For more than three years, plans have been percolating to remake Alpharetta’s North Point Mall from a standard, drive-to shopping center into north OTP’s next walkable live-work-play district.
The clearest indication yet as to what that might look like was unveiled today.
The mall’s ownership hired Texas-based Trademark Property Company in early 2021 to lead redevelopment of more than 80 acres of the property, located off Ga. Highway 400 and Encore Parkway. The overarching goal is to change the function and feel of the quintessentially suburban 1990s relic—to better keep pace with mixed-use, New Urbanist juggernauts Avalon and Halcyon, both also located in Alpharetta.
Trademark officials revealed plans illustrating how the property—now rebranded “North Point”—would radically change in hopes of reinvigorating it and Alpharetta’s surrounding shopping corridor east of Ga. Highway 400.
Plans call for demolishing a large portion of the mall and opening renovated interiors and facades that remain into what’s described as a “verdant public realm.” Much of today’s surface parking would be scrapped for new buildings, greenspaces, streets, and links to trails such as the AlphaLoop, with a goal of enhancing walkability and bringing energy all day and night, officials say.
The green centerpiece concept is described as one of North Fulton County’s largest outdoor gathering areas, featuring a 10,500-square-foot plaza that could host more than 2,500 concertgoers. Other elements would include gardens and paths, interactive water features, and soft seating.
Trademark says more than 83 acres of the 100-acre site will be rezoned for mixed uses. We asked for timelines on construction and delivery, and a project rep responded via email: "A project of this size and scope will take years to complete... [we'll] have a better understanding of a timeline once we complete the approval process with the city."
The first phase is expected to include 320 apartments, more than 85,000 square feet of new retail, and yes a 15,000-square-foot food hall.
A new retail or entertainment anchor spanning 50,000 square feet, and creative offices with 25,000 square feet, would complete the phase-one mix.
Ultimately, the site’s master plan calls for a virtual mini city to rise across multiple phases over the next decade, organized into three districts: The Neighborhood, The Village social hub, and the largest section, The Station, where commercial activity would be centered.
North Point’s full build-out calls for 900 apartments, 36 townhomes, a 150-key hotel, and 17 acres of amenity spaces, alongside 315,000 square feet of retail, and 120,000 square feet of offices, project leaders say.
That all would join about 874,000 square feet of “legacy” retail space left standing.
Trademark’s experience in open-air mall conversions landed 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.
“This is a radical reimagining of a once-dominant mall into a vibrant mixed-use community bursting with energy and people,” Terry Montesi, Trademark’s founder and CEO, said in a press release. “We have carefully considered the right uses and densities and every design detail to create a meaningful place that serves the region for generations.”
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.
The 1.3-million-square-foot property was one of America’s largest malls when it opened in 1993 and considered a dominant “super-regional” shopping center for a generation. Financial difficulties in recent years prompted owner Brookfield Property to transfer its deed to New York Life, the lender, as Chain Store Age reported last year.
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