Enthusiast Magazine

The store, which was a beacon of commerce for the surrounding counties of Barrow, Gwinnett, Hall and Jackson. Once boasted a total floor space of more 70,000-square feet, it sprawled over multiple, intertwining structures. Twenty years later, the faded Westinghouse sign is gone. So is the empty field and cracked parking lot. In its place is a lush town green for outdoor events, surrounded by a walkable townscape. The department store has been refurbished and now houses thriving businesses including the celebrated Cotton Calf Kitchen. The state road was diverted around the town center, taking the noisy and pedestrian-impeding traffic with it and allowing retailers 90 to create a warm and welcoming shopping experience. The town’s parking deck has gained accolades for is architecture and a new civic center is poised to open in the near future. How did downtown Braselton transform itself from a town with an eroding department store at its core to one of rebirth and promise on the horizon? “The short answer to a 20-year long question is that we were successful because everyone worked together toward a common goal to revitalize the historic core of Braselton,” said Town Manager and Clerk Jennifer Scott. Two decades ago, when most saw a shabby and vacant downtown, Braselton leaders envisioned the town as it today - reinvigorated with activity and economic opportunity. A plan was put in place mapping out the town’s future for the next 20 years. It called for the re-routing of Highway 124, refurbishing the Braselton Brothers Department Store to its onceproud past, restoring and relocating other historic buildings and creating an inviting space for leisure and entertainment. All town offices were to remain downtown and strict architectural regulations were put in place. An Urban Redevelopment Agency was created to guide funding and other options were utilized to secure funding. The town received Main Street accreditation in 2014, opening up even more redevelopment avenues. The police and municipal court building and the Braselton Library were reimagined and revamped. And with those and other enhancements came the town’s newfound energy and success. But it was reinventing the old Braselton Brothers store - fueled by $500,000 in grants and town funds - which was the key piece to Braselton’s comeback story. “The whole transformation of this building has really changed our entire downtown. It’s a completely different downtown,” said Community Development Director Amy Pinnell. “Now so much life is back in this building. I think the Braseltons would be pretty excited about it because this is really 91 where people are coming now. We know they’re coming back so they can shop, they can dine and they can meet up with friends. This is the center of life again so it’s really kind of exciting for us to see how it’s so prosperous and the center of the community.” Donna Cannella, owner of Countryside Antiques since 2008, has watched first-hand how Braselton has transformed into a celebrated destination. In 2017, she was lauded by the town’s Mayor and Council after having launched the Braselton Antique and Artisan Festival. She was the second recipient of the Synergy Honor award - the first were Don and Nancy Panoz who founded Chateau Elan Winery and Resort in 1984. “Shoppers and visitors travel from not only the state of Georgia but surrounding states as well,” she said. “This has a huge impact on our economic growth here in town. We have added numerous restaurants and shopping areas. Recreating old buildings to new and hip stores. A brewery, an olive oil store and boutique clothing stores are what fuel our economy.” The festival brings about 40,000 people twice a year in April and October with smaller shows sprinkled throughout the rest of the calendar. Other events like the Chocolate Walk, the Wine Walk, the Farmers’ Market, Zombie Run and special downtown shopping nights have also brought people downtown time and time again. “People can stay in a hotel, stay and eat in a restaurant,” Pinnell said. “They are buying gas and shopping elsewhere in addition to shopping with the event vendors.” Braselton leaders beam about the future of the town as a new Civic Center will be celebrating its grand opening this year, another opportunity to bring in more visitors and dollars in business owners’ pockets. “We don’t have to wait to see a difference in five years with Braselton,” Cannella said. “The changes are here and now. The next five years will be very exciting and Braselton will be an even more attractive place to live, work and play.

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