ATLANTA—Matt Simon, the retail operator who is credited with elevating the profile of The Grove in Los Angeles, is the newly-minted vice president and senior general manager of Avalon. Avalon is North American Properties' (NAP) mixed-use development in Alpharetta, GA.

In part one of this exclusive interview series, Simon discussed how he got started in the commercial real estate industry and how he will apply his experience at The Grove to his new position at Avalon. In part two, he explains how operating Avalon will be different than operating The Grove.

Simon immediately points out a major difference between the two properties. Avalon, he tells GlobeSt.com, is unique to The Grove in that Avalon has onsite class A office space, multimillion dollar residential homes built by Monte Hewett Homes, luxury apartments, a mix of retail and chef-driven restaurant concepts, a Whole Foods Market, and two workout facilities.

“Notably, Avalon is only 40% complete, meaning there is much more to come,” Simon says. “Phase II of the project includes a 325-key hotel, conference center and more residences, retail, and restaurants.”

The guest experience at The Grove ended each day when the stores and restaurants closed, Simon continues. By contrast, Avalon's live-work-play offerings—residential, office, fitness, dining and entertainment components—sets the stage for people spend their entire day or extended portions of their day on property. 

“It is truly unique that residents and visitors can walk to wherever they need to go to meet their needs—all in one location,” Simon says. “The extended time spent on property allows the Avalon team a greater opportunity to develop relationships with the guests and to make a positive impact on their day through our elevated hospitality and services offered.”

Simon also points to Avalon's 526 Haven rental units. He says the multifamily aspect will allow NAP to expand on the hospitality and services that are limited in a more traditional lifestyle shopping experience without residential and office components.

“Avalon has made a commitment to redefine service by ensuring that all guests experience a consistently elevated and unique shopping, dining and living environment,” Simon says. “Understanding that our retailers and restaurateurs truly are an extension of the Avalon brand has driven us to invest in delivering an exceptional service and product mix.”