In 2011, North American Properties set out to develop Avalon, a $1 billion experiential mixed-use community in Alpharetta, Ga. Nobody in the area had ever seen a walkable, urban project like Avalon, and the suburban community was skeptical. Not to mention the real estate community, who, on the heels of a recession, was apprehensive of a new product type never before executed at this caliber. The success of Avalon depended on community buy-in, recruiting a best-in-class tenant mix and building lasting connections with consumers who would support the development for years to come. Avalon’s first phase opened in 2014, followed by a second, higher-density phase in 2017.  

From entitlements and groundbreaking to leasing and grand openings to ongoing events and operations, The Wilbert Group led strategic PR and communications for Avalon at every phase. Wilbert successfully targeted B2B and B2C audiences, securing hundreds of positive media stories during construction and leasing. Atlanta Magazine called Avalon  “something quite revolutionary for Georgia” before it even opened. The New York Times profiled managing partner Mark Toro, and later The Hotel at Avalon. The grand opening made a big splash with 124 media stories. 

A positive and consistent drumbeat of coverage and awards has continued since opening, positioning Avalon at the top of the list for major retailers and office tenants. Six years post-opening, there have been 5,104 media hits about Avalon, with headlines like: “Trend-setting Georgia Center Continues to Up Its Game”  (Chain Store Age); “Alpharetta’s Avalon Building on Success” (AJC); and “Real Estate Developers Become the Entertainers” (Bloomberg CityLab). 

Avalon has outperformed every industry benchmark*, setting a new standard for retail-driven mixed-use developments. Its single-family homes sell 100 percent above market. The multifamily and office components command rents 40 percent above market. Hotel room rates are 50 percent above market. Avalon’s 500,000 square feet of retail space remains 98 percent leased and the restaurants and  stores consistently rank as top performers in the region. And, because of the property’s incredible success and reputation, Avalon’s second-generation retail space is leasing at two times original rental rates. In 2017, Avalon broke the record for being the largest single asset transaction in Metro Atlanta. In 2020 – at the height of the pandemic – The Hotel at Avalon sold for a near-record-breaking price.

*Note: This case study was written in 2020.