LANDORD REPRESENTATION
SOUTHEAST
MEET MATTHEWS™
At Matthews™, our mission is to redefine client expectations by accelerating the evolution of how the commercial real estate industry services investors through technology and streamlined support. By leveraging proprietary technology and industry-leading resources, Matthews™ is committed to growing and preserving client wealth and adding value to investment portfolios nationwide.
PROVEN TRACK RECORD
Our professional team of agents have many years of experience with representing the top institutions, developers, and private clients in commercial real estate. We hire the best and provide them with top of the line support, systems, and materials with the goal of exceeding expectations
27,217 TRANSACTIONS
$69.52B IN DEALS CLOSED
1,000,000 INVESTOR DATABASE
FULL-SERVICE REAL ESTATE SOLUTIONS
Our centralized client services foster specialization and collaboration across all divisions to provide an array of commercial real estate solutions for our clients.
LEASING } Landlord Representation
Tenant Representation
1,000+ AGENTS & EMPLOYEES CAPITAL MARKETS
SALES
Shopping Centers
Loan Servicing
Self-Storage
Hospitality
Auction Services
LANDLORD REPRESENTATION
FEATURED SERVICES
From private capital to institutional clients, our leasing experts have a proven track record in representing a wide assortment of property types such as shopping centers, high street retail, and ground-up construction projects. With intimate knowledge of current retail market trends and deep-rooted connections in the industry, our team is positioned to maximize the value of your property.
STRATEGIC PLANNING
We create a synergistic and complementing tenant mix for your property by targeting, attracting and securing the most well-suited tenants for your property.
NEGOTIATIONS
We get you the best terms and highest rent through skillful negotiations.
TRANSFORM YOUR PROPERTY
Leveraging in-depth local market knowledge we effectively market and highlight your property’s key features to stand out in the market.
THE MATTHEWS™ DIFFERENCE
PREMIUM SERVICES THAT PUT OUR CLIENTS FIRST
BETTER TARGETING
Advanced technology combined with a strong work ethic helps execute and add the utmost value to our client’s investments. We proactively market to local, regional and national tenants.
FURTHER REACH
Equipped with the industry’s largest database of active investors and tenants across all product types and industries, Matthews™ agents hold access to the most qualified opportunities.
ENHANCED INTERACTION
Supplementing sales with in-house financial consulting and transaction management, our centralized client services foster specialization, collaboration, and a heightened experience.
SUPERIOR RESULTS
Leveraging active relationships, a 10-touch digital marketing process, and streamlined production, we get your deal to the market and market to your deal.
LEASING OVERVIEW
With the ongoing transformation of today’s retail landscape, local market knowledge and understanding of evolving consumer trends are more important than ever.
As an assortment of tenants are looking to absorb retail space, our professionals are equipped with today’s latest consumer tracking technology to fulfill landlord needs while curating a unique and in-demand tenant roster that drives foot traffic. Your property or business deserves a leasing professional who is exceedingly knowledgeable and connected to an array of local business owners, national brands, and property owners who serve your needs.
Our retail expertise runs deep, and our agents are committed to the continual improvement of their clients’ investment portfolios.
MATTHEWS™ RETAIL LEASING TENANT REPRESENTATION
EVERY OWNER DESERVES CUSTOMIZED REAL ESTATE REPRESENTATION
REGARDLESS OF SIZE OR LOCATION, MATTHEWS™ IS HERE TO HELP!
We currently represent and assist local businesses, regional franchises, and national retailers in identifying, negotiating, and securing lease locations.
FEATURED SERVICES
STRATEGIC MARKET IDENTIFICATION
Strategically identifying and touring potential neighborhoods or markets beneficial to the tenant’s business.
UNCOVER OPPORTUNITIES
Leveraging traditional and modern sales techniques to uncover off-market opportunities.
NEGOTIATING LEASES
Preparing and negotiating leases on behalf of the landlord.
IN-DEPTH ANALYSIS
Providing tenants with a detailed market analysis, including area demographics, lease comparables, and more.
BRAND AWARENESS & EXPOSURE
Providing access to a network of professionals, including contractors, attorneys, architects, and consultants to assist the tenant across all facets of the expansion process.
ADRIENNE CRAWFORD
FIRST VICE PRESIDENT
DIR (404) 905-5719 MOB (770) 910-3104
adrienne.crawford@matthews.com
AREA OF EXPERTISE
Adrienne Crawford is a real estate professional who brings 21 years of experience in leasing and tenant representation. She specializes in landlord representation, focusing on historic urban redevelopments, in-town street-level retail, and pre-leasing new developments ranging from freestanding buildings to neighborhood centers to large mixed-use centers. Adrienne excels in conducting void analyses, executing strategic outreach programs, and creating the desired merchandising mix.
Adrienne began her career as a GIS Specialist with The Shopping Center Group, where she concentrated on marketing and mapping, creating aerials and tour books for national tenants. She was then a Partner at Catalyst Retail Group, where she represented Starbucks and assisted with their expansion in Georgia, eventually developing a landlord leasing division for the company. Adrienne also worked with SRS Real Estate Partners. During her 16-year tenure, she formed a partnership with Lily Heimburger, which continues today at Matthews™.
Adrienne and Lily previously worked with Asana Partners, assisting with the redevelopment of Midtown Promenade, The Krog District and Plaza on Ponce. They are finalizing restaurant deals with Clarion Partners at Stockyards in W Midtown and American Realty Advisors at Azure on the Park in Midtown. They are also working on several exciting new projects including Momentum Midtown with Toll Brothers, Willis Avondale Estates with TWO Capital Partners and The Connector with Student Quarters.
EDUCATION
B.B.A., Management Information Systems
University of Georgia
AFFILIATIONS AND MEMBERSHIPS
CoStar Power Broker – 2011, 2012, 2013, 2018, 2019, 2021
Atlanta Commercial Board of Realtors Million Dollar Club – 2013, 2014, 2015, 2016, 2017, 2018
John T. Riordan Professional Education Scholarship from ICSC – 2009
License No. 303241 (GA)
LILY H. HEIMBURGER
FIRST VICE PRESIDENT
DIR (404) 905-5629 MOB (770) 329-7552
lily.heimburger@matthews.com
AREA OF EXPERTISE
Lily H. Heimburger is a real estate professional who brings a wealth of 22 years of retail leasing experience. She specializes in landlord representation, predominantly remerchandising in-town developments, leasing redevelopments, and pre-leasing new developments. Lily offers unparalleled expertise and market insight to clients, making her a trusted advisor in the industry.
Prior to Matthews™, Lily worked at SRS Real Estate Partners. During her 14-year tenure, she formed a partnership with Adrienne Crawford, which continues today at Matthews™. The team is currently leasing Inman Quarter for Tribridge Partners and Bank of America Plaza with the CP Group. Her team is also tasked with creating value at Perimeter Summit by curating new restaurant spaces to retain and attract new office tenants.
Lily and Adrienne worked with Paces Properties from inception on Krog Street Market in Inman Park, a redevelopment of the Atlanta Stoveworks. During this three-year venture, she gained expertise with local and regional chef driven restaurants. She and Adrienne worked on the Asana Partners portfolio for 7 years including iconic in-town Atlanta centers like Brickworks and The Plaza on Ponce. They are also tasked with creating value at Perimeter Summit by curating new restaurant spaces to retain and attract new office tenants.
Prior to joining SRS, Lily was a leasing representative with The Sembler Company where she specialized in retail leasing for existing developments, both third party and Sembler owned, and pre-leasing of new developments. She worked on such developments as: Edgewood Retail District, Midtown Place, Lindbergh Plaza, Park Place, Perimeter Place, The Prado, and Deerfield Place.
EDUCATION
B.S.B.A., Marketing and International Business
Appalachian State University
AFFILIATIONS AND MEMBERSHIPS
Chair of the Southeast ICSC Program Planning Committee – 2014
Atlanta Commercial Board of Realtors Million Dollar Club – 2012, 2013, 2014, 2015, 2016, 2017, 2018
Top 10 Retail Producer – 2014
CoStar Power Broker – 2012, 2017, 2021
Founding Board Member of Kate’s Club, a non-profit organization focused on underprivileged children
License No. 260232 (GA), 323389 (TN)
lily h. heimburger
UNIQUE QUALIFICATIONS
Adrienne Crawford and Lily H. Heimburger have a strong track record in marketing projects of all types and sizes. They have experience creating a vision for projects and implementing a tactical plan that creates exceptional results.
DEEP EXPERIENCE WITH NEW DEVELOPMENTS AND REDEVELOPMENT:
Collaborate with the development team to achieve the vision
Secure anchor tenants, retailers and restaurants to set the direction for projects
TRACK RECORD OF CREATING IDENTITY AND EXCITEMENT ABOUT PROJECTS:
Tell the story to create “buzz”
STRONG RELATIONSHIPS WITH CHEF-DRIVEN RESTAURANTS AND RETAILERS IN THE SOUTHEAST AND OTHER MAJOR MARKETS:
Attract ‘best-in-class’ tenants to the development
Qualify tenants to determine long-term success
Dedicated team and resources to take the assignment from start to finish
Engage with the landlord as fully committed members of the team
Provide a powerful marketing system, research, and
INNOVATIVE APPROACH TO LEASING AND MARKETING:
Integrate mix of uses to create traffic
Select unique retailers so the center is a “stand out”
Matthews™ is suited to handle the successful leasing of your property due to our national experience
DIFFERENCES BETWEEN MATTHEWS™ AND THE COMPETITION:
PARTIAL PORTFOLIO SNAPSHOT
RELEVANT EXPERIENCE
MODERA
BRICKWORKS
VININGS JUBLIEE
GLENWOOD
REPRESENTATIVE LEASING SERVICES CLIENT LIST
RETAILER RELATIONSHIPS
PROJECT OVERVIEW
Renovation of historic 30,000 square foot, 1920s warehouse in Inman Park area of Atlanta
More than a dozen local restaurants and retailers
20 market stalls for the sale of local produce, goods, and prepared foods
Communal dining area featuring familystyle tables and chairs for market dining
CASE STUDY
LEASED | KROG STREET MARKET
Carefully planned merchandise mix and leveraging local relationships results in award-winning project. When developer Paces Properties envisioned a unique shopping and dining destination for the Atlanta market, they were focused on creating a “destination for Atlanta’s in-town culture – those who are always searching for unique, specialty creations.” They needed a leasing partner with the creativity and local relationships to bring their vision to life.
Adrienne Crawford and Lily Heimburger undertook three years of planning and prospecting to find the right merchandise mix for the project. They had several personal meetings with owners of chef-driven restaurants and bars, became familiar with Atlanta’s finest, and brought many of them to Krog Street Market. Since opening in 2014, Krog Street Market has been written up by the Wall Street Journal, named one of America’s 17 Best Food Halls by Travel & Leisure, named one of Fodor’s Ten Best Food Halls in the U.S. and is home to six James Beard Award nominees.
ANCHOR & KEY TENANTS
PROJECT OVERVIEW
LOCATION
Inman Park | Atlanta, GA
OWNER
Asana Partners
ANCHOR & KEY TENANTS
CASE STUDY
LEASED | THE KROG DISTRICT
After Adrienne and Lily completed merchandising Krog Street Market, Asana Partners purchased the asset along with SPX Alley, Stove Works and the adjacent gravel lot all prime for redevelopment. What was once a destination food hall has become a collection of landmark properties on the busiest intersection of the Eastside Beltline Trail. Over the course of the three-year redevelopment, Lily, Adrienne, and Asana welcomed a flagship Patagonia location, Brewdog, Specialized Bikes (both first to market), another Jeni’s Ice Cream outside of the Market, The Salty, Rowan, Planta and HeyDay. The redevelopment also created two new paths directly to the Beltline so access to Krog Street and the Market is much easier.
PROJECT OVERVIEW
LOCATION
Poncey-Highland | Atlanta, GA
OWNER
Asana Partners
ANCHOR & KEY TENANTS
CASE STUDY
LEASED | PLAZA ON PONCE
Asana Partners hired Adrienne and Lily in 2017 to help remerchandise this historic Atlanta landmark. The Plaza on Ponce opened in 1939 as Atlanta’s first shopping center with off street parking. The Plaza Theatre is still a first-generation tenant and the Majestic Diner has been open since 1929.
Lily and Adrienne worked with the Landlord to transform the tenant mix while keeping the art deco vibe and anchor tenants, vastly improving the offerings to the budding neighborhood. Working closely with the Executive Chef of Gunshow, SRS and Asana helped create the perfect space for Chef Joey Ward’s debut restaurant Georgia Boy | Southern Girl which opened summer 2019.
With new patios and updated façades, SRS has added Jinya Ramen Bar along with Jeni’s Ice Cream and Insomnia Cookies to the mix, in what were once office users and service retailers. Leases were recently signed with the owners of 8Arm for a Fishmonger concept, East Pole Coffee for their second location, Sugar Polish Nail Bar, and 2nd Street. The center has a whole new life and just keeps getting better!
PROJECT OVERVIEW
LOCATION
Midtown | Atlanta, GA
OWNER
Asana Partners
ANCHOR & KEY TENANTS
CASE STUDY
LEASED | MIDTOWN PROMENADE
When Asana Partners purchased Midtown Promenade in 2018, the Trader Joe’s center was co-anchored by Richard’s Variety and Tuesday Morning. Both leases were up for renewal which presented a unique opportunity to capitalize on the Eastside BeltLine Trail traffic.
After several iterations of site plans and variations of demising plans, Adrienne and Lily worked with ownership to determine the best layout and create a merchandising plan. Working with Georgia’s busiest Trader Joe’s for approvals and redevelopment plans proved to be no easy task. From 2019 to 2023, the redevelopment of Midtown Promenade has become one of our biggest success stories.
With new restaurant and retail spaces, Adrienne and Lily have added Snooze Eatery, Alici (local restauranteur Pat Pascarella), Yumbii, Yonder Yoga, Whole Dog Market, Intown Animal Hospital, LaserAway, HeyDay, Les Mains Nails, and a few more to come. Longtime tenants Trader Joe’s, Starbucks and Metrofresh received updated facades along with parking improvements. Most importantly, a large, open breezeway connecting the
PROJECT OVERVIEW
LOCATION
Midtown | Atlanta, GA
OWNER
Hines
ANCHOR & KEY TENANTS
CASE STUDY
LEASED | ATLANTIC STATION
Lily and Adrienne were hired by Hines Retail in September 2015 to help transform and remerchandise a struggling Atlantic Station, a 138-acre mixed-use project with over 12.5M square feet. The project carried a negative perception based on crime due to some of the original tenants.
Our initial merchandising plan included buying out undesirable tenants, increasing the entertainment component, adding sought after retailers in the fast, affordable fashion category, and improving the restaurant mix with the addition of national, regional and local concepts. We successfully negotiated leases with Bowlero, Forever 21, H&M, Athleta, Z Gallerie, HobNob Tavern, Gyu-Kaku, Naan Stop, and Salata.
Our firm also suggested tearing down an old freestanding restaurant building that blocked the interior park and developing two jewel box restaurants. This created a pedestrian flow for the project and allowed the park to be redeveloped and expanded.
As a result of these changes, Atlantic Station has become an important intown shopping center and reached its potential as one of the major shopping destinations in Atlanta.
RECENT TRANSACTIONS
patagonia
THE KROG DISTRICT
124 Krog St | Atlanta, GA
Retail
Inman Park
12,000 SF
Patagonia chose this new flagship location at The Krog District because of the activity of the Eastside BeltLine Trail. It sits at the heaviest pedestrian trafficked intersection of the entire BeltLIne.
brewdog
THE KROG DISTRICT
124 Krog St | Atlanta, GA
Entertainment
Inman Park
12,000 SF
With the popularity of the Eastside BeltLine Trail, Brewdog was the right tenant to help activate Stoveworks from the back of a loft office building to a new destination with restaurants and retail.
the athlete’s foot
MIDTOWN PROMENADE
931 Monroe Dr | Atlanta, GA
This innovative space is more than just a retail store; it is a corporate headquarters and vibrant hub for community engagement located in a flagship location. Retail Midtown
9,000 SF
RECENT TRANSACTIONS
Adrienne and Lily developed a relationship with the national brokerage team and traveled to Chicago to meet with Flight Club’s CEO to finalize the deal. Vertical transportation was the biggest hurdle for the first to market concept.
DISTRICT
With no plant-based options at The Krog District in Inman Park/Old Forth Ward, Adrienne and Lily reached out to Planta for its flagship Atlanta location adjacent from the Eastside BeltLine Trail.
Michelin recommended and James Beard nominated Chef Kevin Gillespie is the perfect fit to fill the shoes of the former Atlanta institution, Floataway Cafe.
RECENT TRANSACTIONS
1050 Howell Mill Rd | Atlanta, GA
65 Irby Ave | Atlanta,
Adrienne and Lily were hired by institutional owners of a prominent Buckhead office building on Peachtree to lease a 2nd gen restaurant space. The large space was completely renovated and is thriving.
National retailer Bond Vet decided that Brickworks was the perfect walkable project for their first location in Atlanta. The mural by a local artist creates a unique storefront.
Adrienne and Lily were proud to introduce Chef Forough Vakili to Atlanta in the Buckhead residential building, The Irby. Her all-day café has become a neighborhood favorite.
NOTEWORTHY SIGNED LEASES
UNMATCHED RETAIL EXPERIENCE
MALLS
Merced Mall | Merced, CA
POWER CENTERS
Lindbergh Plaza | Atlanta, GA
GROCERY-ANCHORED
Midtown Promenade | Atlanta, GA
MIXED-USE CENTERS
Coda at Tech Square | Atlanta, GA
COMMUNITY CENTERS
Independence Center | Independence, MO
STRIP CENTERS
Sterling Pointe | Dunwoody, GA
LIFESTYLE CENTERS
Park Place | Dunwoody, GA
FOOD HALLS
Krog Street Market | Atlanta, GA
PADS & OUTPARCELS
Orange Meadows Outparcel | Orange, CT
ANALYSIS, PROSPECTING, & MARKETING PROCESS
Matthews™ implements a proven strategy that enables us to successfully lease a space with qualified, viable tenants in a timely fashion
STEP 1
Organize a strategic planning session to establish a vision for the project
STEP 2
Evaluate project for space layouts, access, parking and placemaking opportunities
STEP 3
Define specific trade area and run infographics
STEP 4
Conduct trade area and property SWOT analysis
STEP 5
Analyze infographics to determine ideal visitor profile and consumer spending patterns
STEP 6
Create master merchandising plan with a thoughtfully curated tenant mix STEP
Generate
STEP 1
Deploy comprehensive marketing plan including an organized social media campaign
STEP 2
Personal calls utilizing Matthews’ unmatched retailer relationships and cross-sell internallyto tenant reps across the country
STEP 3
Set up meetings with brokers and retailers at various National, Regional, and Local conferences STEP
POWERFUL ANALYTICS
Matthews’ primary analytics tool is Esri Business Analyst. This combines demographic and business data, detailed maps, and advanced spatial analytics with client data to help clients make more educated decisions. Esri Business Analyst provides the most current and comprehensive demographic, lifestyle segmentation, consumer spending, and business data to help clients profile customers, analyze markets, evaluate competitors, and identify opportunities.
Comprehensive Data
With AlphaMap and Placer.ai, you receive unparalleled insight into customer profiles based on foot traffic data.
Proprietary Data
Matthews™ goes the extra mile to enhance Esri data with our market knowledge, ensuring you have all of the information at your fingertips.
Market Overview
Understanding drivers in the overall market that effect growth, demographics and deal economics.
Trade Area Analysis
Defining trade area conditions that impact residential movement, office occupancy and retail development.
Competitive Analysis
Analyzing comparable properties and proposed developments.
Tenant Mix Planning
Understanding consumer spending and preferences based on retail sales.
Leasing Plan
Running a retail void analysis to determine what retailers are missing in a market.
Retail Sales Data
Compiling retail sales data to provide insight into consumer patterns.
Consumer Spending
Comparing money spent on goods and services in trade area to national figures
ALPHAMAP & PLACER.AI
FOOT TRAFFIC ANALYSIS
Powered by geolocation data from mobile devices, AlphaMap and Placer.ai use demographic and psychographic characteristics and foot traffic analysis to help you see customer journeys and favorite destinations in order to understand their preferences.
TRUE TRADE AREAS LOCATION COMPARISON
Discover where customers live, work and play with a custom trade area, not a radius ring.
Get accurate foot traffic counts and dwell time - filter by time, day of the week, and customer segments.
Uncover gaps in retailer categories within a specific trade area.
CUSTOMER JOURNEY
Understand where customers are coming from, how long they stay at your property and where they visit afterwards.
Identify customer demographics, interests, time spent at relevant locations, and other favorite shopping destinations.
Industry analysis reveals emerging brands and trends. Leverage new market insights to build data driven strategies.
MATTERPORT
360 camera TECHNOLOGY APPLICATIONS
MATTHEWS™ shared database
We utilize Matterport 360 technology to capture immersive 3D models of building layouts. This allows prospects to walk properties remotely, reducing time spent traveling to site tours and shortening the leasing cycle.
PROPRIETARY DATABASE
Matthews™ has an extensive collection of retail rent comps, restaurant and retail sales data along with under construction and proposed new developments.
MAXIMUM EXPOSURE
Matthews™ shares a database across agents in all product types and industries, ensuring your listing will be proactively marketed.
COMPREHENSIVE MARKETING PLATFORM
Matthews™ has 50+ dedicated marketing specialists, each with a specific area of expertise
CUSTOM WEBPAGE
Branded listing page designed to drive engagement and capture tenant interest
SOCIAL MEDIA
Constant exposure on social media accounts per planned marketing campaign
BROCHURES
Custom marketing packages with property specific branding
VIDEOS
Professionally produced property footage showcasing key leasing features and location highlights
SIGNAGE
First-class leasing signage, banners and window clings
E-BLASTS
Unique email marketing campaign distributed to targeted lists
PROPERTY MARKETING & DEAL SUPPORT TEAM
MARKETING PARTNER
DIGITAL MARKETING TEAM AREA OVERVIEW & RESEARCH TEAM
PROPERTY CREATIVE TEAM MAP TEAM
Dedicated specialized marketing teams provide an efficient and quick process to get your deals to the market and the market to your deals.
MARKET EXPOSURE
±88,000 MATTHEWS.COM USERS PER MONTH
PREMIUM SUBSCRIPTION TO CREXI PRO 200,000 IMPRESSIONS
±2,000,000 LINKEDIN IMPRESSIONS
±100,000 IMPRESSIONS
PLATINUM SUBSCRIPTION TO LOOPNET
