Developer behind NHL push, billion-dollar project talks timelines, more
Josh Green
Fri, 08/01/2025 - 08:16
Back in June, hundreds of readers on these pages responded to a poll asking them to rate their confidence a National Hockey League team will return to metro Atlanta soon. The most popular response by an overwhelming margin (43 percent) was this: “Yes, it’s happening. Third time’s a charm.”
Clearly, Vernon Krause—the car dealership entrepreneur, aspiring megaproject developer, and driving force behind plans to lasso another NHL franchise for the metro—concurs.
Since uncloaking plans for the $3-billion The Gathering at South Forsyth two years ago, Krause has assembled a powerful team, detailed the redevelopment vision for 100 acres he owns, and scored the Forsyth County Commission’s official blessing to move forward with a mixed-use project to rival The Battery Atlanta. But all of it—including $350 million in county tax incentives—hinges on the NHL deciding to award metro Atlanta its third pro hockey franchise. Krause said in June his team “is more energized than ever” as it prepares to meet with NHL Commissioner Gary Bettman to discuss possible league expansion.
NHL brass have given no indication when they’ll decide on expansion, but Bettman has said Atlanta’s past two failures to keep NHL franchises here (the Flames and Thrashers) won’t count against the region. He acknowledged the league has talked to “a couple of groups” striving to bring the NHL back to the metro, noting that Atlanta is a different market than when both previous teams fled north, in 1980 and 2011, respectively. Last month, the NHL and NHL Players’ Association locked in a new collective bargaining agreement, which was seen as necessary before expansion could be considered.
The Gathering at South Forsyth; designs, SCI Architects
Back in Forsyth, Krause (owner of 29 car dealerships across the Carolinas, Florida, and Georgia) envisions The Gathering sprouting to life with 2,400 residential units and 1.6 million square feet of retail and office space, among other facets, in coming years. About $1 billion of the estimated $3 billion price tag would go toward the cornerstone 18,000-seat arena, which would also stage concerts and events.
What follows are excerpts from a recent Krause interview with Alpharetta.com, republished here with permission, in which he outlines his ambitions for the prosperous north metro region. Q&A responses have been edited for length.
Krause on the initial impetus for trying to pull off a development of such scale:
“My passion for creating The Gathering at South Forsyth really came from something deeper—a passion to bring hockey back to Georgia, to the community where I spent 35 years raising my family and building my business. I looked around Forsyth County, one of the fastest-growing counties in the nation, and saw a need for a destination that could bring people together. A place where families could spend the day, where businesses could thrive, where our youth could be inspired by sports, music, and innovation.
“I knew that if we didn’t create that kind of visionary space now, we’d miss a rare opportunity to help shape the future of this area in a meaningful, lasting way. So, The Gathering was born out of a sense of responsibility. I wanted to create a destination that reflects the energy and potential of this community, something we could all be proud of for generations to come.”
On how The Gathering would stand out as a suburban destination:
“We’re not just building an arena for a potential NHL team, [the project] is designed to be the entertainment hub for North Georgia—and the heartbeat of the Forsyth community. The Gathering will be a place where people can connect, celebrate and thrive. Whether it’s families enjoying the outdoor spaces, kids seeing a world-class sporting event for the first time, neighbors meeting at local restaurants, or entrepreneurs collaborating in innovative workspaces, The Gathering at South Forsyth will be the heart and soul of the community and truly a place where people can gather—right in their backyard without the hassle of traveling to downtown Atlanta.”
Results of an in-house poll in June. Urbanize Atlanta
How Forsyth’s bid for the NHL’s return stands out from others:
“[The Gathering] is a vision for the future of professional sports in the Southeast. What makes this development truly compelling is that it will be built from the ground up with the NHL in mind. We own the land. We have the support of the local government and the community. We’re designing a purpose-built, state-of-the-art arena in a thriving, high-growth corridor that already supports youth and adult hockey at a high level—and [we’re] not retrofitting a pre-existing space to fit a team.
Forsyth County is not only one the fastest-growing counties in Georgia and among the top in the nation, but also one of the healthiest and wealthiest counties. The community wants a destination they can visit, and [the project] will be that year-round destination. It’s an ecosystem of entertainment, retail, residential, and office space, all anchored by a team that fans can support and grow with. This isn’t a revival of past efforts. It’s a completely new playbook. And I believe it’s the one that finally gets it right for Georgia, for the NHL, and for generations of fans to come.”
On the vision for retail and new housing:
“One of the most exciting aspects of The Gathering is how it blends lifestyle and community. On the residential side, we’re planning a mix of living options from single-family homes to luxury apartments, all designed to offer walkability, convenience, and access to amenities right outside your door. Whether you’re a young professional, a growing family, or empty-nesters looking to downsize without sacrificing quality, there will be a place for you… Our retail offerings will provide a dynamic mix of local boutiques, national brands, and chef-driven restaurants. The vibrant environment will serve those who live, work, and visit from across the region and nation.”
The Gathering at South Forsyth; designs, Nelson
On next steps toward bringing it all to fruition:
“With the Forsyth County commissioners’ approval in hand, our team is moving into the next phase. We have assembled our package to present to NHL Commissioner Gary Bettman, which includes our vision of bringing an NHL expansion team to Georgia. We believe this project, with its built-in infrastructure, entertainment district, strong community, and passionate fan base, is the ideal location to grow the league in the Southeast. The ultimate decision rests with the NHL.”
The outlook on timelines:
“We anticipate The Gathering at South Forsyth to open in phases, with the first major phase projected for completion in 2028, depending on permitting and construction timelines. To the community of Forsyth County: thank you. Your support, engagement, and vision have helped shape [the project] into a destination that will not only bring entertainment and economic growth, but also a sense of pride and place for everyone who lives, works, and visits here. We’re excited about what’s ahead and can’t wait to welcome you when the doors open.”
A main street and retail corridor in the multi-billion-dollar proposal. The Gathering at South Forsyth; designs, Nelson
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Businessman Vernon Krause says The Gathering at South Forsyth's first phase poised to open in three years
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Courtesy of Nelson
The vacant former NCR headquarters, prior to demolition in 2021. Google Maps
Scope of the 40-acre site, in relation to I-85 and Ga. Highway 316 in Duluth. Google Maps
Rendering of the project's multifamily component. Courtesy of Nelson
Courtesy of Nelson
Courtesy of Nelson
Courtesy of Nelson
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