3 Atlanta Midtowns, The Metrics, and Why it Matters

Midtown Atlanta has long been a cornerstone of the city’s commercial landscape

Midtown Atlanta has long been a cornerstone of the city’s commercial landscape. Historically, this submarket was dominated by traditional highrises along Peachtree Street, catering to established corporate tenants, and home of the first southeastern true mixed-use development, Colony Square (built 1969-1975).

The Midtown Atlanta of today tells a new story—

The Midtown of today tells a new story, one shaped by innovation, evolving workforce preferences, and the increasing demand for flexible, high-quality office environments.

This shift has given rise to three distinct micromarkets within Midtown, each providing a different vibe and feel. From the cutting-edge trophy towers of Midtown Proper to the creativity-infused industrial spaces of both East Midtown and West Midtown, businesses now have a wider array of choices than ever before.

The 3 Atlanta Midtowns

Midtown Proper

Midtown Property represents 82% of Midtown’s total office inventory. It is the most mature and established micromarket, with its core at Peachtree Street and 14th Street. Office properties here tend to be larger and more traditional, offering a large amenity base and direct access to the MARTA rail system via Art Center Station and Midtown Station and easy access to the 75/85/400 Connector. Midtown Proper balances historic prestige with modern functionality, making it the reliable choice for many businesses.

East Midtown

Surprisingly, 86% of buildings in this submarket are considered Trophy Assets, making somewhat of a contradiction to the area's historical stereotype of being a trendy area nestled between Virginia Highlands, Poncey Highlands, and the Old Fourth Ward. The combination of being on the Atlanta Beltline along with James Town's bold move to complete the conversion (following a failed prior attempt with City Hall East) of the old Sears multistory warehouse building into the now-famous Ponce City Market (delivered in 2015) triggered the first big move eastward of larger corporate users who now have additional trophy options such as the 725 Ponce and the Fourth Ward Towers. The result is top-tier workplace experiences nestled along the Atlanta Beltline landscape.

West Midtown

A market traditionally only for small, trendy office/flex space users experienced its first corporate infusion in 2005 with the mega brownfield conversion of the Old Atlanta Steel Mill site (138 acres) into what is now Atlantic Station. This project was the first true corporate outpost to cross the I75/I85 Connector since Midtown was originally divided by this mega freeway in 1962. Within a few decades following the delivery of Atlantic Station, the market has matured to include many new office projects, all with a mixed-use twist and industrial chic. Names such as Star Metals, Interlock, 8 West, Stockyards, and Brickworks reflect the old industrial history of the area, but each is a new office development delivered in the last 5 years. All have a new modern design to accommodate today's workplace strategy, ideal for all cutting-edge businesses inclusive of tech firms, startups, and innovative companies.

The Metrics—

Office rental rates across Midtown Atlanta have consistently exceeded the Atlanta market average. While each micromarket has its own pricing structure, currently East Midtown commands the highest asking rents at $63.92 per square foot, reflecting the desirability of its Trophy-class assets. But Midtown proper and West Midtown are not far behind as new projects deliver. The increasing cost of construction is certainly raising the rent bar for the newest projects in each respective mini-market. Meanwhile, Midtown Proper remains the largest and most dominant submarket. It offers competitive pricing for its extensive inventory. With the unique amenities they offer, all three markets, Midtown Proper, West Midtown, and East Midtown, continue to attract creative businesses focused on retaining and recruiting the best talent.

The character of each of these micromarkets is vastly different with drastic changes within less than a decade.

As Midtown Atlanta’s office market continues to evolve, it offers diverse opportunities for tenants across its three distinct micromarkets. Companies should always consider all three options in a preliminary survey.

Why It Matters—

Even with the highest rents in Atlanta, companies are choosing Midtown—

Companies continue to choose Midtown as their mainstay, their new home in Atlanta, and even their new Headquarters. Why? Midtown offers a mix of prestige, accessibility, and modern office environments that cater to companies seeking to attract and retain top talent.

As demand continues to shift and new projects deliver, understanding these trends will be critical for companies looking to secure optimal space.

Case Study—Linked below: Deloitte's 115,000-square-foot lease at Promenade Tower in Midtown 

Recently representing Deloitte’s move to Midtown, this underscores the broader trends of the office market. Companies are seeking greater flexibility, location-driven recruitment advantages, and financially strategic lease terms. Through thoughtful negotiations and deep market expertise, we executed a relocation strategy that not only met their immediate needs but also positioned them for long-term success in Midtown Atlanta.

"At 240,000sf, we had too much office space in Atlanta, and we were in the wrong submarket. Our current office space did not support our plans for retention, recruitment, nor business growth.

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Representing us in our relocation, Gregg Metcalf played an intricate role in market evaluations and lease negotiations. 

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Working with Gregg, it was quickly evident that his decades of experience on the landlord side and in development bring with him an uncanny ability. He is able to structure terms that bring all parties to agreement easily. 

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With Gregg’s help, in 2 separate transactions, we secured terms that were remarkably advantageous in a market that was rapidly tightening."

Greg Borak

Senior Manager, Real EstateStrategy and Transactions Lead, US

2021 to Present, Deloitte

The bottom line?

It's not just that Midtown Atlanta is no longer a one-size-fits-all market or a market in demand. It is what is driving the market demand. Companies gaining traction today are aligning their workspace strategies with their broader business goals. That means choosing a submarket (or even a mini-market) that supports their culture, growth trajectory, and operational needs. Midtown Atlanta is a market that is not only aligning to current market trends but offers a distinct variety within three very different mini-markets.

How to Stay Ahead

1. Conduct a Needs Analysis to align your real estate strategy with your business objectives. 

2. Secure and Optimize Office Location(s), Space(s), and Lease(s).

3. Maximize Profitability, Recruitment, and Retention

In markets where premium office space is becoming scarce, such as Midtown Atlanta, having the right strategy can mean the difference between securing the ideal office space (design, lease, and location) and settling for less, which can be costly.

Take the Next Step

Many companies lose millions of dollars due to lack of employee engagement, loss of top talent, and inefficient or unneeded office space.

Working with Gregg Metcalf, clients gain the insights, the analysis, and the plan to obtain the lease and office space that retains the best employees, attracts top talent, and maximizes productivity as well as profitability.

To Contact Gregg Metcalf:

email: gregg.metcalf@jll.com

mobile: 404.661.9284