Business
The Wave of Electronic Vehicles is Riding High in Peachtree Corners
Photos by George Hunter.
Anyone who’s still curious about what Peachtree Corners Curiosity Lab contributes to the area, can just take a look around. But you’ll need a strong pair of binoculars because its reach goes well beyond this part of Gwinnett County.
A recent article in Forbes Magazine and recognition from the ARC Advisory Group, a leading technology research and advisory firm for industry, infrastructure and cities, further elevated Peachtree Corners reputation as one of the most productive and innovative smart cities in the country.
“My LinkedIn has been very popular the last week,” said Peachtree Corners Assistant City Manager and Chief Technology Officer Brandon Branham. He said he was asked about how the city has become so successful in the technology field.
“We’re here to share with other communities. It’s a great time, I think, for local government just because there are lots of opportunities, and about to be a tremendous amount of funding for communities to take advantage of,” he added.
Working together for sustainability
Part of Peachtree Corners’ secret is embracing the private/public model. “These companies are coming around us to make investments in this technology because they’re learning how to deploy and scale a lot of this. So, Curiosity Lab provides a great opportunity for them to come and work in a real living lab and interact with day-to-day traffic,” Branham explained.
Branham commented on the recent legislation in California calling for an end to sales of internal combustion engines. Just days later, the state asked electric vehicle (EV) owners not to plug into the power grid to conserve energy.
“There needs to be a balance between the infrastructure and the vehicle applications for them to come together,” he said. “From a perspective of the city and Curiosity Lab, our job is really to make sure the infrastructure is ready for the onboarding of all these electric vehicles and their OEMs.” Original Equipment Manufacturers (OEMs) make systems or components that are used in another company’s end product.
Peachtree Corners is currently working through some partnerships where Curiosity Lab will develop a 2.6-acre lot in Technology Park Atlanta. The focus will be on a sustainable electric infrastructure.
“Some of your level-two charging infrastructure can be ran off a sustainable source, such as solar, so we’re working with companies to bring solar integration into the site to power as much of the of the level-two infrastructure as we can,” Branham said. He added that there will be a handoff from big transit to other transportation devices, like e-bikes and e-scooters, “…so that when you get off the bus, you have those other last mile connection options.”
But the EV lot won’t be worth anything if it’s not utilized. It’s also going to be a gathering spot for Atlanta Tech Park employees in the 500-acre office park.
“We’ll have some outdoor seating, some green space and public Wi Fi,” Branham said. “Employees and residents can come out and just hang out and maybe work out of that area and have a place to gather centrally within Tech Park.”
In addition, the area will test some new innovative projects, like hydrogen vehicles and perhaps a hybrid of hydrogen and EV.
Right now, one of the biggest challenges with EV is battery storage. “We’re actually talking to a company that takes …these electric vehicles as they start to age,” Branham. “What do you do with the batteries? How are we going to sustainably recycle electric vehicle batteries?”
One option that’s being explored is taking old batteries from these cars that are starting to come into the end of their life and using them as battery storage devices for solar.
Electrify PTC Clean energy advocates, car aficionados and those who just wanted a look at some of the latest technology gathered on a cool September Saturday morning at Peachtree Corners’ first EV car show, Electrify PTC. In alignment with National Drive Electric Week, the event highlighted the fact that Peachtree Corners is a Certified Green City and has the largest EV charging station in metro Atlanta.
Georgia Public Service (PSC) Commissioner Tim Echols shared remarks about the future of EV. The PSC’s primary job is energy regulation. In office since 2011, Echols has become a champion of clean energy. When he took office, Georgia was 34th in solar power. Now, the state is ranked ninth in the nation for installed solar and is poised to be fourth in installed solar by 2024.
Echols has created what he calls “The Clean Energy Road Show,” and he has presented it throughout the state every summer for the last 11 years. The event educates commuters, businesses and municipal governments about alternative fuels for transportation and residential use.
“We’ve got great economic development and tech innovation coming up, and none more important than here at Peachtree Corners,” said Echols.
“Do you realize that when this Nissan Leaf came out in 2012,” he said, pointing to his personal vehicle, “that none of these other cars existed? While the DeLorean did, it wasn’t running on electric. Nissan really paved the way, as well as Tesla, for EVs. Now we’ve got well over 60 models with a plug, so things have come a long way.”
Many of the attendees admitted freely that they couldn’t afford the six-figure sticker price of many of the vehicles on display. Echols assured them that their time was coming.
“That’s why we have to have a secondary market for these used cars because not everybody can afford a $40,000 or $60,000 or $80,000 or $200,000 car. If we’re going to see this clean energy transition go, we’re going to have to have a robust used car market with cars like this that…you can buy for $7,000 or $8,000.”
A group of salespeople from the Jim Ellis Automotive Group reported that EVs are starting to show up on the used car lot. That was reassuring to several families. “Maybe I’ll be able to afford one of those before he’s in college,” said a father as he ruffled his young son’s blond locks.
“GM just announced the Chevy Equinox is probably the lowest starting price for an electric vehicle outside of the Nissan Leaf,” Branham said. “So, it’s going to start to appeal to the broader consumer. I think that gives more opportunities to educate the public about the benefits.”
Dealerships and partners at the event included Clean Cities Georgia, Ford, Mercedes, Jim Ellis, Karma Atlanta, Swincar, T-Mobile, Georgia Power, Siemens and QwikCharge. Vehicles on display included Ford Lightning, Rivian R1T, Revero, Audi E-tron, GMC Hummer, Porsche Taycan and Jaguar I-Pace.
Down the road
As the technology improves, EV offerings will be more varied. There was a firm at the show that builds an off-road electric vehicle. Since it doesn’t burn fossil fuel, it can be used inside national parks. A company near Chattanooga, Tn. offers guided tours with the vehicles.
Branham envisions a near future where motorcycles, boats and water vessels, like jet skis, will run on electricity.
In addition to personal vehicles, Curiosity Lab is looking to extend public transportation. The autonomous shuttle that loops Technology Park will expand its range.
Branham pointed out that Tech Park’s hotels are just down the road from Peachtree Corners’ downtown. “We will start to provide options for those visitors to take the shuttles up Peachtree Parkway to our downtown to connect them there, then they don’t have to sit in their car,” he said.
Right now, the goal is to have people make different choices as they start to think through their transportation needs, Branham explained. “But you’ve got to take those first steps to get out there and really try it, use it, see what works, what doesn’t work, and then pivot from there,” he said. “Hopefully, in the middle of next year, it will be up and running.”
Beep and Moovit Team Up to Provide AV Rides
Peachtree Corners residents can hail autonomous vehicle (AV) and electric vehicle (EV) shuttles on the path along Technology Park via the Moovit app. In May, a partnership between Moovit and Beep was announced. Beep is the mobility-as-a-service (MaaS) entity that operates the largest autonomous shuttle deployments in the country, and also operates Peachtree Corners’ shuttles. The Moovit app features ride hailing and seat reservations, real-time tracking of shuttles and convenient travel options. Learn more at moovit.com and ridebeep.com.
The Peachtree Corners Business Association (PCBA) awarded a check for $500 to the United Way of Greater Atlanta (Gwinnett County) at their Business After Hours networking event in November.
The local organization was chosen by PCBA’s Outreach Committee because of their commitment to providing assistance and bettering the lives of children within the community.
United Way of Greater Atlanta
The mission of United Way of Greater Atlanta is to engage and bring together people and resources to drive sustainable and equitable improvements in the well-being of children, families and individuals in local communities.
“Greater Atlanta is one of the most vibrant regions in the country, but the region has significant barriers to realizing its potential in the future because of its continued ranking at the bottom of the list of metro areas in income mobility,” stated Vanessa Roussell, United Way senior director of corporate relations.
“Children born in low-income households have only a 4% chance of getting out of poverty in their lifetime,” she continued. “We at United Way of Greater Atlanta don’t like those odds. Our work is about changing them so that children — regardless of where they’re born — have the chance to realize their potential and build lives that sustain themselves, their families and their communities.
Assessing needs within the county
The organization’s goal is to help every child unlock their full potential, by improving education, healthcare, resources and economic mobility in the communities where they live. Their “every child program” includes every child in Gwinnett.
Based on the 2023 census track for Gwinnett County, 94,308 people living in Gwinnett County are at risk, particularly in and around Sugar Hill/Buford, Duluth, Norcross, Lawrenceville, Lilburn and Snellville. The highest-need residents are located in the I-85 corridor, mainly around Duluth, Norcross and Lilburn.
Giving back to support the community
“The PCBA is proud to donate a check for $500 to United Way of Greater Atlanta (Gwinnett County),” said PCBA President, Lisa Proctor. “Our outreach committee and board are committed to supporting our community, and investing in the well-being of the children in our community aligns with our core principles. We know that our dollars will be targeted to help those at highest risk … We are glad to have the local Gwinnett chapter located right in our community.”
Funds for the PCBA Community Outreach Program are raised throughout the year from PCBA membership, sponsorship and an annual charity event. Donations and scholarships are awarded at their monthly events so that members have the opportunity to learn more about the community organizations and their programs.
Over the past 12 years, the PCBA has awarded 19 scholarships to outstanding graduating high school seniors and donated in excess of $165,500 back into the community.
About Peachtree Corners Business Association
“Where businesses come to grow,” the Peachtree Corners Business Association (PCBA) is a business membership organization that focuses on innovative approaches, programs, shared resources, community outreach and opportunities for member businesses and professionals to connect, develop, grow and prosper.
The PCBA is made up of businesses of all sizes and types who want to expand their reach and grow their business within Peachtree Corners and the greater metro Atlanta area.
For more information visit peachtreecornersba.com.
The strategic acquisition strengthens TransPak’s Southeast presence and expands their capabilities in custom packaging for military, aerospace and high-value equipment.
TransPak, a global leader in logistics, packaging and crating services, recently announced the acquisition of Reid Packaging, a long-standing provider of custom packaging solutions based in Peachtree Corners. Both family-owned and operated companies share a deep-rooted commitment to quality craftsmanship, reliability and customer service, making the acquisition a natural fit.
Reid Packaging, founded in 1982, has distinguished itself as the go-to customer industrial packager in the metro Atlanta region, providing corrugated, foam and custom-engineered crating solutions, particularly in the military and aerospace industries.
Under the ownership of Ward Phillips since 2008, the company has grown to become one of the largest packaging facilities in the region, with a 60,000-square-foot site.
The acquisition will allow TransPak to expand its local manufacturing capabilities in the Southeast, while leveraging Reid Packaging’s expertise in specialized and heavy-duty custom crates.
Strategic Atlanta location and enhanced capabilities
The acquisition is part of TransPak’s strategic expansion into the Atlanta market, a critical logistics hub for both the renewable energy and semiconductor industries.
“We’re thrilled to welcome Reid Packaging into the TransPak family,” said Tomas Molet, executive vice president of East and Midwest Operations, TransPak. “With Reid Packaging’s prime location in Peachtree Corners, we are now able to serve customers throughout the Southeast, including direct routes to the Carolinas and beyond. This acquisition strengthens our ability to meet the needs of existing clients, especially those in the semiconductor and renewable energy sectors.”
In addition to the strategic location, the acquisition brings new manufacturing capabilities to TransPak’s East Coast operations. Reid Packaging’s facility is now the largest of TransPak’s locations in the region. Its offerings include enhanced services, such as heavy-duty and triple-wall corrugated packaging, which will enable TransPak to meet the growing demand for custom-designed packaging solutions for fragile, high-value equipment.
Commitment to employees and leadership appointments
A key focus of the acquisition was ensuring a smooth transition for Reid Packaging’s employees.
“We made a commitment to Ward Phillips to take care of the staff, and we’ve delivered on that promise,” said Molet. “All employees were retained, and we’ve introduced benefits they previously didn’t have as part of our commitment to making this a positive transition for everyone involved.”
Amanda Gautney, a longtime member of TransPak’s leadership team, has been appointed as the operations manager for the Peachtree Corners facility. “I’m excited to work with the team at Reid and continue the legacy of this respected company,” said Gautney.
Looking forward in Atlanta
TransPak plans to continue operating under the Reid Packaging name for the immediate future. However, the facility will gradually transition to full integration under the TransPak brand, reflecting the shared values and commitment to quality of both companies.
About TransPak
Headquartered in Silicon Valley, TransPak has been providing innovative and cost-effective design, crating, packaging and global logistics for over 70 years.
As a customer-focused, women- and family-owned company, TransPak combines the agility of a small business with the reliability of a global powerhouse. TransPak lives by the slogan, “We make it happen,” ensuring that high-value, fragile, and oversized goods reach their destinations safely and efficiently.
For more information about TransPak, visit transpak.com.
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The Dec/Jan Issue of Peachtree Corners Magazine is Out Now
Shaping Peachtree Corners: New Vision for the Central Business District [Podcast]
Take A Walk Back in Time For The Holidays
Light up the Corners [Video]
Capitalist Sage: Business Leadership in Your Community [Podcast]
Cliff Bramble: A Culinary Adventure through Italy
Top 10 Brunch Places in Gwinnett County
A Hunger for Hospitality
THE CORNERS EPISODE 3 – BLAXICAN PART 1
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The ED Hour: What it takes to Remove Barriers from Education
