According to Underground Atlanta shoppers and the media, Underground is perceived to be a negative attraction, therefore residents in the Metro Atlanta area tend to stay away. Underground reopened and reclosed numerous times for having the reputation of being unsafe and dangerous (Emily 2015). Williams (2004) suggest that Underground cannot continue to thrive by attracting new business and patrons with poor representation. This paper examines Williams, Emily, and other research in relation to Underground Atlanta’s structural design affecting its reputation.

Keywords: Underground Atlanta, Design, Negative Reputation