Visiting Krog Street Market on a rainy Monday, I looked out my car window and was drawn to how the rain drops on my window and the rain on the grown reflected with the lights from the Superica sign.

Equitable Place

As I was walking back to the M Deck from the Alderhold Building, I noticed this building with these interesting designs covering what appears to have once been windows.


Reinventing these neighborhoods and introducing these new marketplaces has made a dramatic difference on the demographics of these areas. The population of both neighborhoods has increased and transitioned into being made up of primarily white people in their mid 30’s. The average income rate has risen, property value has risen, and the crime rate has decreased. These markets draw more people into these areas due to the entertainment and job opportunities that they hold.

However, despite the many positive aspects of these built environments, there are a few negatives aspects as well, such as the displacement of the original residents of the area. When these built environments take over the area, causing population rates to rise,  an increase in demand of housing also takes place. This results in an increase of the prices of housing, which forces many of the original residents to relocate in order to find more affordable housing options. Since these areas are becoming increasingly popular, the amount of traffic, pollution, and construction, along with the noise levels, have risen. 



Systems, Inc. Yardi. “725 Ponce.” COMMERCIALCafe. N.p., n.d. Web. 27 Mar. 2017.

“154 Krog StreetAtlanta, GA 30307 ·.” LoopNet. N.p., n.d. Web. 15 Apr. 2017.


Description of Ponce City Market

Previously, before the Sears, Roebuck & Co building was renovated, the area surrounding Ponce de Leon Avenue was of lower income and less than desirable. Once Ponce City Market was up and running, the areas began to experience an influx of changes.

The Ponce City Market is the area’s largest adaptive reuse project, transforming the historic Sears, Roebuck & Co building into a dynamic space, housing the Central Food Hall, a variety of eclectic shops, office spaces, and even apartment flats. Not only does Ponce City Market offer a multitude of shops and restaurants, but it also holds occasional events such as a “filled pasta making class”. With its modern flare, this market brings a new age feel to a  historically-significant structure. With the market being located along the BeltLine, and with the assortment of shops and restaurants, a wide range of people are drawn to this area. The foot (and vehicle) traffic of the Ponce City Market has influenced more businesses and residences to inhabit the area. 



Ponce City Market. N.p., n.d. Web. 19 Mar. 2017.

“From Sears to Ponce City Market, 1926-present.” Myajc. N.p., n.d. Web. 15 Apr. 2017.

Description of Krog Street Market

Compared to the 1890s when Krog Street was inhabited by a handful of residents and a few random businesses, the area has experienced a radical change. With more people wondering in and out of the city, more homes being built, more businesses opening up, and more tourists visiting the area, Krog Street Market is a booming built environment.

Repurposing the old Atlanta Stove Works warehouse gives the Krog Street Market an authentic and nostalgic feel.  With a variety of eclectic shops and restaurants the Krog Street Market is the perfect destination for unique and specialty creations. This warehouse is filled with southern-grown restaurants and retail stores, and market stalls to sell produce, goods, and prepared foods. With a west-coast vibe, this space provides a gathering area to socialize with other Atlantans, whether it be sitting down for an exotic meal, browsing at the retail items, grabbing a coffee, or picking up some ingredients for dinner. 




Judi. Blog By Knight. N.p., n.d. Web. 15 Apr. 2017.

“HISTORY OF KROG.” Krog Street Market. N.p., n.d. Web. 17 Mar. 2017.

Demographics of Ponce de Leon Area

The demographics of the Ponce de Leon area have changed substantially after the opening Ponce City Market. The population has increased, the demographic of the population has changed, the average household income has increased, and the economy in general has increased. 

Between 2000 and 2015, the population of this area has increased over 28%, to a whopping 111,965 people within a three mile radius of Ponce de Leon Avenue. The population is equally split with 50.3% being made up of men,  leaving the remaining 49.7% of the population for women. In just 5 years, between 2010 and 2015, the population on the three mile radius increased by 4,654 people, which is about 4.34%. 



Along with the population increasing, the average household income has increased as well. Over the course of 15 years, between 2000 and 2015, the average household income has increased by 26%, and 10% of that increase happened within just 5 years. In 2011, the average household income was $54,905, by 2015 that number increased drastically to $84,772.



“2752 Ponce de Leon Ave.” N.p., n.d. Web. 15 Apr. 2017.

Systems, Inc. Yardi. “3060 East Ponce De Leon Avenue.” COMMERCIALCafe. N.p., n.d. Web. 15 Apr. 2017.


Demographics of Krog Street Area

The demographics of the area surrounding the Krog Street Market have changed drastically since the market itself has opened.

In 1990, when Tyler Perry Studios opened, the population within a 1 mile radius of Krog Street totaled 13,797 people. Within just 15 years, by 2015 the population had grown to 22,903 people, which was just two thousand less than the predicted population for the year 2017. A whopping 52.57% of those 22,903 people are white, while only 38.11% are African American. Just 5 years earlier, there was an equal distribution of white (49.5%) and black people (42.7%) among the population. 

Along with the population, the average household income of the Krog Street area changed as well. In 2011, within a three mile radius of Krog Street, the average household income was approximately $83,949. Just 3 years later, in 2013, the average household income sky rocketed to $124,801, proving that the changes made to the Krog Street area had a drastic impact on the neighborhoods surround that area, including the types of people and income ranges that inhabit that area.



“49 Krog Street NE.” Distil. N.p., n.d. Web. 15 Apr. 2017.

“Krog Street Market to Capitalize on Historic Atlanta Neighborhood.” Retail Real Estate Services | SRS. N.p., n.d. Web. 15 Apr. 2017.

“44 Krog StreetAtlanta, GA 30307 ·.” LoopNet. N.p., n.d. Web. 27 Mar. 2017.

“154 Krog StreetAtlanta, GA 30307 ·.” LoopNet. N.p., n.d. Web. 15 Apr. 2017.

History of Ponce City Market

Even though Ponce City Market is housed inside of the old Sears, Roebuck & Co building, the renovation and repurposing of this building has completely changed the demographics of the Ponce de Leon area. 

In 1925, Sears, Roebuck & Co of Chicago purchased 16 acres of land on Ponce de Leon Avenue with the plans to construct a retail store and a warehouse distribution center for the Southeastern US. The land was confined by Ponce de Leon on the north, Glen Iris Drive on the west, North Avenue on the south, and the Southern Railway on the east. After some time, the needs for a warehouse in the city began to diminish as many distribution centers were relocating to suburban sites. Sears, Roebuck & Co closed in 1989. The building was purchased from Sears by the city of Atlanta, under Mayor Maynard Jackson. It was soon converted into a center for city offices and renamed as City Hall East. After almost 20 years, the occupancy of City Hall East dropped to 10%, leading the City of Atlanta to sell the building. After taking note of its location, being in the proximity of four established neighborhoods, and realizing the potential of this historic building, Jamestown made a deal to purchase the building and began the restorations. In the summer of 2012, Dancing Goats Coffee Shop opens as the first tenant of Ponce City Market. Two years later, Suzuki School, Binders Art Supplies Store, The Flats leasing office, Ponce Gallery, General Assembly, Athenahealth, and many other businesses open their doors for business. Shortly thereafter, Ponce City Market it fully open and equipped with shops, the Central Food Hall, and BeltLine access. 

With unique and intriguing restaurants, boutique shops, and modernized apartments, Ponce City Market attracts people of higher income ranges, which generates economic improvements in this area.



Systems, Inc. Yardi. “725 Ponce.” COMMERCIALCafe. N.p., n.d. Web. 27 Mar. 2017.

Ponce City Market. N.p., n.d. Web. 19 Mar. 2017.