Branch Properties, an Atlanta-based private real estate investment and development firm, received unanimous rezoning approval from the City of Gainesville for Lakeshore, the 49-acre mixed-use redevelopment of Lakeshore Mall. The mixed-use destination will serve as a community hub and a catalyst for economic growth. Branch Properties will break ground on Lakeshore in late 2026. 

Well-positioned between Lake Lanier and Interstate 985, Lakeshore is primed to become Gainesville’s premier town center. The rezoning approval marks a significant milestone in the multi-year journey toward Lakeshore’s anticipated completion in 2028.

“City Council approval brings us closer to creating the elevated communal hub we envision for Gainesville and Greater North Georgia,” said Jesse Shannon, president, partner and chief investment officer at Branch Properties. “Over the next few years, we will transform Lakeshore into a dynamic, pedestrian-friendly destination, reimagining underutilized space into an open-air environment that fosters connection, gathering and a sense of community. We look forward to working closely with the city to bring this vision to life.”

At full buildout, Lakeshore will feature 305,444 square feet of retail space, 652 multifamily residential units and 38,200 square feet of outdoor community greenspace. The redevelopment will also include capacity for a hotel and townhomes in future phases. Anchors Dick’s Sporting Goods® and Belk® will remain open throughout the transformation, with Dick’s Sporting Goods relocating within the property. Franklin Street’s Len Erickson will work in tandem with Branch Properties on the retail leasing. 

“Gainesville has undergone significant growth, with the population increasing by 15% in the past five years, fueled by the draw of Lake Lanier and migration from Atlanta suburbs,” continued Shannon. “The transformation of Lakeshore will establish Gainesville’s new community heart—an inviting destination that cultivates connection and community through thoughtfully designed public spaces and expansive greenspace. Every element of this process has been carefully crafted to reflect and serve the needs of Gainesville and Greater North Georgia.”