With warm sunshine splashing down on a glorious spring Friday evening, the easy rhythms of Lilac Wine reverberated from an impromptu stage.
The Atlanta acoustic trio covered popular tunes from the 1970s and later for a couple dozen onlookers at The Avenue East Cobb as part of the retail center’s Electric Avenue concert series.
Among them was a bluesy rendition of U2’s “Still Haven’t Found What I’m Looking For” that featured a bass solo.
Every Friday through October, local bands will be featured in what’s being called The Avenue’s Central Boulevard—the middle of the parking lot between the Kale Me Crazy eatery and the Banana Republic store.
It’s being envisioned as a permanent greenspace-style plaza surrounded by new restaurants with patios and retail shops, the heart of The Avenue’s reimagination that includes shopping, dining out and a growing array of entertainment activities.
Last summer, North American Properties—which developed the Avalon complex in Alpharetta and overhauled Colony Square and Atlantic Station in Midtown—entered into a joint partnership with present owners PGIM to manage the 23,000-square foot The Avenue, which opened on Roswell Road just east of Johnson Ferry Road in 1999 on the site of a former golf driving range.
Changes in the retail landscape and a desire to create a more dynamic lifestyle destination space prompted a dramatic conceptual revision.
In a recent interview with East Cobb News, NAP officials said they’ll soon be presenting site plan changes that need approval of the Cobb Board of Commissioners and going public with other details.
Four or five new restaurants are in the works, and some new retail tenants are expected to be signed soon, according to Brittni Johnson’s NAP’s public relations director.
In addition to Electric Avenue, the stage is the venue for a Comedy Live series featuring acts from the Punchline Comedy Club. A number of regular kids’ events have been added, and there are ongoing outdoor fitness and yoga classes at barre3, cooking workshops at the Olea Oliva store and cornhole leagues.
“Everyone feels it has all this potential to be tapped into,” said Sara Hemmer, NAP’s director of marketing.
PGIM was ramping up beyond some of its longstanding holiday-themed events when NAP signed on. At Avalon, NAP schedules more than 200 events a year.
But that’s a much larger facility than The Avenue, and the NAP team started with a Fall Fest and Halloween events and has built from there.
A first-ever Menorah lighting was a success, drawing several hundred attendees, and plans are to make that an annual event, along with Christmas-themed activities.
Initially, the plaza area was planned for the front of the mall. But Hemmer said there were some noise complaints from nearby residents following some of the concerts.
“That was another reason to move it to the middle,” Hemmer said.
The reconfigured location is in close proximity to nearby restaurants, and as Lilac Wine continued to play, a couple emerged from Stockyard Burgers & Bones, beers in hand (guests can bring their own food to stage events but not beverages).
The new Vanilla Café e Gelato coffee shop is also within earshot.
As the overhaul planning has continued, NAP has met with residents of the nearby Easthampton subdivision, as well as the East Cobb Civic Association.
Michael Saadaala, director of property operations at The Avenue, said that they don’t want the community to have any unexpected surprises as the final plans are presented.
NAP officials are scheduled to visit the retail center this week before those plans are formally submitted to the county. Hemmer said that barring delays, construction could begin by August, with completion in the first quarter of 2023.
Another key feature will be a valet and concierge service for those who want it. But it will be optional, and self-parking will still be available.
“For those who want to spend the money, they’re going to get the service,” said Saadaala, who spent 18 years in hospitality operations with the Four Seasons hotel and resort chain.
He’s part of a current NAP team onsite that has four people, but that could grow to around 15 once the valet and concierge services begin.
“They will be face and voice of our property,” Hemmer said in reference to the concierge staff. “They’ll be putting the hospitality component into our events.”
Another part of the overhaul that goes beyond bricks-and-mortar is a rebranding of The Avenue, including a new logo.
A branding design guide includes messaging such as “The Avenue is the shopping center known for being East Cobb’s every day adventure” and “East Cobb’s gathering spot to shop, eat and say hello.”
While some of the new concept is geared around drawing in families with younger children, the comedy shows are aimed at ages 13 and older.
The overall idea, Hemmer said, is to appeal to “everyone who is coming here,” noting that some of the more avid cornhole participants are empty-nesters.
“We want everyone to feel like there’s something here for them to enjoy.”
Related:
- Valvoline oil change plans OK’d for Roswell-Johnson Ferry corner
- Marshalls not confirming move to Merchant’s Walk—for now
- 101 Bagel Café opens in East Cobb with New York-style taste
- Kroger holds groundbreaking at MarketPlace Terrell Mill
- Vanilla Café e Gelato opens at The Avenue East Cobb
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