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Notable changes coming to mall

Avenue will become Collection at Forsyth

POSTED: March 31, 2013 12:32 a.m.
 

The name of a popular south Forsyth shopping area soon will be changing.

Representatives of The Avenue-Forsyth on Peachtree Parkway have announced the property will be rebranded as the Collection at Forsyth.

The name change comes as a result of its sale in November.

Atlanta-based Core Property Capital and an affiliate of Starwood Capital Group, a leading private investment firm, together bought the retail center from Cousins Properties, which had owned the site since it opened in 2008.

Chad Lund, managing partner of Core Property Capital, said the goal of the new owners is to continue to build on the success of the property.

“Our goal is to become a five-star collection of dining, shopping and services in meeting the community’s needs,” he said in a statement. “Our management team is comprised of tenured real estate professionals who live locally and understand this market and the needs and desires of our guests.

“We are working to make changes that the community will be excited about as we strive to become the heart of Forsyth and its neighbors.”

Chris Graham, senior managing director of Starwood Capital, echoed those sentiments.

“Starwood Capital Group is thrilled to bring our extensive retail investing and management experience to this joint venture,” Graham said in a statement.

The new brand will be unveiled to the community during a celebration slated for noon to 4 p.m. April 13.

The event is scheduled to feature live entertainment from jazz musicians and Isabelle, a 2013 top 20 finalist on the television series “American Idol,” from Alpharetta.

There also will be a fashion show, activities for children and special promotions.

The 565,075-square-foot, mixed use outdoor retail center will continue to offer its current range of retailers and restaurants, as well as the Children’s Healthcare of Atlanta at Forsyth location.

In addition, Core is creating a new collection of tenants that are scheduled to include Soma Intimates, Altar’d State, Sweet Monkey, Appleton, Newk’s and Talk of the Table.

“The transformation of the Collection at Forsyth brings the premier shopping, dining and entertainment experience to the Atlanta area,” Graham said. “And we look forward 3to the unveiling of this must-visit destination.”

 

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