The Forum Shopping Center could be under new ownership soon, but the city of Peachtree Corners is determined to not let it become just another failing shopping mall.
City manager Brian Johnson said if the 500,000-square-foot mall does get a new owner, the city would like to work with them when it comes to any revitalization plan.
The Forum is currently managed by Bayer Properties, a commercial real estate firm based in Birmingham, Ala., which was granted third-party management rights in 2019. Its retailers include a Barnes & Noble, Trader Joe’s, Old Navy, Home Goods and Pottery Barn, but there are plenty of suites open for new businesses, Johnson said.
“The Forum finds itself in a position where I think a new owner is going to do something beyond just becoming a new owner and just work hard to fill lease space,” he said.
“Someone is going to buy this thing. When you add up all the lease revenue, it has to exceed their operating cost and the note they have on the property. To a degree, they are chasing numbers and they’re not married to the community like us, and they’ll fill space with tenants you just don’t want to see at something like this. That’s the first sign of a terminal illness.”
The challenge will be coming up with ideas to make The Forum a place that is more attractive to young people, and the best way to do that is to utilize its 500,000-square footage and create a public gathering area that can be used as a venue for more events, Johnson said. He added that several proposals have already been made to do just that, including the construction of a two-story parking garage that will allow the current parking between facing stores to be converted into a large gathering space.
“Once you show there is a reason for people to hang out, there’s something to do and space to do that, I think you’re going to start seeing space get filled by tenants who cater to a younger crowd because now there’s a reason for them to do it,” he said.
“I think we can reinvent The Forum in such a way that we don’t have such density that the parking is an issue and such density that the public space, there won’t be such a crush of people that people will enjoy going there.”
Another improvement Johnson wants to see is to make the Forum more accessible to nearby residents.
“On-site residential creates a stable customer base for the mix of uses that are there,” he said. “If there’s a boutique pet store that’s within walking distance of where I live, I will shop there even if it’s more expensive versus getting into my car to go some bigger pet place like PetSmart. The Forum doesn’t have that.”
With the success of the Peachtree Corners Town Center shopping mall on the other side of Peachtree Parkway, Johnson said the two shopping centers are the heart of the city, and he is determined to see both thrive.
“The Forum is an integral part of this community,” he said. “It can’t fail, and the city will not let it.”
PadSplit ‘problematic on a number of fronts.’
An Atlanta-based start-up that provides affordable housing has been running into legal battles as they’ve tried to expand.
PadSplit, founded in 2017 by CEO Atticus LeBlanc, has made its way into Peachtree Corners. The company allows landlords and property owners to rent out individual rooms within their homes to tenants, which means owners can rent out single-family homes to four or five (and in some cases as many as 10) tenants at a time, while each tenant pays a low weekly rent rate for a furnished room.
PadSplit does not own any of the properties listed on its website but is responsible for making sure all rooms are furnished. While the company’s website states PadSplit conducts background checks on all its tenants and advertises high standards in terms of maintenance and furnishing, the company has run into legal trouble and backlash.
Last year, WSB-TV in Atlanta interviewed former PadSplit tenants as part of a seven-month investigation, and many of them complained about unsafe living conditions and violations of code enforcement. Johnson has concerns about those same issues arising in Peachtree Corners.
In Peachtree Corners, the city code prohibits short-term rentals of less than 31 days. Any property that provides less than 31 days of renting is considered a hotel and is subject to hotel code standards, Johnson said. Peachtree Corners residents cannot turn any property they own into an Airbnb for the same reason.
“We had a situation uncovered here in a neighborhood in which a property owner used a company called PadSplit,” Johnson said. “It was brought to our attention that an owner there had been advertising for as many as 10 rooms in one house.
“There are those within the community who may have heard about this and are wondering what our stance is. We absolutely do not allow this kind of stuff to happen. We do not want our neighborhoods to end up getting into a situation where people are coming in and they’re running some of these properties as investment properties.”
City code also prevents more than six vehicles from being parked at a residence, and no parking on grass or dirt is allowed.
“It’s problematic on a number of fronts,” Johnson said. “Everything from, you know, where do you park all those cars?”
Johnson said the homeowner trying to advertise his home on PadSplit has already sparked action within city government.
“We’re going to make our public code a little bit clearer so that if there is a homeowner digging into it saying, ‘Hey, can I do this?’ it will be clear,” he said.
The article is in part based on a recent podcast episode of Prime Lunchtime with the City Manager.
Freelance journalist and content marketer, author and aspiring Screenwriter. Nathan has written for Savannah Morning News, The Brunswick News and the Bayonet and Saber.
Post 1 Councilmember Phil Sadd is hosting a non-partisan town hall meeting at Winters Chapel United Methodist Church on Tuesday, October 29 at 7 p.m.
The meeting will begin with an update on activities in the City of Peachtree Corners and an overview of plans for future projects.
“The upcoming town hall will not only provide our residents with information and an opportunity to ask questions, but will also allow me to hear directly from them about their concerns and desires for the future of our city,” said Sadd.
Topics to be discussed include:
New development/redevelopment
Trails and parks
Transportation improvement projects
November 5 ballot questions
Candidates for state and county local seats
An informative public forum
For the upcoming November 5 election, Peachtree Corners voters will have decisions to make on very important local issues. Topics on the ballot include a county-wide transit SPLOST referendum, amendments to the state constitution and the election of local state and county Officials.
“Unfortunately, there hasn’t been a public forum in Peachtree Corners during this election cycle that covers all these topics,” Sadd stated. “Every voter should have the opportunity to be informed about every item on the ballot, so they fully understand each question they need to answer and each vote they need to make.”
The Town Hall will provide information about these topics, as well as an opportunity to hear from and meet the local state (both senate and house) and county (chairman and commissioner) candidates that are on the ballot.
(left to right), Bobby Cobb, Mayor Mike Mason, Mayor Lois Salter and Mayor Craig Newton // Photos courtesy of George Hunter
In what has now become tradition, the Southwest Gwinnett Chamber of Commerce hosted mayors from Berkeley Lake, Norcross and Peachtree Corners at a panel discussion on July 12 at the Hilton Atlanta Northeast.
The conversation centered around strategies for revitalizing and expanding metro Atlanta cities, with a focus on redevelopment, zoning ordinance reform, pedestrian and bicycle safety and investing in local schools and affordable housing initiatives.
Zoning changes
“We are beginning a really big project in our city. We have had ordinances that we’ve been working on ever since the city was incorporated in the 1950s,” said Berkeley Lake Mayor Lois Salter.
“We feel that we need to overhaul the whole zoning ordinance system and hire a consultant to come and elicit understanding and opinions from our citizens. We want them to be a part of that. We have some folks that resist any kind of regulation. They just want us to regulate their neighbors,” she added.
Norcross Mayor Craig Newton agreed that evolving needs are an important reason to change the zoning, and planning for what lies ahead is paramount. He pointed out that all Georgia cities must implement a comprehensive plan to maintain their qualified local government certifications and remain eligible for selected state funding.
Land development
“We intend to focus on improving pedestrian bicycle safety downtown and establish a sidewalk activity improvement,” he said. “We’re also looking at approving parking in our town center and constructing the Norcross Greenway, which will bring a much-welcomed park, green space and a trail,” he added.
The county announced earlier this year that the project involves redeveloping the existing property into a park that will span almost two acres. It will offer various community spaces, including a multi-use trail, playground, covered picnic area, restroom building and a 41-space parking lot.
In addition to its amenities, a 12-foot-wide concrete trail segment will wind through the park and utility corridor, connecting Singleton Road to Dickens Road.
The trail is part of the 2018 Gwinnett Trails Countywide Trails Master Plan‘s Norcross to Lilburn Trail with an internal loop trail connecting to the neighborhood.
Commercial use
Peachtree Corners has had several “community-friendly” projects come online in the past year, but the effects of the pandemic continue to linger.
“When you think about the future, you’re thinking about the landmass and buildings and commerce. Probably the most significant issue facing a lot of us in the near term is modern office space,” said Peachtree Corners Mayor Mike Mason. “There’s a lot of space. The question is, are people going to come back?”
He said that the central retail area has shifted with the revitalization of The Forum and that’s making city leaders rethink city planning.
“We’re having a look at our code and things like that. But from another point of view that will drive the decision about what communities are going to look like,” he said. “For example, there are people coming into the city that say some buildings are technologically obsolete.”
Public safety
Even though Berkeley Lake is the smallest of the three cities and has the highest average home values, all the mayors agreed that public safety is a growing concern.
“Living in Norcross offers residents a dense suburban feel that’s somewhat rural compared to the city of Atlanta,” said Newton. “But some of our public safety initiatives are increasing police presence in high crime areas.”
As the only one of the three cities with a full police department, Norcross is seeking creative ways to implement effective community policing strategies to build trust and communication between law enforcement and the residents.
Newton mentioned programs such as Neighborhood Watch, youth outreach programs and educational initiatives along with enhancing emergency response capabilities with training for the local fire department and EMS services.
“Our response time goal is for an officer to be on-site in an emergency within 30 minutes,” he said. “But that doesn’t happen.”
Extended-stay hotels tend to attract crime, so Newton said the city has worked with owners to improve lighting in the public spaces to deter criminal activity.
“We’ve partnered with nonprofit businesses and local stakeholders to support social services employment opportunities for at-risk individuals,” he said. “By working together with various organizations and entities were able to address the complex challenge of public safety.”
Community accountability
With no police force, Berkeley Lake relies heavily on cameras and old-fashioned “knowing your neighbors,” said Salter.
“Some of our individual HOAs are buying and furnishing and paying for cameras to safeguard their neighborhoods,” she said.
Although there may be pockets of criminal behavior around the city, Salter said a police officer once described Berkeley Lake as a “black hole” of crime because there’s so little crime data.
“One of the reasons for that we feel is that historically we’ve been a very neighborly people,” she said. “There is an amazing system of community cohesiveness.”
Peachtree Corners is taking its own approach.
“We’ve recently added a Marshal Service and as Lois mentioned we’re also leaning on technology,” said Mason.
The marshal department doesn’t take the place of the services provided by Gwinnett County Police, it primarily enforces city code and aids Gwinnett PD when necessary.
“We’re utilizing as much technology as we can,” said Mason.
Gwinnett PD is instructing where to locate cameras and the city keeps adding them. There have been several instances in the last year or so where coordination among agencies and the use of technology have thwarted or caught criminals.
At the end of the day, the three mayors said the cities all rely on each other. Being so close means that economic development, enhanced entertainment and other desirable amenities are boons for them all.
From Peachtree Corners Mayor Mike Mason’s monthly column.
After the COVID-19 pandemic, the city noticed a development trend that focused on the importance of social interaction. It began seeing development applications for indoor pickleball, virtual racing, garden clubs, car clubs and other recreational uses.
When our city was established in 2012, it adopted Gwinnett County’s codes and ordinances to maintain consistency and these new social interaction-focused uses were not initially considered in the city’s current Comp Plan or zoning code.
Working from home is another market trend having a big impact on local office parks. This economic engine is driven by office parks such as Technology Park and there’s always been a priority placed on preserving office stock.
Even though the commercial office market is waning right now, that pendulum is still trying to figure out where it will settle in. Most of these new socially focused uses find the best home in an office setting.
Due to the increasing number of these applications and the evolving market trends, the city has imposed a six-month moratorium on projects in the Central Business District character area. The moratorium came into effect on May 3 and will end on November 3.
This halt will allow the city six months to pause rezoning applications, special use permits and variances applications for residential or mixed-use development. It will help the city maintain the status quo, stop new applications from coming in and allow for officials to consult with experts and delve deeper into the code and comprehensive plans.
The city plans to conduct extensive research, analysis and strategic planning during this period to help determine if any changes should be made to the comprehensive plan and zoning regulations.
For instance, it might be beneficial to designate downtown as a distinct character area separate from the central business district. Implementing new zoning regulations to transform it into an entertainment district or a unique downtown character area could be a viable option. Many cities have already adopted this type of zoning.
Office parks and businesses throughout the city provide a balance of jobs and residents that allow the city to be the second largest in the state with a zero-millage rate or no city property tax.
Therefore, as part of this process the city will research ways it can preserve, stabilize and enhance the economic engine through the activation of underutilized spaces within office parks.
This proactive approach will help maintain the job-to-resident balance that allows the zero-millage rate while positioning the city for success as the office market pendulum settles.
The most important thing this moratorium does is allow the city to consider what will work best for Peachtree Corners. Furthermore, it communicates to developers that the city requires a pause because current zoning regulations and comprehensive plan do not adequately address future goals.