NorthFulton.com
Red carpet rolls out Oct. 30 for $600M retail development
ALPHARETTA, Ga. – Tony Bennett’s hit song just about matches the way North American Properties Managing Partner Mark Toro feels about stepping out with his “baby.” The long-awaited Avalon grand opening is drawing nigh.
While Toro might not put on his white tie and tails, he has been wearing an ear-to-ear smile as 1 million square feet of Avalon Phase I get the finishing touches for the big day. Taking a tour of the broad boulevards lined with shops, stores and restaurants of all kinds, Toro talks about Phase II that is not so far behind.
There is the new 4-star hotel from the Autograph Collection by Marriott and the Alpharetta Conference Center that will be a public-private partnership. The $100 million development will be a full-service, 325-room hotel the likes of which has not been seen north of the Chattahoochee.
Phase II will see 276 additional apartments going before Alpharetta City Council. Toro is so sure this will be a destination address for Millennials, executives and empty-nesters that he can hardly wait.
He points to the ultra-chic apartments above retail. The two-bedrooms start at $1,750 per month and depending on the extras, well … the top of the line unit just leased for $5,000 a month.
“It is all about size and location,” Toro said.
The apartments will overlook streets abuzz with action. The boulevards have wine and tequila bars, so if you are tired of walking, you can sit and refresh yourself.
Cru Wine Bar will there with just the right vintage for that time and that day.
But who can sit when there is so much to see and do? Avalon is 98 percent leased and 90 percent occupied, and everyone is rushing to be ready for Opening Day.
“No one wants to miss the party,” Toro said.
Then he goes on a riff about the restaurants that will be open. He starts with the top Atlanta area chefs opening here and then moves on to nationally known restaurateurs – all of the crème de la crème to be sure.
“There are 12 restaurants in the first phase and seven of them are local. Ford Fry, the dean of Atlanta restaurateurs, is opening a Tex-Mex place called The El Felix,” Toro said.
It is his seventh eatery in greater Atlanta that includes St. Cecilia in Buckhead, Oyster Bar in Atlanta’s Westside and No. 246 in Decatur.
“This will be his first suburban location,” Tor said. “We are seeing the best of the in-town restaurants who never go OTP want to come here.”
Other restaurants include Kono Grill Sushi, Ted’s Montana Grill, Brian Willis’ Bocado Burger and the list just goes on.
Giovanni Di Palma, who started Antico Pizza and Caffe Gio, is the pizza guru of Atlanta, Toro said. And he is coming to Avalon, too.
“He puts his heart and soul into everything he does.”
Retailers are all top echelon as well. Many are top local brands such as Fabrik, Sage and American Threads. Kinnucan’s Specialty Outfitter has become the regional store for all things outdoors.
Avalon is dedicated to being a green leader. Its onsite recycling center (they call it the “Trash Mahal”) separates and composts wet trash, collects irrigation water from rain barrels and recycles cooking oil on the premises.
“In fact, our trash collection and recycling is now a profit center,” Toro said.
Everyone has heard about the outdoor skating rink that is bigger than the one at Rockefeller Center, but it will also be a fountain in warmer months. And since this is Avalon, it won’t be just a fountain. It will be a FOUNTAIN.
Toro says every hour it will be a “show” choreographed by computer to flow in concert with music. So the music flows in rhythm to the music.
There is landscaping, and then there is Avalon landscaping. Avalon wants some nice shade trees, so it has imported five 40-year-old live oaks. That is instant shade, and at $40,000 each, one would think they should fan the visitors too.
“We wanted to have an immediate impact,” Toro said.
Understatement is Toro’s gift.
If there is something that says what Avalon is about, it just might be Drybar. No, it doesn’t serve martinis, but it is a place of refreshment for women. Their gig is to give a girl a good blowout and leave refreshed and ready to be devastating. Their mantra is “No cuts. No color. Just blowouts.” The salon is appointment only.
If you feel the need for more than a blowout, there is Van Michael Salon ready to do whatever it takes – be it a wedding, clubbing or simply to be spoiled.
Shopping, entertainment, fine dining and good eating abound at Avalon. The doors open Oct. 30 and there is a four-day party waiting.
Labels: Alpharetta, Avalon Grand Opening
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Brian Vanderhoff @ 4:44 PM
