From Vacancy to Vision

In 2018, a nearly two-decade-old vacancy met a clear vision. The former Westclox / General Time clock manufacturing facility in Athens had sat dormant since 2001. With leadership from Michael Dinerman of Knotting Developments and strategic guidance from Pollock Commercial where Michael also hangs his brokerage licence, the long-vacant property began its transformation.

Pollock Commercial worked alongside the ownership team to help reposition the site, navigating the complexities of redevelopment while identifying opportunities to attract new tenants and long-term investment.

A partnership was formed with The Ardent Companies, an Atlanta-based real estate investment and asset management firm known for their investments across commercial, industrial, and residential development. Together, the group set out to reposition one of Athens’ most strategically located — but long neglected — properties.

Located just off the perimeter highway at Chase Street and only two miles from downtown, the 35-acre site offered strong fundamentals but also environmental challenges both perceived and real. The former industrial facility had contamination issues that required careful remediation. Ownership entered Georgia’s Brownfields Program. The cleanup was successfully completed with remediation costs certified for tax purposes. With that groundwork in place, the path toward redevelopment was clear.

Pollock Commercial played a key role in bringing new users to the property and helping shape the first phase of the site’s adaptive reuse.

The first major breakthrough came when Terrapin Beer Company — whose brewery sits across the street — leased 68,000 square feet for its national logistics center. The move immediately activated the property and signaled confidence from one of Athens’ most recognizable local companies.

City leadership took notice. At the opening of Terrapin’s facility, then–District 9 Commissioner and incoming Mayor Kelly Girtz commented, “I’m excited for the continued success of a locally-based business, and even more so for activating a key part of the core of Athens.” The project was quickly becoming a catalyst for renewed investment in the surrounding corridor.

Soon after, Wayfair upfitted approximately 42,000 square feet of former warehouse space into a modern call center and training facility. The arrival of both tenants completed the first phase of adaptive reuse, demonstrating that the historic industrial buildings could successfully support contemporary operations. That phase of the project was later sold as a leased investment, validating the repositioning strategy.

Momentum continued as one of the nation’s leading multifamily developers, Greystar, acquired five acres to develop The Flats at General Time, a 210-unit residential community that brought new residents and activity to the district.

What had once been a vacant industrial site was now evolving into a vibrant mixed-use environment combining employment, housing, and investment. Local media outlets including Flagpole and the Athens Banner-Herald covered the redevelopment as one of the region’s most ambitious adaptive-reuse efforts.

With the project stabilized and new life brought back to the property, the time came to transition ownership. The Ardent Companies and Knotting Developments, with the assistance of Pollock Commercial, completed the sale of General Time Athens to a group of local Athens investors who share the vision and are eager to complete the final phase of the project. The buyer was represented by 3 Tree Realty.

For Pollock Commercial, the transaction represents the culmination of years of collaboration — helping guide the repositioning of a complex industrial property into a successful mixed-use redevelopment.

The project’s impact extended beyond the property itself. Its scale and location helped prompt Athens-Clarke County to establish one of the city’s first Tax Allocation Districts around the site, allowing incremental tax revenue to support infrastructure improvements and future development in the area.

Today, General Time Athens stands as an example of what thoughtful redevelopment can achieve. What began as a contaminated and vacant factory established in the 1950's has been repositioned into a district with industrial, residential components and commercial entitlements, and a strong foundation for continued growth.

For Pollock Commercial, it represents the kind of work the firm values most: helping visionary clients unlock opportunity in complex properties and bringing new life to places that matter to their communities.