3
KEYNOTE PRESENTATION
1:15 – 2:15 p.m.
Lessons Learned from Atlantic Station:
How to Re-energize the Asset
When North American Properties (NAP) purchased Atlantic Station on New Year’s Eve 2010, the
five-year-old mixed-use development was suffering. The property had developed a reputation
as a hangout, sales were declining and local real estate bloggers placed Atlantic Station on their
official “Death Watch” list. Despite the challenges, NAP saw potential. Atlantic Station is located
at the city’s most visible intersection of two major highways and in the heart of Atlanta’s thriving
Midtown community. Atlantic Station has 1.5 million square feet of retail as the centerpiece of its
138-acre mixed-use community. NAP made a strategic decision to transform Atlantic Station into
a walkable, experiential retail development that would resonate with more than 145,000 young,
affluent, educated in-town residents living within walking distance of the property. NAP was prepared
to swiftly and aggressively reclaim the property but needed to ensure plans were on target and would
make a difference to neighbors and community stakeholders. In the process, NAP sought to build
goodwill in the community by asking, and responding to, residents’ desires. NAP knew that traditional
media would simply create a one-way conversation, offering no means for capturing feedback or
engagement, and was certainly not the medium of choice for the target audience. It needed to gather
feedback and determined quickly that social media was the “ace of spades,” affording the most
effective way to reach the tech-savvy, creative class living in the Midtown neighborhoods. Social
media would allow NAP the opportunity to have a two-way conversation. With a strong digital plan
and extensive online toolbox, the property collected thousands of user responses on the future of
Atlantic Station and built an army of supporters. The team has forged meaningful relationships with
guests and organizations and continues to deepen those partnerships. Social media also played a
significant role in the amazing turnaround of Atlantic Station. Retailers are posting significant sales
increases and outperforming stores in their respective regions, indicating a shift in public perception.
Guest Speaker:
Mark Toro
Managing Partner
North American Properties
Atlanta, GA
TUES., Sept. 24
