COMMUNITY OF CONSUMERS
TISHA MALEY 404.931.0338 | Tisha.Maley@JamestownLP.com
OPPORTUNITY AWAITS
THE SOUTHEAST’S MOST DYNAMIC CONSUMERS Ponce City Market presents an unparalleled opportunity to reach a new submarket of underserved customers
in Atlanta’s urban core. These eager, hip, affluent 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.
400
PRIMARY TRADE AREA
85
SECONDARY TRADE AREA 3
19
141
LENOX SQUARE
BUCKHEAD
R d NW
75
h t re e
42
Pe
ac
236
23 78
3
29
MIDTOWN Po n
278
78
278
85
DOWNTOWN 20 23
S
$100,000 OR MORE $75,000-$99,999 $50,000-$74,999 $30,000-$49,999 LESS THAN $30,000
S
75
3
E MIL
INCOME DISTRIBUTION
29
10
42
ILE
Pe a c h t r
ee
Nor
t h Av e N W
10
DECATUR
St NE
19
L c e D e e o n Av e N E
5M
20
AFFLUENT, DENSE, DIVERSE & UNDERSERVED 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
30324
BUCKHEAD
PIEDMONT HEIGHTS
85
75
Emory
ve
.N
E
MORNINGSIDE-LENOX PARK
Pi
ed
m
on
tA
ANSLEY PARK
Atlanta Botanical Garden
30306
Piedmont Park
30308
North Ave.
Fourth Ward Park
OLD FOURTH WARD
Centennial Olympic Park
DOWNTOWN
ia Br
DRUID HILLS
Ponce de Leon Ave. NE
Georgia State University
edo Fre
mP
Freedom Park
PONCEY HIGHLAND k
. wy
The Carter Center
30307 Morelan d Ave.
Fox Theatre
rc
VIRGINIA HIGHLAND
MIDTOWN Georgia Institute of Technology
liff
Rd
.N
E
75/85
Pea chtree St. NE
30309
CANDLER PARK
INMAN PARK
AIRPORT 13 miles
Memorial Dr. SE
20
30306
ENCOMPASSES ATLANTA’S HISTORIC INTOWN NEIGHBORHOODS Residents value the communities’ authentic character
VIRGINIA HIGHLANDS MORNINGSIDE
30307 INMAN PARK CANDLER PARK DRUID HILLS
30308 MIDTOWN OLD FOURTH WARD PONCE CITY MARKET
30309 MIDTOWN ANSLEY PARK
30324 PIEDMONT HEIGHTS
3
19
141
LENOX SQUARE
R d NW
BUCKHEAD
h t re e
42
Pe
ac
236
23 78
3
85 75
29
MIDTOWN Po n
Pe a c h t r
29
0
10
278
78
278
ee
No
Av e N W rth
DECATUR
St NE
19
L c e D e e o n Av e N E
10
85
DOWNTOWN 20 23
75
42
20
42 29
GAME CHANGER: PONCE CITY MARKET ANCHORS THE ATLANTA BELTLINE EASTSIDE TRAIL 1.2 MILLION FOOTFALLS AND GROWING Pedestrian traffic on Eastside Trail increases frequency of visits
400 PERCENT Amount bike commuting grew in Atlanta from 2000-2009, the fastest rate in the U.S.
$775 MILLION IN DEVELOPMENT SPURRED BY BELTLINE EASTSIDE TRAIL
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*
LIMITED RETAIL AVAILABLE IN MARKET
$79.12
AMPLE RETAIL AVAILABLE IN MARKET
$165.21 *SOURCE: ICSC, 2012
200,000+ WHITE COLLAR
19
141
LENOX SQUARE
h t re e
R d NW
BUCKHEAD
Pe
ac
236
23 78
75
3
85
42 29
MIDTOWN Po n
h Av e N W
Pe a c h t r
29
10
278
78
ee
N ort
DECATUR
St NE
19
L c e D e e o n Av e N E
10
85
DOWNTOWN 20
3 MI
23
LES 75
42
20
ATTRACTIONS
29
LIVE MUSIC VENUES
ANNUAL 42 FESTIVALS
PERFORMING ARTS
PONCE CITY MARKET IS AT THE EPICENTER OF ATLANTA’S MOST VISITED PLACES AND EVENTS 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.
DOWNTOWN ATLANTA ANNUAL ATTENDANCE SPORTING EVENTS
4.8 MILLION
CONCERTS & SHOWS
2.6 MILLION
CONVENTIONS
2.1 MILLION
ATTRACTIONS
13 MILLION
ATLANTA RANKED
4TH BEST U.S CONVENTION CITY SOURCE: CVENT, 2013
43 MILLION ANNUAL VISITORS
BUCKHEAD / LENOX / PHIPPS 5 miles E ve tA on m
E .N Rd
2
VIRGINIA HIGHLAND
liff
ed Pi
Br
MARTA
ia
Piedmont Park
e
« 3 miles
tlin
3
WESTSIDE
Georgia Institute of Technology
5
Atlanta Botanical Garden
Atlanta Bel
75/85
.N
Pea cht ree St. NE
7
MORNINGSIDE-LENOX PARK
MIDTOWN
DRUID HILLS
1
Fox Theatre
Ponce de Leon Ave. NE North Ave.
HIGHWAY ACCESS « 1 mile
Fourth Ward Park
Centennial Olympic Park
e Fre
Georgia State University
OLD FOURTH WARD
do
k mP
Freedom Park
PONCEY HIGHLAND . wy
The Carter Center
INMAN PARK
Morelan d Ave.
75
rc
85
CANDLER PARK 6
LIMITED RETAIL WITHIN 3.5 MILES This affluent and underserved market is lacking national clothing and home good retailers 1 MIDTOWN PLACE Whole Foods The Home Depot PetSmart TJ Maxx Staples 2 MIDTOWN PROMENADE Landmark Theater Trader Joe's Tuesday Morning Starbucks
3 TECHNOLOGY SQUARE Barnes & Noble 4 ANSLEY MALL LA Fitness Publix Intaglia Furniture Pier 1 Imports Cook's Warehouse 5 VIRGINIA HIGHLAND Specialty Street Retail/ Restaurants
6 EDGEWOOD RETAIL DISTRICT Barnes & Noble
7 ATLANTIC STATION Dillards Regal Cinemas
Bed Bath & Beyond Best Buy Kroger
IKEA Publix Old Navy
Lowes Office Depot Ross Dress for Less Target
H&M Gap
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 CONSUMERS PCM has the
Our trade area stands strong in key demographics of age, affluence 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.
141
PRIMARY TRADE AREAS
19
PONCE CITY MARKET LENOX SQUARE
PERIMETER MALL
PERIMETER MALL
75 19
23
6.3 MILES 400
85
3
19
141
2
LENOX SQUARE
BUCKHEAD
R d NW
75
h t re e
42
Pe
ac
236
23 78
3
4.9 MILES
78 29
MIDTOWN
278
Po n
h Av e N W
78
29
Pe a c h t r
20
DECATUR
10
278
278
ee
N ort
L c e D e e o n Av e N E
St NE
19
10
85
DOWNTOWN 20 23
PONCE CITY MARKET IS IN A STRONGLY POSITIONED TRADE AREA 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
52,330 CONSUMERS AGES 25-44 58% MORE THAN LENOX SQUARE | 64% MORE THAN PERIMETER MALL
141
PRIMARY TRADE AREAS
19
PONCE CITY MARKET LENOX SQUARE
PERIMETER MALL
PERIMETER MALL
75 19
23
6.3 MILES 400
85
3
19
141 236
LENOX SQUARE
BUCKHEAD
R d NW
75
h t re e
42
Pe
ac
236
23 78
3
4.9 MILES
8
20
$100,000 OR MORE
MIDTOWN
$75,000-$99,999
Po n
$50,000-$74,999
N ort
LESS THAN $30,000
29
DECATUR
10
278
78
278
ee
$30,000-$49,999
h Av e N W
L c e D e e o n Av e N E
St NE
19
Pe a c h t r
278
INCOME DISTRIBUTION
29
10
85
DOWNTOWN 20 23
ONE OF ATLANTA’S MOST AFFLUENT TRADE AREAS 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
THE SOUTH’S NEXT GREAT STREET RETAIL DISTRICT
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
ATLANTA’S DESTINATION FOR DYNAMIC CONSUMERS
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
REFLECTS THE CREATIVE MINDSET OF THEIR NEIGHBORHOODS The PCM consumer
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.
IS A VIBRANT, OPTIMISTIC, INFORMED MEMBER OF THE MAKER REVOLUTION The PCM consumer
MODERN BOHEMIAN MOM
URBAN DWELLING TECHIES
STATUS
STATUS
Married with three kids
Co-habitating
NEIGHBORHOOD
Virginia Highlands within walking distance of her kids public elementary and middle school
NEIGHBORHOOD
OCCUPATION
OCCUPATION
EXERCISE
EXERCISE
RECREATION
RECREATION
HOBBY
HOBBY
TECH BRAND
TECH BRAND
Renting a house in Cabbagetown His: Public Health, CDC
Non-profit executive
His: Cycling Hers: Running
Pure Barre
His & Hers: Rock climbing
Photography
His: Guitar
Knitting, baking
ELIZABETH Age 35-44
THE CREATIVE MILLENIAL
LOCAVORE FOODIE
Hers: Painting, 3D Printing
Samsung
Apple
SINEAT AND JOE
FASHION FAVORITES
Anthropologie, Lululemon, J. Crew, REI, Cosmetic Market
Age 25-34
GENTRIFYING GENTLEMAN
DESIGN AFICIONADO
Hers: Producer, CNN
PROUD OF ECLECTICISM
FASHION FAVORITES
Bonobos, Madewell, Urban Outfitters, REI, Alternative Apparel
URBAN DWELLING TECHIE
SUSTAINS INDIE MUSIC & THEATRE SCENE
MODERN BOHEMIAN MOM
ASPIRES TO A CAR-FREE LIFESTYLE
CREATES BUZZ & EXCITEMENT THAT DRAWS CONSUMERS FROM ACROSS THE REGION The PCM consumer
GENTRIFYING GENTLEMAN
THE CREATIVE MILLENNIAL
STATUS
STATUS
NEIGHBORHOOD
NEIGHBORHOOD
OCCUPATION
OCCUPATION
EXERCISE
EXERCISE
RECREATION
RECREATION
HOBBY
HOBBY
TECH BRAND
TECH BRAND
Married, no kids
Single, Great Dane
Renovating home in Midtown & O4W loft
Rental apartment by the BeltLine
Restaurant design, travels to NYC 1x per month
Graphic design, travels to NYC 1x per month
Yoga
Running
Cycling
Cycling & skateboarding
Woodworking, Short films
Gallery hopping, BeltLine walks, Festivalling
Apple
SMITH
Age 35-44
FASHION FAVORITES
Frye, Levi’s, J. Crew, Sid Mashburn, Kiehl's
Apple
CUBBY
Age 22-28
FASHION FAVORITES
Madewell, Anthropologie, Alternative Apparel, Urban Outfitters, Frye
LUXURY MENSWEAR IS GROWING 14% PER YEAR, NEARLY DOUBLE THE PACE OF LUXURY WOMEN’S WEAR
DELIGHTS IN ECLECTIC NEIGHBORHOOD EVENTS 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 ATTENDEES
18 BELOVED ANNUAL FESTIVALS WITHIN 3 MILES OF PCM
Est. 1936
EXHIBITS URBAN SHOPPING BEHAVIORS The PCM consumer
PCM consumers shop local stores in trade area, prefer and frequent street retail, and avoid mall environments.
5 miles E
Atlanta Botanical Garden E .N Rd Br
MARTA
DRUID HILLS
MIDTOWN Fox Theatre
Ponce de Leon Ave. NE North Ave.
HIGHWAY ACCESS « 1 mile
Fourth Ward Park
Centennial Olympic Park
edo Fre
Georgia State
OLD FOURTH WARD
mP
Freedom Park
PONCEY HIGHLAND kw
y.
The Carter Center
INMAN PARK
#1 STORE IN REGION Morela nd Ave.
Georgia Institute of Technology
#1 STORE IN ATLANTA
ia
Piedmont Park
VIRGINIA HIGHLAND
liff
« 3 miles
e lin elt Atlanta B
WESTSIDE
rc
Pi
ed
m
on
tA
ve
.N
Peachtree St. NE
75/85
MORNINGSIDE-LENOX PARK
CANDLER PARK
#1 STREET STORE IN GEORGIA
96% PURCHASE ONLINE (OFTEN TO AVOID TRADITIONAL MALLS)
SUSTAINS THE AREA’S LIVE MUSIC AND SMALL THEATRE SCENE The PCM consumer
ATLANTA’S TOP 10 INDIE MUSIC VENUES ARE LOCATED HERE
AWARD WINNING SMALL THEATERS
Variety Playhouse
The Earl
Horizon Theatre
Eddie’s Attic
Highland Inn
7 Stages
The Masquerade
Smith’s Olde Bar
Theatrical Outfit
Terminal West
Center Stage
Dad’s Garage
Star Community Bar
The Goat Farm
Whole World Improv
EMERGING INDIE BANDS AND THESPIANS PERFORM HERE
NEW FOOD EXPERIENCES The PCM consumer seeks
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
TWO JAMES BEARD AWARD WINNERS ANCHOR PCM’S CENTRAL FOOD HALL
APPRECIATES ART AND DESIGN IN EVERYDAY LIFE The PCM consumer
Atlanta Living Walls Conference MODA Ponce Gallery Whitespace Art on the BeltLine Wonder Root The Creatives Project Beep Beep Gallery Kibbee Gallery Young Blood Gallery Saltworks
ATLANTA’S MOST ICONIC REDEVELOPMENT 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 office 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 effectively 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 office space.
RESTAURANT ENTERTAINMENT
THE BUILDING IS A COMMUNITY UNTO ITSELF
OFFICE RESIDENTIAL
OFFICE RESIDENTIAL PARKING
Adapted for today’s creative urban consumer
STACKING PLAN PARKING TRESTLE AMENITY SPACE BELTLINE ACCESS
RETAIL RESTAURANT OFFICE RECREATIONAL
RETAIL RESTAURANT
PARKING RESIDENTIAL ENTERTAINMENT
PARKING
TOTAL RETAIL
TOTAL OFFICE
TOTAL RESIDENTIAL
320,000 SF
475,000 SF
259 UNITS
RETAIL
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.
CENTRAL FOOD HALL
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 offering 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.
COURTYARD
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.
THE BELTLINE TRESTLE
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 ROOF
The Roof at Ponce City Market will offer 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 offerings -- all with vistas and Atlanta’s signature buildings forming an inspiring backdrop.
LEVEL ONE
RETAIL SHOPS CENTRAL FOOD HALL ENTERTAINMENT FITNESS VERTICAL CIRCULATION RESIDENTIAL LOBBY
RETAIL/PARKING PLAN RETAIL: ±198,633 sf
RETAIL ENTRANCES
LEVEL TWO
The Suzuki School
RETAIL SHOPS FOOD CHILD DAYCARE CENTER VERTICAL CIRCULATION RESIDENTIAL LOBBY RETAIL ENTRANCES
RETAIL/PARKING PLAN RETAIL: 105,635 sf
LEVEL THREE
RETAIL SHOPS FOOD CHILD DAYCARE CENTER VERTICAL CIRCULATION RESIDENTIAL LOBBY RETAIL ENTRANCES
RETAIL/PARKING PLAN RETAIL: 10,771 sf
BASEMENT LEVEL
FOOD STORAGE VERTICAL CIRCULATION
RETAIL/PARKING PLAN COMMISSARY: 1,983 sf RESTAURANT STORAGE: 2,685 sf
RESIDENTIAL LOBBY
SERVICE BUILDING LEVEL ONE
BINDERS
RETAIL SHOPS ENTERTAINMENT CHILD DAYCARE CENTER VERTICAL CIRCULATION RETAIL ENTRANCES
SERVICE BUILDING LEVEL TWO The Suzuki School
RETAIL SHOPS FOOD CHILD DAYCARE CENTER VERTICAL CIRCULATION RETAIL ENTRANCES
TISHA MALEY 404.931.0338 Tisha.Maley@JamestownLP.com