Brian McGowan, President, Centennial Yards

In an interview with Focus:, Brian McGowan, president of Centennial Yards, discussed how the development is designed to support the economic and community needs of downtown Atlanta. “One of our investors described Centennial Yards as a development that will be remembered alongside Atlanta’s airport as one of the most impactful projects of the past 50 to 60 years,” McGowan said.

What recent milestones have reflected Centennial Yards’ long-term vision?

The biggest milestone is momentum. We completed two buildings last year after two years of construction and a year of design. The Mitchell is a 304-unit apartment complex that opened in September 2025 and will include three restaurants at the base. Hotel Phoenix, with 292 rooms, opened last December.

In the summer of 2024, we broke ground on the entertainment district, which spans seven and a half acres and includes four buildings totaling 500,000 square feet, a fan zone in the center capable of accommodating 2,000 to 3,000 people. We signed leases with Live Nation to build a 5,300-seat live music theater, which will be its crown jewel venue in the United States. We also signed a lease with Cosm, a unique sports bar concept featuring 70,000 square feet of space, highlighted by a sphere similar to the Las Vegas Sphere, scaled to fit inside the building for sports, movies, and more.

In addition, we broke ground on another 230-room hotel, and a fourth building is planned as a multi-tenant space primarily for food and beverage. A historic building has already reopened as Lofts at Centennial Yards South, offering 162 apartment units. In the near future, we’ll be announcing a number of new leases, primarily with restaurants.

How has public–private partnership shaped your approach to revitalizing the area?

This project exists because of public-private partnership. For decades, this 50-acre site was a hole in the heart of downtown, at the center of a region of six million people, and no one could figure out how to make it work. The project began with Tony Ressler, owner of the Atlanta Hawks, who envisioned a sports-adjacent entertainment district.

The site was challenging due to multiple owners, complex easements, air rights, parking rights, active train lines, and insufficient infrastructure. The city worked with CIM Group to create a unique financing structure that allowed the project to move forward. Without a strong partnership with the City of Atlanta and the State of Georgia, this project would not be underway.

How is the project balancing commercial opportunity with community impact?

In partnership with the city, 20% of all residential units are designated as affordable at 80% of area median income for 99 years. In addition, 38% of our subcontractors are required to be minority- or female-led enterprises. We are currently at 35%, with a goal of 38%. One of the most rewarding aspects of this work has been bringing in smaller contractors who typically would not have the opportunity to participate in a project of this scale and helping change the trajectory of their businesses.

We are also building a police substation and a fire station within Centennial Yards. We replaced a condemned pedestrian bridge, contributed $10 million to rebuild a recreation center, and committed an additional $33 million to equity and inclusion initiatives across the city. We have also pledged to allocate 25% of entry-level jobs to local residents.

How does Centennial Yards use design to meet the evolving needs of the community?

We hired Foster + Partners to create a human-scale master plan. We intentionally avoided very tall buildings because they can create uncomfortable wind patterns and discourage outdoor activity. Our focus has been designing for people and prioritizing pedestrians.

The entertainment district currently under construction, along with the bridge we built, is pedestrian-only. Residential buildings are positioned around the entertainment areas but set back from noise and light. Working with the city, we prioritize people over vehicles by ensuring safe crossings and easy access throughout the site, while encouraging alternatives to driving. There are also two transit stops adjacent to the property, and we are working with MARTA to create a direct connection that encourages transit use.

How does the current economic environment impact your strategy for navigating challenges?

It’s a difficult environment for real estate, with a high level of uncertainty. We mitigate that by raising equity, reducing reliance on debt, and choosing to self-perform as the general contractor. That approach allows us to control costs by eliminating third-party fees and operating more efficiently.

We have the flexibility to move forward and pivot when necessary. Four years ago, we were focused on building office space, but demand shifted as major tech companies reduced their office footprints. We pivoted to residential and hospitality. Now, as office demand begins to return, our mixed-use approach allows us to adapt in real time.

How is your team planning for environmental and economic resilience?

All of our buildings will be LEED Platinum certified. We are also exploring a shared energy system that allows chillers and cooling systems to serve multiple buildings. An elevated 2.5-acre park, 40 feet above ground, will provide green space, shade structures, and relief from Atlanta’s summer heat.

Our consultants have also implemented science-based strategies to mitigate the urban heat island effect created by surrounding concrete, ensuring long-term environmental resilience.

How does the project incorporate art and culture into its placemaking?

Every element of the project is designed to reflect Atlanta’s story. Hotel Phoenix is named after Atlanta’s official bird and symbolizes the city’s rebirth after being burned during the Civil War in 1864. Centennial Yards represents a second economic rise for the city.

We want visitors to leave with a deeper understanding of Atlanta’s culture and identity. The shade structures themselves will serve as public art, drawing inspiration from the Atlanta Hawks, Atlanta Falcons, and Hotel Phoenix. That spirit, always rising, defines Atlanta.

How does Centennial Yards define the next era of growth for Atlanta?

This project represents a major private investment in downtown after decades of limited development. A $5 billion commitment signals confidence and encourages others to invest, creating a powerful multiplier effect across the city. Construction cranes are in the air, and there is a renewed belief that this is a pivotal moment in Atlanta’s history — one that will deliver the downtown the city deserves, as envisioned by Tony Ressler, the owner of the Atlanta Hawks and an investor in Centennial Yards.

We are building a new neighborhood with more than 2,000 apartments that will become Atlanta’s most visible and dynamic district — its own version of Times Square. It will be a place for gathering, culture, and memorable moments, connecting surrounding neighborhoods and reshaping the city’s economic and cultural trajectory. One of our investors described Centennial Yards as a development that will be remembered alongside Atlanta’s airport as one of the most impactful projects of the past 50 to 60 years.