Developers hoping to dice up North Point Mall and create a buzzy, mixed-use destination befitting the 21st century are asking for public input to help guide plans.
Trademark Property Company has compiled a community survey seeking feedback on how redevelopment of the tired, 30-year-old enclosed mall property should proceed.
Trademark officials say the questionnaire will be live online for the next few weeks. (Our test-run of the survey took roughly one minute. Sample question and potential NIMBY irritant: “How do you feel about the approximately 850 to 900 apartment homes as part of the redevelopment plan?”)
In addition to the survey, Trademark officials plan to host a one-hour informational meeting at the mall, beginning at 6:30 p.m. Tuesday, that’s open to the public. Details are here.
Terry Montesi, Trademark founder and CEO, said the goal is to “radically transform the mall into a verdant, walkable, indoor-outdoor destination that's alive with activity seven days a week and serves as a catalyst for the region,” per a recent survey announcement.
Trademark has spent the past year and ½ in planning phases—and in at least one instance, butting heads with Alpharetta leadership over what exactly the $500-million redevelopment project should entail. In July, the company released a fly-through video that vividly illustrates how a village-like setting could replace North Point’s sprawling parking lots and underused retail corridors.
Following feedback from the Alpharetta Planning Commission, Trademark says its revised plans will roll out across multiple phases over the next seven years, eventually covering 83 acres.
Should developers receive the government approvals they need this fall, Trademark says metro Atlantans can expect a “spectacular grand opening” of the initial phase in early 2026.
That would bring a 10,500-square-foot plaza for events, 500 apartments, about 90,000 square feet of new retail and restaurant space, and yes a 6,000-square-foot food hall. Elsewhere would be 25,000 square feet of creative office or coworking space, along with 25,000 square feet reserved for entertainment uses.
Eventual plans also call for a 150-key hotel and more than 100 for-sale townhomes, among other uses. With its planned 19 acres of open spaces, North Point would become one of North Fulton County’s largest outdoor gathering places, with connections to the Big Creek Greenway and AlphaLoop, according to Trademark.
North Point is hardly a shell of itself like Gwinnett Place Mall, South DeKalb Mall, and so many others around the metro, but the property has seen better days. Anchors around the two-level mall today include Von Maur department store, Macy’s, JCPenny, AMC Theatre, and the Dino Safari experience, alongside more than 120 other retailers. Financial difficulties in recent years prompted owner Brookfield Property to transfer its deed to New York Life, the lender.
Based in Texas, Trademark’s experience in open-air mall conversions earned the company the Alpharetta job. Past projects in a similar vein include Victory Park in Dallas, Zona Rosa in Kansas City, and elsewhere in Texas, Market Street Woodlands in The Woodlands, and Watters Creek in Allen.
“Transformative mall redevelopments are extremely complex, expensive, and challenging to execute,” Montesi noted in the recent announcement. “With the right ownership and development team in place, we have a rare opportunity to do something extraordinary at North Point, so that it’s unrecognizable from the mall people know today.”
• Alpharetta news, discussion (Urbanize Atlanta)