The Development Authority of Alpharetta voted unanimously to authorize up to $75,000 toward a market and sports feasibility study by CAA ICON, with the Alpharetta Convention and Visitors Bureau (CVB) expected to provide the other $75,000.

The study contract would not exceed $150,000 and, if approved by the authority, would proceed contingent on a $75,000 contribution from the CVB, which staff said is anticipated to be considered by the bureau next week. The authority also approved its financial management report as of Feb. 28, 2025, during the same meeting.

Charlie, a City of Alpharetta staff member, described the request as "a request from the City of Alpharetta to the development authority to fund and enter into a contract with CAA ICON for a market and sports feasibility study. The contract would not exceed $150,000 the authorization would be contingent upon the Alpharetta Convention and Visitors Bureau also contributing $75,000 to the contract." He said the authority has an undesignated fund balance available that could be applied to the project.

Charlotte, a finance department staff member for the City of Alpharetta, presented the monthly financial management report and told the authority that the city had "$293,000 that are, in, funds that have not been tied to a project or other expenditures." The authority moved and passed approval of that report before taking up the feasibility study request.

Charlie said the study would evaluate "whether there is sufficient market for development like that, and the financial aspects ... and then also the economic impact of what a project of that nature might do for the city of Alpharetta and to the county as well." He estimated the analysis would take "anywhere from 5 to 6 months."

No members of the public spoke for or against the proposal during the public-comment period. Development Authority member Jill made the motion to adopt the feasibility-study resolution; Development Authority member Morgan seconded. The motion passed 6-0.

Meeting discussion noted the long-running interest in potential redevelopment at the Northpointe mall site and the city's attractiveness to professional sports teams as motivating factors for commissioning an independent market and economic-impact analysis. Staff framed the study as preparatory: enabling the city and authority to evaluate any formal proposal that might later be submitted.

The authority recorded no additional directions to staff beyond approving the resolution contingent on the CVB contribution and establishing the contract cap and timeline. The CVB's anticipated decision next week remained an outstanding condition for the full $150,000 contract to proceed.