James.qxp Sept Oct 2018 web (2) - Page 40



they later invested $440 million.
Today, The Battery Atlanta is in full swing—
much like the team’s bats ushered in the 2018
season with rookie superstars Ozzie Albies and
Ronald Acuna, Jr.
Battery retailers now include the Braves
Clubhouse Store, Archer Paper Goods, Mizuno
Experience Center, Select Shades, Tomahawk
Harley Davidson, Baseballism, DressUp,
Mizzen+Main, Sugarboo & Co. and an Xnity Store.
And there are a lot more options to boost fans’
blood sugar before or after a game, including CRU
Food & Wine Bar, Sports and Social, The El Felix,
Antico Pizza, Goldberg’s Fine Foods, Punch Bowl
Social, Wahlburgers, Feed Fried Chicken and Such,
Garden & Gun Club, Haagen-Dazs, Yard House, C.
Ellet’s, First and Third, PBR Atlanta (A Coors Bar),
Terrapin Taproom, Achie’s (on the ground oor of
the Omni Hotel), El Super Pan and, coming soon,
Savi Provisions and Burn by Rocky Patel.
While these consumption opportunities may
seem like too much of a distraction from the
business of baseball, The Battery Atlanta’s very
existence is focused on that priority.
The Braves note that while The Battery “lives
and breathes beyond the gates of the playing
field, offering a neighborhood where fans can
work, dine, shop, play and even live— it also
plays an important role on the field by tapping
into a new source of revenue for the team.”
Revenue from leasing space to restaurants, bars
and shops is invested into the baseball team, thus
providing a funding source to build a “championship-caliber organization.” The Braves describe
their strategy as “a new era in stadium planning
and construction and overall fan experience.”
“This is about delivering the greatest game day
experience to the fans and maintaining that
excitement every day of the year,” notes Derek
Schiller, President and CEO of the Braves. “That
idea became SunTrust Park and The Battery
Atlanta— the home of Braves Country.”
The Braves are not the only organization looking for returns on their new development.
SunTrust Park and the Battery Atlanta generated $3 million in new property, sales and other
tax revenue to Cobb County, and $4.9 million in
new permit fees.
40
JAMES
SEPTEMBER/OCTOBER 2018
continued on page 42
SEPTEMBER/OCTOBER 2018
41

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