The Gulch, that long stretch of underground parking lot, railyard and abandoned greenspace, has been rebranded as Centennial Yards.
Real estate firm CIM Group is responsible for the transformation, which aims to encompass far more just a name change.
The Gulch In Downtown Atlanta Is Now Centennial Yards
The name change is part of a redevelopment that will feature a mix of hotels, apartments and retail spaces covering up to 12 million square feet. The project will revitalize a 40-acre patch of land that has sat dormant and unkempt for more than two decades.
The downtown Atlanta space, which used to be a prominent railroad junction, fell into disrepair when city planners sought to build up the area around Techwood for the 1996 Olympics.
“Now is a prudent time for us to launch the branding of Centennial Yards. We wanted a name that was authentic, and one that would make clear where the project was located, while also honoring the history of the site,” said Devon McCorkle, First Vice President, CIM Group.
During the commotion around the new Amazon headquarters, Atlanta officials offered plans to redevelop the Gulch, but there was staunch opposition.
The latest effort seems to have come to pass quietly.
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