South End Norcross Micro Food Hall to Feature BBQ and More

terra alma is excited to announce that South End Norcross is moving forward with a micro food hall in the former engine building anchored by barbeque restaurant South End Smokehouse. The engine building was purchased by entrepreneur Luis G. Fernandez, showcasing his ongoing commitment to the city of Norcross.

South End Smokehouse will be managed by Buzz Schuster, a restaurant operator with over 20 years of experience in the industry. Schuster’s famous barbeque recipes, including his tender brisket, will be on full display. The micro food hall, set to open by spring 2024, will also feature other concepts.

Known for his successful ventures, including Mojitos Cuban American Bistro LLC, The Crossing Steakhouse, and three other locations of Mojitos Bistro around town, Fernandez is excited about South End Norcross, praising Mason Zimmerman, Principal of TileTech Renewal Co. for his commitment to creating something unique.

Fernandez also credits Edie Weintraub, Founder and Chief Community Builder of terra alma, with introducing him to the project and bringing him together with TileTech, “Edie is a great resource,” Fernandez said. “She set Mojitos up in the Forum as our biggest location that features music and dancing. And she brought this location to us and introduced us to Zimmerman.”

“Edie knows so many people and is a great networking hub. She works hard and is always there, answering and returning phone calls. I don’t know how she does it with a thousand things going on, but she’s always available.”

The South End Norcross micro food hall promises to be a unique destination in historic downtown Norcross, with terra alma and TileTech Renewal Co. curating local and regional tenants to create a place where people want to linger, slow down, and make real-life connections with their community.

Click here to learn more about Mojitos Cuban American Bistro LLC.

Opportunities at South End

terra alma has been engaged by TileTech Renewal Co. to shepherd the redevelopment of the largest tract in historic downtown Norcross. Located at 127 S. Peachtree Street, the property is more than an acre and contains several buildings. Called the South End, it will be the newest gathering place in Norcross and will incorporate new construction with the preservation and adaptive reuse of existing buildings.

One of the remaining buildings was the first gas station in downtown Norcross and is almost 100 years old. The two other buildings have been onsite for more than 70 years and were used for manufacturing and warehousing. TileTech Renewal Co. and terra alma are focused on preserving, enhancing and activating the South End to create a unique destination. To do so, they have overcome numerous environmental, legal, design and structural challenges.

The owners purchased the property during COVID-19 pandemic, worked very hard to overcome a variety of challenges and are now actively under construction at South End Norcross.

“Our goal is to gather the right mix of local and regional tenants to create a very special place where people want to linger, slow down and make real life connections with neighbors in their community,” said Edie Weintraub, Founder and Chief Community Builder, terra alma. “We are working with several restaurants, retailers, breweries and distillers and expect to make additional announcements soon.”

“We envision visitors enjoying a craft cocktail at one place, dining at the next and ending the night playing darts or listening to live music at the South End Stage.

Several locally owned businesses already call South End Norcross home. The former Gas Station is now home to Rose & Hemp, a CBD store. Butter & Cream ice cream, based in Decatur, will open its third location at South End in September. Refuge Coffee Co. is putting the final touches on its space and will open its fourth metro Atlanta location in September.

Weintraub says, “Look for the tile shop to become a restaurant or a wine bar. The Mayor, Craig Newton and City Council recently amended its zoning ordinance to accommodate the use.”

A portion of the former tile shop was removed to extend Skin Alley through South End Norcross providing more walkability and connectivity to downtown Norcross.

“I’m happy that city leadership was open minded and progressive enough to consider amending its code to welcome an establishment like this. We are excited and look forward to the grand opening,” said William Corbin, Economic Development Director, City of Norcross.

A food hall will be housed in the old engine building. This building has lots of historic nostalgia with its barrel-shaped roof and colorful “Love Norcross” mural on the front.

“We also have 4,500 square feet of new construction that is perfect for brewery or a distillery with high ceilings. A microbrewery or distillery will have enough space to have some of its production on site,” comments Weintraub. The split-level building will also feature a speakeasy in the basement space.

The main feature of the South End is The Yard, a central gathering space around which all the buildings are organized. A water tower, like the one that used to rise above downtown Norcross, will soon be installed, and it and a stage will serve as focal points of The Yard. Families and friends can gather, relax, play, celebrate and enjoy comedy, movies, story time and live music on the stage starting in Fall 2023. Also, onsite today is a 1971 Airstream trailer which serves as an office. Soon it and a 1962 Shasta trailer will be converted to bars which will be located in a venue in the Yard.

“It has taken a long time to get to the starting line, but we are underway and excited about developing South End Norcross,” said Mason Zimmerman, a Principal of TileTech Renewal Co. “We own and develop properties in small towns across the Metro Atlanta area but this one is particularly significant. It’s rare to have the opportunity to complete a block in a historic area and to create a destination within an existing destination. We are excited about the South End Norcross and grateful for the opportunity.”

Restauranteurs or retailers interested in South End Norcross or similar spaces that encourage activation and community should reach out to Edie Weintraub at terra alma via phone at 404-436-1045 or by visiting www.terraalma.com.

Discover more about how terra alma is improving environments on our Atlanta Real Estate Forum Radio podcast with Edie Weintraub.

About terra alma

terra alma is a woman-owned boutique real estate advisory focused on building community through thoughtful connectivity of local, emerging and inspiring brands. terra alma curates space for emerging retail and restaurant brands and advises owners and developers on growth and expansion. Scouting locations throughout the Southeast, terra alma focuses on adaptive reuse, main street development and mixed-use projects. For more information, call 404-436-1045 or visit www.terraalma.com.

This article was originally published on August 19, 2022 and updated April 4, 2023.