Spotlight On: Nicole Hall, Administrator, Assembly CID

October 2025 — In an interview with Focus:, Nicole Hall, administrator for the Assembly CID, discussed the transformative developments in both the West End and Assembly districts of Atlanta. She highlighted the long-awaited sale and redevelopment of the West End Mall as a major catalyst for growth, alongside the booming film industry at Assembly Studios. “The redevelopment, alongside the Lee + White development and the Beltline, is transforming the area,” Hall noted.

Reflecting on the past year, what would you identify as the most significant milestones for Downtown West Chester and the Business Improvement District?

Over the last year, the biggest accomplishment was the sale of the West End Mall, a process spanning five to seven years. This sale, with redevelopment now imminent, is a catalyst for Southwest Atlanta. The redevelopment, alongside the Lee + White development and the Beltline, is transforming the area. The mall, previously all commercial, will become mixed-use, introducing housing that can’t be part of the CID’s taxable portion. This shift will drive more business, boosting property values, which have already risen. The area near Metropolitan is also changing, revitalizing Southwest Atlanta along I-20.

For Assembly CID, the film studios in DeKalb have exploded. Located at Spaghetti Junction, the site saw little progress under its first developer. When Gray Media took over, development surged within two years, with studios opening and more shows filmed, gaining national attention. The CID focused on infrastructure, enabling hotels, housing, restaurants, and commercial growth. Assembly Studios is just part of the site, with more development planned. Working with Gray Media to build something unique from the ground up is exciting and unique to our CID.

How would you describe the business climate in the West End, particularly in terms of foot traffic, business growth and consumer spending?

We’re collaborating with partners to maintain the West End CID, enhancing sidewalks to boost foot traffic for businesses. With Mercedes-Benz Stadium, new hotels and restaurants, foot traffic has surged. Castleberry Hill, an artsy area adjacent to the stadium and part of the West End CID, sees heavy filming activity. The business climate, previously weakened by closures, is rebounding, especially with the 2026 FIFA World Cup preparations. For Assembly CID in Doraville, the isolated film studios are thriving, benefiting nearby Chamblee. Studio visitors frequent these cities for weekend activities, bolstering local commerce. To support this, food trucks are brought in, and more commercial construction, like hotels, is planned, creating a self-contained city. Currently, the studio is gated, but its workforce boosts Doraville and Chamblee’s economies.

In relation to that growth, which industries or sectors are experiencing the most momentum within the local business community?

In the West End CID, restaurants and retail are the most prominent businesses, particularly near downtown. The area’s unique draw lies in its diverse eateries, offering vegan, African, barbecue and more, attracting a wide crowd. Retail will likely continue to see the most growth due to the mall redevelopment. Some stores were shut down but relocated, as closing them would’ve harmed the community, where these are often the only stores available. Over five years, we’ve done surveys, and residents want quality stores with items they need, not necessarily big brands. The mall developers are listening to the community and business owners, thoughtfully choosing retail to supplement, not replace, small businesses. This will bring a good mix, including grocery and higher-end shopping we don’t have now. That’s the opportunity, and it’s going to be really good for the area.

How are you positioning the West End as a destination to attract interest from broader regional markets?

We’re working closely with the Beltline — not exactly the economic development arm, but like Invest Atlanta. Our community improvement district is smaller, but we have great partners. They offer programs for small businesses to be seen on a higher platform, attracting people. With the World Cup coming, it’s an opportunity for them to put their businesses out front, to draw folks to the West End and Castleberry Hill. It’s the West End CID, but we don’t want to forget Castleberry Hill is part of it, especially since it’s closer to Mercedes-Benz Stadium. Visitors will hit Castleberry Hill before the West End. The partnership with the city of Atlanta, the Atlanta Beltline, and Invest Atlanta is helping. They have a website and link for visitors to see these businesses. The diversity in this African-American community is an attraction, offering a unique mix you might not get elsewhere. We’re working with these partners to lift up those businesses right now.

What are some of the main challenges facing the region and the business community?

The West End Merchants Coalition surveyed small businesses to understand their needs. A key challenge is finding and retaining qualified staff, with high turnover in restaurants and retail. Public safety is another concern, including loitering by unhoused individuals and increased theft in stores. The CID supports businesses with security patrols to assist existing store security and improves landscaping to deter crime. Small businesses face general challenges, but some, like Slutty Vegan, a well-known vegan spot that started in the West End/West View area and expanded to New York, thrive as destinations. Other businesses are still finding their footing. With the World Cup approaching, businesses are preparing to capitalize on the opportunity. Partners are providing extra support, and meetings are underway to discuss whether businesses will stay in their locations or vend near Mercedes-Benz Stadium. These efforts aim to help businesses overcome challenges and take advantage of the upcoming boost from the World Cup.

What is your outlook for the Assembly CID and the region as the World Cup approaches?

I believe this is a truly pivotal moment for both CIDs. The timing for the West End, with the mall, is somewhat unfortunate as it will be under construction and not open for the World Cup, limiting activity there. However, both areas are experiencing significant development. Over the next two to four years, we anticipate substantial transformations in both areas, making this an exciting time for us and for the communities involved.

Want more? Read the Focus: Atlanta report.