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Could Avalon Dilute The Caché Of Intown Retailers, Eateries?

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The Avalon project in Alpharetta is billed as one of the largest mixed-use developments under construction in the country, and when it opens next year, it'll be the first ITP outpost for several prized intown restaurants and retailers. Consider this: The second location of famed Antico Pizza, a chef Ford Fry concept, Sean Doty's Bantam + Biddy and Bocado Burger Bar all plan to set up shop in Avalon — some 25 miles from Atlanta. Could their strategies be to operate where the money is, a la the Atlanta Braves? Mark Toro, managing partner with Atlantic Station-saviors North American Properties, called the North Fulton market one of the strongest in the country in an interview with 11Alive. Toro said the Alpharetta area's demographics are a strong one-two punch of high income and discriminating shoppers. Could this dilute the timeworn argument that intown restaurants and shopping are far superior to the 'burbs'?


Officials hope to open the massive project by October next year, offering a blend of restaurant, retail, office and residential space. Expect 100,000 square feet of loft offices and 400,000 square feet of retail spread across these 86 acres near Ga. Highway 400, which languished for years when the original developer succumbed to the Recession. There's reportedly a waiting list of more than 1,000 for Avalon's 101 single-family homes in development.

Toro has previously called Avalon an "experience center" and likened it to Santana Row in San Jose, The Domain in Austin and Kierland Commons in Scottsdale. What's more, Toro told 11Alive, Avalon will be considered a "fiberhood" with Internet speeds 100 times faster than normal.

This immersive YouTube video provides a fly-through view of the project and proves that it'll bear a striking resemblance to Atlantic Station. By comparison, Atlantic Station is significantly larger (138 acres) than Avalon (86 acres) with taller office and residential towers.

· Alpharetta's Avalon is drawing in-town restaurants, retailers [11 Alive]
· $600M Mixed-Use Development in Atlanta Suburb Gets Green Light [CP Executive]
· Experience Avalon [YouTube video]

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