Although violence and crime has taken a toll as to why potential business has steered away from entering the Underground Atlanta area, most businesses themselves would leave the district relocating to other mall outlets throughout the city. From my own visits to the site, the amount of potential customers and consumers that shop and eat at Underground vary from time to time.

Most of the businesses in Underground Atlanta are small minority-owned businesses that usually have multiple sales and promotions in hopes of persuading consumers to purchase their products so that they can keep running. I, personally, would recommend others to consider shopping at these stores because most of their products are reasonably priced. However, it takes a lot for a small business to thrive, and over half of the stores in Underground Atlanta are closed down. According to Michael Epps’ (2016) blog posts, he discussed with merchants about the decline of business in the area, and they responded by explaining that stores would relocate to other areas such as Midtown Atlanta or mall outlet facilities. From my own experience of visiting the area, the only major big businesses I have seen in Underground Atlanta are Journeys and Foot Locker (including Kid Foot Locker), both of which are major shoe stores that carry major shoe brands. Currently, there are 45 retail shops still running and open in Underground Atlanta to this day as well as 7 dining shops as well. However, retail and dining stores weren’t the only businesses that attracted visitors and tourists. Underground Atlanta was also home to one of Atlanta’s most famous attractions.

The World of Coca-Cola‘s original Atlanta location was established in Underground Atlanta at 1990 and then later was relocated to Pemberton Place near Centennial Olympic Park in 2007. The reason this tourist attraction moved was because the Coca-Cola Company contributed to the Marcus Foundation for the development of the Georgia Aquarium and then committed to design and build a new location next to the aquarium. Jackson Kelly, the Vice President of Marketing Operations and General Manager for the World of Coca-Cola expressed that they wanted to create a new gathering place that will be a powerful catalyst for even more urban renewal for the people of Atlanta. He also added that they wanted to create a vibrant, exciting destination that will encourage their out-of-town guests to stay longer and to bring their families.

Despite businesses leaving as well as declining in the area, many efforts to have been made to keep the area from closing for a second time. In 2004, bars within the district were allowed to have a 4 AM closing time which is 90 minutes later than the rest of the bars in the city. Even though many businesses have left the area because business wasn’t selling there, Underground Atlanta has been sold for $25.75 million in order to convert the area into a mixed-use environment with grocery stores and above-ground apartments to strike business in. Although this concept can be seen a grand idea in attempt to bring back businesses with potential, and even then: residential, consumers to the district, it would still be surrounded by the crumbling buildings casting a shadow of potential violence and crime to occur.

Also, areas surrounding Underground Atlanta has added an extra tax in order to pay off the security that looks over the area. This mainly occurred at the Waffle House that is located at Underground Atlanta in which two diners had an issue about the extra 20% sub-charge that was added to their meal. It is also stated that it is the first and only Waffle House in the country to charge customers an extra 20% sub-charge on all checks because the extra money is used to pay an off-duty police officer to secure the 24-hour diner because of the city’s crime rates. The restaurant makes sure that their customers are aware of the sub-charge by plastering a sign on the door as well as being stated on the check. Some customers have expressed that the sub-charge makes them not want to come back and eat at that location and to search for another one.

Waffle House located at Underground Atlanta.

Because businesses tend to leave the districts or charge extra to repay the security for the safety of their customers, these reasons have caused businesses to decline and from occurring in Underground Atlanta. Although, the 12-acre complex has been making efforts to increase business, many proposals such a rendering it into a mixed-use environment and casino has been brought to topic. However, the topic of turning Underground Atlanta into a casino has been difficult stating that the state lottery providing college scholarships for Georgians is the only legal form of gambling. The proposal to turn the district into a casino has most likely been denied.

In many efforts to save and expand businesses in Underground Atlanta, most have failed. Other reasons can be because since there are a lack of businesses in the area, that causes violence and crime to occur. Not only that, the location and design of the area has caused businesses to leave and relocate into other areas that are more opened, more secured and more safe than Underground Atlanta.