Jamestown, a design-focused real estate investment and management firm known for Ponce City Market, today announced it will pursue the redevelopment entitlements to transform North Point Mall in Alpharetta, Georgia into a sports-anchored, mixed-use entertainment district. In collaboration with New York Life, Jamestown will oversee pre-development activities to shape the long-term strategy and vision for the 100-acre property and pursue entitlements that will position the site for a potential NHL franchise expansion to the greater Atlanta metro. 

“We think this is a great location for an NHL team and, hopefully, our efforts will attract an owner who wants to acquire an expansion team and bring hockey back to Atlanta,” said Tim Perry, Chief Investment Officer at Jamestown. “As an established commercial retail corridor with the transportation infrastructure in place to support a dense mix of uses, the site is well positioned for redevelopment and to accommodate event and game day traffic associated with an NHL hockey arena. Through the creation of the Tax Allocation District, the City of Alpharetta has established a strong blueprint for the future. We look forward to aligning our plans for North Point Mall in service of that vision and ultimately delivering a destination that creates new economic and community value for the City, greater Atlanta, and beyond.”  

Machete Group, a real estate advisory and development firm specializing in developing sports arenas, stadiums, and surrounding mixed-use districts, will work alongside Jamestown to guide the redevelopment. The firm has overseen a wide range of developments in the U.S. and around the world, including NHL, NFL, NBA, MLS, MiLB, NWSL, Olympics, Premier League, and WNBA venues.

North Point Mall, which was acquired by New York Life in 2021, originally opened in 1993 as one of the largest indoor shopping malls in the country. In 2025, the Alpharetta City Council agreed to create a Tax Allocation District (TAD) aimed at incentivizing infrastructure improvements in anticipation of mixed-use development in a 646-acre district covering North Point Mall and other surrounding commercial properties, a portion of which includes a sports-anchored development to be located on the North Point Mall site itself. 

“Thanks to the leadership and vision of the City of Alpharetta, the opportunity to transform a large and underutilized property into a state-of-the-art, NHL arena-anchored community is one that will benefit residents and businesses alike,” said Alan Rubenstein, Senior Director at New York Life Investment Management. “We are thrilled to team up with Jamestown, which has a long track record and significant experience in redevelopment projects that have delivered innovative and inspiring experiences.”

“The most successful arena districts today are built around long-term community value, not just game days,” said David Carlock, Managing Partner of Machete Group. “This opportunity brings together strong property ownership, thoughtful planning, and a market that continues to grow and evolve. We’re looking forward to helping guide a vision that integrates a world-class NHL arena into a broader mixed-use environment designed to be active, connected, and sustainable for decades to come.”

“We believe great places are made in collaboration with the communities they serve,” said Frances Bohn, Director of Development & Construction at Jamestown. “Our goal is to pair a state-of-the-art NHL arena with walkable streets, activated public spaces, and a dynamic mix of multi-family, shops, offices, and hospitality in alignment with the City’s vision for the future. We are excited to work hand-in-hand with the City of Alpharetta, Fulton County, and New York Life to shape a sports-anchored, mixed-use district that reflects local priorities and unlocks the site’s full potential.” 

While the specific details of the site plan will be determined as part of the rezoning process, the general mix aligns with the TAD, and includes multi-family, retail, office, hotels, public transit, and the integration of a state-of-the-art arena site that strives to bring the NHL back to Atlanta. 

Jamestown, which acquired the Atlanta affiliate of North American Properties known for Avalon in 2024, has begun conducting feasibility studies to determine the site’s full potential and preparing preliminary plans. Jamestown will also oversee property management of the site, effective March 1, 2026. Additional details will be shared in the coming weeks and months as Jamestown and New York Life initiate and advance the rezoning process with the City of Alpharetta.