Ponce City Market (Atlanta, GA)
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Transcript of Ponce City Market (Atlanta, GA)
COMMUNITY OF CONSUMERS
OPPORTUNITY AWAITSTISHA MALEY404.931.0338 | [email protected]
Ponce City Market presents an unparalleled opportunity to reach a new submarket of underserved customers
in Atlanta’s urban core. These eager, hip, a!uent customers range from stylish young students to established professionals and
families to empty nesters in sprawling, gracious homes. They are all well-traveled innovators who value sophisticated design
and seek experiences instead of commodities. They crave places with a soul, where they belong, that are created just for them.
Ponce City Market.
THE SOUTHEAST’S MOST DYNAMIC CONSUMERS
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85
75
400
PERIMETER MALL
LENOX SQUARE
Ponce De Leon Ave NE
Peac
htre
e St N
E
Peachtre
e Rd
NW
North Ave NW
8529
19
DOWNTOWN
MIDTOWN
BUCKHEAD
DECATUR
5 MILES
3 MILES
PRIMARY TRADE AREA
SECONDARY TRADE AREA
INCO
ME D
ISTR
IBUT
ION $100,000 OR MORE
$75,000-$99,999
$50,000-$74,999
$30,000-$49,999
LESS THAN $30,000
PONCE CITY MARKET TOTAL TRADE AREA PRIMARY TRADE AREA SECONDARY TRADE AREA
TOTAL POPULATION 216,697 127,943 88,754
POP. GROWTH 2012-2017 6.4% 7.0% 5.9%
TOTAL HHS 100,460 66,280 34,180
HOUSEHOLDS $75,000> 35,651 23,774 11,877
HOUSEHOLDS $100,000> 26,110 17,704 8,406
DAYTIME POP. 235,909 122,905 113,004
UNIVERSITY ENROLLMENT 38,199 19,112 19,087
AFFLUENT, DENSE, DIVERSE & UNDERSERVED
Emory Uni
Ponce de Leon Ave. NE
Freedom Pkwy.
Briarcli!
Rd. N
E
North Ave.
Piedmont Ave. N
E
Peac
htre
e St.
NE
Centennial Olympic Park
Georgia StateUniversity
Georgia Institute of Technology Fox
Theatre
Fourth Ward Park
PIEDMONTHEIGHTS
ANSLEY PARK
The Carter Center
Memorial Dr. SE
Mor
elan
d Av
e.
Freedom Park
Piedmont Park
AtlantaBotanical
Garden
MORNINGSIDE-LENOXPARK
VIRGINIA HIGHLAND
MIDTOWN
BUCKHEAD
CANDLER PARK
INMANPARK
PONCEY HIGHLANDOLD FOURTH
WARD
DOWNTOWN
DRUID HILLS
AIRPORT13 miles
7585
20
75/85 30306
30324
30307
30308
30309
ENCOMPASSESATLANTA’SHISTORIC INTOWNNEIGHBORHOODS
Residents value the communities’ authentic character
30306VIRGINIA HIGHLANDSMORNINGSIDE
30307INMAN PARKCANDLER PARKDRUID HILLS
30308MIDTOWNOLD FOURTH WARDPONCE CITY MARKET
30309MIDTOWNANSLEY PARK
30324PIEDMONT HEIGHTS
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236
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20
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85
75
400
PERIMETER MALL
LENOX SQUARE
8529
19Ponce De Leon Ave NE
Peac
htre
e St N
E
Peachtre
e Rd
NW
North Ave NW
278
23
3
8575
75
DOWNTOWN
MIDTOWN
BUCKHEAD
DECATUR
$775 MILLION IN DEVELOPMENT SPURRED BY BELTLINE EASTSIDE TRAIL
GAME CHANGER: PONCE CITY MARKET ANCHORS THE ATLANTA BELTLINE EASTSIDE TRAIL
1.2 MILLION FOOTFALLS AND GROWING
400 PERCENT
Pedestrian tra"c on Eastside Trail increases frequency of visits
Amount bike commuting grew in Atlanta from 2000-2009, the fastest rate in the U.S.
LIMITED RETAIL AVAILABLE IN MARKET $79.12 AMPLE RETAIL
AVAILABLE IN MARKET $165.21
* S O U R C E : I C S C , 2 0 1 2
PONCE CITY MARKET’S 300,000 SF OF RETAIL WILL INCREASE WEEKLY SPENDING OF 200,000+ OFFICE WORKERS IN AREA BY 200%
AVERAGE WEEKLY SPENDING BY URBAN OFFICE WORKER ON FOOD, GOODS AND SERVICES*
200,000+ WHITE COLLAR
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236
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75
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85
85
75
400
PERIMETER MALL
LENOX SQUARE
Ponce De Leon Ave NE
Peac
htre
e St N
E
Peachtre
e Rd
NW
North Ave NW
278
23
385
8529
19
DOWNTOWN
MIDTOWN
BUCKHEAD
DECATUR
3 MILES
ATTRACTIONS LIVE MUSIC VENUES ANNUAL FESTIVALS PERFORMING ARTS
43 MILLION ANNUAL VISITORS
DOWNTOWN ATLANTA ANNUAL ATTENDANCE
SPORTING EVENTS 4.8 MILLION
CONCERTS & SHOWS 2.6 MILLION
CONVENTIONS 2.1 MILLION
ATTRACTIONS 13 MILLION
While under construction, PCM has already become one of Atlanta’s most popular destinations, with over 10,000 visitors taking part in hard hat tours and special events.
ATLANTA RANKED
4TH BEST U.S CONVENTION CITYSOURCE: CVENT, 2013
PONCE CITY MARKET IS AT THE EPICENTER OF ATLANTA’S MOST VISITED PLACES AND EVENTS
Ponce de Leon Ave. NE
Freedom Pkwy.
Briarc
li! R
d. NE
North Ave.
Piedmont Ave. N
E
Peac
htre
e St
. NE
Centennial Olympic Park
Georgia StateUniversity
Georgia Institute of Technology Fox
Theatre
Fourth Ward Park
The Carter Center
Mor
elan
d A
ve.
Freedom Park
Piedmont Park
AtlantaBotanical
Garden
MORNINGSIDE-LENOXPARK
VIRGINIA HIGHLAND
MIDTOWN
WESTSIDE« 3 miles
HIGHWAY ACCESS« 1 mile
BUCKHEAD / LENOX / PHIPPS
5 miles
CANDLER PARK
INMANPARK
PONCEY HIGHLAND
OLD FOURTH WARD
DRUID HILLS
7585
75/85 Atlanta Beltline
MARTA
1
23
5
6
7
MIDTOWN PLACEWhole Foods The Home Depot PetSmart TJ Maxx Staples
MIDTOWN PROMENADELandmark Theater Trader Joe's Tuesday Morning Starbucks
TECHNOLOGY SQUAREBarnes & Noble
ANSLEY MALLLA Fitness Publix Intaglia Furniture Pier 1 Imports Cook's Warehouse
VIRGINIA HIGHLAND Specialty Street Retail/Restaurants
EDGEWOOD RETAIL DISTRICT
Barnes & Noble Bed Bath & Beyond Best Buy Kroger Lowes O"ce Depot Ross Dress for Less Target
ATLANTIC STATION Dillards Regal Cinemas IKEA PublixOld NavyH&MGap
1 3 6 7
4
5
2
LIMITED RETAIL WITHIN 3.5 MILES
This a!uent and underserved market is lacking national clothing and home good retailers
SHOE CATEGORY GAP: THERE IS $7.1 MILLION OF UNMET SHOE CATEGORY DEMAND IN THE PONCE CITY MARKET AREA.*
SOURCE: ALEXANDER BAGGAGE, PEER COMPARISON REPORT, 2014
HIGHEST CONCENTRATION OF ATLANTA’S PRODUCTIVE CONSUMERSOur trade area stands strong in key demographics of age, a!uence and density. Coupled with their lifestyle habits, they crave
experiences and spend money on food, recreation, home goods, clothing and accessories as well as art and music. Comparable
to other great urban street retail districts in the Southeast, the Ponce City Market consumer is productive and underserved.
PCM has the
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278
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141
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400
Ponce De Leon Ave NE
Peac
htre
e St N
E
Peachtre
e Rd
NW
North Ave NW
278
23
3
8529
19
PERIMETER MALL
LENOX SQUARE
6.3 MILES
4.9 MILES
DOWNTOWN
MIDTOWN
BUCKHEAD
DECATUR
PRIMARY TRADE AREAS PONCE CITY MARKET
LENOX SQUARE
PERIMETER MALL
PONCE CITY MARKET IS IN A STRONGLY POSITIONED TRADE AREA
52,330 CONSUMERS AGES 25-4458% MORE THAN LENOX SQUARE | 64% MORE THAN PERIMETER MALL
PRIMARY TRADE AREAS PONCE CITY MARKET LENOX SQUARE PERIMETER MALL
TOTAL POPULATION
127,943 88,383 85,871
POPULATION GROWTH (2012-2017) 7.0% 9.0% 5.1%
18-34 FEMALE POPULATION
24,211 14,174 12,755
35-44 FEMALE POPULATION
8,950 6,571 6,637
18-34 MALE POPULATION
23,321 13,369 11,997
35-44 MALE POPULATION
12,297 7,205 6,844
POPULATION 25-44
52,330 33,016 31,881
UNIVERSITY ENROLLMENT
19,112 6,471 4,186
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3
3
3
3
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278
278
141
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236
236
42
42
42
75
75
20
20
20
85
85
85
75
PERIMETER MALL
LENOX SQUARE
Ponce De Leon Ave NE
Peac
htre
e St N
E
Peachtre
e Rd
NW
North Ave NW
278
23
3
75
141
400
19
8529
19
6.3 MILES
4.9 MILES
DOWNTOWN
MIDTOWN
BUCKHEAD
DECATUR
PRIMARY TRADE AREAS PONCE CITY MARKET
LENOX SQUARE
PERIMETER MALL
INCO
ME D
ISTR
IBUT
ION $100,000 OR MORE
$75,000-$99,999
$50,000-$74,999
$30,000-$49,999
LESS THAN $30,000
PRIMARY TRADE AREAS PONCE CITY MARKET LENOX SQUARE PERIMETER MALL
TOTAL HOUSEHOLDS 66,280 44,007 39,255
HOUSEHOLDS $75,000> 23,774 23,605 18,903
HOUSEHOLDS $100,000> 17,704 19,136 14,370
17,704 HOUSEHOLDS WITH INCOMES OVER $100,000
23% MORE THAN PERIMETER MALL
ONE OF ATLANTA’S MOST AFFLUENT TRADE AREAS
PRIMARY TRADE AREAS (ROUGHLY 3 MILE RADIUS)
POPULATION PONCE CITY MARKET HIGHLAND VILLAGE KNOX HENDERSON
TOTAL POPULATION 127,943 110,814 150,797
POPULATION 25-44 52,330 44,365 62,767
SINGLE 66,578 37,528 58,904
COLLEGE DEGREE OR HIGHER
76,758 58,068 64,675
TOTAL HOUSEHOLDS 66,280 61,200 76,617
% HOUSEHOLDS EARNING $75,000+
36% 46% 35%
THE PCM CONSUMER IS MORE AFFLUENT AND EDUCATED THAN KNOX HENDERSON
THE SOUTH’S NEXT GREAT STREET RETAIL DISTRICT
TOP PSYCHOGRAPHIC CATEGORIES IN PRIMARY TRADE AREAS (ROUGHLY 3MI RADIUS)
PONCE CITY MARKET HIGHLAND VILLAGE KNOX HENDERSON
27. METRO RENTERS 52.4% 27. METRO RENTERS 46.3% 27. METRO RENTERS 43.0%
22. METROPOLITANS 10.4% 08. LAPTOPS AND LATTES 14.3% 01. TOP RUNG 7.9%
08. LAPTOPS AND LATTES 7.8% 23. TRENDSETTERS 10.9% 39. YOUNG & RESTLESS 7.2%
70.6% 71.5% 58. NEWEST RESIDENT 6.7%
22. METROPOLITANS 6.2%
71%
THE PCM CONSUMER’S LIFESTYLE AND ATTITUDES ARE VERY SIMILAR TO HIGHLAND VILLAGE
ATLANTA’S DESTINATION FOR DYNAMIC CONSUMERS
Our consumers value good design that lasts, creativity and an active lifestyle. They gravitate to places with a soul and events and
activities that give them a sense of belonging – civic groups, supper clubs, artistic niches. They move on foot and bike, smartcar
and public transit. They prefer street retail and non–traditional shopping environments to malls. They look for communities
with a sense of purpose, like Ponce City Market.
REFLECTS THE CREATIVE MINDSET OF THEIR NEIGHBORHOODS
The PCM consumer
The PCM consumer
IS A VIBRANT, OPTIMISTIC, INFORMED MEMBER OF THE MAKER REVOLUTION
MODERN BOHEMIAN MOM URBAN DWELLING TECHIES
Age 35-44 Age 25-34ELIZABETH SINEAT AND JOE
STATUS Married with three kids
NEIGHBORHOODVirginia Highlands within walking distance of her kids public elementary and middle school
OCCUPATIONNon-profit executive
EXERCISEPure Barre
RECREATIONPhotography
HOBBYKnitting, baking
TECH BRANDApple
FASHION FAVORITESAnthropologie, Lululemon, J. Crew, REI, Cosmetic Market
STATUS Co-habitating
NEIGHBORHOODRenting a house in Cabbagetown
OCCUPATIONHis: Public Health, CDC Hers: Producer, CNN
EXERCISEHis: Cycling Hers: Running
RECREATIONHis & Hers: Rock climbing
HOBBYHis: Guitar Hers: Painting, 3D Printing
TECH BRANDSamsung
FASHION FAVORITESBonobos, Madewell, Urban Outfitters, REI, Alternative Apparel
MODERN BOHEMIAN MOMURBAN DWELLING TECHIEGENTRIFYING GENTLEMANTHE CREATIVE MILLENIAL
ASPIRES TO A CAR-FREE LIFESTYLE
SUSTAINS INDIEMUSIC & THEATRE SCENE
PROUD OFECLECTICISM
DESIGNAFICIONADO
LOCAVOREFOODIE
The PCM consumer
CREATES BUZZ & EXCITEMENT THAT DRAWS CONSUMERS FROM ACROSS THE REGION
GENTRIFYING GENTLEMAN THE CREATIVE MILLENNIAL
Age 35-44 Age 22-28SMITH CUBBY
STATUS Married, no kids
NEIGHBORHOODRenovating home in Midtown & O4W loft
OCCUPATIONRestaurant design, travels to NYC 1x per month
EXERCISEYoga
RECREATIONCycling
HOBBYWoodworking, Short films
TECH BRANDApple
FASHION FAVORITESFrye, Levi’s, J. Crew, Sid Mashburn, Kiehl's
STATUS Single, Great Dane
NEIGHBORHOODRental apartment by the BeltLine
OCCUPATIONGraphic design, travels to NYC 1x per month
EXERCISERunning
RECREATIONCycling & skateboarding
HOBBYGallery hopping, BeltLine walks, Festivalling
TECH BRANDApple
FASHION FAVORITESMadewell, Anthropologie, Alternative Apparel, Urban Outfitters, Frye
LUXURY MENSWEAR IS GROWING 14% PER YEAR, NEARLY DOUBLE THE PACE OF LUXURY WOMEN’S WEAR
The PCM consumer ATLANTA STREETS ALIVE
82,000 BIKERS & WALKERS
Est. 2012
ART ON THE ATLANTA BELTLINE
10,000 LANTERN PARADERS
Est. 2012
DOGWOOD FESTIVAL
200,000 ATTENDEESEst. 1936
DELIGHTS IN ECLECTIC NEIGHBORHOOD EVENTS
18 BELOVED ANNUAL FESTIVALS WITHIN 3 MILES OF PCM
EXHIBITS URBAN SHOPPING BEHAVIORS
The PCM consumer
Ponce de Leon Ave. NE
Freedom Pkwy.
Briarc
li! R
d. NE
North Ave.
Piedmont Ave. N
E
Peac
htre
e St
. NE
Centennial Olympic Park
Georgia State
Georgia Institute of Technology Fox
Theatre
Fourth Ward Park
The Carter Center
Mor
elan
d A
ve.
Freedom Park
Piedmont Park
AtlantaBotanical
Garden
MORNINGSIDE-LENOXPARK
VIRGINIA HIGHLAND
MIDTOWN
WESTSIDE« 3 miles
HIGHWAY ACCESS« 1 mile
5 miles
CANDLER PARK
INMANPARK
PONCEY HIGHLAND
OLD FOURTH WARD
DRUID HILLS
75/85
#1 STORE IN ATLANTA
#1 STORE IN REGION
#1 STREET STORE IN GEORGIA
PCM consumers shop local stores in trade area, prefer and frequent street retail, and avoid mall environments.
96% PURCHASE ONLINE (OFTEN TO AVOID TRADITIONAL MALLS)
Atlanta Beltline
MARTA
SUSTAINS THE AREA’S LIVE MUSIC AND SMALL THEATRE SCENE
The PCM consumer
EMERGING INDIE BANDS AND THESPIANS PERFORM HERE
AWARD WINNING SMALL THEATERS
Horizon Theatre7 StagesTheatrical OutfitDad’s GarageWhole World Improv
ATLANTA’S TOP 10 INDIE MUSIC VENUES ARE LOCATED HERE
Variety PlayhouseEddie’s AtticThe MasqueradeTerminal WestStar Community Bar
The EarlHighland InnSmith’s Olde BarCenter StageThe Goat Farm
NEW FOOD EXPERIENCES
Southern Foodways Alliance New South Family Supper at Ponce City Market
Southeastern Barista Competition hosted by Ponce City Market
Chef-driven restaurant scene
Ethnic food interest
The PCM consumer seeks
TWO JAMES BEARD AWARD WINNERS ANCHORPCM’S CENTRAL FOOD HALL
The PCM consumer
Atlanta Living Walls ConferenceMODA Ponce GalleryWhitespaceArt on the BeltLineWonder RootThe Creatives ProjectBeep Beep GalleryKibbee GalleryYoung Blood GallerySaltworks
APPRECIATES ART AND DESIGN IN EVERYDAY LIFE
Ponce City Market will restore 1.1 million square feet of the historic Sears, Roebuck & Company building – a major landmark with
a rich and cherished heritage. This comprehensive redevelopment will combine 320,000 square feet of retail and restaurants,
475,000 square feet of o"ce space and 259 residential units to create a vibrant urban centerpiece.
The evolution of Ponce City Market coincides with the thriving resurgence of the surrounding community. The BeltLine Eastside
trail, city parks and pedestrian network have e#ectively linked and invigorated several dynamic in-town neighborhoods.
By becoming a part of the Ponce City Market project, you will be further enhancing this vibrant community by providing the
convenience of highly desirable retail and dining, adding to the comfort of exceptional residences and to driving commerce with
class-A o"ce space.
ATLANTA’S MOST ICONIC REDEVELOPMENT
THE BUILDING IS A COMMUNITY UNTO ITSELFAdapted for today’s creative urban consumer
RETAIL
ENTERTAINMENT
RESTAURANT
OFFICE
RESIDENTIAL
RECREATIONAL
PARKING
STACKING PLAN
OFFICERESIDENTIAL
RESTAURANTENTERTAINMENT
OFFICERESIDENTIALPARKING
PARKINGTRESTLE AMENITY SPACEBELTLINE ACCESS
RETAIL RESTAURANT
PARKING
TOTAL RETAIL
320,000 SFTOTAL OFFICE
475,000 SFTOTAL RESIDENTIAL
259 UNITS
The project is being carefully curated to bring an eclectic and vibrant mix of retail uses to our unique trade area consumers.
Distinctive characteristics of this property lend themselves to the creation of a retail environment that is as dynamic and
sophisticated as our urban shoppers. Our retail mix includes men’s and women’s fashions, home décor and leisure retailers and
sporting goods vendors geared toward the market’s interests.
RETAIL
At the heart of Ponce City Market, the Central Food Hall will impress even the most adventurous foodies with its vast array of
culinary selections. The Food Hall promises to be the premiere Southeast food destination with the cache of a Chelsea Market,
Pike’s Place or Ferry Building. The Central Food Hall will boast both chef-driven dine-in restaurants and grab-and-go market
stalls o#ering a variety of global cuisines and hand-crafted market goods, including fresh bread, meat, cheese and spices. It will
be a natural gathering place and an endless source of culinary inspiration.
CENTRAL FOOD HALL
As an entry to the epicenter of the project, the courtyard is where the creativity of our fashion purveyors mingles with the
culinary brilliance of the Central Food Hall. Retail shoppers and Food Hall patrons will gather and mingle in a compelling
indoor/outdoor setting with an inviting sense of community.
COURTYARD
The Trestle is the property’s connection to one of the largest and most comprehensive urban redevelopment projects in the
entire United States: The Atlanta Beltline. By creating an outdoor connection to this vast network of public parks, jogging and
biking trails and transit, Ponce City Market interacts and melds with the biggest revitalization project ever undertaken by the
City of Atlanta. This direct connection is a perfect complement to the historically collaborative nature that the site has with our
active community and with the entire city as a whole.
THE BELTLINE TRESTLE
The Roof at Ponce City Market will o#er a nostalgic experience – a carnival atmosphere inspired by the boardwalks and
amusement parks of the early 20th century. Visitors to the Roof will travel to the top of the old Sears building in an open cab
via the building’s original freight elevator. Once on The Roof, they will have the option to visit a full-service restaurant, grab a
drink at the bar, play a round of miniature golf, try their luck at old-time boardwalk style games or take a spin on the amusement
o#erings -- all with vistas and Atlanta’s signature buildings forming an inspiring backdrop.
THE ROOF
LEVEL ONE
RETAIL: ±198,633 sf
RETAIL/PARKING PLAN
RETAIL SHOPS
CENTRAL FOOD HALL
ENTERTAINMENT
FITNESS
RETAIL ENTRANCES
RESIDENTIAL LOBBY
VERTICAL CIRCULATION
LEVEL TWO
The Suzuki School
RETAIL: 105,635 sf
RETAIL/PARKING PLAN
RETAIL SHOPS
FOOD
CHILD DAYCARE CENTER
RETAIL ENTRANCES
RESIDENTIAL LOBBY
VERTICAL CIRCULATION
LEVEL THREE
RETAIL: 10,771 sf
RETAIL/PARKING PLAN
RETAIL SHOPS
FOOD
CHILD DAYCARE CENTER
RETAIL ENTRANCES
RESIDENTIAL LOBBY
VERTICAL CIRCULATION
FOOD
STORAGE
RESIDENTIAL LOBBY
VERTICAL CIRCULATION
BASEMENT LEVEL
COMMISSARY: 1,983 sf RESTAURANT STORAGE: 2,685 sf
RETAIL/PARKING PLAN
BINDERS
CHILD DAYCARE CENTER
SERVICE BUILDING LEVEL ONE
RETAIL SHOPS
ENTERTAINMENT
RETAIL ENTRANCES
VERTICAL CIRCULATION
The Suzuki School
CHILD DAYCARE CENTER
SERVICE BUILDING LEVEL TWO
RETAIL SHOPS
FOOD
RETAIL ENTRANCES
VERTICAL CIRCULATION
TISHA MALEY404.931.0338