Ponce City Market is a mixed-use development located in a former Sears catalogue facility in Atlanta, with national and local retail anchors, restaurants, a food hall, boutiques and offices, and residential units. It is located adjacent to the intersection of the BeltLine with Ponce de Leon Avenue in the Old Fourth Ward near Virginia Highland, Poncey-Highland and Midtown neighborhoods. The building, one of the largest by volume in the Southeast United States, was used by Sears, Roebuck and Co. from 1926 to 1987 and later by the City of Atlanta as "City Hall East". The building's lot covers . Ponce City Market officially opened on August 25, 2014."Ponce City Market is Now Open", What Now Atlanta It was listed on the National Register of Historic Places in 2016.
Occupants The complex contains offices, apartments, a gourmet food hall, retail stores, educational facilities, and a rooftop amusement park.
Larger retail stores include Anthropologie, Citizen Supply, J. Crew, Williams Sonoma, and West Elm. Ponce City Market states that its food hall is similar to the famous Chelsea Market, New York City, formerly owned by Jamestown. James Beard-awarded chefs with presence in the food hall include Anne Quatrano of Bacchanalia/Star Provisions, Linton Hopkins of Restaurant Eugene, and Sean Brock of Charleston, S.C.'s Husk restaurant.
Prominent office occupants include the parent company of the global marketing platform service MailChimp, Pinterest, Rocket Science Group, FanDuel and the educational website HowStuffWorks.
History Origins The building was built on the site of Ponce de Leon Springs, later the Ponce de Leon amusement park.
As Sears, Roebuck From 1926 to 1979, it was a Sears, Roebuck and Co. retail store, warehouse and regional office."Timeline: Old Sears building, once a boom, then a bust", Atlanta Journal-Constitution, June 1, 2010 The Atlanta regional headquarters was closely linked to Sears' efforts to capture the market of Southern farmers through the Sears Agricultural Foundation: From August 1926 until October 1928, the Foundation hosted a radio show, broadcast from the Atlanta Sears tower called "Dinner Bell R.F.D.". R.F.D. stood for the club "Radio Farmers' Democracy. The show aired on WSB radio between noon and 1 pm three times a week, featuring old-time musicians and string bandsJerry R. Hancock, Jr., Dixie Progress: Sears, Roebuck & Co. and How it became an Icon in Southern Culture, Georgia State University Sears held a farmer's market at the back of the property starting in May 1930 through New Year's Day 1947 In 1939, the market hosted the First Georgia Clay Products Show, which garnered an audience of 5,000 The market established partnerships with local 4-H Clubs and Future Farmers of America clubs In 1979, the retail store closed but the building continue operating as a Sears regional office until 1987.
As City Hall East
In May 1990,"National Notebook: Atlanta; Sears Center bought by city", The New York Times, June 2, 1991 the city of Atlanta bought the building for $12 million, with plans to place 2,000 police and fire employees there, and later rent space out to county, state, and federal agencies. The city subsequently moved the central offices of its police department and fire department into the building. A city-funded art gallery was also established on the first floor. From 1995 to 1999, the Southeastern Flower Show was held here. The building was closed to the public on March 29, 2010.
As Ponce City Market The City sold the property for $27 million to Jamestown, a private-equity group, on July 11, 2011."Mayor Signs Closing Documents on Sale of City Hall East", Pbaonline, July 1, 2011 Jamestown, which also invested in the redevelopment of the White Provision retail and restaurant complex in West Midtown, bankrolled the 180-million-dollar plans by developer Green Street Properties to convert it into a mixed-use development "Slideshow: Jamestown reveals Ponce City Market", Atlanta Business Journal, June 29, 2011 In a July 2011 interview, Michael Phillips, managing director of Jamestown, said that Jamestown is focused on Ponce City Market becoming the fourth nationally relevant food hall in the U.S., alongside Pike Place in Seattle, the Ferry Building in San Francisco, and Jamestown's own Chelsea Market in New York City. Jamestown also plans rooftop gardens where local restaurants can grow food."Jamestown’s Michael Phillips on Ponce City Market", ATL Food Chatter (Atlanta magazine blog), July 18, 2011 Jamestown planned to complete renovations by early 2015 and then have the building added to the National Register of Historic Places.
It was hoped that the new development, along with the new adjacent BeltLine trail and Historic Fourth Ward Park, would stitch together the four neighborhoods that meet where it is located and revitalize the Ponce de Leon Avenue corridor."Landmark Sears building still faces hurdles", Atlanta Journal-Constitution, June 1, 2010
Ponce City Market officially opened on August 25, 2014.
References
External links
Official website Official virtual tour website
History Old pictures of the Sears building "Largest Building in the South Opens on Ponce de Leon Avenue" "This Day in History" series, PBA (Public Broadcasting Atlanta) Online, orig. broadcast August 2, 2011 Jerry R. Hancock, Jr., Dixie Progress: Sears, Roebuck & Co. and How it became an Icon in Southern Culture, Georgia State University - Photos of Sears Farmers' Market 1931 (see p. 61) "Living History" - video remembrances of the historic building by local residents
Redevelopment Robbie Brown, "Ambitious Plans for a Building Where Sears Served Atlanta", The New York Times, August 16, 2011 "The lost world of City Hall East: the mysteries inside Atlanta's largest abandoned building", Creative Loafing, April 19, 2010 - slideshow of pictures inside the City Hall East of April 2010 Nick Kahler, "Ponce City: An Arcological Hierapolis for the Fountain of Youth," GA Tech Masters in Architecture Thesis, Spring 2012: A Theoretical Architectural Proposal for the Redevelopment of the Sears Building as a City within the City of Atlanta