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Project XL
 Even the 17th Street Bridge, the multi-modal access to Atlantic Station, was approved as the result of
a special environmental dispensation known as Project XL (eXcellence and Leadership). Created by
President Bill Clinton in 1995, Project XL allows regulated entities the flexibility to approve projects
that would produce something positive for the environment—even though the project on a standalone basis
would not be approved. In other words, the EPA would not have approved the bridge were it not for the
greater good created by Atlantic Station. The bridge became the nation’s first transportation control
measure, meaning it is considered by the federal government a strategy to reduce fuel emissions.
Right Timing
Project XL was just one of the elements that came together to make Atlantic Station a reality. "The
timing was just right on many fronts," said Jacoby. "We received great support from people like
Governor (Roy) Barnes and EPA Regional Administrator John Hankinson, AIG stepped forward with the
financing, the Midtown housing market was right, and even such things as Ikea wanting a central location
in the South played into our overall success."
The Swedish furniture chain Ikea became the first Atlantic Station tenant to open its doors (June 29,
2005). "It was reportedly the number one opening in the world for Ikea," said Jacoby, who noted
that the Atlantic Station location, the only Ikea store in Atlanta, "sold over $1 million in
merchandise on that first day."
But success has not been limited to Ikea. Business has been reported brisk at all locations. Among the
retailers on site are Dillard’s department store (the first department store to locate in the city for
decades), The Gap, Jos. A. Bank clothing and Victoria’s Secret. A Publix grocery store, California Pizza
Kitchen, P.J.’s Coffee and Lounge, The Grape, and a Regal 16 cinema are just a few of the retailers,
restaurants, and entertainment venues on site or on the way.
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