A north OTP retail project with designs that set it apart from humdrum suburban shopping nodes is coming near the growing heart of Alpharetta, project leaders announced Thursday. 

Officials with Dallas-based global real estate firm Lincoln Property Company say the seven-building, 43,700-square-foot retail development will anchor a rising mixed-use community called The Gathering near both Avalon and Alpharetta City Center. 

Dubbed “The Shoppes at The Gathering,” the retail hub will include buildings ranging from 4,225 to 8,400 square feet for either single or multiple tenants, with designs inspired by “the casual architectural elegance found in Napa Valley,” according to Lincoln officials. 

Beyond shops and eateries, components will include a lawn area designed for events and live music, with high visibility along Haynes Bridge Road, per officials. Alpharetta’s plans call for weaving a section of the Alpha Loop multi-purpose trail through The Gathering eventually. 

What patrons arriving at The Shoppes at The Gathering will see, according to the project's lone available rendering. Courtesy of Lincoln Property Company

The site is just north of Ga. Highway 400’s exit 9, about a mile south of downtown Alpharetta. Part of the North Point Overlay District, it’s surrounded by regional attractions and landmarks that include Avalon, Ameris Bank Amphitheater, and North Point Mall, where plans for luring an NHL franchise appear to be on ice but redevelopment momentum continues. 

According to Lincoln officials, site work on The Shoppes at The Gathering is underway, and vertical construction is slated to start this fall. The full project is expected to deliver in the fourth quarter of 2026. 

“The development’s proximity to downtown Alpharetta offers walkability in a traditionally suburban market,” said Tony Bartlett, Lincoln’s executive vice president and Atlanta market leader, in an announcement. “[That] will help us curate the development and attract best-in-class local and national retailers and eateries looking to expand their footprint or enter this growing market.”

The Gathering's site location in relation to downtown Alpharetta, Avalon, and other landmarks. Google Maps

Beyond the retail flank, The Gathering (formerly called Morrison Park) calls for 144 townhomes and 37 detached single-family lots, according to the city. Longtime intown developer Brock Built is building the residential component across two phases. 

Available townhomes at The Gathering start in the $620,000s. That buys two bedrooms and three and ½ bathrooms (and a single garage space) in 1,644 square feet. Standalone home plans there currently climb north of $1.5 million. 

“Homeowners and prospective buyers want a connected, amenity-rich community, and having walkable retail right outside their front door makes this one of the most desirable places to live in Alpharetta,” added Brock Built’s Adam Brock. 

According to Lincoln officials, leasing for The Shoppes at The Gathering will be handled by Franklin Street and Centennial.

Closer to Atlanta’s core, Lincoln is most recently known for developing the Echo Street West project in English Avenue, where the company offloaded the office portion in late 2024. 

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