New Avenue public plaza dubbed ‘East Cobb’s hometown hangout’

A few hundred spectators decked out in garden-party attire watched as a large green curtain was pulled down Thursday to reveal a new public plaza at Avenue East Cobb.

The centerpiece of the retail center’s redevelopment also features a live music stage, and a high-energy cover band rocked the venue for a couple of hours after that, as guests munched on appetizers from current and forthcoming restaurants, enjoyed cocktails and danced.

More than a year in the making, the new open-air plaza signals a new phase for Avenue, which has been rebranded as it has been re-energized.

An official from North American Properties, which signed on as a management partner last year, calls it “East Cobb’s hometown hangout,” with the purpose tied to getting the public to come, and stay.

Two new “jewel box” restaurants are still under construction, and some outdoor seating has been set up in front of Round Trip Brewing Co., which will be opening a German-style taproom next spring.

But the plaza is officially open to the public, and continuing events such as Friday night live music are on tap. That includes “Electric Avenue” concerts every Friday from 6-8 p.m. through October.

The plaza features a variety of comfortable chairs and sofas and two bar areas, along with a green turf in front of the stage suitable for spreading out blankets.

The venue also includes optional valet parking, which some cocktail party guests took advantage of at Thursday’s event.

The cost was $75 a person, but all the proceeds went to MUST Ministries.

CEO Ike Reighard said the result was $10,000 for the Marietta non-profit, which typically served around 300 homeless clients per night before COVID-19.

That figure shot up to 1,500 a night during the height of the pandemic.

“The only thing that exceeded the level of need was the level of generosity, and that’s what you did,” he said.

Reighard, who’s also senior pastor at Piedmont Church, told the audience that “you won’t hear a minister saying ‘drink up,’ but thank you.”

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