We are looking forward to the opportunities ahead of us in 2024. True North 400 continues to be a testament to the spirit of unity, community and progress as we work to improve our district, which is comprised of Alpharetta, Milton and Roswell. With the unwavering support and engagement of our business owners, we have achieved remarkable milestones together and will continue to do so in the new year.

Looking forward, the Board is excited to work toward new goals and initiatives that are meant to elevate our district to greater heights. Our projects are carefully selected to enhance the quality of life for our district’s businesses, their employees and area visitors, foster a sense of belonging and contribute to the overall prosperity of our district.

We are committed to investing in the improvement of our infrastructures to ensure a safe and seamless living experience for all. These initiatives represent the collective vision of our organization and the community at large. Your active participation and input are invaluable, and we encourage you to join us in shaping the future of Alpharetta, Milton and Roswell.

Wishing you and your loved ones a joyous and prosperous New Year.

Always in your service,

Brandon Beach

Last week, the True North board members and staff gathered for our annual retreat at the brand new Signia by Hilton Atlanta hotel next to Mercedes Benz Stadium downtown. Our team reviewed last year’s accomplishments, from the projects we completed to our 20th anniversary and, of course, the rebranding from North Fulton CID to True North 400.

We then reviewed our goals for 2024 and exactly how we plan to accomplish them. Thank you to MARTA General Manager, Collie Greenwood and GDOT Commissioner, Russell McMurry for joining us and speaking about projects happening in and near the True North 400 district and how we might better partner in the future.

Over the next year, we hope to strengthen relationships with our partners, members and businesses, as well as continue to champion and complete meaningful infrastructure improvement projects in our district.  

On Thursday, January 25, True North 400 hosted more than 60 officials at Oak Steakhouse in Avalon for its annual elected officials’ event.

Elected Officials and staff from all True North 400 partners were in attendance. Chairman Tim Perry, along with Executive Director Brandon Beach, welcomed our partners and thanked them for all they do for our district.

While it was a stormy night, guests had a wonderful time and received the latest updates on planning for the Georgia 400 Express Lanes and improvements to the Port of Savannah that will improve flow of goods throughout the state.

Do you know a businesswoman and/or company in the North Fulton area who's doing outstanding work and creating a huge impact on the community? Now is the time to nominate them for the BOLD Awards!

These annual awards recognize the top businesswomen and companies in the North Fulton area. Our Deputy Executive Director, Kristin Winzeler is a previous award winner and she is the chair of the awards committee.

Applications are due January 31 and the North Fulton Focus Series: BOLD Awards celebration will be held on March 20.

Have you met Tina Renee McCall? Besides serving on the True North 400 board, she works as the Managing Director of Asset Management for Bridge Investment Group. She is experienced in asset management, leasing, capital markets and portfolio management and oversees the Asset Management and Disposition teams nationally.

Tina is a Certified Commercial Investment Member (CCIM) and was the 2019 past president for CREW Atlanta. She also served as a Director for the Atlanta Commercial Board of Realtors during 2018 and volunteers her time with her daughters’ Girl Scout troops.

The True North 400 team is thrilled to partner with the Greater North Fulton Chamber of Commerce as its 2024 Business After Hours Name Sponsor.

We kicked off this year’s partnership on Thursday, January 11 with the first True North 400 Business After Hours event. The next event will be held on Thursday, February 8th at the Doubletree by Hilton with attendees exchanging business insights and enjoying great food and drinks.

After a mixed-used development was rejected in late 2022, the North Point Mall’s future has been uncertain. Alpharetta is currently transforming the North Point District and that includes redeveloping plans for the North Point Mall.

Alpharetta Assistant City Administrator James Drinkard said, “North Point Mall owner New York Life will submit new redevelopment plans for the mall in the next three months.” At this point, what those plans will entail is unknown. Read more about this project here.

What do you want to see the North Point Mall become? Go to our social media and let us know!