roswell Plaza, a 1980s shopping center at 100 Norcross St. near the intersection of Alpharetta Street in the city’s historic district.

The commercial buildings border Variant Brewing Company and, immediately to the north, developer Armada Hoffler’s multi-building Southern Post project, a 4.27-acre mix of apartments, townhomes, offices, and retail. A 125-room boutique hotel by Hyatt called the Chambray is also in the pipeline on the same block.

A proposal put forward by The Shopping Center Group, or TSCG, a commercial real estate firm based in Cobb County, states the commercial redevelopment is seeking “unique restaurants and entertainment concepts” to join Roswell’s “booming” downtown.  

How outdoor spaces could be incorporated next to a revised shopping center, according to new marketing materials. TSCG

Site context, as shown last year, next to the multi-building Southern Post development, with the rest of downtown Roswell at left. TSCG

A conceptual diagram shows the project broken down into 10 spaces and a new outbuilding, ranging from 1,440 to 10,000 square feet, according to marketing materials released in February. 

The strip center would feature open patios and outdoor seating, with parking onsite and at another lot south of the property.

As carrots, the marketing materials note the average household income within a one-mile radius is $176,000, and that Roswell’s downtown “draws patrons from well beyond the Atlanta MSA.”

Potential layout with a new outbuilding at bottom left. TSCG

TSCG

Back in September 2020, Roswell’s Historic Preservation Commission approved plans by Atlanta civil engineering firm Shields Engineering Group to overhaul the 1.9-acre strip mall property with new facades, patios, and landscaping islands.   

We reached out to TSCG for information on a construction timeline and whether the project will move forward on spec without tenants, but inquiries weren’t returned as of press time.

Find more context and images for the proposal in the gallery above.

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• Roswell news, discussion (Urbanize Atlanta)