A mixed-use project called Hillrose Market is under construction at 39 Hill St., across from Roswell City Hall. The development covers seven acres on the former police headquarters site and carries an estimated price tag of $120 million to $140 million.
Atlanta-based The Atlantic Companies is building the project in a public-private partnership with the city through the Roswell Downtown Development Authority. It will add 159 homes and 75,000 square feet of retail, dining and office space to downtown. Roswell Pulse reported it is the largest single piece of the downtown building boom that has been reshaping the city since 2024.
Buildings are expected to start opening in November 2027, according to the city's project page.
Six retail buildings will surround a central community green. A standalone 18,000-square-foot office building called 25 Hill will anchor the Atlanta Street corner. The former police headquarters will become "Station 37," with ground-floor retail and 11,000 square feet of second-floor workspace.
The residential side includes 143 luxury rental apartments and 16 for-sale brownstone-style townhomes being built by The Providence Group. No pricing for the townhomes had been released as of Aug. 30.
The site will include 510 parking spaces, with a new 370-space shared-use deck, surface parking and valet service for the retail district. A walkable trail will connect Hillrose Market to the Canton Street Historic District.
No tenants have been announced. Jim Meyer, chairman of The Atlantic Companies, said in March when construction financing closed that the team's goal is to build a tenant mix reflecting Roswell's character. Bridger Properties is handling retail leasing. Cushman & Wakefield is leading office leasing.
How it got here
An earlier plan approved in 2019 called for 96 apartments on about 1.3 acres. City leadership redesigned the project in 2022, cutting residential density and expanding the commercial footprint to 6.5 acres.
City Council unanimously approved the finalized plan on Oct. 14, 2025. Then-Mayor Kurt Wilson called it a "once-in-a-generation opportunity." He told Urbanize Atlanta in October 2025, "We took a property that once housed our police headquarters and turned it into a high-value, job-creating asset that serves the people of Roswell for decades to come."
The Atlantic Companies closed construction financing in late February with SouthState Bank and a Downtown Development Authority revenue bond. A ceremonial groundbreaking followed April 29 at City Hall.
Economic projections and financing
A KB Advisory Group analysis cited by the city projects 549 construction jobs and 273 permanent jobs. The analysis also estimates the project will add $55.6 million to the tax digest within a quarter mile and generate $802,500 in annual sales tax revenue.
The city retains long-term ownership of the land through a ground lease. The commercial portion will pay the city through a Payment in Lieu of Taxes (PILOT) agreement that phases in over time. Residential units will pay full property taxes.
The parking question
The project's financing is tied to downtown parking revenue. Roswell Pulse, citing Appen Media, reported that the deal relies on income from the 394-space Green Street parking deck. That deck opened May 4, funded by the $179.6 million bond package voters approved in November 2022.
Council voted 4-2 on March 9 to approve a paid parking pilot through Dec. 31, according to Roswell Pulse. On-street rates are $2 per hour, up to $16 per day. Decisions on parking at City Hall and at Hillrose Market itself have been deferred pending additional city staff data.
The parking pilot runs through Dec. 31. Council takes up whether to make it permanent in January 2027.
