In another sign that pre-pandemic normality could be on the horizon, a new Atlanta music venue that's been in the works for years now has an official opening date and actual concerts booked.
The Eastern, a 2,200-seat music hall built from the ground up, is set to open in September at Atlanta Dairies, the Reynoldstown adaptive-reuse venture that’s also home to Wonderkid, Cold Brew Bar, and Three Taverns Imaginarium.
Facade of the recently completed The Eastern music venue, as set against The Yard.Josh Green/Urbanize Atlanta
That’s according to officials with JLL, which was recently tapped by developer Paces Properties to lease the Dairies’ remaining spaces. Like the brewery, the music venue overlooks the project’s communal The Yard and will feature a rooftop bar that’s accessible to both concertgoers and other visitors to the complex.
AEG Presents and Zero Mile Presents have signed on as the music venue’s promoters. Concerts already booked at The Eastern include Dawes and Trampled by Turtles.
“Coming out of the pandemic, people are craving opportunities to gather, and Atlanta Dairies’ spacious outdoor areas, combined with proximity to the BeltLine and other hotspots along Memorial Drive, position it for immense success in the coming months,” JLL’s Coleman Morris said in an announcement today.
Slots still available at Dairies include a 4,400-square-foot space and outdoor patio adjacent to Three Taverns Imaginarium and a larger, 10,000-square-foot space next to Wonderkid.
A breakdown of the adaptive-reuse complex's mixed uses. Courtesy of Paces Properties
Morris’ team specializes in large-scale retail and mixed-use projects in the metro, with past deals coming together at The Shops Buckhead Atlanta, CNN Center, The Battery Atlanta, Midtown Union, Summerhill, South Downtown, and Ashford Lane, according to JLL.
With its Art Deco façade fronting Memorial and recognizable milk carton sign, Atlanta Dairies had a proud 60-year history in Reynoldstown, but following the departure of food and dairy company Parmalat in 2004, the facilities swiftly decayed.
February marked six years since Paces Properties first announced plans for the $125-million Atlanta Dairies complex, aiming to replicate the adaptive-reuse success of their Krog Street Market project, also located within a couple minutes’ walk of the BeltLine’s Eastside Trail.
• Renderings vs. Reality: Atlanta Dairies' courtyard was carved from a former factory (Urbanize Atlanta)
