ATLANTA—A $600 million resort-inspired mixed-use project has been approved for Alpharetta. Dubbed Avalon, its developer is positioning the project as the first experience center—a place where high-end retail, restaurant, residential, office, hotel and public spaces come together—in the Southeast. Avalon is expected to open in Oct. 2013.

North American Properties received key approvals to develop the project on Monday night. The firm’s vision is based on the belief that customers have changed the way they spend their free time and disposable income—and retailers need to deliver a lifestyle brand experience in order to compete in the e-commerce age.

“Alpharetta is an affluent community and locals want and deserve a luxury shopping experience they can’t currently find in the Southeast,” Mark Toro, managing partner at NAP, said Monday night after the Alpharetta City Council approved the project. “We are thrilled that the Alpharetta community has embraced our vision for Avalon.”

Avalon will boast round-the-clock activity with a strategic blend of tenants that includes Whole Foods and Regal Cinemas, as well as event programming in the mixed-use project’s public spaces year-round. Events will include outdoor concerts, yoga in the park, pet parades and family campouts.

NAP will develop, lease, own and manage about 559,000 square feet of retail. Plans also call for a 300-room, full-service hotel, as well as a 175-room, boutique hotel above retail.

Greenstone Properties will develop, lease, own and manage the office component, which will include: a 350,000-square-foot; 14-story office building; two 200-square-foot buildings; 85,000 square feet of office lofts above retail; and a 5,000-square-foot financial institution.

On the residential front, NAP will develop, lease, own and manage 250 luxury residential units above retail with an average rent of $1,400. The project will include 150 one-bedroom units and 100 two-bedroom units, all with high-end interior finishes and dedicated resort-style amenities for residents. And Monte Hewett Homes will build 132 townhomes and detached single-family homes with dedicated resident amenities that include a community pool, playground and clubroom.

Ten percent of Avalon’s acreage will be dedicated to public space. Signature areas will include The Plaza, a gathering place for outdoor programming and the focal point for the development. The Plaza will also include an animated water feature, plantings, music, lighting, and outdoor dining areas.

NAP is positioning The Boulevard as Avalon’s living room, aiming to lure residents and visitors to gather in shaded seating areas and take walks along the pedestrian corridors. The Boulevard will include three jewel-box restaurants with alfresco dining, a bocce court, chess tables, and an outdoor fireplace. Finally, The Commons, Avalon’s neighborhood park will feature an all