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T H E D E S I G N D I S T R I C T | C H A R L O T T EA S A N A P A R T N E R S
SOUTHENDBYASANA.COM
There’s an electricity pulsing through South End that can’t quite be defined.We’re not sure if it’s the hardworking history of its warehouses and mills stylishly brought back to life - an invigorating blend of tradition and modernity - or the constant buzz of locals discovering their new-favorite-everything which has found its home in South End.
South End is impressively walkable, with Charlotte’s light rail - and light rail trail - running directly through it; charming shops and restaurants are seemingly tucked into every alley.
It’s the kind of neighborhood that makes locals feel like they’ve snuck away for the weekend.
SOUTHENDBYASANA.COM
By The Numbers
POPULATION DENSITY (PER SQ MI)
6,101
VISITORS PER YEAR
1.9 million
MEDIAN AGE
34
TRAFFIC
75% local25% visitor
AVERAGE HH INCOME
$106,940
UNIQUE STOREFRONTS
42
WALK SCORE
89
TOTAL GLA (SQ FT)
363,353
SOUTHENDBYASANA.COM
SOUTHENDBYASANA.COM
Case StudyWe’re proud to collaborate with brands and businesses in neighborhoods and markets across the country. Read the following case study to learn more about one of our partners.
Jeni’s Splendid Ice Creams lit up its tangerine marquis sign in South End for the first time in July 2018, and Charlotte proved it’s no exception to the “we all scream for ice cream” adage: especially when it’s scooped into a hand-rolled waffle cone. The South End location is nestled into the burgeoning Design District, home to a diverse family of quirky-chic businesses, all working to cultivate a sense of community and celebration.
Walking into a Jeni’s Splendid Ice Creams location at any time of day feels celebratory. Gleaming white subway tile, massive windows, and the sweet smell of churned buttercream kicks off the party even before the first mouthful. It’s a fitting sentiment for this company, culture, and community. But it’s also about something even more special. “Jeni’s is that sacred common ground that connects anyone,” says Dan Basto, VP of Construction.
The South End neighborhood is comprised by people proud to live, work, and play there. An artful mix of young and not-so-young, the area lacks no sense of modernity, making it an ideal home for the ice cream mavericks at Jeni’s. The borough is growing in all the right ways, according to Basto. South End and Charlotte share a lot of Jeni’s values, community being chief among them.
Jeni’s considered South End because Asana Partners introduced them to their vision for the Design Center: industrious, glittering talent setting up shop to create a pocket of the city so cavalier that people couldn’t help
gathering to experience it together. “Asana Partners,” explains Basto, “was really clear on what the place could be and how it could honor the neighborhood and community.”
South End presented Jeni’s an opportunity for another jewel box concept: a stand-alone maverick scoop-shop surrounded by an array of other community-driven gems. The success of the Design Center confirmed that Charlotte was an ideal market: Jeni’s kind of people, a flourishing city, and a great partnership.
Their community focus, radically popular product, and quality intentions have fueled some sweet growth. The success of the South End location paved the way for the establishment of several additional Jeni’s locations in Charlotte, including NOVEL NODA, less than a year after opening in the Queen City.
“It’s less about an arbitrary number [of new store openings]; we’re all about the individual experience of a place,” Basto notes. “It’s more about what place we can find that’s right for who we are.” Finding that balance is essential to cultivating relationships in new communities. “We’re looking for the right mix of details from place to place; finding that gravity that brings the right mix of people to a place,” Basto explains.
For Jeni’s, it’s all about the right ingredients, from flavors and processes, to people and partnerships. After all, when you’re feeding a community like South End, you’re feeding a family: a family that all screams for Jeni’s ice cream.
Dan Basto VP of Construction, Jeni’s Splendid Ice Creams Asana Partners Retail Partner
SOUTHENDBYASANA.COM
SOUTHENDBYASANA.COM
CHERRY
DILWORTH
FIRST WARD
FOURTHWARD
ASHLEY PARK
CHARLOT TE DOUGL AS
INTERNATIONAL AIRPORT
L AKEWOOD
WESLEY HEIGHTS
VILL A HEIGHTS
GREENVILLE
WASHINGTON HEIGHTS
FREEDOM PARK
COTSWOLD
85
85
74
77
74
74
74
277
29
16
South End
South End is an invigorating blend of tradition and innovation.
O U R L O C AT I O N
SOUTHENDBYASANA.COM
SOUTHENDBYASANA.COM
WEST BLVD
S MIN
T ST
REMOUNT RD
BARRINGER DR
RevolutionPark
AbbottPark
WilmorePark
SouthsidePark
SouthsidePark
Brookhill
Dilworth
Midtown
Uptown
LattaPark
MarshallPark
ThompsonPark
BaxterStreetPark
MidtownPark
CherryPark
E 6TH ST
E 5TH ST
E 4TH ST
3RD ST
S DAVID
SON ST
S DAVID
SON ST
N CALDW
ELL ST
N CALDW
ELL ST
S BREVARD S
T
S COLLEGE S
TS T
RYON ST
S TRYO
N S
T
S CHURCH S
T
MCDOW
ELL ST
EAST BLVD
WEST BLVD
E WORTHINGTON AVE
E KINGSTON AVE
W KINGSTON AVE
E PARK AVE
E TREMONT AVE
MCDONALD AVE
MAGNOLIA AVE EAST BLVD
SOU
TH B
LVD
SOUTH BLVD
SOUTH
BLVD
W TREMONT AVE
HA
WK
INS
ST
MCDOW
ELL ST
E 7TH ST
REMO
UNT RD
21
77
21
74
74
74
77
277
277
W M
OO
REHEAD
ST
WEST BLVD
S MIN
T ST
E MO
OR
EHEAD
ST KENI L
WO
RTH
AV
E
QU
EENS RD
South End
S TRYON ST
CHARLOTTE
The Neighborhood
SOUTHENDBYASANA.COM
South
Blvd
W Tremont Rd
Rampart St
West Blvd
W Kingston Ave
S Tryon St
W Park Ave
East Blvd
Haw
kins
St
Haw
kins
St
W Worthington Ave
E Tremont Rd
Cam
den
Rd
Cam
den
Rd
LYNX LI
GHT RAIL
LYNX LIG
HT RAIL
LYNX LI
GHT RAIL
Occupied Asana Partners Property
Available Asana Partners Property
Occupied
Patio
Parking
Key
Krispy Kreme
PINS
Spaces
Skiptown
Design Within Reach
Flow
er C
hild
Clean
Eat
zU
PS
Selenite Beauty
Fifth Third Bank
KennaKunijo Girl TribeCosmic Nails
Byr
on’s
Sout
h En
d
Supe
rica
Sub
Zero
Wol
f
Lilb
elle
Fit A
telie
r
Ole
Mas
on
Jar
Padd
ywax
Cand
le B
ar
Twen
ty
Deg
rees
Choc
olat
es
Bal
four
B
eatt
y
Jeni
s
Haw
kers
Bou
tique
O
ffice
Bou
tique
O
ffice
Bou
tique
O
ffice
Boutique Office
Boutique Office
Jam
ieSc
ott F
itnes
s
QC
Pour
hous
e
Boutique Office
AtriumOffice
Bou
tique
O
ffice
Marine LayerShake Shack
PepperboxDoughnuts
Elsewhere
Barcelona
Tompkins Alley
Des
ign
Cent
er P
arki
ng D
eck
Bou
tique
O
ffice
Vow
’d
Bitty & Beau’s
Our Properties
SOUTHENDBYASANA.COM
W W
OR
THIN
GTO
N A
VE
HAWKINS ST
CAMDEN RD
NHAWKINS ST
CAMDEN RD
The Design CenterUnit P200 – 5,152 SF Unit P201 – 3,248 SF Unit P210 – 1,922 SFUnit P280A – 3,966 SF
SOUTHENDBYASANA.COM
UNIT P2013,248 SF
UNIT P2005,152 SF
UNIT P2101,922 SF
STORAGE
NEBEL ALLEY
BOUTIQUEOFFICE
BOUTIQUEOFFICE
BOUTIQUEOFFICE
BOUTIQUEOFFICE
ATRIUM OFFICE
COURTYARDBUILDING
BOUTIQUEOFFICE
BOUTIQUEOFFICE
BOUTIQUEOFFICE
BOUTIQUEOFFICE
PLAZABUILDING GRADE CHANGE
UNIT P280A3,966 SF
AVAILABLE LEASED PATIO
TREMO
NT AVE
CAMDEN RD
W W
OR
THIN
GTO
N AV
E
The Design Center Site Plan
SOUTHENDBYASANA.COM
Olivia Matthewsassociate - leasing + merchandising [email protected]
Maggie Leonardsenior associate - retail strategy [email protected]
Angelica Mergcoordinator - merchandising + retail [email protected]
Charles Thrift partner [email protected]: 704.307.2724
Lucy Butlerbroker [email protected]: 704.626.1776
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