Jamestown and New York Life are advancing plans to transform the former North Point Mall site in Alpharetta into a large-scale entertainment-focused district anchored by professional sports. At the core of the concept is a proposed 20,000-seat hockey arena that the developers hope will draw interest from the National Hockey League, which has not had a franchise in the area since the Thrashers relocated in 2011.
The proposed arena would be part of a broader mix of entertainment venues designed to support a full-day and evening destination. Programmed components include a 4,000-seat music hall and performing arts center intended to host concerts and live events, as well as a 2,000-seat community hockey rink to serve local and amateur users. A 500-seat movie theater is also planned, adding a cinema element to the overall entertainment offering.
In addition to performance and sports facilities, the master plan calls for a 45,000-square-foot conference center that could attract meetings and events to the site. Several hotels are envisioned around these venues to support out-of-town visitors, event attendees, and business travelers tied to both the conference and entertainment uses.
The redevelopment would significantly increase the site’s commercial footprint. The plan includes approximately 907,000 square feet of retail and dining space, positioning the district as a major regional shopping and restaurant hub. It also contemplates about 750,000 square feet of office space, which would introduce or retain daytime population on the property and create opportunities for employers seeking a location integrated with amenities.
Residential uses are a major component of the concept as well, with plans for 1,385 apartments. These units would add on-site population and support a live-work-play environment that activates the district beyond event times and traditional shopping hours. The proposal also emphasizes open space, calling for more than 16 acres of publicly accessible parks, plazas, and multi-use trails woven throughout the property.
New York Life became the owner of North Point Mall in 2021 through a deed-in-lieu of foreclosure, taking control of the property after prior financial challenges. Following that transfer of control, New York Life brought in Jamestown to lead the redevelopment effort and reposition the underperforming mall into a mixed-use entertainment district anchored by sports, culture, retail, offices, hospitality, and housing.
Together, the partners’ vision represents a comprehensive reimagining of a traditional mall site, shifting it toward a higher-intensity, multiuse environment built around experience-based offerings, on-site residents, daytime workers, and activated public spaces.
