Published on November 11th, 2015 |1
2 big Peachtree Rd. projects woo neighbors prior to zoning meeting
The two projects involve a new proposal for an 18-story residential tower with 251 apartments above ground-level one-story retail at Peachtree and Terrace Drive and the long-negotiated Brand
Properties proposal for an office building with retail at Peachtree and Rumson roads.
Both projects are expected to be on the agenda and be heard by the NPU-B Zoning Committee at the 7 p.m. meeting Nov. 24 at The Cathedral of St. Philip, 2744 Peachtree Road. Branch did not show up for the Oct. 27 meeting, and Brand Properties was again deferred at that meeting.
Branch Properties (not to be confused with Brand Properties) has owned Peachtree Battle Shopping Center since 1982 and now plans to add a residential tower and additional retail space to the center’s northern corner.
Branch is hosting a meeting for the Peachtree Hills neighborhood tonight (Wednesday, Nov. 11) at 7 p.m. at the Covenant Presbyterian Church, 2461 Peachtree Road, to provide a summary of the project and attempt to gain support.
The property involved is 1.866 acres at the corner of Peachtree and Terrace and is currently occupied by a Burger King, Design Within Reach and the antique store. The Burger King and antique store are zoned C-3, unconditional, as is the balance of the Peachtree Battle Center. The Design Within Reach property was zoned C-1 with conditions to permit the Loop Pizza restaurant several years ago.
The application proposes to zone the property C-3 conditioned on a site plan and other conditions for a residential building of 18 stories above one
level of retail, with parking accommodated in a deck under and to the rear of the building.
In terms of vehicular access, the building will use the existing drive from the upper Publix parking deck onto Terrace and also have access through the shopping center to the Peachtree/Peachtree Battle traffic signal, as well as other shopping center driveways to Peachtree. There would be an additional non-signalized access point on Peachtree.
The development would include 251 apartment units, which will be designed for and marketed to people under the age of 35. In addition, the application proposes 15,000 square feet of retail and 15,000 square feet of restaurant space on the ground level fronting Peachtree.
Branch anticipates the retail would be complementary to that which presently exists in the Peachtree Battle Shopping Center and that the restaurant would be a white tablecloth restaurant primarily aimed at lunch and dinner business.
The height of the building is proposed to be a total of 19 stories and 225 feet in height.
As a matter of comparison, the developer reports that the two Plaza Tower buildings just to the north are 22 stories and 265 feet, the building at Peachtree and Lindbergh is 18 stories and 231 feet and the Bennington is 18 stories and 231 feet in height.
Meanwhile, Brand Properties CEO Brand Morgan continues to meet with residents in condominium buildings adjacent to his proposed office/retail development at 2813 Peachtree Road, where the former Garden Hills shopping center was before it burned in December, 2013.
Morgan is scheduled to meet Sunday afternoon with residents of the Gallery condominiums, located south of the development property and across
Rumson Road, to discuss the newly revised design for the building. (To read the story about the new design, click here.)
Among the changes Brand Properties has made to its proposal over several months of negotiations with the Garden Hills Civic Association and other
neighboring residents is a total redesign of the proposed building, a reduction in the height from 167 feet to 123 feet above grade, 9 total levels instead of 12 and a reduction in parking from 425 spaces to 348.
The word on the street is that the Garden Hills Civic Association will vote Nov. 17 on whether or not to approve the new proposed plan, which retains two levels of Peachtree Road retail, but reduces the number of floors in the office tower from 6 to 5 and the number of parking levels from 6 to 4.
Morgan has told BuckheadView, he is ready to present Brand Properties’ case before the NPU-B Zoning Committee at its Nov. 24 meeting. The developer has deferred for several months making that presentation at the request of the neighborhood association.