ATLANTA—Matt Simon, the retail operator who is credited with elevating the profile of The Grove in Los Angeles, has been named vice president and senior general manager of Avalon, the experiential, mixed-use development in Alpharetta, GA. Avalon, which opened in October to rave reviews, is owned and operated by North American Properties (NAP).

The Grove opened is a 600,000-square-foot mixed-use project on 20 acres of land Caruso Affiliates developed. The Grove also has grown to become an attraction for tourists around the world. 

GlobeSt.com caught up with Simon to learn more about his background. He also talks to us about how he will apply his experience at The Grove to his new position at Avalon in part one of this exclusive interview series.

GlobeSt.com: How did you get started in commercial real estate?

Simon: I graduated from Ithaca College with a degree in international business and a minor in Spanish. Fresh out of college, I desired to experience other parts of the world and was presented with an opportunity to work for Club Med in resorts in The Bahamas and Mexico. 

This opportunity introduced me to resort-level hospitality and allowed me to understand the value of time for American and foreign consumers. Guests with limited time wanted to experience world-class hospitality and activities in the week they spent at the club. My employment with Club Med peaked my interest in the hospitality industry.

Upon moving to Los Angeles in 2001, my first job was serving as the assistant to commercial real estate developer Rick Caruso of Caruso Affiliated Holdings.  I was interested in combining mixed-use developments with resort-level hospitality. 

Mr. Caruso's company offered the best learning ground for my interests.  I progressed through the company and eventually, after six years with the organization, was promoted to senior general manager of The Grove in Los Angeles. 

During my tenure on property, the NOI doubled and 70% of the retail mix either changed or underwent a complete remodel. The center was recognized as having some of the highest per square foot retail sales and is considered to be one of the best retail experiences in the country because of its retail mix, dining, and entertainment options. 

After 13 years with Caruso, I began looking for a new challenge. When Mark Toro and North American Properties shared their vision for Avalon and their trajectory to redefine the retail experience, I jumped at the opportunity. 

GlobeSt.com: How will you apply your experience at The Grove to your new position at Avalon?

There are countless moving parts in a development like Avalon. I know how to make a property run smoothly, and I know how to create a positive and memorable experience for the guest. Additionally, I have substantial experience with retailers and restaurateurs and am well aware of the importance of developing strong tenant relations.

At Avalon, I will use my experience to fine-tune the operations of the property and further refine and expand the guest experience. Our goal is to develop guest relationships and loyalty for the long term. 

In part two of this series, Simon will go in-depth about how he thinks operating Avalon will be different from his experience with The Grove.