Braves expected to announce first wave of SunTrust Park retail

Construction continues at SunTrust Park in Cobb County. May 27, 2015. J. Scott Trubey/STAFF

Construction continues at SunTrust Park in Cobb County. May 27, 2015. J. Scott Trubey/STAFF

The Atlanta Braves are expected to announce on Wednesday the first slate of retailers for the entertainment district adjacent to SunTrust Park, a person with knowledge of the situation said.

The ball club and its development team also has been working on a name for the $400 million mix of retail, restaurants, apartments and a performance venue.

The team has set a press conference for 1 p.m. at their season ticket sales office at 1100 Circle 75 Parkway to discuss a real estate matter.

A Braves spokeswoman declined to discuss the announcement in advance of Wednesday’s event.

The Braves have previously announced an Omni hotel and an office tower to be occupied by technology workers from Comcast. Comcast also is planning to deploy ultra-fast internet capabilities in the entertainment district and at the ballpark.

A model of SunTrust Park in the Atlanta Braves sales center. J. Scott Trubey/STAFF

A model of SunTrust Park in the Atlanta Braves sales center. J. Scott Trubey/STAFF

At a recent brick laying ceremony, Braves marketing chief Derek Schiller wouldn’t name retailers the development team has been pursuing. He said demand has been strong. Field & Stream is one retailer said to have shown interest in the Braves development, something Schiller at the time would not confirm.

Jeff Fuqua and partner Heather Correa of Fuqua Development, the retail team involved in the project, have targeted chef-driven restaurants, bars, high-end women’s apparel companies and a grocery store.

In April, Fuqua said higher-end retailers on par with J. Crew, Anthropologie and lululemon were to be expected. Fuqua is aiming for flagship stores for new entrants and retailers that have few shops in metro Atlanta.

The Atlanta Braves and Live Nation announced a partnership on a new entertainment venue at SunTrust Park that will be known as the Roxy Theatre. Source: Atlanta Braves

The Atlanta Braves and Live Nation announced a partnership on a new entertainment venue at SunTrust Park that will be known as the Roxy Theatre. Source: Atlanta Braves

The Braves this summer announced a partnership with Live Nation to open a theater under the Roxy brand, reminiscent of the former Buckhead and downtown Roxy venues. The project is also expected to have hundreds of residential units, likely rental apartments.

In May, The Atlanta Journal-Constitution attended the International Council of Shopping Centers convention in Las Vegas and caught up with Fuqua as he cruised the halls shopping the Braves project and other projects he has in the works.

At the time, the paper reported:

(Fuqua’s) mission is to fill the entertainment district next to the new Atlanta Braves ballpark with merchants and restaurants that not only can serve throngs of fans during 81 regular season baseball games, but also draw patrons every other day of the year.

The deadline is immovable: first pitch is just 23 months away.

“We’re going to make it. We talk about it every single day,” said Fuqua, 53 but a decade younger according to his hairline and boyish visage.

On Monday and Tuesday, the veteran metro Atlanta retail developer and his team crisscrossed acres of convention floor and miles between hotels and restaurants for 78 meetings with brokers, lawyers and some of the world’s most-prominent retailers to talk up the Braves site and others he has underway.

Reader Comments 0

16 comments
John Galt 47
John Galt 47

The real question here is where will Ersatz set up his protest stand if there are other businesses surrounding the 27-story Applebee's?

CoronaGT
CoronaGT

@John Galt 47 Please don't encourage him - his one joke lost any semblance of humor eons ago.

John Galt 47
John Galt 47

@CoronaGT @John Galt 47 He's going to do it whether or not I say anything. He's got his panties in a wad over the whole thing (while not seemingly having any problem with the Falcons new stadium). So I'm going to have a little fun with it and beat him to the punch as often as possible when a new article comes up.

CoronaGT
CoronaGT

@John Galt 47 @CoronaGT Totally agree about his silence on the Falcons stadium - his problem clearly lies only with the move to a location only a couple of miles outside the city limits.  He apparently has no problem with government spending a huge amount of money without voter approval to help build a new stadium inside the Atlanta city limits.

AtlantaLover
AtlantaLover

Don't care. A life long braves fan is so disgusted ... I will never go to another game.  You stole our money.  You stole our team.  Lets call it what it is now.... Marietta Braves because you are NOT in Atlanta city limits.  Have fun in one of the worst traffic areas already... with no Marta.  You are all a bunch of idiots if you think if you build we will come.  We simply wont.

John Galt 47
John Galt 47

@AtlantaLover Most of the Braves fans that go to games live closer to the new stadium, so I doubt they are going to miss you much. And don't get mad at them for leaving. Get mad at the city who promised for years that they would develop the area around the stadium and did nothing. Get mad at the city who bent over backwards to appease Arthur Blank and the Falcons, but ignored the Braves requests for years. And don't act like Turner Field is a dream to get to. It barely has MARTA access. I live in the area around Lindbergh Station, and it took me almost an hour to get to a game recently on MARTA. The Braves made the best move that they could here, whether you like it or not.

CoronaGT
CoronaGT

@AtlantaLover SunTrust Park is in an Atlanta ZIP code (30339) and is located less than 2 miles from the Atlanta city limits in the heart of metropolitan Atlanta.  Plus, there are a number of professional sports teams who play outside the limits of the cities included in their names.  Traffic around SunTrust Field is no worse than the traffic around Turner Field - both suck.


If you don't want to go because you don't like the product on the field, that's one thing.  But your statements about the park being in Cobb County are ridiculous.  Most Braves fans do not share your feelings.  The quality of the product on the field, not the location, will be what keeps some people away.

partlycloudy
partlycloudy

It's Cobb so a Big Chicken and a strip club will do.  Oh and a redneck bar.

NightWatcher
NightWatcher

Forget chef-driven restaurants and give us a Cook-Out burger place and a Willy's Mexicana and Zesto, and how about a Race Track?

Hodor
Hodor

Not interested.  Who will be?

Archangel
Archangel

I will be. And so will a lot of other people.

buellerbuellerbueller
buellerbuellerbueller

I plan to eat a digital hotdog for less than $1, buy on-demand 3-D game views for $10, and save 50% on anything retail around the Braves stadium.   Cobb don't know diddly.

CallMeStupid
CallMeStupid

It is good to know I'll be able to buy a new Rolex on the way to the game.
Thanks Fuq-uad!

Archangel
Archangel

You don't have to go to the game. You can buy what you want and go home like you do now.

Retired2x
Retired2x

While they are searching for top-flight retailers, restaurants and hotels, will they be looking for a major-league quality baseball team?