Jamestown Interview: Everything You Need to Know About the North Point Mall Redevelopment
For decades, North Point Mall was the undisputed retail center of North Fulton. Now, Jamestown is moving to transform North Point Mall into an NHL-ready entertainment district.
Jamestown has officially submitted a rezoning application to the City of Alpharetta to completely transform the 100-acre legacy mall site into a walkable, sports-anchored entertainment district. The redevelopment is specifically designed to bring an NHL franchise back to Atlanta.
According to Jamestown, this redevelopment proposal includes a “20,000-seat NHL arena, with additional entertainment and hospitality venues, including a 4,000-seat music hall and performing arts center, a 2,000-seat community hockey rink, 500-seat movie theater, 45,000-square-foot hotel conference center, 400-key full-service hotel, 300-key hybrid flex-stay hotel, and 150-key select service hotel.”
The plan also proposes 750,000 square feet of office space, 907,000 square feet of retail and dining space, 1,385 for-rent multifamily units, and more than 16 acres of publicly accessible parks, plazas, and multi-use trails.
The Alpharetta.com team had the opportunity to speak with Frances Bohn, Director of Development and Construction – North America at Jamestown, to discover why North Point Mall is the most suitable location for an NHL expansion team, how Jamestown plans to address local traffic concerns, and what the next decade holds for this historic redevelopment.
What do you believe makes the North Point Mall redevelopment the most compelling and definitive bid to successfully bring the NHL back to Atlanta?
“First, our plan for the site is aligned to the evolution of sports-anchored districts and municipality goals. Sports arenas were previously standalone structures surrounded by parking fields; the future is sports arenas integrated into broader mixed-use environments with retail, dining, office, hotels, residential, and a public realm that hums 365 days. That’s our specialty, and that’s what we endeavor to bring to the North Point Mall site.
Second, the North Point Mall site is well located and benefits from built-in demand drivers. The location leverages an established commercial corridor with event-capable infrastructure, superior access via multiple GA‑400 interchanges and a mature arterial grid as well as the planned MARTA ELT lane and built‑in demand from North Fulton’s tech/office/retail base—amplified by Avalon and Downtown Alpharetta. In addition, the community-first, walkable mixed-use district aligns with the Alpharetta Comprehensive Plan, which is thoughtfully designed to support smart economic growth.”
What is Jamestown's philosophy on the relationship between a developer and the community? How do you ensure that local Alpharetta priorities are woven into the fabric of a large-scale entertainment district?
“We believe great places are made over time, in collaboration with the communities they serve. Real estate development should be collaborative and ongoing. Our philosophy is rooted in co-creating places with the people who use them, and grounded in listening, transparency, and follow‑through. To that end, we’re actively engaging with the City of Alpharetta, local stakeholders, and the community at large as part of the rezoning process, using input to help inform how the district will take shape if approved.”
You oversee development across Jamestown’s massive North American portfolio. From a developmental standpoint, what excites you the most about the North Point Mall project compared to other projects you've spearheaded?
“One big thing that excites us is the chance to reimagine a legacy mall into a people-first destination that serves Alpharetta every day of the year. Few sites provide this combination of scale, location, and community energy – offering a rare opportunity to pair our placemaking and stewardship skills with an arena anchor. Also, while we do have experience working in sports with teams such as the Brooklyn Nets, which has a practice facility at our property Industry City in Brooklyn, this would be our first full-scale, arena-anchored project, although it’s an area we’re actively working on expanding.”
David Carlock, Managing Partner of Machete Group, emphasized building a district that thrives "beyond just game days." Can you walk us through the specific placemaking strategies Jamestown will use to ensure this massive arena district feels active 365 days a year?
“Jamestown’s North Star is creating resilient, locally rooted places that anchor daily life and foster belonging. For us, placemaking means designing, curating, and stewarding spaces that reflect the communities they serve.
At this early stage in the rezoning process, we can speak to principles rather than specifics. Our placemaking strategy focuses on creating reasons to visit every day, not just on event nights, by pairing an inviting public realm with a complementary mix of uses and year-round programming so that the district buzzes with energy beyond game days. Other priorities include walkability and pedestrian connections, local character, and flexible spaces that adapt across seasons, supported by active management and community preferences. While plans will continue being refined throughout the rezoning public review process, these fundamentals are the foundation for designing an arena district that feels vibrant all year long.”
Avalon is located just minutes from the North Point Mall location. How will the tenant curation, architecture, and overall feel of the North Point redevelopment differentiate itself from its famous neighbor?
“North Point Mall, Avalon, and Alpharetta City Center all play an important role in the Alpharetta ecosystem. We believe each destination serves a purpose and complements the others. While plans for the North Point Mixed-Use District will evolve as part of the rezoning process, our ultimate vision is to curate a distinctive tenant mix and overall experience that introduces a different rhythm and energy, ultimately expanding what the City has to offer residents and visitors alike.”
One of the biggest concerns Alpharetta residents have right now is traffic. How is Jamestown proactively working with the city to ensure this redevelopment doesn’t create heavy congestion on Alpharetta’s roads?
“We recognize that traffic and congestion are key concerns for the community, and they are top of mind in our planning efforts. As part of the rezoning process, comprehensive traffic studies are currently underway with our partner Kimley-Horn. We are also collaborating with the City of Alpharetta to assess existing road conditions and identify infrastructure improvement opportunities. Our goal is to deliver a thoughtfully designed mixed-use destination that enhances the surrounding area and promotes a more balanced pattern of activity. By creating an environment where guests can live, work, and spend time all in one place, you reduce the need for multiple trips and support a more efficient traffic pattern overall.”
After announcing your partnership with Machete Group and New York Life, what are your team’s immediate next steps?
“We recently submitted a zoning application to the City of Alpharetta that advances our proposal for redeveloping North Point Mall into a walkable, sports-anchored entertainment district aimed at attracting an NHL franchise. The filing officially kicked off a months-long public review and approval process in which we will work closely with the City and community to gain feedback ahead of a City Council vote anticipated late summer. Simultaneously, the project is being analyzed as a Development of Regional Impact by the Atlanta Regional Commission, which is a required infrastructure study for large projects. Our role for now is focused on securing entitlements, and if there is a favorable outcome for the proposed project, New York Life would hire a full development team to bring the plans to life – starting with design and permitting.”
Assuming all goes well with the NHL pursuit and obtaining the necessary permits, what is the expected completion date or timeline for the redevelopment, and what are some final words for the Alpharetta community about the project?
“Subject to approval by the City of Alpharetta, the redevelopment would be completed in phases with various components opening on a rolling basis. We anticipate the project being completed over 10-15 years due to its scale, and a construction start date is to be determined pending the rezoning outcome.”