Business
The Forum’s Transformation: A New Chapter in Peachtree Corners
Led by North American Properties (NAP), The Forum is being reimagined as a mixed-use destination in the center of Peachtree Corners. This multi-phase project aims to enhance the already strong community connection between residents. It also seeks to attract new businesses, residents and visitors, while creating jobs and boosting tenant sales.
Innovative rebranding and technology
Built in 2002, the Forum is an open-air shopping center featuring a variety of retail stores, restaurants and entertainment options. Following its acquisition by NAP, The Forum in Peachtree Corners has undergone a significant rebranding to update its visual and verbal identity and reflect its more modern persona.
Early in redevelopment, NAP partnered with the city of Peachtree Corners to improve the connection between The Forum and the Town Center.
“The overall goal of the project is to create a more cohesive ecosystem that embraces the city’s hometown charm. It also reduces the need for residents to venture outside the area to nearby destinations for in-demand experiences,” explained NAP Public Relations Director, Britni Johnson.
The new branding is evident throughout the property with updated pole banners, property and directional signage and window graphics, along with digital enhancements to The Forum’s website and social media channels.
“One of the first things NAP completed upon taking over management at The Forum was a rebrand encompassing a new visual and verbal identity,” added Johnson.
In addition to aesthetic updates, The Forum is set to roll out several technological enhancements designed to improve the visitor experience. These include four new digital directories for wayfinding, event information and interactive features such as a “snap a selfie” function.
“State-of-the-art stage lighting and A/V for the main stage in The Plaza, which is under construction and set for completion in late summer 2024, will transform the entertainment experience,” Johnson said.
Moreover, additional Wi-Fi access points are being installed to enhance connectivity and support an outdoor workspace.
Greenspaces for community gatherings
In terms of design, new community gathering spaces have replaced excess street parking, promoting longer visits and greater interaction among guests. These improvements are part of a broader effort to boost walkability and connectivity across the property.
To enhance the overall guest experience at The Forum, Phase I of the redevelopment focuses on expanding the public realm by adding new greenspaces that welcome casual gatherings.
The first of these spaces, the 1,700-square-foot North Plaza, was introduced in October 2023 and is complemented by surrounding restaurants with inviting patios, including the soon-to-open Politan Row food hall.
Further enhancements are visible in the construction of The Plaza, situated near Pottery Barn. This development is set to include a 6,650-square-foot turfed event plaza equipped with a covered performance stage, a large LED screen and comfortable seating areas. Upon completion, The Plaza will host The Forum’s annual events.
“We host over 100 annual events – many of which are held in partnership with or support local organizations, including Light Up The Corners with the Fowler YMCA, Restaurant Week with Peachtree Farm, and Santa at The Forum with Neighborhood Cooperative Ministries,” noted Charlotte Hinton, The Forum’s marketing manager.
Prioritizing guest safety
Rest assured, when you’re attending an event or stopping by for an afternoon visit, your safety is NAP’s top priority.
Since taking over The Forum in March 2022, NAP has significantly increased security measures, boosting coverage by 35% as a key aspect of the property’s ongoing redevelopment. This enhancement includes round-the-clock protection provided by onsite security personnel and off-duty law enforcement officers.
The Forum’s security infrastructure has also been expanded, with the installation of nearly 30 new CCTV cameras across the property. Additionally, NAP formed a strategic partnership with Fusus by Axon, a local technology firm based in Peachtree Corners, to integrate a real-time public safety intelligence platform with the existing camera network.
“This allows police to tap into the surveillance feed and gain critical intel during active investigations, ensuring a rapid and informed response to any security issues,” shared Johnson. The security team is directly accessible for immediate assistance.
NAP’s dynamic retail strategy
Understanding the evolving needs of the Peachtree Corners community, NAP is curating a diverse mix of retailers, including popular brands and local entrepreneurs.
Brooke Massey, NAP’s Director of Leasing, emphasized the strategic approach of their retail team.
“NAP’s retail leasing team has strong relationships with an extensive collection of 300+ in-demand brands and is in constant communication with them about their needs,” she explained.
This network has facilitated the introduction of both well-known brands and local entrepreneurs into the retail space, maintaining a dynamic balance that caters to the community’s desires.
Moreover, Massey highlighted the vision behind their tenant selection.
“Our strategy is very data-driven, and our marketing team even plays a role in the curation process by polling social media followers on what they want to see at The Forum,” she added.
Since acquiring The Forum in March 2022, NAP has secured 39 deals with various tenants.
Notable recent openings include Alloy Personal Training, Cookie Fix, Giulia, Kendra Scott, Lovesac and Stretchlab. Coming later in 2024 are Nando’s Peri-Peri, Sucre and The NOW Massage.
“We look forward to becoming part of The Forum community by providing guests with a truly memorable part of their day. So much of our days are rushed, running one errand to another. Everyone deserves a moment to slow down and enjoy something delicious. We want to be the space where that happens for Peachtree Corners and all who visit,” shared a company spokesperson for Sucre.
Creating memorable moments
The Forum turned a somber anniversary into a moment of joy for a local family.
Two days after the 2022 Holiday Tree Lighting, tragedy struck Peachtree Corners Councilman Joe Sawyer‘s family. His daughter was murdered while working as a Lyft driver, leaving behind three young children.
A year later, on the first anniversary of her death, the Sawyer family was invited to The Forum’s 2023 Tree Lighting event.
“We worked with Santa to surprise the kids, and when I took them backstage, they thought they were just going to get to meet and chat with him,” said Sue Storck, The Forum’s general manager.
Unbeknownst to them, a larger surprise awaited as they were brought on stage to help Santa light the tree, delighting the crowd of over 14,000 attendees.
“The kids were surprised and delighted to be able to do this, and it was a fantastic memory for both the Sawyer and Forum families,” Storck added, reflecting on the community’s effort to support one of their own during a time of loss.
The team’s efforts continue throughout the year, planting seeds within the community.
“We’re constantly seeking unique opportunities to engage with our neighbors. The Peachtree Corners Photography Club currently has an exhibit of photos shot by local residents on display in the Forum South office lobby,” shared Hinton.
“Our team participated in the 2024 Career Exploration Night sponsored by the Norcross Rotary Club. We also recently supported Wesleyan Middle School students on their construction project challenge win,” she added.
Local investments from new tenants: Kendra Scott’s philanthropic engagement
New tenants are bringing their own philanthropic efforts to the community, too. Kendra Scott Peachtree Corners partnered with the Norcross High School Cheer Team on May 10, donating 20% of the proceeds.
The next day, they partnered with Spectrum Autism Support Group, again donating 20% of the proceeds to the local organization.
“When Kendra Scott opens a store in a new community, we always lead with giving. Philanthropy is one of our core pillars, and we love to celebrate our grand openings by partnering with organizations that are already making a difference!” shared Amanda Young, Southeast Marketing and Philanthropic Manager for Kendra Scott.
By working with Norcross High School Cheer and Spectrum Autism Support Group, we’re able to introduce ourselves to Peachtree Corners residents as a true community partner,” she added.
Kendra Scott is also dedicated to strengthening community ties through “Kendra Gives Back” events at its Forum location.
These events are intended to support local causes and foster connections among community leaders and area supporters.
“We are looking forward to being able to host these organizations in their own backyard!” said Young.
The company is committed to maintaining strong partnerships with neighboring businesses at The Forum, such as Cookie Fix, Peche, and Giulia-The Italian Bakery.
“We are so excited to be a part of The Forum family and have already enjoyed working with their leadership,” Young exclaimed.
Looking ahead
The transformation of The Forum is more than a redevelopment project; it’s a vision for the future of Peachtree Corners.
With plans for adding residential units and a boutique hotel, The Forum is poised to become a dynamic hub of activity.
“Long-term, we’re working toward creating a place that’s activated 18 hours a day, seven days a week,” projected Johnson.
Through thoughtful design, community engagement and a commitment to sustainability, The Forum’s transformation is set to enrich the lives of Peachtree Corners’ residents for generations to come.
Read more news about The Forum here.
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.
The Dec/Jan Issue of Peachtree Corners Magazine is Out Now
Life in Motion: The Gift of Organ Donation Fuels Active Lives for Recipients
Fun for All Ages: The Neighborhood Christmas Train 2024 Experience
Furkids Wraps Up Successful Year with Open House Event and More
The High Museum to Showcase “Thinking Eye, Seeing Mind”
Final Restaurants for New Politan Row Food Hall at The Forum Announced
Final Restaurants for New Politan Row Food Hall at The Forum Announced
The High Museum to Showcase “Thinking Eye, Seeing Mind”
Fun for All Ages: The Neighborhood Christmas Train 2024 Experience
Life in Motion: The Gift of Organ Donation Fuels Active Lives for Recipients
Furkids Wraps Up Successful Year with Open House Event and More
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
Top 10 Indoor Things To Do This Winter
The ED Hour: What it takes to Remove Barriers from Education
