Source: NorthFulton.com

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‘The Collection at Forsyth’ rebrands mall with April 13 celebration

by Aldo Nahed

April 08, 2013

A worker builds a new centerpiece at the entrance to the outdoor mall on Peachtree Parkway.ALDO NAHED.
A painter gives a fresh coat to columns at the soon to be rebranded outdoor mall. A celebration is scheduled for April 13.ALDO NAHED/Staff.
Stephanie Provatakis, of Cumming, manages the Chocolaterie. She said she’s excited about the changes in store at the outdoor mall, including its new name — The Collection at Forsyth.ALDO NAHED/Staff.
Kayla Ruffin, a receptionist at Aria Salon Spa, said the change of the mall’s name will take a little bit of getting used to, especially when answering phone calls and leaving customers’ messages.ALDO NAHED/Staff.
FORSYTH COUNTY, Ga. — The new owners of the Avenue Forsyth, the popular outdoor shopping, dining and entertainment mall, announced last week the property will be rebranded as "The Collection at Forsyth."

The reasoning is to fulfill the new owners' vision of creating "a collection" of the area's "finest retailers, restaurants and community events."

But a name is something many in the community are not ready to give up.

"I doubt my family will stop calling it Avenue," said Kim Powell Godlewski on our Facebook page.

Many others echoed Godlewski's sentiments, including Mary Ann Stewart, who walks 1,500 steps a day at the outdoors mall.

"I think it will be confusing," Stewart said.

But Elizabeth Ashworth, owner of Chocolaterie, a luxury chocolate and gifts shop, said she welcomes the change.

"I think it will be confusing at first," Ashworth said, "but I'm sure everyone will get used to it and embrace it."

That's exactly what the new owners, 410 Peachtree Parkway, say they hope for in building excitement and curiosity along with the new name.

The move is part of a joint venture between Atlanta-based Core Property Capital and an affiliate of Starwood Capital Group, a private investment firm, which purchased the retail center from Cousins Properties in November 2012.

Core Property Capital will handle management and lease.

The new brand will be unveiled Saturday, April 13 from 12 p.m. to 4 p.m., at a celebration that will feature entertainment from Isabelle, of Alpharetta, a 2013 American Idol top 20 finalist, as well as a Spring Collection fashion show, entertainers, jazz musicians, activities for children and special promotions.

"Our goal is to become a five star collection of dining, shopping and services in meeting the community's needs," said Chad Lund, managing partner with Core Property Capital.

The 565,075-square-foot, mixed-use outdoor retail center will continue to offer restaurants and retailers, as well as a movie theater and Children's Healthcare of Atlanta at Forsyth.

Core recently added Marlow's Tavern and Koo Koo Bear Baby & Kids and future tenants including Soma Intimates, Altar'd State, Sweet Monkey, Appleton, Newk's and Talk of the Table are in the works.

"The transformation of the Collection at Forsyth brings the premier shopping, dining and entertainment experience to the Atlanta area and we look forward to the unveiling of this must-visit destination," said Chris Graham, senior managing director of Starwood Capital Group.

For more, visit www.collectionforsyth.com or facebook.com/collectionatforsyth.