Westside Future Fund Retail Market Analysis & Recommendations Sept. 2016

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September 2016
WESTSIDE FUTURE FUND
LAND-USE ACTION PLAN
RETAIL MARKET ANALYSIS &
RECOMMENDATIONS

Westside Future Fund Land Use Action Plan Retail Market Analysis
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• Executive Summary & Trade Area Definition
• Supply and Demand Conditions
• Trade Area Assessment
• Strengths, Challenges, Opportunities
• Future Retail Potential Analysis
• Future Retail Potential Locations
• Other Recommendations
• Retail Site Selection Primer
REPORT CONTENTS

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 The Retail Trade Area demographics likely diminish the potential
attraction of many national retailers in the short-term in most
Westside neighborhoods, which provides an opportunity for local
entrepreneurs and initiatives to meet future retail demand. However,
opportunities are present to include national retailers in some areas.
 While the local retail real estate market indicators lag those of the
city overall, the local market supports over 800,000 SF of occupied
space.
 Significant leakage of local retail spending to other commercial areas
exists – i.e., local household spending supports large amounts of
retail space outside of the Trade Area. Capturing a portion of this
spending leakage back into the Trade Area provides the best
opportunity to support additional local retail offerings.
 Local resident spending patterns are similar to those of average
American households in terms of retail spending categories.
EXECUTIVE SUMMARY

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 Capturing a portion of the aforementioned leakage, as well as garnering
support from new households moving into the area, and support from local
college students and attendees to nearby attractions, provides the potential
for up to approximately 129,500 SF of additional retail opportunity. This
potential exists at strategic locations within each Trade Area neighborhood.
 Government entities, such as Invest Atlanta, and private organizations, such
as the Westside Future Fund, are prepared to provide assistance in local
redevelopment initiatives. In order to actualize the potential detailed in this
report, local residents and entrepreneurs must work with these groups to
initiate the retail growth. Monetary and social enterprise incentives will
often be necessary to attract attention for market opportunities.
EXECUTIVE SUMMARY
New Retail Potential by Neighborhood
Sq. Foot Range
English Ave. 13,000 - 16,500
Vine City 68,000 - 77,000
Ashview Heights 10,000 - 12,000
AUC Neighborhood 21,000 - 24,000
TOTAL 112,000 - 129,500

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RETAIL TRADE AREA BOUNDARIES
Retail Trade Area
MARTA Station Area .25-mile Radius
Future Beltline
H.E.Holmes
Households in the “Retail Trade
Area” will provide the majority
of spending support for new
retail options in the Westside
neighborhoods examined in the
Land Use Action Plan.

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SUPPLY AND DEMAND CONDITIONS

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CURRENT
WESTSIDE
DEMAND
DRIVERS
 Retail demand in the Trade Area currently comes from four main groups, driven
largely by residents, as well as college students from the AUC. Local employees and
visitors make up the remaining demand segments.
 The impact of these groups could shift over time with the new stadium, Congress
Center initiatives, additional employment opportunities and continuing Beltline
development.
Residents
Employees
Visitors
College
Students
WESTSIDE ATLANTA RETAIL TRADE AREA

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 Population in the Trade Area
decreased dramatically from
2000 to 2010, but is
currently trending upwards.
 Projected to recover to 79% of
2000 population by 2021.
 The Trade Area accounts for
6.6% of Atlanta residents
compared to 9.1% in 2000.
POPULATION
70%
75%
80%
85%
90%
95%
100%
105%
110%
115%
120%
2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020
Study Area
City of Atlanta
Relative Population Growth Index , 2000 to 2021
Population Trade Area
City of
Atlanta
2000 Census 38,203 418,156
2010 Census 29,494 420,003
2016 Estimate 29,964 454,629
2021 Projection 30,255 479,455
Avg. Annual Growth 2000-2010 -2.6% 0.0%
Avg. Annual Growth 2010-2016 0.3% 1.3%
Avg. Annual Growth Forecast
2016-2021 0.2% 1.1%
Source: Bleakly Advisory Group based on data from Nielsen, Inc.
DEMAND
Trade Area

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Persons per Square Mile, By Block Group
116,000 – 618,000
22,000 – 116,000
4,000 – 22,000
1,000 – 4,000
0 – 1,000
Based on Data from ESRI
 Population
density is greatest
in the eastern
portion of the
Trade Area.
 Greater
population
density will help
drive retail
demand.
 Overall, city of
Atlanta population
density: 3,413
persons per
square mile
DEMAND
POPULATION DENSITY
Source: ESRI

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 The number of households in
the Trade Area decreased by
26% from 2000 to 2010.
 Households in the Trade Area
tend to be slightly larger than
those citywide.
Households Trade Area
City of
Atlanta
2000 Census 13,197 169,050
2010 Census 9,822 185,484
2016 Estimate 10,089 207,248
2021 Projection 10,366 222,710
Avg. Annual Growth 2000-2010 -2.9% 0.9%
Avg. Annual Growth 2010-2016 0.4% 1.9%
Avg. Annual Growth Forecast
2016-2021 0.5% 1.4%
2016 Est. Avg. Household Size 2.35 2.04
Annual Household Growth
DEMAND
HOUSEHOLDS
-3.0%
-2.5%
-2.0%
-1.5%
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
Annual Growth 2000-2010 Annual Growth 2010-2016 Annual Growth 2016-2021
Trade Area City of Atlanta

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 Median income in the Trade Area is
half that of the city of Atlanta.
 Retailers look very closely at median
household income in deciding where
to locate.
Household Income Trade Area City of Atlanta
2016 Est. Median Household Income $ 24,047 $ 48,878
% of City Median Income 49% 100%
Households by Income
HH with income >$15K 3,318 33% 41,108 20%
HH with income $15K - $35K 3,147 31% 41,037 20%
HH with income $35K - $50K 1,351 13% 23,216 11%
HH with income $50K - $100K 1,686 17% 49,885 24%
HH with income > $100K 588 6% 52,002 25%
Annual Household Income
DEMAND
INCOME
0% 5% 10% 15% 20% 25% 30% 35%
Less than $15K
$15K - $35K
$35K - $50K
$50K - $100K
More than $100K

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Median Household, Income,
By Block Group
$105,000 – $200,000
$73,000 – $105,000
$42,000 – $73,000
$10,000 – $42,000
$0 – $10,000
 Trade Area
households are
below most
typical income
thresholds
targeted by a
large number
of national
retail chains.
DEMAND
INCOME
Source: ESRI

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RETAIL SPENDING
DEMAND
Total Retail Spending/HH By
Census Tract
 While spending
in the area is
significant on a
per household
basis, it is below
the target levels
sought by many
national
retailers.
Source: ESRI

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 The top three
retail store types:
 Motor Vehicle &
Parts Dealers
 Food & Beverage
 Foodservice &
Drinking Places
account for 43%
of retail spending
by Trade Area
residents.
 This spending
pattern is
TYPICAL of
most American
retail trade areas.
CURRENT TRADE AREA RETAIL SPENDING BY STORE TYPE
Motor Vehicle & Parts
Dealers, $71,972,352
Furniture & Home
Furnishings
Stores,
$7,472,734
Electronics &
Appliances Stores,
$10,267,602
Building Material,
Garden Equipment
Stores, $38,415,840
Food & Beverage Stores,
$60,595,683
Health & Personal Care
Stores, $24,253,663
Gasoline
Stations,
$33,153,890Clothing & Clothing
Accessories Stores,
$22,321,428
Sporting Goods, Hobby,
Book, Music Stores,
$11,230,418
General Merchandise
Stores, $52,714,646
Miscellaneous
Store Retailers,
$12,988,608
Non-Store Retailers,
$41,161,455
Foodservice & Drinking
Places, $58,193,467
DEMAND
$372,769,436 Annual Spending

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 Westside Trade Area spending supports 1.5 million square
feet of retail space(not including motor vehicles & parts)
 2/3 of that spending takes place outside of the Westside Trade Area.
Total Annual Resident
Consumer Expenditures
Supportable
Square Feet
Current Trade Area
Occupied Retail Square
Feet
Westside Trade Area $372,769,436 1,500,000+/- 820,000
DEMAND
Source: Bleakly Advisory Group
RETAIL SPENDING & SUPPORTABLE SQUARE FEET
Current residents spending supports over 600,000 SF
of retail space outside of the Trade Area

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 The difference
between retail
demand and supply
represents an
opportunity gap.
 The positive values
by store type in the
area signifies
“leakage” of retail
spending to
locations outside of
the local market
area.
 Nearly all store
categories in the
Trade Area show
retail demand
potential to capture
retail spending
“leakage” back into
the Trade Area.
Opportunity Gap – Retail Stores, Westside Trade Area
-$20,000,000 -$10,000,000 $0 $10,000,000 $20,000,000 $30,000,000 $40,000,000
Furniture & Home Furnishings Stores
Electronics & Appliances Stores
Building Material, Garden Equip Stores
Grocery Stores
Health & Personal Care Stores
Clothing & Clothing Accessories Stores
Sporting Goods, Hobby, Book, Music Stores
General Merchandise Stores
Miscellaneous Store Retailers
Foodservice & Drinking Places
Current Over-Supply Current Under-Supply
DEMAND
RETAIL OPPORTUNITY GAP ANALYSIS
Source: Bleakly Advisory Group based on data
from Nielsen, Inc.

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DEMAND
RETAIL OPPORTUNITY GAP ANALYSIS
Total Retail Opportunity Gap By
Block Group
 Nearly all block
groups west of
Lowery Blvd.
show
opportunities to
capture retail
leakage.
Source: ESRI

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1
2
3
4
5
6
7 8
9
10
1. 17,400
2. 17,300
3. 3,750
4. 8,270
5. 15,800
6. 4,200
7. 13,000
8. 5,090
9. 8,130
10. 22,800
2014 GADOT Traffic Counts (ADT - Avg. Daily Trips)
DEMAND
TRAFFIC COUNTS
Source: Bleakly Advisory Group based on
data from GDOT
 Traffic counts show
that Trade Area
roads are generally
local-serving.
 National retailers
typically seek at
least 15,000 ADT and
above for new store
placement.
 Lower traffic counts
provide a challenge
to attract retail in
many Trade Area
locations.
 Northside Drive
provides the
heaviest auto traffic
counts in the Trade
Area (22,000+ ADT).

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OVERVIEW
Year Total SF Vacant SF % Vacant
Annual
Absorption Avg Rent
2015 913,894 94,327 10.3% 500 $ 6.24
2014 913,894 82,677 9.0% (11,650) $ 6.24
2013 913,894 88,367 9.7% 5,690 $ 6.39
2012 913,894 132,600 14.5% 44,233 $ 6.67
2011 913,894 111,041 12.2% (21,559) $ 6.34
2010 909,894 119,800 13.2% 12,759 $ 5.75
2009 907,734 118,670 13.1% 1,030 $ 6.92
2008 907,734 110,370 12.2% (8,300) $ 7.91
2007 907,734 40,800 4.5% (69,570) $ 6.35
Total SF 913,894 61,411,089
Avg. SF/Bldg. 9,422 12,683
Vacant SF 94,327 3,750,077
% Vacant 10.3% 6.1%
2015 Absorption (SF) 500 103,405
Avg. Rent Per SF $ 6.24 $ 15.55
SUPPLY
Source: Bleakly Advisory Group, based on data from CoStar
 The local retail market has
been relatively stagnant over
the past eight years, which,
given the population decline
in the area, is better than
might be expected.
 The retail market in the
Trade Area has the potential
to improve in the near future
given the projected level of
attention and investments
that are currently being
made by government,
corporate and philanthropic
entities.
Trade Area Retail Market History
Trade Area & Atlanta Current Retail Market

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Downtown
Atlanta
Trade Area
3-Mile Radius
from
MLK/Lowery
0
366,000
Based on Data from CoStar
SUPPLY
 While retail
demand
generally
outpaces
supply within
the Trade Area
boundaries,
significant
retail nodes are
located nearby,
which attract
local resident
spending.
These areas
include:
 The Walmart at
Howell Mill Rd.
 Atlantic Station
 The Mall at
West End
RETAIL LOCATION HEAT MAP
Retail Square Feet

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 The Trade Area’s
share of the city’s
retail space has
remained relatively
stable, dropping by
approximately 0.2%
over the past
decade.
1.0%
1.1%
1.2%
1.3%
1.4%
1.5%
1.6%
1.7%
1.8%
2000
Q1
2001
Q1
2002
Q1
2003
Q1
2004
Q1
2005
Q1
2006
Q1
2007
Q1
2008
Q1
2009
Q1
2010
Q1
2011
Q1
2012
Q1
2013
Q1
2014
Q1
2015
Q1
QTD
Total SF
Occupied SF
Trade Area Share of City of Atlanta Retail Square Feet
TRADE AREA SHARE OF RETAIL VS. CITY OF ATLANTA
SUPPLY
Source: Bleakly Advisory Group, based on data from CoStar

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0%
2%
4%
6%
8%
10%
12%
14%
16%
2000
Q1
2001
Q1
2002
Q1
2003
Q1
2004
Q1
2005
Q1
2006
Q1
2007
Q1
2008
Q1
2009
Q1
2010
Q1
2011
Q1
2012
Q1
2013
Q1
2014
Q1
2015
Q1
QTD
Study Area
City of Atlanta
Trade Area
 Since the onset of the Great Recession retail vacancy rates in the Trade Area
have remained above the city of Atlanta rate, generally 9%-10%.
VACANCY
SUPPLY
Source: Bleakly Advisory Group,
based on data from CoStar

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 Retail rents in the Trade
Area have remained
significantly lower than
citywide rents since
2008, and below
national/regional rates –
typically $15-$20/SF.
AVERAGE RENT
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 2013 Q1 2014 Q1 2015 Q1 QTD
Study Area City of Atlanta
SUPPLY
Source: Bleakly Advisory Group,
based on data from CoStar
Trade Area

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ANNUAL ABSORPTION
(100,000)
(50,000)
-
50,000
100,000
150,000
200,000
250,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
(500,000)
-
500,000
1,000,000
1,500,000
2,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Trade Area Annual Retail Space Absorption
City of Atlanta Annual Retail Space Absorption
SUPPLY
Source: Bleakly
Advisory Group, based
on data from CoStar
 Although local
retail space
absorption has
been modest over
the past decade,
the future planned
improvements in
the area have the
potential to
accelerate future
absorption trends.

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TRADE AREA ASSESSMENT

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 Significant location: in the heart of the Atlanta region
 Access to outside consumer support
 Variety of locations for a variety of retailers
 Supportive community with deep commercial history
TRADE AREA ASSESSMENT
Strengths
Challenges
Opportunities
 Lacking demographics (household density, incomes) to attract wide
range of national retailers
 Lower traffic counts on major arterials
 Few larger sites for additional retail development
 Historically lagging performance of current retail offerings
 Lack of concentrated commercial presence
 Lack of employment and tourist offerings within the Trade Area
 Leverage new investment and attention in the area to attract
additional retailers at key catalytic sites
 Recapture a portion of retail leakage with demand from new
growth
 Redevelopment at central neighborhood locations provide smaller -
scale potential, while locations near the new stadium and the
Congress Center provide larger-scale potential opportunities.

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RETAIL MARKET DEMAND POTENTIAL
STATISTICAL DEMAND
Additional
Outside Support
•Current Expenditure
(Demand)
•Current Retail Sales
(Supply)
$ Leakage
By Store
Type =
Opportunity
Gap
•Expected Sales
per Square Foot by
Store Type for
Current and Future
Households
Potential
Gross
Square Feet Potential
Capture
Rate
 Future retail potential estimates are based on statistical
demand modeling as diagrammed below:
Trade Area
Future
Retail
Potential

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RETAIL STORE TYPE EXAMPLES
FOR ILLUSTRATIVE PURPOSES
Miscellaneous Store Retailers
Example: Florist
Local Business/Service Space
Laundry / Dry Cleaners
Sporting Goods
Food / Restaurants
Community Health Space

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RETAIL STORE TYPE EXAMPLES
FOR ILLUSTRATIVE PURPOSES
Home Furnishings
Electronics
Health and Personal Care
Building Material, Garden EquipmentClothing
General Merchandise

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 Business incubators can be essential
to creating entrepreneurs in the
local area, who in turn, will occupy
local commercial real estate.
 Business incubators nurture the
development of early stage and new
companies, helping them survive and
grow during the start-up period,
when they are most vulnerable.
 To encourage business growth and
job creation in the city, Invest
Atlanta works with businesses to find
opportunities that will help them
thrive. Invest Atlanta can be an
active resource to any business for
ventures within the city limits.
 Kent Spencer, Manager of Business
Retention & Expansion
BUSINESS INCUBATOR
https://blog.galaxyweblinks.com/know-how-business-incubator-
can-help-launch-your-startup/
Innovation Depot, Birmingham, AL

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“OUTSIDE” / NON-RESIDENT RETAIL SUPPORT
Category of Event
Total Number of
Out-of-State Visitor
Days
Average Daily
Expenditures Per Out-
of State Visitor
GWCC 1,361,762 $ 258.34
Trade Shows 812,637 $ 292.52
Trade Show/Corp 90,999 $ 250.22
Convention w/o exhibits - Conferences 130,719 $ 202.69
Amateur Sports - Large 226,464 $ 197.10
Amateur Sports - Local 13,943 $ 245.85
Graduations 7,503
Consumer Shows 59,029 $ 169.84
General Meetings 20,468 $ 234.43
Georgia Dome 848,773 $ 301.83
Spectator Events 789,609 $ 309.20
General Meetings 59,164 $ 203.41
Total 2,210,535
 Support from attendees to Mercedes-
Benz Stadium and the Georgia World
Congress Center provide potential to
support and enhance Trade Area
opportunities.
 Assuming $100/day of retail and
restaurant expenditures by out-of-
state visitors, these attendees
represent and additional potential
market of $221 million annually that
is currently not captured in the Trade
Area.
 An attractive and convenient
destination nearby in the Trade Area
could capture up to 5% of this
spending, and thus support
approximately 50,000 SF retail and
restaurant space.
Source: Georgia World Congress Center Authority
 Implementing multiple solutions for
pedestrians to cross Northside Drive
will be key to capturing this demand
within the Westside Trade Area.

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Atlanta U. Center
Approx.
Students/
Employees
Est. Total
Annual
Spending
Est. 2016
Discretionary
Spending @
30%
Potential
Trade Area
Capture
2021
Est. Sales
Per SF
Supported
SF
Students 8,000 $101,760,000 $30,528,000 15% $250 18,317
Faculty & Staff 1,950 $227,749,685 $68,324,905 5% $250 13,665
TOTAL $329,509,685 $98,852,905 31,982
“OUTSIDE” / NON-RESIDENT RETAIL SUPPORT
Atlanta University Center (AUC)
Member Institutions
 Capturing additional spending
by AUC faculty, staff, and
students offers the potential
for additional retail support in
the AUC area, as well as the
surrounding neighborhoods.
 Based on the assumptions
shown at right, discretionary
spending from AUC on items
including food, entertainment,
electronics, apparel, and
personal care items support up
to 32,000 SF of off-campus
retail space.
 As new spending patterns are
established, after the five-year
timeframe, the potential exists
to grow support for retail from
this group by increasing the
capture of discretionary
spending.
Sources: Bleakly Advisory Group, AUC Institutions, “The Economic Impact of University System of Georgia Institutions on their
Regional Economies in FY 2015” by UGA, “College Explorer” by Refuel Agency/Crux Research

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 The Trade Area has the potential
to add 112,500 – 129,500 square
feet of new retail offerings over
the next five years.
FUTURE RETAIL POTENTIAL – WESTSIDE TRADE AREA
 These new offerings
will need to attract:
 Additional spending
capture from current
residents and local
college students
 Capture of new
resident spending
 Capture of spending
from outside
consumers to events
at GWCC & Georgia
Dome.
PotentialFutureSq.Feet
New Retail Potential by Store Type
Store Type Sq. Foot Range
Electronics Stores 4,000 - 4,750
Health and Personal Care Stores 7,000 - 8,000
Clothing and Clothing Accessories Stores 7,000 - 8,250
Other General Merchandise Stores 8,000 - 10,000
Miscellaneous Store Retailers 6,000 - 7,500
Local Serving Office / Health 18,000 - 21,000
Laundry and Dry Cleaning 4,500 - 5,500
Sporting Goods Stores 2,000 - 2,500
Food/Beverage Stores 33,500 - 36,500
Restaurants 22,000 - 25,500
Total Square Feet Potential Demand 112,000 - 129,500
-
10,000
20,000
30,000
40,000

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 Current households in the Trade Area
represent over half of the potential market
audience for future retail in the area.
 Over 2,000 future new households
have the potential to move to the Trade
Area in the next five years, based on the
recent Residential Market Analysis
conducted for the Westside Future Fund.
These households could support 15%-20% of
the potential new retail in the area.
 Approximately one-quarter of the potential
new retail would be supported by demand
from “non-resident support”
 Local College Students
 Local Employees
 Mercedes-Benz Stadium & Ga. World Congress Center
attendees.
FUTURE RETAIL POTENTIAL MARKET AUDIENCES
Market Support
56%
16%
28%
Current Households
Future Households
Outside Support

35
 Because each Westside
neighborhood is unique with varying
population, infrastructure and
building environments, the potential
future retail opportunities also vary.
Estimated future square foot
potential is shown at right.
 These future estimates are subject
to change due to the dynamic nature
of the local market area. Changing
development scenarios within a
particular neighborhood could cause
the potential space allocations to
shift from one location to another.
FUTURE RETAIL POTENTIAL – WESTSIDE TRADE AREA
New Retail Potential by Neighborhood
Sq. Foot Range
English Ave. 13,000 - 16,500
Vine City 68,000 - 77,000
Ashview Heights 10,000 - 12,000
AUC Neighborhood 21,000 - 24,000
TOTAL 112,000 - 129,500

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ENGLISH AVENUE
5-YEAR FUTURE RETAIL POTENTIAL
Future
Beltline
Joseph E. Boone Blvd.
JosephE.LoweryBlvd.
Mims
Park
Potential Location for New Retail
Current GDOT Traffic Counts
Joseph E. Lowery: 11,100 ADT
Joseph E. Boone: 5,300 ADT
JamesP.BrawleyDr.
Cameron M. Alexander Blvd.
First St. Mark AME
Store Type
Sq. Foot Range

37
 With the addition of new residential homes
nearby, retail offerings at the Boone/Lowery
intersection can be expanded to include
Miscellaneous Store Retailers (such as Florists),
Laundry, Restaurants and other options.
 The new Mims Park can help attract similar
complementary offerings.
 Retail offerings at the J.P. Brawley/C.M.
Alexander intersection can supplement current
smaller-scale retail offerings to include Local
Serving Office and Restaurants.
 A potential entrepreneurial/artisans incubator
could also be located in the historic St. Mark
AME structure, this will help to drive retail
demand.
 Upon full development the Beltline will add
additional retail potential, likely along Boone.
ENGLISH AVENUE
Urban Perform: a non-profit gym providing exercise and nutrition
opportunities located at 678 Joseph E Boone Blvd. near the future
Mims Park
Current Conditions
For more details: www.planwestside.com

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Current GDOT Traffic Counts
Joseph E. Lowery:
13,500 ADT
MLK Drive:
8,750 ADT
Northside Dr. @ Stadium:
29,300 ADT
VINE CITY
Mercedes-
Benz
Stadium
Georgia
World
Congress
Center
Other General Merchandise Stores 8000 - 10000
Sporting Goods Stores 2,000 - 2,500
NorthsideDrive
JosephE.LoweryBlvd.
M.L.K. Jr. Drive

39
 MLK Jr. Drive at the Historic Westside Village
serves as a neighborhood center with higher
levels of pedestrian traffic. This area has
potential to provide additional neighborhood
retail offerings across a range of store types.
 Transit Oriented Development (TOD) at the two
MARTA transit stations in this area (Ashby and Vine
City) can help capture additional retail demand.
 Northside Drive has the potential to attract
larger national retailers and can serve as a
retail node for Trade Area residents, as well as
attract stadium and Congress Center
attendees.
 National tenants, including a small-format
grocery store, could be integrated into a
“Retail/Mixed Use Destination” along Northside
Drive. This destination could serve as a beacon
for outside spending support, which would
help provide goods and services for local
residents.
VINE CITY
Current Conditions
The Land Use Action
Team surveyed MLK
JR. Drive merchants
on-site as part of this
assignment.
For more details: www.planwestside.com

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ASHVIEW HEIGHTS / WASHINGTON PARK
Truly Living Well
Center for Natural
Urban Agriculture
Future
Beltline
 The corner of
Lawton and
Westview
currently serves
as a community
“crossroads” and
has the potential
for small-scale
redevelopment,
capturing
momentum from
the new Truly
Living Well
Center for
Natural Urban
Agriculture and
future Beltline
development.
Fair Street
JosephE.LoweryBlvd.

41
 While retail potential is likely modest in
the short-term in Ashview
Heights/Washington Park due to few
commercial site locations, as well as
intervening nearby opportunities in Vine
City and the AUC area, a redevelopment
of office properties on the south side of
the 900 block of MLK Drive could prompt
additional demand.
ASHVIEW HEIGHTS / WASHINGTON PARK
 Ashview Heights/Washington Park residents stated at input sessions as part of this
study that they desire the following commercial options nearby:
 retail fronting on Truly Living Well farm
 “walk-to” businesses in the neighborhood
 dry cleaner
 gym, health center
 cafe with patio
 natural food grocery store
 clothing store
 ice cream store
 bike shop
 restaurants

42
 The faculty, staff, and students at
Atlanta University Center institutions
provide potential support for a range
of additional retail opportunities at
or near campus.
 Atlanta Housing Authority (AHA) plans
for additional housing at the Scholars
Landing development will help
support additional retail.
 AHA has proposed a redevelopment
concept for historic Roosevelt Hall
that could provide space for a portion
of the future retail potential in the
area.
AUC NEIGHBORHOOD
FUTURE RETAIL POTENTIAL Total New Retail Potential: AUC Neighborhood
AHA Choice
Neighborhoods
Future Scholars
Landing
Development
Current GDOT
Traffic Counts
Joseph E. Lowery:
17,600 ADT
566 new
residential
units
JosephE.LoweryBlvd.

43
RETAIL RECOMMENDATIONS
 Key Elements of a Coordinated Retail Strategy for the Trade Area:
Attract more retail shoppers in the area through continued growth in “rooftops”
 “Retail Follows Rooftops”
 Long-range objective: Double the number of households to increase, not only
the viability of the area, but also generate more self-sustaining retail demand.
 Seek out new neighbors and embrace them by promoting new housing in
various formats—Westside neighborhoods have the potential to become a
laboratory for new housing activity.
Leverage the considerable support structure
 Invest Atlanta and private entities, such as the Westside Future Fund, are
prepared to provide assistance in local redevelopment initiatives. Monetary
and social enterprise incentives will often be necessary to attract market
opportunities.

44
RETAIL RECOMMENDATIONS:
 Key Elements of a Coordinated Retail Strategy for the Trade Area:
Create clusters of retail that serve community needs and leverage current
infrastructure and investments
Attract a “critical mass” of small-scale retail at key transportation intersections,
particularly near transit stations.
Retail offerings could be supplemented by small community medical-related
facilities that will drive daily demand to the area. Explore partnerships with local
medical schools.
Retail nodes along Northside Drive can provide larger retail concentration due to
potential to attract outside consumers. Local residents will benefit with the
expanded opportunities.
Grow the retail sector by retaining more of the current expenditure “leakage”
Focus on food, services and neighborhood needs.
Capture more student and faculty spending.

45
RETAIL SITE SELECTION PRIMER

46
RETAIL REALITY: SITE SELECTION
 Typical Challenges of New Store
Development Based on National Case
Studies
 Crime and/or the perception of crime
 Market data often misrepresents the
economic potential and purchasing power
 Securing appropriate development sites is
more challenging in urban areas
 Increased development costs in the form of
higher construction costs and cumbersome
approval and permitting processes

47
DEMAND
SUPPLY
SITE
SPACE
RETAIL SITE
SELECTION
WHY DO STORES GO WHERE THEY GO?
How many people might shop there?
Demographics:
# of Households
Incomes
Etc.
What competition is
there already?
How does the
competition
perform?
Which location can generate the
most sales?
- Traffic Counts
- Parking
- Access
Which space best
suits retailer’s
needs?
Is space
available?

48
Demographics – population, household incomes (or total
purchasing power), characteristics, future growth
 Retailers need to attract a certain number of people at certain income levels in order to survive
DEMAND
Store Type
Population Necessary
to Support
Corner Store 500
Convenience Store 2,000
Delicatessen and Bakery 3,000
Snack Bar 3,000
Beauty Parlor 3,000
Drug Store 5,000
Hardware Store 5,000
Bank Branch 5,000
Supermarket 10,000
Thresholds of Community Stores (Rules of Thumb)

49
 National retailers typically follow demand with differing requirements for their
stores.
 Westside Trade Area meets some, not all, of the national chain requirements.
 Examples (for illustrative purposes):
Store Trade Area Population Location/Other
National Drug
Store
2 mile radius 20,000 Intersection of two
main streets with
significant traffic
counts
Grocery Store 3 mile radius 20,000+ On high-visibility,
high traffic corridor
Pet Supermarket 3 mile radius 50,000 25,000 daily vehicle
traffic count
Firehouse Subs 3 mile radius 20,000+ $35,000 median
household income
Denny's 3 mile radius 40,000 30,000 daily vehicle
traffic count
RETAIL REALITY: SITE SELECTION SITE

Westside Future Fund Retail Market Analysis & Recommendations Sept. 2016

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