Jamestown and New York Life submitted a zoning application to the City of Alpharetta on March 16 to redevelop a 100-acre site at North Point Mall into a walkable, sports-anchored entertainment district.
The move, according to an announcement by Jamestown, an Atlanta-based developer known for transforming Ponce City Market, is another step in its efforts to attract an NHL team to the greater Atlanta metro area.
“Today’s filing is an important milestone in advancing our plan to transform North Point Mall into a modern, sports-anchored district that sets a new standard for suburban placemaking,” said Frances Bohn, Jamestown director of development and construction in a release by the company. “Our plan combines an NHL‑ready arena, a vibrant public realm, year‑round programming, and a balanced mix of retail, dining, office, hospitality, and housing to create a walkable destination that serves Alpharetta, attracts regional visitors, and delivers sustained economic value.”
The 1.3 million square-foot North Point Mall opened in 1993 in one of the metro area’s most affluent and rapidly growing areas. It has gone through a series of renovations and failed redevelopment plans. Anchor tenants like Lord & Taylor, Parisian, Belk, Rich’s, and Sears have left the mall. Remaining department stores include Von Maur, Dillard’s, Macy’s, and JCPenney.
Redevelopment specifics
The redevelopment plan, the release said, aligns with the Alpharetta Comprehensive Plan and North Point’s Tax Allocation District (TAD), which was passed in November 2025.
According to the rezoning application, Jamestown is requesting a change for most of the 100-acre property from PSC (Planned Shopping Center) to MU (Mixed Use). The portion of the property that contained the now-closed Sears had been rezoned to MU several years ago, zoning officials told Rough Draft.
The application includes several variances and requests regarding residential density, building height, decreased parking and streetscape requirements, and encroachments into the SR 400 tree buffer.
The redevelopment proposal, according to Jamestown, includes a “20,000-seat NHL arena, with additional entertainment and hospitality venues, including a 4,000-seat music hall and performing arts center, a 2,000-seat community hockey rink, 500-seat movie theater, 45,000-square-foot hotel conference center, 400-key full-service hotel, 300-key hybrid flex-stay hotel, and 150-key select service hotel.”
The redevelopment plan also proposes 907,000 square feet of retail and dining space, 750,000 square feet of office, more than 16 acres of publicly accessible parks, plazas, and multi-use trails, and 1,385 for-rent multifamily units.
Upcoming community, government meetings
According to the online 93-page application, community input meetings have been scheduled for May 13 and June 10 at 6 p.m. at Alpharetta City Hall. After that, the matter will come before the city’s planning commission on July 9, and may be heard before the city council as early as July 20.
A letter accompanying the application said, “The decline of traditional retail and increased desire for entertainment districts with options for shopping, dining, living, and working aligned to create this opportunity for a professional sports team in Alpharetta.”
“Rather than relying upon a single anchor, the district is designed to support activity throughout the day and week,” the letter continued. “Retail, recreation, and offices bring employment and consumer experience activity during the day, with the restaurant, housing, and hospitality uses supporting evening and weekend activity across the district. The large surface parking lots and mall will be transformed into a dynamic, arena-anchored destination featuring a walkable, connected, and engaging public realm.”
The application letter compares the proposed development to the Battery, home of the Atlanta Braves stadium, as “an example of how a sports and entertainment district can create a vibrant and unique location for shopping, living, and working
that thrives year-round.”
Competition for another hockey venue in Atlanta
The quest for a hockey team by the Alpharetta Sports & Entertainment Group, led by former National Hockey League player Anson Carter, is just one of two efforts being launched in the Atlanta area. A separate group is developing The Gathering at South Forsyth, a $3 billion project designed to lure an NHL team to the area.
However, the NHL has not yet formally declared plans to expand beyond its current 32 teams, although Atlanta has been frequently mentioned as a favorable location for a franchise.
If either application is approved, this will be Atlanta’s fifth hockey team: the Flames (NHL), the Knights (International Hockey League), the Thrashers (NHL), and currently, the Gladiators (ECHL). The Flames were active from 1972-1980, the Knights from 1992-96 and the Thrashers from 1999-2011.
The Atlanta Thrashers relocated to Winnipeg in 2011 (becoming the Jets) after a toxic mix of massive financial losses, poor on-ice performance (only one playoff appearance in 11 seasons), and intense internal fighting within the ownership group, Atlanta Spirit, which bought the team from Time-Warner Turner Broadcasting in 2004.
Jamestown, which is overseeing pre-development services on behalf of New York Life, has assembled a group to advance the proposal, including HKS Architects, Kimley-Horn, and Machete Group, which is advising on the arena and overall development plan.
Jamestown took over management of the property on March 1.