The Battery Atlanta, the mixed-use component of the new Atlanta Braves project, has reportedly brought in a pinch hitter to assist in the leasing of the project. Gary Lewis, a nearly 30 year veteran of Simon Property Group, has been engaged to consult on the retail/restaurant leasing efforts at the complex.
Lewis, who held a number of executive roles at Simon's headquarters in Indianapolis, was most recently involved with leasing in Savannah for Ben Carter. Ben Carter, known to many Atlantans as the guy who had the original vision for Buckhead Avenues The Streets of Buckhead Buckhead Atlanta The Shops Buckhead Atlanta, is now involved in a significant development in Savannah. Dubbed The Broughton Street Collection, the development has brought many national retailers to Broughton Street.
It is believed that the leasing team at The Battery is not having the success they had imagined in signing higher end retailers and has turned their attention to bar and entertainment businesses.
To that end, Fuqua hired Dotan Zuckerman away from North American Properties, where he worked on leasing Avalon in Alpharetta, in hopes that he could bring some of the same names to The Battery.
I have uncovered preliminary plans for "The Battery Atlanta," which shed some light on the direction of the project. Included in the plans are a number of new-to-market restaurants and retailers as well as some established local operators. Fuqua Development, known locally for their often grocery and big box anchored-centers, has taken a much different approach with the new development.
Among the notable tenants are:
Whole Foods - Listed at about 28,000 square feet, this could be another 365 by Whole Foods Market location.
CinéBistro - A luxury dinner and a movie complex with an existing location at TOWN Brookhaven, developed by Jeff Fuqua when he was with Sembler.
Under Armour - The Baltimore, Maryland-based sports clothing and accessories company has been looking to open a retail location in metro Atlanta. The Under Armour space is listed as just over 11,000 square feet and is located near Mountain High Outfitters, a Birmingham-based based speciality retailer confirmed for the development.
Il Mulino - The New York-based upscale Italian restaurant previously had a location in downtown Atlanta at 191 Peachtree. After opening in late 2008, the restaurant closed in late 2010 and is now Alma Cocina, a modern Mexican restaurant from Atlanta's Fifth Group Restaurants.
The Cosmetic Market - Nashville-based The Cosmetic Market is similar to Bluemercury (now a division of Macy's) and Ulta and offers a wide variety of cosmetics for both men and women. The retailer’s only other Atlanta area location is in Avalon in Alpharetta.
Orvis - Another retailer with an outpost in Avalon, Orvis also has an established presence on Peachtree Road in Buckhead. The Battery location is listed about just over 5,300 square feet.
Another, roughly 4,300 square foot space is simply marked "Anne Quatrano."
Other tenants listed include Anthropologie, Free People, Banana Republic, Bilton Bar, YardHouse, L.L. Bean, Athleta, Kendra Scott, Flywheel, Drybar, Cafe Intermezzo, Build-A-Bear, Bocado, Verizon and SunTrust and Kilwin's.
Personally I find this list (with the exception of SunTrust) more aspirational than realistic, but time will tell what retailers they are able to secure for the center. My comment would be, "Show me the Mattress Firm!"
While I could get no official confirmation to any of the above mentioned tenants, Battery officials did confirm the following list of newly signed tenants.
Wahlburgers, an expanding burger joint from by chef Paul Wahlberg and his actor brothers Mark and Donnie Wahlberg. The Battery location is one of six planned for metro Atlanta by a local franchisee.
Dress Up Boutique, a women’s fashion boutique.
Kings Bowl, a retro bowling and high-end food and drink concept that will offer 12 to 16 lanes.
Mountain High Outfitters, a specialty outdoors merchant.
A Harley-Davidson apparel store.
Sugarboo & Co., a gift boutique.
Goldbergs Bagel Co. & Deli. (surprisingly, no confirmation of a Braves All Star Grill, another Goldbergs Group concept.)
Entertainment venue developer Cordish Cos. plans a trio of concepts including a PBR Bar & Grill (Professional Bull Riders Association), featuring a mechanical bull. The other Cordish concepts will be a two-level "sports & social club", likely their The Kill Devil Club and a to-be-announced restaurant by a celebrity chef.
Other previously announced tenants include:
CRU Food & Wine Bar
An as yet unnamed steakhouse from Linton Hopkins' Resurgens Hospitality Group.
Antico Pizza Napoletana
Tomahawk Taproom & Fox Bros. BBQ
Coca-Cola Roxy Theatre
260 room Omni Hotel
Are you excited by these prospective and confirmed tenants? Do you feel The Battery Atlanta will be a destination year-round? What would you like to open in the project?
Please share your thoughts below.