Sweet Auburn Works Atlanta, Georgia
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An Urban Land InstituteTechnical Assistance Panel
February 2016
Sweet Auburn Retail Strategies
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Table of Contents
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Forward
Questions
KeyTakeawaysfromNationalandLocalRetailDiscussions
ThePanel'sFindings
PoliciesandImplementationStrategies
PanelRecommendations
ProjectBackground
Acknowledgements
ULIAtlantaSponsors
PanelistBiographies
www.atlanta.uli.org
Sweet Auburn Works Atlanta, Georgia
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OnDecember14thand15th,2015,ULIconvenedaTechnicalAssistancePanel(Panel)oflocalandnationalrealestate,finance,anddesignexpertstoproviderecommendationstosupporttheenhancementoftheSweetAuburnneighborhood.ThePanel’schargewastointerpretthecurrentretailcontextandprovideguidanceonhowtopursueaneffectivestrategytoattracttheappropriateretailmixtotheneighborhoodandhelpdriveitsongoingredevelopment.Priortotheprogram,thePanelreviewedbackgroundmaterialscompiledbySAWtoprovideacontextandahistoricalunderstandingoftheStudyArea.
Dayoneofthetwo-daysessionincludedaguidedwalkingtouroftheStudyArea,followedbyaseriesofkeystakeholderdiscussiongroupsdesignedtoprovidethePanelwithvariousperspectivesonthehistory,currentconditions,anddesiredoutcomesfortheSweetAuburnneighborhood.
Stakeholdergroupsincludedlocalrepresentativesfromtheattractionandtourismsector,businessowners,local
SweetAuburnWorks,Inc.(SAW)isanonprofitorganizationcomposedofresidents,businessowners,communityleadersandvolunteerswithamissiontocreateadynamic,revitalized“SweetAuburn”community,firmlyrootedinthehistoricalAuburnDistrictexperiencewhilegoingforwardintothe21stcenturywithavibrantbusinessandentertainmentdistrictandrichanddiversecommunity.
SAWaskedtheUrbanLandInstitute(ULI)AtlantaDistrictCounciltoconveneaTechnicalAssistancePanel(TAP)toexaminethedesirableretailmixintheSweetAuburnHistoricDistrictinDowntownAtlanta,Georgia(the"StudyArea")aspartofabroaderstrategytorevitalizetheStudyArea.
Forward
The Study Area
Walking Tour
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government,neighborhoodleaders,commercialpropertyowners,institutionalpartners,anddevelopers.
Intheevening,threeprominentnationalretailexpertsledapaneldiscussiontouchingonkeydriversofsuccessfulretaildevelopment.Theexpertsincluded:
• MichaelTownsend,FounderofTownsend&Associates,aLosAngeles-basedretailrealestateadvisoryfirm;
• ScottAuster,ManagingDirectorofGridProperties;and
• MattWinn,ChiefOperatingOfficerofOlshanProperties
Althoughthediscussionwaswide-ranging,itzeroedinontheuniqueaspectsoftheStudyAreathatmakeitparticularlyattractiveandalsochallengingfromanationalretailperspective.
Daytwobeganwithanotherexpert-leddiscussionhostedbylocalretailrealestatebrokersAmyFingerhutofCBREandChrisCarterofVantageProperties.ThediscussionhelpedshapethePanel’sunderstandingoftheStudyAreawithinthewidercontextofAtlanta’slocalretailmarketdynamics.
ArmedwithbackgroundmaterialsfromSAW,andfreshideasandcommentaryfromkeystakeholdersandlocalandnationalretailexperts,thePaneldeliberatedfortheremainderofdaytwoonthequestionstheyweretaskedwithaddressing.ThemembersofthePanelpresentedtheirthoughtsandrecommendationsattheendoftheseconddaytoSAWandseveralinterestedstakeholders,whohadtheopportunitytoaskquestionsandtogivefeedback.
SAWisseekingtopreserveandenhancethecommercialcorridoroftheStudyAreaandtorevitalizeitsbusinesscommunity.TheTAPwasaskedtoexaminetheStudyAreaandofferitsadviceandrecommendationsontheappropriateretailmixfortheStudyArea,includingansweringthefollowingquestions:
1. WhatarethecurrentretailmarketdynamicsandopportunitiesintheStudyArea?
2. Whatimpactdoadjacentlanduses,includingtheAtlantaStreetcar,theSweetAuburnCurbMarketandhistoricalsites,haveonthedesiredretailmixintheStudyArea?
3. ShouldSAWpromotetheStudyAreatopotentialretailtenantsasaplacethatwillbeadestinationwhichattractstouristsandcustomerswhodonotliveorworkinthesurroundingareaorasplacethatispartofacommunitywhichservesitsresidentsandnearbystudentsandofficeworkers?
4. WhatpoliciesandeconomicresourcesshouldSAWimplementtosupporttheinitialdevelopmentoftheappropriateretailmixintheStudyAreaandthesubsequentlongtermmaintenanceofaviableretailsectorintheStudyArea?
QuestionsTAP Panelists
Chris Carter and Amy Fingerhut discuss local retail market
Sweet Auburn Works Atlanta, Georgia
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TakeawaysfromdiscussionswithnationalandlocalretailexpertsprovideimportantcontexttotheTAP.Theyhelptogrounditsworkinthequestionsathand,whichnotonlyrelatetogeneralrevitalizationoftheneighborhoodasanultimategoal,butmorespecificallytothedevelopmentofretailopportunitiesinthearea,andtheneedsofpotentialretailers.Prevailingsentimentsfromthediscussion,whichsetthestageforthesessionsthatfollowed,included:
Storytelling and Authentic, Experiential, RetailPlace-makingandstorytellingwillbekeytothe
successofretailintheStudyArea,asoneofitsmainvaluepropositionsisitsauthenticidentity.Theinternetchangedtheretaillandscape,sonowmorethaneversuccessfulretailisaboutcreatinganexperienceandanemotionalconnection.Aneasy-to-understandstoryisneededthatincorporatesthehistoryoftheStudyArea,thelegacyofDr.KingandthenationalandglobalCivilRightsmovement,andthatstoryneedstobeappropriatelystretchedthroughouttheStudyAreafromoneendtoanother.Thearea’shistory
isitsmainasset,butthestorycanbeaboutthecontinuationofthelegacyaswell,andtheconnectiontothe“soul”oftheneighborhood.
SafetySafety,bothrealandperceived,isalwaysanissuefor
retaildevelopment,particularlyinurbancoreenvironments.Therearecertainfactors,likehavinganeighborhoodpolicingstrategyinplacewithapresenceatthestreetlevel,thatcanmakearealdifference—inbothactualandindividualsenseofsafety.Providingsafepublicparkingandeliminatingaggressivepanhandlinghavebeencentraltothesuccessofotherdowntownrevitalizationefforts.
Density, Scale, and Critical MassRetailisdifficulttosuccessfullyexecuteinthecontext
offragmenteddevelopmentandfragmentedownership.Theareaneedscoherence,andforthat,themajorpropertyownersneedtocometogethertoworkasoneentity.Thismeanssharingavisionanddevelopingclearlyalignedpartnerships.
Key Takeaways from National and Local Retail Discussions
Current Retail Market Dynamics and OpportunitiesBasedonobservationsfromthewalkingtourandinsights
gleanedfromthestakeholderandretailexpertdiscussions,thePanelidentifiedopportunitiesaswellaschallengesimpactingtheneighborhoodthatanyredevelopmentplanwillneedtoaddress.Mostnotably,theretailsetting,totheoutsideobserver,appearstobeacollectionofsmall-scale,scatteredindependentbusinessesoperatinginacontextofpoorsafetyandincongruentbranding.
ThislackofcoherenceandconnectivitythroughouttheStudyAreaposesaparticulartypeofchallengethatcanbeaddressedbycapitalizingonthearea’sstrengths.TheseincludeitsuniquehistoryasthebirthplaceoftheCivilRightsmovement,itscentrallocationandproximitytokeyactivitynodes,anditsburgeoningsuccessasanight-lifedestination,amongothers.
Strengths
AuthenticityOneofthemostcommonthemesthroughoutthe
two-daysessionwastheuniqueauthenticityoftheSweetAuburnneighborhood.Intermsofplace-makingandbranding,thisauthenticityisakeyasset.Keystakeholders,localandnationalretailexperts,andthepanelistsallagreethatthisistheoneingredientthatmakesSweetAuburnexceptional.TherichhistoryoftheareapermeatestheneighborhoodandispalpableinitshistoricstreetnetworkandinthebuildingsthathousethelegacyofAmerica’sCivilRightsmovement.
The Panel’s Findings
Shops along Auburn Avenue
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International RecognitionAlongsimilarlines,theStudy
Area,whichincludestheDr.MartinLutherKing,Jr.NationalHistoricSite(“theSite”),laysclaimbeingthebirthplaceoftheCivilRightsmovement.ItencompassesnotonlytheNationalParkService-runVisitorCenter,butalsoDr.King’sbirthhome,thehistoricEbenezerBaptistChurchandthe“IHaveaDream”WorldPeaceRoseGarden”.Thegardenisoneinfivelocatedworld-widebyInternationalWorldPeaceRoseGardens.TheoneintheAtlantaistheonlyonelocatedontheEastCoast.TheSiteisknownbothnationallyandinternationally,
anddrawsnearlyonemillionvisitorseveryyear—numberswhichshouldgrabtheattentionofpotentialretailersinterestedinservingthesepotentialcustomers.
Clear Demand DriversTheMLK,Jr.National
HistoricSitedrawsthelargestamountofregional,national,andinternationalvisitorstotheneighborhood.
However,thereareadiversesetoflocaldemanddriversoperatinginandaroundtheStudyArea.
• TheSweetAuburnCurbMarketisasignificantculturalandhistoriclandmark.Amunicipalmarketfirstopenedin1918aftertheGreatAtlantaFireof1917,andin1924theexistingbuildingwasconstructed.Becauseofsegregation,blackscouldnotentertheMunicipalMarketandhadtobuyfromstandsalongthecurb,sotheplacebecameknownastheCurbMarket.DuringtheDepressionofthe1930sandWorldWarIIinthe1940s,themarket
wasthelargestoperationofitskindinthestate,handlingfish,meats,andprocessedfoodsaswellasfruitsandvegetables.In1974sevenlocalbanksfinancedneededalterationsandsavedthebuildingfromdemolition.
Historic row of double shotgun homesRich history in the area reflected in the buildings
MLK National Site
Ebenezer Baptist Church Municipal Market Building which includes the Sweet Auburn Curb Market
Sweet Auburn Works Atlanta, Georgia
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TheCurbMarketishometo24independently-ownedbusinesses,includingeateries,retailshopsandshopsofferingsweets,freshmeatandseafood,aswellasproduce.ItiscurrentlyapopularlunchtimespotfornearbyGradyHospitalemployees,GSUstudentsandemployees,andDowntownworkers.Thebuildingrecentlyunderwentrenovationsandisbecomingapopularspotfornewrestaurants–includingseveralthatareexpandingfromfoodtruckconceptsintopermanentlocations.
• Grady Memorial Hospital,oneoftheSouth’smostwell-knownpublichospitals,employsaround5,000peoplewhoutilizetheStudyAreamostcommonlyforlunchtimedining.TheSweetAuburnCurbMarketisaprimaryrecipientofthislunchtimebusiness.
• Georgia State University,whosecampuscontinuestoexpandtoaccommodatearapidlygrowingstudentbody,isanaturalinstitutionalpartnerfordevelopmentinandaroundSweetAuburn.GeorgiaStateiscurrentlyhometo33,000students.TherecentmergerwithGeorgiaPerimeterCollegewillboostenrollmentto50,000studentsthisFall.Thereare4,000bedsoncampustoaccommodatestudenthousing.Anadditional1,000morebedsareunderconstruction.Overall,GeorgiaState’scampuscomprises5.4millionsquarefeetofrealestate,withanadditional$1.5billionincapitalinvestmentunderway.
• Local ChurchesattracthundredsofcongregantsonSundaymornings.Thevastmajorityofchurchmembersdonotliveintheneighborhood.However,theycouldbeenticedtospendmoretimeintheareawhenattendingchurchservicesandactivities.
• Edgewood Avenuerestaurantsandbars,whichattractavibrantnightlifetotheneighborhood,havemadetheareaadestinationformanymillennials.
Restaurants and bars have made Edgewood Avenue a destination
Georgia State Building
Georgia State Building
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Challenges
Fractured OwnershipOneclearchallengethatanyredevelopmenteffortwill
needtoaddresshead-onisthelackofcoordinationandsharedvisionamonglarge,institutionalpropertyowners.Localreligiousinstitutionsandnon-profitsholdasignificantamountoflandintheStudyArea,especiallyalongAuburnAvenue.ThiscorridorinparticularhasnotseenthesamelevelofbusinessactivityastheportionofEdgewoodAvenuelocatedeastoftheConnector.PerhapsthesinglemostimportantbenefitthatcouldcomeoutoftheTAPisthedevelopmentofapartnershipbetweenpropertyownerstopromoteasharedvisionfortheStudyArea’sdevelop-ment.IdeasfortheStudyArea’sredevelopmentwillremainhypothetical(thequintessential“studyonashelf”)withoutthebuy-inandparticipationofthelargestpropertyownersintheStudyArea.
Regulatory HurdlesSmallcommercialpropertyownersarealsoata
disadvantagewithoutacoordinatedvisioningprocessandresourcestoimplementimprovements.Alackofknowledgeand/orsophisticationaboutrealestate,financing,andhistoricrehabilitationhinderedpasteffortstotakeadvantageoftaxcredits.Localbusinessownershaveexpressedfrustrationattheirperceivedburdensomeviewofthepermittingprocessforimprovements.MostoftheStudyAreaislocatedintheMartinLutherKingJr.HistoricLandmarkDistrict,whichisanoverlayzoningdistrictadoptedbytheAtlantaCityCouncilin2014.ZoningregulationsareanessentialpartofpreservingtheauthenticcharacteroftheStudyArea.However,propertyownersneedsupportwithongoingtechnicalassistanceand/orgrantsinordertoovercomebothrealandperceivedadministrativebarrierstoredevelopment.
Missing Teeth/Connectivity
Fromaphysicalstandpoint,themissingandbroken“teeth”—areasalongthestreetwheretherearevacantanddilapidatedstructures,ornostructuresatall—breakupthecontinuityandconnectivityoftheneighborhood.Thelackofcontinuitycreatedthroughspottedblightandvacantlandthroughouttheareacreatesanatmospherethatisunwelcomingtopotentialvisitorsandpreventsexplorationofthearea.
ParkingTheStudyAreaappearstopresentlyhaveasufficient
numberofparkingspaces.However,theaccessibilityandsafetyoftheparkingspacesisnotoptimal.TheStudyAreadoesnothaveacentralparkingdeckthatprovidesasafeandsecureplaceforvisitorstopark.
Currently,surfaceparkingcanbeimplementedproperlyonvacantlotstohelpfillinthe“missingteeth,”andaddresssomeoftheimmediateparkingneeds.However,thisisnotdesirablelong-termlanduse.Othercities,suchasCharleston,SouthCarolina,haveimplementedsuccessfuldowntownbusinessdistrictrevitalizationthroughpublicinvestmentincentralizedparkingdecks.Thisshouldbeexploredaspartofanylong-termdevelopmentplanfortheStudyArea.
Accessibility and safety of parking spaces are not optimal
Missing Teeth
An unsecured parking lot
Sweet Auburn Works Atlanta, Georgia
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SafetySafety,orthe
perceptionthattheStudyAreaisunsafe,couldbeoneofthebiggestimpedimentstothesuccessoftheStudyArea.Thenotionthat“youhavetobesafebeforeyoucanbecool”capturesoneofthedifficultdilemmatheneighborhoodfaces.TherearemultiplefacetsofsafetythatimpacttheStudyArea,including:
• Acombinationofpanhandlinganddrug-relatedactivitiesaffecttheStudyAreaandwillhaveanegativeimpactontourism.TheStudyAreaneedsmore“eyesonthestreet”throughouttheday.Thisisanissuethatisbestaddressedbyincreasingthenumberofoccupiedandactivatedcommercialandresidentialspaces.
• Communitypolicing,withmoreofficerswalkingabeat,ratherthanjustdrivingthroughtheneighborhoodwithoutgettingoutoftheirvehicles,couldhelpcreateboththerealityandperceptionofasaferenvironmentforneighborhoodresidentsandvisitors.
• ThebuiltenvironmentandcurrentdilapidatedstateofmanypartsoftheStudyAreaalsocreateaperceptionofquestionablesafety.PartneringwiththeCitytocleanupvacantlotsandtrashandfindinginterimusesforvacantlotscouldcontributetoasaferenvironment.Arecentexampleofthiscanbe
foundalongMemorialDriveslightlysoutheastoftheStudyArea’sboundary,wherevacantlotswerelandscapedwithlowmaintenanceplantswhiletheyarebeinglandbankedforlateruse.
• TheInterstate78/85underpassrepresentsasignificantchallengebothtosafetyandcontinuityfromeasttowestthroughouttheneighborhood.Itstandsasarealandperceivedbarrier,actingasawallbetweenonesideoftheinterstateandtheother.Effortsarecurrentlyunderwaytocreateaninterpretivemuralundertheoverpass,butthePanelagreedthetreatmentneedstobemuchmoreboldanduntimid.Lightingduringthedaytimeinadditiontotheeveningsisimportant,buttheunderpassneedstobemademoreinvitinginordernottointerrupttheflowoffoottrafficfromeasttowest.
Homelssness in the area
Vacant buildings and trash Underpass
Aging and vacant building stock
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Opportunities
• Burgeoning national and international interest in authentic in-town/downtown retail shopping: The apparentsuccessofnearbyretailandrestaurantdevelopmentbodeswellfortheStudyArea,asprojectssuchasPonceCityMarketandKrogStreetMarketprovideevidenceofexistingdemandforsuchexperientialretail.Inthissense,SweetAuburniswell-positionedtotakeadvantageofthisdemand,giventhearea’suniquehistoryandauthenticity.ThereisimmediateneedforfoodandbeverageadjacenttotheNationalHistoricSitetoaccommodatetheSite’svisitorswhocurrentlyhavefewoptionsorreasonstoventurebeyondtheSiteitself.Thisisanaturalopportunitytostartfillingintheneighborhood’s“missingteeth”andpullingvisitorsfurtherintotheretailcorridor.
• Training and technical assistance opportunities: Effectivetrainingandtechnicalassistancewillservetosupportcurrentpropertyownersandwould-beentrepreneursintakingadvantageofavailabledevelopmentincentivesandastrengthening
economy.Propertyownersneedtobepreparedtoattractavailablecapitalinvestmentandtobetternavigatethedevelopmentprocess.Trainingand/ortechnicalassistanceintheareasofhistoricpreservationanddesign,historictaxcredits,marketing,anddevelopmentproformaanalysisisneededtoprepareforsuchinterestandactivelymarkettheStudyArea.
• Visibility/proximity to the interstate: TheStudyArea’slocationvis-a-vistheinterstatemaybeaburdeninonesense,butcouldbeablessinginanother.Over500,000vehiclesperdaypassovertheneighborhood,andthereisexistingaccessviatheEdgewoodexit.TheStudyAreacouldbeeffectivelypromotedwithbrandingthatisvisiblefromtheinterstateandinvitesinterestandcuriosity.ThehighlyvisiblemuralofCongressmanJohnLewis,aniconoftheCivilRightsMovement,isonegoodexamplethatcouldbebuiltupon.TheSweetAuburnCurbMarket’sadjacencytotheInterstateprovidesampleopportunityforadditionalsignagethatdrawsattentiontotheneighborhood.
Municipal Market building, Interstate is visible in the background
Sweet Auburn Works Atlanta, Georgia
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Impact of Adjacent Land Uses on the Desired Retail Mix
AnassessmentofcurrentlandusesinandaroundtheStudyAreasupportsaphasedapproachtodevelopinganappropriateretailmix.Severallandusefactorsintheneighborhoodplayintohowretaildevelopmentwilltakeshape,including:
Vacant land and “dead” zones: ThemostconspicuouslandusefactorintheStudyAreaisthe“missingandbrokenteeth”referredtorepeatedlythroughoutthisreport.ThiscontributesmosttothescatteredeffectintheStudyAreathatinhibitsthenaturaldevelopmentofthearea.
The Atlanta Streetcar: TheimpactoftheAtlantaStreetcar,whoserouteencirclesasignificantportionoftheStudyAreaalongAuburnandEdgewoodAvenues,isyetunknown.Ithasthepotentialtosupportamixoffoodandbeverageservicesiftrafficanddemandfromdowntown(includingresidential,office,andtouristtraffic)continuestoincrease.TheStreetcarhasalreadyhadanimpactontheSweetAuburnCurbMarket,whichisnowopenonSundays.TheStreetcarhasalsocreatednewconnections,includingbetweentheMLKJr.NationalHistoricSiteandCentennialOlympicParkandotherDowntownattractionsandhotels.
The Sweet Auburn Curb Market: TheCurbMarketiscurrentlyservinglunchtimedemandgeneratedbylocalemployers—mostnotablyGradyHospital—anddraws2,500visitorseachday.AsignificantaspectoftheMarketisitslocationjustwestoftheConnector,asitservesasanimportantanchorthathasthepotentialtotrulyactivatethearea.
The MLK Jr. National Historic Site: AsoneofthemainsourcesoffoottraffictotheStudyArea,theHistoricSitecreatesstrong,unmetdaytimedemandforfood,beverage,andotherrelatedservices.
RetailphasinginSweetAuburnshouldleadwithfoodandbeveragetoaddresstheimmediateneedsgeneratedbythearea’scurrentuses,especiallyrelatedtotheDr.MartinLutherKing,JrNationalHistoricSite.AsmoremissingpiecesarefilledinanddaytimefoottrafficfromtheSiteventuresfurtherintotheneighborhood,softgoods,communityandserviceretailshouldbeaddedtotheretailmix.
Aerial view of Municipal Market showing the close proximity of the Interstate
Downtown Map
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Study Area Promotion: Should SAW promote the area to potential retail tenants as a destination for outside visitors or an area serving the community?
Panelistsagreethattheneighborhoodcanandshouldserveboththelocalcommunityaswellasattractandcatertooutsidevisitors,andthatthesepurposesshouldnotbeconsideredmutuallyexclusive.Rather,theStudyAreacanbeviewedasbeingmadeofupdifferentactivitynodesindifferentstagesofdevelopment.Asawhole,theareaiscurrentlynotcohesive/coherent.Toaddressthelackofcohesiveness,astrategytofillinandrepairthe“missing/brokenteeth”—orthevacantlotsandstorefrontsthatpermeatethearea—isneeded.Thiscouldtietheneighborhoodtogetherandpullvisitorsthroughit.Butthelackofcoherenceneedstobeaddressedaswell,andthisiswheretellingthestoryofthesite—expressingitsauthenticity—ismostimportant.Thereisnootherneighborhoodinthecountry(orworld,forthatmatter)thatcancallitselfthebirthplaceofthecivilrightsmovement.
InordertobetterunderstandhowtopromoteSweetAuburntopotentialretailtenants,itishelpfultoviewtheStudyArea’sdifferentactivitynodesindependently—notasdisconnectedsections,butasacontinuumofpotentialexperiencesandusesthatservedifferentpurposes.
Auburn Avenue at Jackson St. to the Connector (the “Tourist Corridor”): ThefocushereshouldbeontellingthestoryandrichhistoryoftheKingHistoricDistrict.Thereisabuilt-incaptiveaudienceinthe800,000+visitorswhotraveltotheSiteeachyear,andthistrafficshouldbecapitalizedonanddrawnfurtherintothecommunity.ExistingassetssuchasPrinceMasonHallandMadamC.J.WalkerMuseumshouldbeleveragedandincorporatedintoguidedwalkingtours,andstorefrontsshouldbeactivatedwithfullservicefoodandbeveragetomeettheveryclearlystateddemandforsuchoffering.Itisimportanttoprogrameverypartoftheday—notjustlunch,butbreakfastanddinneraswell.
Auburn Avenue from the Connector to Courtland: ThissectionofthecorridoronAuburnrepresentsacontinuationofthestoryofDr.King’slegacyandtheCivilRightsmovement,butthefocusofthestoryshiftssomewhattowardthesuccessoftheareaasathrivingAfricanAmericanbusinesssector.
Edgewood West of the Connector: Thissegmentshouldaccommodatestudentandemployeedependentretail,aswellasstudenthousing,andbuildonthecurrentamenitiesofferedbytheSweetAuburnCurbMarket.TheMarketcurrentlycatersmostlytoarearesidents,butcouldbemarketedasaregionaldestinationaswell.TheMarket’spotentialtoofferauthenticlocalcuisine,forexample,couldcatertotheincreasingdemandforfoodtourismandserveasananchorforvisitingnationalandinternationaltourists.
Edgewood East of the Connector: NewprivatecapitalandinvestmentineveningrestaurantsandnightlifehasalreadytransformedthissegmentorganicallyintoadestinationforyoungerMillennialcustomers.However,demandfordaytimebusinessesandretailhasbeenlimited,andtherehasbeensometurnoveramongthedaytimeretailbusinessesthathaveopened.Thisisagoodexampleofthedifficultyinmakingthetransitiontoretailandtheimportanceofdemandgeneratorsthatspanboththeeveninganddaytimehours.WhilebolsteringadditionalnightlifeshouldstillbethefocusonEdgewoodAvenue,secondlevelofficespacedevelopmentshouldbeencouragedtobringmoredaytimetrafficandfurthersupportretailopportunitiesonEdgewood.
Prince Hall Masonic Building and Madam C.J. Walker Museum
Sweet Auburn Works Atlanta, Georgia
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SAW should serve as Brand ChampionSweetAuburnWorksshouldpromotetheStudyAreaas
apriorityprojectfortheCityandanyotherpotentialfundingpartners.TheareacurrentlyrepresentsanimportantbutmissedopportunitytoredeveloponeofthemosthistoricallysignificantneighborhoodsinAtlanta—perhapsintheSoutheast.SAWcanserveasthebrandchampionneededtotellthatstory,andcanworkwithotherpartnerstohelpdrivetheimplementationofproposedstrategiesandpolicies.
Inordertodothis,however,significantobstaclesneedtobeaddressedandovercome.Chiefamongthoseisaperceptionthattheareaissomewhatdysfunctional,andthesensethatdevelopmenteffortsarehamperedbymultipleandvariedmissionsandactorswhohavenotcoalescedaroundasharedvision.However,ifSAWcanserveasaunifyingentityandrallydivergentstakeholdersaroundamorefocusedandcoherentmission,itcouldservetotransformthoseperceptionsofthearea.Whilethismaynotbeaneasytasktoassume,thetimingisrightandthereisalegitimateargumentforit.
Untilrecently,thechurchesandnon-profits—ownersofthelargestvacantparcelsintheStudyArea—haveservedanimportantroleasstewardsofpropertythatmightotherwisehavebeendevelopedhaphazardly,degradingthequalityoftheneighborhoodwithundesirableuses.Thisdefensivepostureservedanimportantpurposewhentheareawasbeingoverlookedduetoprevailingeconomicforces.Butthecurrentrenaissanceanddesireforintownlivingandauthenticexperiencenowpresentsanopportunitytorealizethelatentpotentialoftheneighborhood.Thesesamestewardsmayinadvertentlybeexacerbatingtheveryconditionsthatcauseretailerstocontinuetopassonthearea—namelyvacantlotsandalackofdensity/activity.
Ratherthancontinuetooperateindependently,however,developingasharedvisionamongpropertyownersisessentialforthelongtermviabilityoftheneighborhood,andtherefore,ofthosesameowners’investments.Asharedvisionisthefirststeptoensuringthattheneighborhood’shistoriccharacterisprotected.Withaplan,abrand,andachampionleadingthecharge,thechurchescanshiftfromadefensiveorreactiveposturetoaproactiveandmuchstrongerposition.
What is the Brand? Thequestionofbrandingandstorytellingisonethat
willhavetobeaddressedviafullyparticipatoryvisioningsessionsthatincludelocalinstitutionsandleadershipandengagetheneighborhood.Thisshouldincludeastrong
focusonhistory,authenticity,theCivilRightsmovement,andtheidentitywovenintotheSitethroughitssignificantlandmarksandthelegacyofDr.King.
Public SafetyAsoundapproachtoimprovingpublicsafety(andthe
public’sperceptionofsafety)iscentraltopavingthewayforattractiveretailuses.Thishasbeentouchedonthroughoutthereportandshouldinclude/addressthefollowingelements:
• Neighborhood/communitypolicingstrategy
• Eliminationofaggressivepanhandling
• Safepublicparkingoptions
• Lightingandactivationoftheunderpass(potentiallocationforacentralparkingdeck)
• Sanitation,maintenance,andinterimusesforvacantlots(includinglandscaping,attractivefencing,publicart,andpop-upfoodandretail)
Public Incentives and Infrastructure Funding• TADbondproceedsfromAtlanta’sEastsideTAD,
whichencompassesalloftheStudyArea,couldserveasamajorsourceoffundingforapotentialparkingdeckorotherparkingimprovements,andaprocessformakingaformalapplicationshouldbeexplored.
• NewMarketsTaxCreditsandHistoricTaxCreditscouldalsoserveasaviablepublicfundingsourceforphysicalimprovementstothearea’sbusinesses,andhelpsupporttheadaptivereuseofhistoricstructures.
• Privateinvestmentcanbeenticedwhenbyeliminatingorminimizingrisk
• Publicandphilanthropicfundingsourcesareneededtosupportthefillinginofthemissingandbrokenteeththoughvarioustacticalurbanismregimessuchas:
Ê Brandedadvertisinginvacantstorewindows Ê PocketParks Ê Improvedfencing(moreattractive) Ê Signageandhighwayvisibility Ê Temporaryusesonvacantlotstodrawactivity
(seeSafetysectionabove) Ê PublicArt(telltheCivilRightsstorythrough
muralsonbuildings,wallsthatarevisiblefromoutsideoftheneighborhood)
Policies and Implementation Strategies
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Invest Atlanta serves as a redevelopment agent for all tax allocation districts (TADs) formed within the City of Atlanta. TADs are one of the City of Atlanta’s key economic development tools. Also known as tax increment financing (TIF), tax allocation financing is a redevelopment and financing tool by which governments can provide financial assistance for eligible public and private capital projects within a TAD.
The Eastside Tax Allocation District was established in 2003 to join the Westside TAD in allowing the City to rebuild its Downtown streetscapes and improve its road and utility infrastructure, making Atlanta a more enjoyable place to live, work and play.
The New Markets Tax Credits (NMTC) program was created by the U.S Congress in 2000 to attract private investment to revitalize neighborhoods with high rates of poverty and unemployment. To date, over $50 billion has been invested nationwide through the NMTC program to finance commercial, industrial, community facility, and mixed-use real estate projects in qualifying Census tracts.
Invest Atlanta utilizes the NMTC program as a tool to provide low-interest loans to builders and businesses with large redevelopment projects. To be eligible, a project must be located in an area with high poverty and unemployment. Projects with total planned capital costs/business investments of at least $4 million work best for NMTC financing.Eligible project types include:• Business and industrial expansions,
including capital expansions and working capital, that retain and/or create high-quality jobs
• Community facilities that deliver vital services, such as healthcare, recreation, and job-training
• Retail Centers that provide healthy food options
Panel Recommendations
Near TermVisioning and Brand Championing
SAWshouldleadthechargetounitedisparatepropertyownersandotherkeystakeholderswiththepropositionofspeakingwithasingularvoicetodevelopandtellthestoryofthearea,andcoordinateitsongoingdevelopment.Anexampleofwhatthatvisioningprocessmightconsistofincludes:
Connecttheareawiththecommunityandretailerswithcustomers:
• Createacompellingcenterbrandplatform
Ê StrategicBrandAnalysis » Determineuniquesellingpropositions(USP)forthearea
-asaresultofadeepdiveintradeareaandcommunityanalysis,create3-6USPs.Thisismorethanademographicstudy.Thisdrivesmerchandising,placemaking,operational,sustainabilityandpromotionaldecisions.
» Createabrandstory–aparagraphsummaryofthebrandincludingmood/storyboards.
▫ Thiscanincludetenantcoordinationitemslikeauniformmethodofannouncingspacesforlease(windowbanners)andinformationtodirectprospectivetenantstothewebsite.
▫ Outlinetenantcriteriatohelpinexperiencedretailerswithidealwaystomerchandise,exhibitproduct,creativesignagetechniquesandgovernhowtheretailintegrateswiththepublicrealm.
» Createabrandpromise–an“only”statementthatsummarizesthepromiseofthebrandtotheretailer/customer.
» Createbrandkeywords–definethebrand’spersonality,tobeusedinallmarketingandpublicrelationsmaterials.
Ê Thebrandgeneratesaconnectingplanthatincludesbutisnotlimitedto: » Promotional/programmingactivities
» Capital/assetpreservationplan
» Merchandizingplan
Wayfinding and SignageThePanelrecommendswayfindingandsignageasonetactictoaddress
thelackofcohesivenessthroughouttheStudyArea.Theoverallstrategyshouldincludecelebratingthearea’srichCivilRightshistory.
• AkeypriorityforwayfindingshouldbebettersignagefromtheparkingattheMLKJr.NationalHistoricSitedirectingvisitorstoAuburnAvenueandactivatingtheparkinfromoftheSite.Bothcandrawpeopleouttothestreetandcreateopportunitiestokeepvisitorsinthearealongersupportingrestaurantsandotherbusinesses.
• BrandedsignagethroughoutthecorridorcanservetoknitAuburnAvenuetogetherfromwesttoeast,particularlyundertheviaduct.
Sweet Auburn Works Atlanta, Georgia
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Thesignagealonecanhelpaccomplishgreatcohesionandidentity.Overtime,thesignagecanbecomplementedthroughlighting,pedestrianinfrastructureandlandusetocreateaseamlessexperiencealongAuburnAvenue.
Court key retail tenantsFoodisamaindriverofretailthesedaysandtheone
forwhichthereislikelygreatestnear-termdemandonthecorridor.Makealistofpotentialtenantsthatwouldelevatethefoodexperienceandsetupmeetingstoidentifywherethereisamatch.Forexample,KingofPopscouldreplicatetheirdessertandlunchconceptcurrentlyatPonceCityMarket.Positiononeortwoofthesetenantsarethereandsuccessful,thecorridorshouldexperienceapositiverippleeffectwithadditionalfood-orientedretailersaswellasagreaterdiversityofretailers.
Inventory of commercial real estateSAWshouldidentifyandtrackownership,contact
information,spaceavailability,andotherpertinentinformationabouteverycommercialpropertyavailableinacentralizedlocation.Thiscouldbeatwo-pagepdfwithproposedterms,updatedfloorplans,photos,andareaplansforeachpropertyintheStudyAreaandacontextualareamapasaguidingdocument.SeethefollowinginventorymapfromMidtownAllianceasagoodexample:
http://www.midtownatl.com/_files/docs/midtown-retail-inventory-map.pdf
Partner with the City on Neighborhood Policing and Blight Taskforce
Iftheabovestepsaretakentounifypropertyownersunderasharedvision/mission,SAWcouldspeakmoreeffectivelytotheCityanditsdevelopmentarmaboutconcretestepstheCityand/orInvestAtlantacouldtaketoassistwithpolice/ambassadorpresenceandsanitation.TheneighboringADIDAmbassadorprogramisagoodexistingmodelforhoweffectiveaneighborhoodpolicingandsanitationprogramcanbeinturningaroundperceptionsofaneighborhoodandpavingthewayforreinvestment.ExtendingtheprogramthroughoutAuburnAvenuewillbecriticalinaddressingsomeofthechallenges.
Medium TermSAW,servingasthebrandchampion,candriveavisioning
processthatbringsallpartiestothetable,butforthetechnicalsupportrequiredtoimplementpolicychangesSAWshouldconsiderengagingacompetentthird-partyconsultantforsupplementaleffortsandmasteradvisoryservices.
PublicInfrastructureandFundingPlan:TheSweetAuburnNeighborhoodneedstoworkwiththeCity/InvestAtlantatodevelopalonger-terminfrastructureandfundingplanthatlaysoutthespecificinvestmentsneededinpublicinfrastructure(suchasacentralparkingdeck)andaplanforfundingit.SimilartoCharleston,parkingshouldbewellmaintained(safetyoptic)andconsolidatedtoeveryfewblocks.Clear,wellplacedsignagethattiestheparkingtotheareawillhelpbringacohesiontothedistrict.
Overview of the Sweet Auburn NeighborhoodDesignatedaNationalHistoricLandmarkin1976,the
MLK,Jr.NationalHistoricDistrictistheonlyAfricanAmericanfederallyrecognizedlandmarkdistrictintheUnitedStates.In1957,FortuneMagazinecalledAuburnAvenue“therichestNegroStreetintheWorld.”JohnWesleyDobbs,GrandmasterofthePrinceHallMasonsandmaternalgrandfatherofMaynardH.Jackson,Jr.,thefirstAfricanAmericanmayorofamajorsoutherncity,dubbedAuburnAvenueasSweetAuburnin1930.AuburnAvenuebecameameccaforunparalleledsocial,politicalandeconomicgrowth.ItistheplacewhereDr.MartinLutherKing,Jr.wasborn,raised,lived,workedandworshiped,andwhereheisburied.In1980,anactofCongressdesignatedtheMartinLutherKingJr.DistrictaHistoricSitethatattractsonemillionvisitorsayear.
Likemanyurbanneighborhoods,SweetAuburn
experiencedprolongeddecline,resultingfromdisinvestment,underutilizedandvacantbuildings,absenteelandlords,andrisingunemployment.Theabilityofpotentialentrepreneurstoattractcapitaltothedistricthasbeenhamperedbymarketmisconceptionsandthelackofawell-coordinatedrevitalizationeffort.ThestreetcarprojectisexpectedtoboosteconomicactivityintheneighborhoodbydrawingvisitorsfromCentennialOlympicParktotheKingNationalHistoricSite.Also,AuburnAvenuedeadendsintothemostutilizedsectionoftheAtlantaBeltLine,thelargestredevelopmentprojectinthecountryatthistime.
ThankslargelytotheHistoricDistrictDevelopmentCorporation(HDDC),theresidentialportionsoftheSweetAuburnneighborhoodandtheOldFourthWardhaveenjoyedadistinctturnaroundinthelastfewdecades.HDDCwasfoundedin1980byCorettaScottKing.Undertheleadership
Project Background
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Odd Fellows Building
ULIAtlantawouldliketothankCentralAtlantaProgressandGeorgiaPowerfortheirsponsorshipoftheTechnicalAssistancePanel.ULIAtlantawouldalsoliketothankJenniferBallandtheCentralAtlantastafffortheirhardworkinorganizingtheTAPincludingsecuringthemeetinglocation,providingthematerialsforbriefingpacket,andworkingwithstakeholders.ULIAtlantawouldalsoliketothankBigBethelAMEChurchfortheuseofitsfacilitiesforthepaneldiscussionsandstakeholderinterviews.ULIAtlantaisalsogratefultohavethebenefitofinputfromthemanystakeholdersandresidentswhoattendedthesession.
Acknowledgements
ProgramChair: Eric Weatherholtz,HealyWeatherholtzProgramManagers: Derrick Holland,TrinityGroup
PanelMembers: Jonathan Bartlett,Jacobs Angelo Carussi,CooperCarry Chris Faussemagne,Westbridge
Partners Alrich Lynch,LDGConsulting Jodi Mansbach,Jamestown Scott Prigge,RegencyCenters Cheryl Strickland,Stifel
TechnicalWriter: Jesse Zaro-Moore,BeazerHomes
ProjectStaffTAPCommitteeChair: Darryl Moss, Weissman,Nowack, Curry&Wilco
ULIAtlantaStaff: Sarah Kirsch,ExecutiveDirectorULIAtlantaStaff: Barbra Bowers,Director
ofMtamanikaYoungbloodtheorganizationhasrestoredanddevelopedover120single-familyhomes,constructednearly500unitsofmulti-familyhousingandaddedover40,000squarefeetofcommercialspaceintheOldFourthWard.HDDCcurrentlyoperates65unitsofaffordablehousingandiscurrentlyintheprocessofrenovatingtheHistoricAtlanta
LifeInsuranceCompanybuildingsiteintoaboutiquehotel.In1905AlonzoHerndon,aformerslave,startedtheAtlantaLifeInsuranceCompany,thesecondlargestblackownedinsurancecompanyinthecountry.ThemainofficebuildinghasaBeauxArtsClassicalfaçadethatiswithoutquestiononeoftheoutstandingvisualpointsofthedistrict.
Odd Fellows Building
ULI Atlanta TAP participants
Sweet Auburn Works Atlanta, Georgia
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Alston&Bird,LLPAMLIResidentialAtlantaGasLightBankofAmericaMerrillLynchBatson-CookBECK BennettThrasherBrasfield&Gorrie,LLCCooperCarryCoroRealtyAdvisors,LLCCousinsProperties,Inc.DPRHardinConstruction
EastdilSecured,LLCEDENSFrazier&DeeterJacobsJamestown,L.P.JonesLangLaSalleKimley-Horn&Associates,Inc.Morris,Manning&Martin,L.L.P.NilesBoltonAssociatesNorthAmericanPropertiesPerkins+Will,Inc.PollockShoresRealEstateGroup,LLC
RegentPartnersRuleJoyTrammell+Rubio,LLCSmallwood,Reynolds,Stewart,Stewart&Associates,Inc.StateBank&TrustCompanySynovus/BankofNorthGeorgiaTribridgeResidentialtvsdesignUrbanRealtyPartnersVoyaInvestmentManagementWellsFargoWinterConstruction
BalfourBeattyBuckheadCIDColumbiaResidential/VenturesDaVinciDevelopmentCollaborative,LLCDentonsUSLLPFrontDoorCommunitiesGablesConstruction,Inc.GeorgiaCommerceBankGeorgiaPowerGeorgiaPowerFoundation,Inc.GeorgiaTechFoundation,Inc.
GoogleGreenstonePropertiesHealeyWeatherholtzPropertiesHolderConstructionINVESTATLANTALord,Aeck&SargentOxfordProperties,LLCPattersonRealEstateAdvisoryGroup,LLCPostPropertiesSeligEnterprises,Inc.SevenOaksCompany
Smith&HowardSouthCityPartnersSurberBarberChoate&HertleinArchitects,P.C.SutherlandAsbill&Brennan,LLPTheBrookdaleGroupTheIntegralGroupTroutmanSanders,LLPWakefieldBeasley&AssociatesWeissman,Nowack,Curry&Wilco,P.C.YatesConstruction
BohlerEngineeringBrandBankCentralAtlantaProgressHighwoodsProperties,Inc.HolderPropertiesKimKingAssociates,LLPMarthasvilleDevelopmentNorSouthConstructs
NovareGroup,Inc.PeregrineOak,LLCPortmanHoldingsPursleyFrieseTorgrimsonSizemoreGroupStevens&WilkinsonTheJohnHardyGroup,LLCTheTrustforPublicLand
TheUniversityFinancingFoundationTheWorthingCompaniesTishmanSpeyerTranswesternTrimontRealEstateAdvisorsTunnell-Spangler-Walsh&AssociatesUzun&CaseEngineers,LLC
Friends of ULI Atlanta
Supporting Sponsors
Senior Sponsors
Champion Sponsors
Sustaining SupportULI Atlanta gratefully acknowledges its 2016 sponsors, whose support is critical to local ULI initiatives.
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Angelo Carusi, Principal,Cooper Carry
AngelohasbeendesigningwithCooperCarry’sAtlantaofficefor32years.Forthelast25yearsofhiscareer,Angelohasfocusedonmixed-usemasterplanningandretaildesign.NamedaPrincipalinthefirm’sretailstudioin2000,heiscurrentlydirectingthedesignofmixed-useprojectsinNashvilleandWilmington,NC.Overthe
years,hisprojectshavereceivedseveraloftheretailindustry’shighestdesignhonors,includinganInternationalCouncilofShoppingCenters(ICSC)AwardofMeritforTheMercatoinNaples,Fl.AngeloholdsaBachelorofArchitecturedegreefromtheUniversityofTennessee.HeisaLEEDAccreditedProfessionalwiththeUnitedStatesGreenBuildingCouncil,amemberoftheAmericanInstituteofArchitects,theUrbanLandInstitute(ULI),theInternationalCouncilofShoppingCentersandtheBuckheadBusinessAssociation.
Forover11years,Angelohastaughtcoursesonmakingcriticaldecisionsforretailrenovationsandmixed-usedesignatICSCUniversity.HehasalsoparticipatedonmanyICSCandULIpanelsandhaspublishedarticlesinRetail Traffic, Retail ConstructionandULI’sDevelopment Magazine.
Jonathan Bartlett, Senior Consultant, Jacobs
JonathanBartlettservesasseniorconsultantforprivateandpublicsectorprojects.Jonathan’scoreskillsareinforward-lookingmarket,financial,andstrategicanalysisofrealestatedevelopmentandinvestmentopportunities.Healsobringsprivatesectorexpertisetomunicipal
engagements,unlockingeconomicdevelopmentopportunitiesthroughdemographicanalysisandrealtimemarketintelligence.Hebelievesthatboldplansmustbeimplementable,soheappliesanunderstandingofarangeoftoolsfromprivateequitytoP3andtaxcreditsources.Jonathanalsobringsexpertiseinfiscalandeconomicimpactanalysis,taxincrementfinance,andportfoliostrategy.
Scott Auster, Managing Director,Grid Properties
Mr.AusterjoinedGridPropertiesin2009asaManagingDirectorresponsibleforsourcingacquisitionsandnewdevelopmentprojectsaswellasoverseeingtheleasingofUrbanStrategicPartners’newprojectsandexistingretailportfolio.
PriortojoiningGridPropertiesMr.AusterwasapartnerintheNewYorkCityofficeofRipcoRealEstateCorp.–aboutiquecommercialbrokeragecompanyspecializinginretailrealestateleasingthroughouttheNewYorkmetropolitanarea.Duringhis11yearswithRipcohespecializedinrepresentinglandlordsanddevelopersintheleasingoftheretailspaceintheirpropertiesthroughoutNewYorkCity.HisclientsincludedbuildingownersanddeveloperssuchasArchstone,KimcoRealtyCorporation,RREFFAlterativeInvestments,TheAppleBankforSavingsandTheArgoCorporation.Mr.AustercompletedtransactionswithmanyprominenttenantsincludingMarshalls,T.J.Maxx,BestBuy,JPMorganChaseBank,DardenRestaurants,BankofAmericaandStaples.Hecontinuestomaintainclosetieswithmajornationalandregionalretailers.InadditiontohismanyleasingassignmentsthroughoutNewYorkCity,Mr.Austerspecializedinexistingpropertiesandretaildevelopmentsalongthe125thStreetcorridorandthroughoutotherpartsofHarlemwhereheoversawthecompletionofmorethan20significantleasingtransactions.
PriortojoiningRipco,Mr.AusterwasasenioranalystwithBRTRealtyTrustwherehefocusedprimarilyonanalyzingequityanddebtinvestmentsforthecompany.Inaddition,hewasassetmanagerforaportfolioofinternallyheldcommercialpropertiesandwasresponsiblefortheorganization’srelationshipwiththecapitalmarkets.
Mr.AusterbeganhiscareerinrealestateinWashingtonD.C.workingasalobbyistfortheBuildingOwnersandManagersAssociation(BOMA)International.HeisagraduateoftheUniversityofMarylandandNewYorkUniversity’sSchackInstituteofRealEstate,wherehereceivedaMaster’sofScienceinRealEstateDevelopmentandInvestment.HeisamemberoftheInternationalCouncilofShoppingCenterswhereheisaboardmemberfortheNextGenerationCommittee,TheRealEstateBoardofNewYorkandbothTheNYUSchackInstituteofRealEstateandUniversityofMarylandAlumniAssociations.Mr.AusterisalicensedrealestatebrokerintheStateofNewYork.
Chris Faussemagne, Principal, Westbridge Partners
AnativeAtlantanandgraduateoftheWestminsterSchools,Mr.Faussemagnegraduatedin1994fromHampden-SydneyCollegeinVirginia.Hebeganhisrealestatecareerin1998withTheWinterGroupofCompaniesandthenjoinedWeaver&WoodberyCompanyin2000.
In2005,heformedWhiteProvisionDevelopmentCo.toacquireanddevelopthehistoricbuildingsat14thStreetandHowellMillRoadinWestMidtownAtlantaintoa335,000squarefootmixed-usedevelopment.Theprojectdeliveredin2008andpartneredwithneighboringpropertiestocreatetheWestsideProvisionsDistrict,whichcontinuestobeoneoftheSoutheast’stopdestinationsforrestaurantsandretail.
WestbridgeRealtyPartnerswasformedin2010bythedevelopmentpartnersoftheWhiteProvisionprojectcontinuingthefocusondevelopingadaptivere-useandurbaninfillprojectsaswellasconsultingonlargerregionalprojectsforinstitutionalclients.OverthepastfiveyearsthecompanyhascontinuedtoactivelydevelopprojectsintheWestMidtownsubmarketandwillbreakgroundinearly2016redevelopingoneofthearea’slastearly1900’shistoricbuildingsprovidingmuchneededofficespacetothearea.
Mr.FaussemagnehaswonDevelopmentofExcellenceawardsfromTheUrbanLandInstitute(ULI),AtlantaRegionalCommission,AtlantaUrbanDesignCommission,andtheGeorgiaTrustforHistoricPreservationforpastprojectshehasdeveloped.Heisactiveinlandusepolicyandcurrentlyco-chairstheMSAA(WestMidtown)landusecommitteeandaboardmemberofULIAtlanta.
Mr.FaussemagnelivesintheBuckheadneighborhoodwithhiswifeKatieandtheirtwoboys.
Panelist Biographies
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Alrich Lynch, LDG ConsultingAlrichLynchhasnearlytwentyyears’
experienceinnumerousaspectsoftherealestate,development,constructionmanagementandassetmanagementarenas.Hisvariedbackgroundhasaffordedhimtheabilitytosmoothlytransitionbetweenvariouspositions,complexassignmentsanduniquelydifferentorganizations.
Mr.Lynch’svariousroleshaveincluded:SoleDevelopmentManagerforthesimultaneousdevelopment,constructionandoperationsofover1,270marketrateapartmentunits;DevelopmentleadandcontactforSales,Marketing,Construction,CondoAssociationManagement,Equity’sAssetManager,andFinancegroupsfor442unitsdevelopedinthreedifferentproducttypes;DevelopmentManagerforseveralredevelopmentandrepositioningprojects;ProgramManagerforcomplexmixed-incomedevelopmentsfinancedwithHOPEVIloans&grants,LIHTC,CDBG,andtraditionalequity;andasProgramManager;negotiateddebt,equity,andgrantinstrumentsfornewmixed-incomedevelopments.
DuringMr.Lynch’scareer,hehasheldincreasinglysubstantialpositionsatregionalandnationalfirmsincluding,H.J.RussellandCompany,TheIntegralGroup,JulianLeCraw&Company,TrammellCrowResidential.In2010,Mr.LynchtookthehelmofLDGConsulting,anadvisoryservicesfirmfocusedonthedesign,construction,andrealestateindustries.
Mr.Lynch,anativeofWestPalmBeach,FL.,graduatedfromtheUniversityofFlorida,earningaBachelorofDesigninArchitecturewithaminorinBusinessaswellasMasterofBuildingConstruction.Mr.LynchgraduatedfromGeorgiaStateUniversitywithaMasterofBusinessAdministration,concentrationinRealEstate.
Jodi Mansbach, Vice President of Development & Construction, Jamestown
JodiLoxMansbachisVicePresidentofDevelopment&ConstructionatJamestown,arealestateinvestmentandmanagementcompanythatoversees$8billioninassets.Asanurbanplanner,Jodiisinvolvedinthefirm’sNewUrbanistdevelopmentandadaptivereuseprojects.
SheworkedforseveralyearsontheMixsonprojectinNorthCharleston,leadingtheefforttoactivateandredesignthe44acresiteintoavibrantneighborhoodwithsinglefamily,multifamily,retailandafirst-classamenitycenter.ShealsoworkedonanentertainmentcomponentfortherooftopatPonceCityMarket,thelargestadaptivereuseprojectinthesoutheast.AtJamestown,Jodialsoco-leadsthefirm’ssustainabilityinitiativesfortheUSportfolioanddirectsphilanthropicgivingfortheJamestownCharitableFoundation.ShereceivedaBachelorofArtsinArtHistoryfromYaleUniversity,MasterofArtsinArtHistoryfromNorthwesternUniversityandMasterinCityandRegionalPlanningfromtheGeorgiaInstituteofTechnology.
Darryl Moss, Partner, Weissman, Nowack, Curry & Wilco
DarrylMossisaPartnerinthefirm’sCommercialRealEstategroup.Herepresentsbuilders,developers,investors,brokers,andlendersincommercialrealestatetransactions,includingacquisitions,dispositions,andleases.
Darrylrepresentsdevelopersthroughoutthecountryinthecreationofnewrealestatedevelopments,andisconsideredanindustryleaderandexpertincondominiums(bothcommercialandresidential),masterplannedcommunities,newurbancommunities,mixed-usedevelopmentsandothertypesofrealestatedevelopmentsinvolvingcomplexownershipstructures.Healsorepresentsclientsintheorganizationandstructuringofnewcorporateentities.
Darrylwasoneoftheprimaryauthorsofthe2006and2007amendmentstotheGeorgiaCondominiumAct,whichaddressedissuesrelatedtomastercondominiums,escrowofpurchasedeposits,certificatesofoccupancy,anddeveloperexemptionsfromassessmentobligations.
Darrylisafrequentspeakeratcommercialrealestateandlegalcontinuingeducationseminars.Hisrecentpresentationsinclude:"IssuesinMixed-UseDevelopmentandChangesintheCondoAct"(GeorgiaRealPropertyLawInstitute);“StructuringMixed-UseDevelopmentswithMasterCondominiums(NationalBusinessInstitute);“ConsiderationsforLendersDealingwithCondominiumAssociationsinaDifficultEconomicClimate”(LawSeminarsInternational);and,ConsiderationsforDealingwithHomeowners’AssociationsinTroubledCommunities”(StateBarofGeorgia,RealPropertySection–CommercialRealEstateSeminar).HeisalsoafrequentcontributortoDevelopments in Real Estate,theofficialWeissman,Nowack,Curry&Wilconewsletterfortherealestatecommunity.
Darrylwasnameda“GeorgiaRisingStar”byLaw&PoliticsMagazineinboth2006and2007.HeisanactivememberofUrbanLandInstitute.Asoneoftheemergingleadersintherealestateindustry,hewasselectedtoparticipateinULIAtlanta'sinauguralCenterforRegionalLeadershipDevelopmentprogramin2009-2010.HeisalsoanactivememberofULIAtlanta’sTechnicalAssistancePanels(TAP)committee.HewaschairpersonfortheFultonIndustrialBoulevardTAP(2012)andisco-chairingtheClarkstonTAP(2013).
Scott Prigge, Senior Vice President of National Property Operations, Regency Centers
ScottPriggeisSeniorVicePresidentofNationalPropertyOperationsatRegencyCenters.Hecurrentlyoverseespropertymanagement,specialtyleasing,andthecompany’ssustainabilityprogramforaportfolioof318retailpropertiesencompassingover42.7millionsquare
feetlocatedintopmarketsthroughouttheUnitedStates.ScottjoinedRegencyin1997andhasheldavarietyof
rolesemployinghistalentsinteambuilding,strategicplanning,development,andredevelopment,whilemanagingandleasingretailprojectsthroughouttheUnitedStates.HebecameSeniorVicePresidentin2008.
Previously,ScottwasVicePresidentforSizelerPropertyInvestorsInc.,wherehesupervisedleasing,management,andredevelopmentforalargeretailportfolioinFlorida.HealsoservedinvariousmanagementpositionswithcommercialrealestatedeveloperHillPartners,Inc.,focusingoninnovativeretail
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Cheryl Strickland, Stifel, Nicolaus & Company, Incorporated
Ms.StricklandjoinedStifel,Nicolaus&Company,IncorporatedtoopenthePublicFinanceDepartment’sAtlantaofficeinJune2012.Shehasparticipatedinnumerousgovernmentanddevelopmentmunicipalbondfinancingsacrossthesoutheast.ShejoinedStifelafter8½yearswithAtlantaDevelopmentAuthority
(“InvestAtlanta”),whereshewasinstrumentalinestablishingaTaxIncrementBondFinancingprogramprovidingfundsforredevelopmentofseveraleconomicallyblightedareaswithintheCityofAtlanta.Sheleda$78millionmunicipalbondfinancingthatwasvoted2009’s“BestBondDealoftheYear”nationallybyCouncilofDevelopmentFinanceAgencies.Ms.Strickland’sskillfulapplicationoftaxincrementfinancingresultedinissuanceofover$550millioninTaxAllocationDistrictbondsinsixseparatetransactions,leveragingmorethan$4billioninprivateinvestment.Ms.StricklandalsochairedADA’sNewMarketsTaxCreditsentity.
Inaddition,Ms.Stricklandbrings17yearsofexperienceincommercialloanproduction,underwriting,andportfoliomanagementfromPrudentialInvestmentManagement,partofPrudentialFinancial.Hertransactionalexperiencespansallmajorpropertytypes,includingoffice,retail,hotels,industrial,andmulti-family.Ms.StricklandreceivedherB.S.inMathematicsfromNorthwesternUniversityandanM.B.A.attheUniversityofChicago.SheisontheboardoftheCouncilofDevelopmentFinanceAgencies(CDFA),activeinUrbanLandInstitute’s(ULI)nationalUrbanDevelopment-MixedUseproductcouncilandaPast-PresidentofCREW(CommercialRealEstateWomen)Atlanta.ShealsoholdstheCharteredFinancialAnalystdesignation.
Michael Townsend, Founder, Townsend & Associates
MichaelTownsendistheFounderofTownsend&Associates,aLosAngeles-basedretailrealestateadvisory.ThecompanyhasrepresentedarosterofleadingretailersincludingForever21,UrbanOutfitters,HardRockCafé,lululemon,KateSpade,EdHardy,Mango,andH&Mintheirexpansionplans
nationwide.Mr.TownsendbeganhiscareerwithCBRichardEllisbeforebecomingDirectorofRealEstateforVirginEntertainmentandmanagingtheirUSexpansion.Thecompanyalsohasincubatorservicestoadviseboutiquebrandsinthecreationofaretail
Eric Weatherholtz, Healy Weatherholtz
QuillHealeyandEricWeatherholtzformedHWPin2006,combiningtheirsharedexperiencepinpointingdesirablelocationsinanewvehicleintentonmakingexceptionalplaces.
Inpartnershipwithinstitutionalandindividualinvestorssharingitspointofview,thecompanytransformsproperties
incollaborationwithinnovativemerchants,architects,andartists.ThecompanyisarecipientoftheUrbanLandInstitute's
DevelopmentofExcellenceaward.PriortoHWP,Erichaddirectproperty-levelrolesinover100
retailpropertiesforapublicREIT.Subsequently,heheldvariousmanagementpositionsforaprivatedeveloperoflarge-scaleentertainmentandretailprojects.Heformedapredecessorcompanyin2002that,throughsingleassetanddiscretionaryprivateequityfunds,acquiredandrepositionedretailproperties.
Matt Winn, Chief Operating Officer, Olshan Properties
MattWinnservesastheChiefOperatingOfficerofOlshanPropertiesandisresponsiblefortheoperationsofthecompany’sentireportfolio.
Mr.Winnguidesanddirectstheday-to-dayfunctionsoftheOlshanPropertiesoperatingunitsincludingLeasing,Marketing,PropertyManagementand
AssetManagementandestablishesforward-lookingstrategicplansfortheportfolioofproperties.
Withacareerspanningtwodecadesincommercialrealestate,Mr.Winnhasbeeninvolvedinbillionsofdollarsoftransactionsandhasbeenatrustedpartnerinthegrowth,operationsanddevelopmentofmanycompanies.MostrecentlyasGlobalRetailCOOandHeadoftheRetailServicesplatformofCushman&Wakefield(C&W)inNorthandSouthAmerica,Mr.Winnwasresponsibleforallareasofthebusinessincludingoverallstrategy,operations,businessdevelopmentandplatformgrowth.
EarlierinhiscareerMr.WinnledtheevaluationandstrategicplanningexercisethatbroughtPrudentialFinancialintotheconduitmarket.HealsoworkedonthesaleofPrudentialHealthCare,performedcomplexloanworkouts,developedanewrealestatevaluationtoolwithsoftwaregroup,Charter,andcraftedcustomreportsallowinginstitutionalclientsandtheAmericanCouncilofLifeInsurerstoperformcomparativeanalysesacrosstheirinvestmentportfolios.DuringhistimewithStarwoodCapitalGroup,Mr.Winnoversawcorporateandproject-specificoperationsforsomeofthefirm’sretail,residentialandmixed-useportfolioinvestments.
Mr.Winnholdsabachelor’sdegreewithhonorsfromWesleyanUniversityinMiddletownCTinArtandArchitecturalHistory.HecurrentlychairstheBinswangerCommitteethatprovidesannualawardsforteachingexcellenceattheUniversity.AnactivevolunteerwiththeLeukemia&LymphomaSociety,Mr.WinnhasreceivedawardsandaccoladesforhisworkasacandidatefortheManofTheYearcampaign,asamemberoftheTeaminTrainingExecutiveCommitteeinGeorgia,andateamcaptain,mentorandmarathoner.HeisamemberoftheInternationalCouncilofShoppingCentersandtheUrbanLandInstitute.
developmentandmanagementsolutionsforinstitutionalclients.Throughouthiscareerhehasspecializedinleadingandbuildingdynamicteams,strategicplanning,redevelopmentandthemanagementandleasingofretailprojectsonanationalbasis.
ScottisboardchairforL.E.A.D.(Launch,Expose,Advise,Direct),anon-profitwhosemissionistoempowerat-riskyoungmeninAtlanta’sinnercitywithapathtowardsproductivecitizenship.Inaddition,heiscurrentlyaboardmemberfortheCouncilforQualityGrowth,atradeorganizationdedicatedtobalancedandresponsiblegrowthinmetroAtlanta.Heisalsoactivelyinvolvedwithseveralcivicorganizations,includingthechild-advocacygroupFamiliesFirstandtheCathedralofSt.Philip.HeisanactivememberoftheInternationalCouncilofShoppingCentersandUrbanLandInstitute.
ScottisanativeofSparta,NewJerseyandreceivedabachelor’sdegreefromWashingtonandLeeUniversity.HecurrentlyresidesinAtlantawithhiswifeandtheirtwosons.
template;servicesincludecapitalraising,managementstaffing,logisticssystems,andmarketingstrategies.Inadditiontohislong-standingrelationshipswithseniormanagementatleadingretailers,Mr.Townsendishighlyexperiencedinurbanretailsiteselection.
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ABOUT ULI – URBAN LAND INSTITUTETheUrbanLandInstitute(ULI)wasestablishedin1936andhasover30,000membersfrommorethan90countries.Itisone
ofAmerica’smostrespectedresourcesofinformationandknowledgeonurbanplanning,growthanddevelopment.ULIisanon-profitresearchandeducationorganization.Itsmissionistoprovideleadershipintheresponsibleuseoflandandincreatingandsustainingthrivingcommunitiesworldwide.Toencourageanopenexchangeofideasandsharingexperiences,ULImembershiprepresentstheentirespectrumoflanduseandrealestatedevelopmentdisciplines,workinginprivateenterpriseandpublicservice.Amongitsmemberstherearedevelopers,builders,propertyowners,investors,architects,planners,publicofficials,brokers,appraisers,attorneys,engineers,financiers,academics,studentsandmarketingandbrandidentityexperts.
ULI ATLANTA Withover1,000membersthroughoutGeorgia,AlabamaandEasternTennessee,ULIAtlantaisoneofthelargestDistrict
CouncilsoftheUrbanLandInstitute.Webringtogetherleadersfromacrossthefieldsofrealestateandlandusepolicytoexchangebestpracticesandservecommunityneeds.Weshareknowledgethrougheducation,appliedresearch,publishing,andelectronicmedia.
TECHNICAL ASSISTANCE PROGRAM (TAP)Since1947,theUrbanLandInstitutehasharnessedthetechnicalexpertiseofitsmemberstohelpcommunitiessolve
difficultlanduse,development,andredevelopmentchallenges.ULIAtlantabroughtthissamemodeloftechnicalassistancetotheMetropolitanAtlantaarea.LocalULImembersvolunteertheirtimetoserveonpanels.Inreturn,theyareprovidedwithauniqueopportunitytosharetheirskillsandexperiencetoimprovetheircommunity.ThroughTechnicalAssistanceProgramPanels,ULIAtlantaisabletoenhancecommunityleadership,clarifycommunityneedsandassets,andadvancelandusepoliciesthatexpandeconomicopportunityandmaximizemarketpotential.
Sweet Auburn Works Atlanta, Georgia
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