PHOTOS: Groundbreaking celebration at The Avenue East Cobb

The Avenue East Cobb groundbreaking celebration

Amid the sounds of tinkling champagne classes and a jazz band, East Cobbers, local dignitaries and shop owners at The Avenue East Cobb gathered Thursday afternoon to kick off a new era for the major retail center.

As an honorary wrecking ball—signed by many of the attendees—slammed into a window of the former Bravura store, and green and white confetti rained down on what will be a public plaza.

That’s at the heart of a reimagined and expanded “Central Boulevard” concept that includes events, two “jewel box” buildings with patio-centric restaurants and retail space and valet parking.

The Avenue East Cobb groundbreaking celebration
Guests were shown renderings of what will be the The Avenue East Cobb’s public plaza and other redevelopment features.

Cobb commissioners in June approved a site plan change at The Avenue, which is being managed by North American Properties, developer of Avalon and redeveloper of Atlantic Station and Colony Square.

East Cobb-area representatives Jerica Richardson and JoAnn Birrell spoke, and were given the honors of taking sledgehammers to the windows.

The Avenue East Cobb groundbreaking celebration
Commissioners Jerica Richardson and JoAnn Birrell with representatives of North American Properties, including CEO Tim Perry (center).

The Avenue East Cobb opened in 1999, and much like its other projects, NAP wants it to become a “destination” location, not just for shopping, but dining, entertainment and congregating with friends and family.

The redevelopment is expected to be complete by early next year.

The Avenue East Cobb groundbreaking celebration
Serving champagne on stilts.
The Avenue East Cobb groundbreaking celebration
Signing the wrecking ball.

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