Avalon Developer "Taking a Stand" For Thanksgiving

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With more retailers choosing to open on Thanksgiving Day, North American Properties — the developer behind Alpharetta-based Avalon — says it’s “taking a stand” for Turkey Day, according to its press release.

Known for creating “experiential” properties, such as Atlantic Station in Midtown and Avalon in Alpharetta, NAP has taken this position to “cement its relationship with its guests.”

“Whereas other large mall owners are in the business of building market share, we have always sought to build ‘heart share’ by offering our guests that ‘third place’ away from work and home,” said Liz Gillespie, partner and vice president of marketing for NAP.

While the company has chosen to discourage retail openings on Thanksgiving Day, it will still operate its iconic ice rinks and encourage its cinemas and restaurants to offer guests venues to spend time with family and friends.

“It’s simple,” said Mark Toro, managing partner at NAP. “We’ve created guest experiences at Atlantic Station and Avalon that are not simply about shopping. They are about being. On Thanksgiving, more than any other day, we want to offer our guests a place to just be if that’s what they choose, without the commercial pressures that are mounting elsewhere in our society.”

North American Properties issued a memorandum on Monday, Nov. 17 to its 130 retailers, suggesting they “strongly consider not opening on Thanksgiving Day in order to allow your employees time with their families and afford your customers time with theirs.”

Avalon opened on Oct. 30, with several retailers shattering single day opening records. Atlantic Station’s holiday sales have seen double-digit increases every year since NAP acquired the property in 2010.

“It’s not about desperately squeezing every last dollar out of consumers,” Toro added. “We cater to a clientele that is willing to wait a day to get their shopping fix in favor of the opportunity to create memorable and remarkable holiday experiences with family and friends.”