Q&A: Jamestown exec talks Alpharetta NHL, mall rebirth, MARTA, more

In February, the competition to bring a National Hockey League franchise back to metro Atlanta for the first time since 2011 took a surprise turn when Ponce City Market developer Jamestown threw its proverbial hat into the ring—or perhaps, onto the ice. 

A month later, the north OTP NHL buzz ratcheted up again when Jamestown and its new partners unveiled renderings that showed moribund North Point Mall morphing into a sports-anchored district on par with The Battery Atlanta—a direct rival to the $3-billion The Gathering at South Forsyth proposed six miles up Ga. Highway 400. 

Jamestown’s plans remain in early stages, and the NHL still has yet to decide on franchise expansion. But Jamestown’s new team—mall owners New York Life, HKS Architects, Kimley-Horn engineers, and Machete Group, a development and real estate advisory firm that specializes in building stadiums, sports arenas, and mixed-use districts—clearly means business. 

In the following Q&A, excerpted with permission in partnership with Alpharetta.com, Jamestown’s director of development and construction in North America, Frances Bohn, lends insight into the company’s Alpharetta vision.  

Bohn oversees a massive Jamestown portfolio that regionally includes Atlanta landmarks Ponce City Market, Colony Square, Buckhead Village, and Westside Provisions District, among other properties. Below, she discusses the Alpharetta mall site’s attributes, traffic concerns, MARTA prospects, Avalon as competition, a timeline, and next steps. 

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On why North Point Mall’s redevelopment is the most compelling site for bringing NHL hockey back to metro Atlanta:

Frances Bohn: “First, our plan for the site is aligned to the evolution of sports-anchored districts and municipality goals. Sports arenas were previously standalone structures surrounded by parking fields; the future is sports arenas integrated into broader mixed-use environments with retail, dining, office, hotels, residential, and a public realm that hums 365 days [a year]. 

That’s our specialty, and that’s what we endeavor to bring to the North Point Mall site.

Second, the [mall] site is well located and benefits from built-in demand drivers. The location leverages an established commercial corridor with event-capable infrastructure, superior access via multiple Ga. Highway 400 interchanges and a mature arterial grid, as well as the planned MARTA ELT [Express Lanes Transit project], and built‑in demand from North Fulton’s tech, office, and retail base—amplified by Avalon and downtown Alpharetta. 

In addition, the community-first, walkable mixed-use district aligns with the Alpharetta Comprehensive Plan, which is thoughtfully designed to support smart economic growth.”

From a developmental standpoint, what excites you most about the North Point Mall project compared to other projects you’ve spearheaded?

“One big thing that excites us is the chance to reimagine a legacy mall into a people-first destination that serves Alpharetta every day of the year. Few sites provide this combination of scale, location, and community energy—offering a rare opportunity to pair our placemaking and stewardship skills with an arena anchor. 

Also, while we do have experience working in sports with teams such as the Brooklyn Nets, which has a practice facility at our property Industry City in Brooklyn, this would be our first full-scale, arena-anchored project, although it’s an area we’re actively working on expanding.”

David Carlock, Machete Group managing partner, emphasized building a district that thrives “beyond just game days.” Can you walk us through the specific placemaking strategies Jamestown will use to ensure this massive arena district feels active 365 days a year?

“Jamestown’s North Star is creating resilient, locally rooted places that anchor daily life and foster belonging. For us, placemaking means designing, curating, and stewarding spaces that reflect the communities they serve.

At this early stage in the rezoning process, we can speak to principles rather than specifics. 

Our placemaking strategy focuses on creating reasons to visit every day, not just on event nights, by pairing an inviting public realm with a complementary mix of uses and year-round programming, so that the district buzzes with energy beyond game days. Other priorities include walkability and pedestrian connections, local character, and flexible spaces that adapt across seasons, supported by active management and community preferences. 

While plans will continue being refined throughout the rezoning public review process, these fundamentals are the foundation for designing an arena district that feels vibrant all year long.”

Avalon is located just minutes from the North Point Mall location. How will the tenant curation, architecture, and overall feel of the mall redevelopment differentiate itself from its famous neighbor?

“North Point Mall, Avalon, and Alpharetta City Center all play an important role in the Alpharetta ecosystem. We believe each destination serves a purpose and complements the others. 

While plans for the North Point Mixed-Use District will evolve as part of the rezoning process, our ultimate vision is to curate a distinctive tenant mix and overall experience that introduces a different rhythm and energy, ultimately expanding what the city has to offer residents and visitors alike.”

On confronting the growing problem of heavy traffic congestion on Alpharetta roadways: 

“We recognize that traffic and congestion are key concerns for the community, and they are top of mind in our planning efforts. As part of the rezoning process, comprehensive traffic studies are currently underway with our partner Kimley-Horn [engineering and planning firm]. We’re also collaborating with the City of Alpharetta to assess existing road conditions and identify infrastructure improvement opportunities. 

Our goal is to deliver a thoughtfully designed mixed-use destination that enhances the surrounding area and promotes a more balanced pattern of activity. By creating an environment where guests can live, work, and spend time all in one place, you reduce the need for multiple trips and support a more efficient traffic pattern overall.”

After announcing your partnership with Machete Group and New York Life, what are your team’s immediate next steps?

“We recently submitted a zoning application to the City of Alpharetta that advances our proposal for redeveloping North Point Mall into a walkable, sports-anchored entertainment district aimed at attracting an NHL franchise. 

The filing officially kicked off a months-long public review and approval process in which we will work closely with the city and community to gain feedback ahead of a city council vote anticipated late summer. Simultaneously, the project is being analyzed as a Development of Regional Impact by the Atlanta Regional Commission, which is a required infrastructure study for large projects. 

Our role for now is focused on securing entitlements, and if there’s a favorable outcome for the proposed project, New York Life would hire a full development team to bring the plans to life—starting with design and permitting.”

Assuming all goes well with the NHL pursuit and obtaining the necessary permits, what’s the expected completion date or timeline for the redevelopment? 

“Subject to approval by the City of Alpharetta, the redevelopment would be completed in phases with various components opening on a rolling basis. We anticipate the project being completed over 10 to 15 years due to its scale, and a construction start date is to be determined pending the rezoning outcome.

On ensuring that Alpharetta’s local priorities are woven into the fabric of a large-scale entertainment district: 

“We believe great places are made over time, in collaboration with the communities they serve. Real estate development should be collaborative and ongoing. Our philosophy is rooted in co-creating places with the people who use them, and grounded in listening, transparency, and follow‑through. 

To that end, we’re actively engaging with the [city], local stakeholders, and the community at large as part of the rezoning process, using input to help inform how the district will take shape if approved.”

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