ATLANTA—Some claim the traditional, enclosed mall is dead. But 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, isn't buying it.

“To state the traditional, enclosed mall is dead does not tell the whole story of where retail is headed in the world,” Simon tells Globest.com. “Traditional, enclosed malls continue to provide products and services for many consumers. However, as many consumers evolve, there is a greater focus on the importance of the space where time is spent before and after work when people are shopping or spending time with family and friends.”

As Simon sees it, the traditional mall is not a place most consumers want to spend an extended period of time. That he says, is because it's not a space where many aspects of a person's life can be enhanced. 

“Commodity goods can now be researched and purchased online,” Simon says. “Alternatively, a tailored and convenient retail and restaurant mix gives people a place to share experiences with their family and friends in one venue.”

By contrast, destination living, shopping, dining, and entertainment centers allow developers to meet many guests' needs seamlessly. For example, Simon says, NAP has guests who work in Avalon offices while their families live on the property.

“Taking the commute out of the equation allows families more time to work, shop, dine, exercise, be entertained, or just be—all in one place,” Simon says. “For residents in surrounding neighborhoods as well as visitors from other cities, states, and countries, Avalon provides a magical place to spend a good part of the day, taking advantage of all Avalon has to offer.”

Simon's conclusion: Traditional, enclosed malls are not dead. But hospitality-inspired environments are the future of retail. 

“Avalon is a prime example,” Simon says. “You must have destinations that people are drawn to, where people feel welcome, safe and happy while they receive an exceptional level of service. If the pleasurable experience is absent, guests will search for alternatives.”

Avalon has made its mark on metro Atlanta in more ways than one. First, it demonstrated exceptional retail success and highlights the region's strong retail recovery. Avalon's retail component opened 98% leased with 60 tenants. Technology wise, the project also stands out as home to the first all-fiber optic network in Georgia, offering Internet speeds of 1 Gbps. And Simon says there's much more to come. You can also read: Avalon's New VP Takes a Page From LA Icon.