Atlanta, Georgia
Client: Braves Development Company
Size: 60 acres
Status: Completed 2017
Awards:
2017 Exceptional Merit for Catalytic Development, Atlanta Regional Commission
Collaborators: American Builders, JLL, Kimley-Horn & Associates, NELSON Worldwide
Extending the ballpark experience beyond gameday to create a year-round destination.
HGOR collaborated with the Atlanta Braves, Liberty Media, and a national development team to shape the public realm anchoring a new model for professional sports venues. Rather than treating the stadium as a singular destination, the design reimagines it as the heart of a larger, mixed-use environment—one that supports constant activity beyond game day. At the center of the site, a highly functional and social plaza was designed to manage intense pedestrian flow while also serving as a year-round destination. Through a layered approach to circulation, programming, and flexible gathering spaces, the project creates seamless connections between retail, hospitality, office uses, and the ballpark itself. The result is a dynamic civic space that strengthens ties to the surrounding community and has become a powerful economic and cultural catalyst for the region.
Design Strategy:
Organizing a Civic Core
HGOR approached the 60-acre site with a focus on creating a clear organizational framework for a highly complex mixed-use environment. Early planning efforts centered on maximizing the functionality of the primary plaza, recognizing its role as the central organizing element for the surrounding development. By establishing the plaza as both a major pedestrian terminus and a destination, the design set the foundation for a cohesive public realm that could support long-term growth and evolving uses across the site.
Circulation, Connectivity
& Crowd Control
HGOR approached the 60-acre site with a focus on creating a clear organizational framework for a highly complex mixed-use environment. Early planning efforts centered on maximizing the functionality of the primary plaza, recognizing its role as the central organizing element for the surrounding development. By establishing the plaza as both a major pedestrian terminus and a destination, the design set the foundation for a cohesive public realm that could support long-term growth and evolving uses across the site.
Program, Placemaking,
& Signature Design Elements
The centrally located plaza was designed to support constant activation and social interaction throughout the year. HGOR’s design accommodates significant pedestrian movement between Truist Park, two levels of surrounding retail, a 10-story office building, and a 264-room hotel, while still offering a wide range of seating and gathering opportunities. Terraced seating, benches, and comfortable turf areas provide flexibility for everyday use, special events, and large crowds, reinforcing the plaza’s role as the social heart of The Battery. A series of highly visible and immersive features define the identity of the plaza and enhance the visitor experience. These include a performance stage, LED screen, main lawn, five integrated water features, and an 80-foot-tall multi-level shade canopy that provides both comfort and visual impact. Additional elements such as a suspended baseball sculpture and a state-of-the-art video board reinforce the project’s connection to the sport while contributing to a dynamic, entertainment-driven public realm.
Economic & Community Impact
The Battery has proven to be a powerful economic catalyst for the region. In its first year of operation, the development generated over $2.3 million in gross revenue, with an estimated $2.75 billion economic impact on Cobb County’s tourism and hospitality industry. Beyond measurable financial performance, the project has strengthened ties to surrounding neighborhoods, spurred additional on-site development, and established a new model for year-round engagement within a professional sports environment.
