Nicholas Lopez
THE ROAD TO
ENDING ATLANTA GENTRIFICATION
The city of Atlanta is rapidly changing, and not for the better...
Average
Median
Income
White
Other
2000
2015
76%
16%
49.5%
39%
PROBLEMS
SUSCEPTIBILITY
PROBLEMS
SUSCEPTIBILITY
Old Fourth Ward is a historically low income African American community, as has concentrated on maintaining tradition and culture instead of searching for investment. This, in combination with the Great Recession pulling down property prices throughout the early 2010s, made Old Fourth Ward an easy target for many investors looking to flip a quick buck. Investors previously avoided the region due to drugs, gang violence, and suburban migration causing much of the area to become abandoned, which are today nothing but stories of the past in the extensive history of the region...
INVESTMENT
Prospects of low property taxes and opportunities for renovation by means of a susceptible area of Atlanta quickly engaged outside investment. Little capital could ground Old Fourth Ward and deflect massive outside corporations looking for profits.
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These corporations include Jamestown, who owns and funded the three hundred million dollar Ponce City Market revamp. Also included is HDDC, who has gentrified many inexpensive properties in the Old Fourth Ward neighborhood.
Jamestown promised at least 5.6k affordable houses and apartments by 2030 through the PCM project, but a 2017 study by AJC found that only 800 had been funded, providing yet another sign these corporations are doing little to prevent the negative consequences of their own actions.
RISING FIGURES
As a result of an influx of investment, Old Fourth Ward prices have risen across the board. Direct home price increases, property tax increases, and an extremely large inflow of new residents from other areas of Atlanta.
Old Fourth Ward Home Price Increase (%): 135.6%
Old Fourth Ward Household Income
Increase (%): 117.5%
CULTURE SHOCK
This change in figures comes as a direct result of the shifting consumer desires in the area, in part from the changing demographics of homeowners.
With retail hubs like Ponce City Market and the Beltline selling items at a much higher price margin than previously, in the name of staying artisan and true to label, historical residents of Old Fourth Ward cannot purchase goods in the area, and are now forced to travel to meet the daily requirements of life.
African American
A white population of more than 39% in Old Fourth Ward today reflects an arguably more expensive quality of life.
FURTHER VULNERABILITY
Testimonials
"If things keep going the way they are going, I am going to have to sell and move somewhere else...I was born here, and I want to stay, but I might not have any other choice." - Sandra Gordon
From his porch, Hollomon points to a large house on the corner that he said five generations of black women once lived in. Then one day, they were gone. One of them later told him they couldn’t afford the higher taxes.
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"They either had to sell their house or they lost it." - Darryl Hollomon
Average Home Price
$659,183
Median Average Income
$42,647
$279,801
2013 2018
$19,614
2018 2013
$279,801
White
Other
76%
16%
49.5%
39%
2000
2015
500+
Homes Already
Gentrified
39%
Housing Price
Balloon
#1
Most Costly One Bed Apt.
in Atlanta
44%
Rise in Median Sale Price
SOLUTIONS
BOYCOTT
Being that Ponce City Market's business plan primarily involves recovering the initial investment as fast as possible through expensive prices, boycotting the business and related businesses easily provides the most effective solution.
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Ponce City Market is marketed as a tourist attraction for those not from the Old Fourth Ward area, so being mindful as a tourist and avoiding the establishment when exploring Atlanta contributes to the boycotting effort.
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Continuous increased consumption is the leading factor which allows Jamestown to recruit companies to operate within Ponce City Market. If boycotting can lead to the failure of one establishment within the market, it is highly likely others will follow, and interested companies will pull out of investing in the Ponce prospect.
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A client list of more than 50+ current operating companies shows this is an effort that requires everyone to participate to cause large-scale disruption. For a substitute experience, make an effort to preserve authentic Atlanta culture by buying from small businesses and mom and pop shops.
