What Is the Town Center 30-Year Master Plan in Cobb County?

By Deborah Morton, Managing Partner, The Agency Atlanta. RealTrends Top 1.5%.

Inside Town Center at Cobb, where some storefronts are boarded up, shopper Sydney Wait told WSB-TV in a Nov. 2, 2026 report what a lot of neighbors have been thinking: "It's pretty dead in here. It's a little sad." The Town Center 30-Year Master Plan is the Town Center Community Improvement District's long-range vision for the six-plus square miles around that mall, aimed at more walkable places to live, shop and dine, better transportation connections, and more parks and public space. It is a draft vision in progress, not an approved construction list, and the public survey is open now.

This post answers one practical question for anyone who owns, rents or is shopping for homes near Barrett Parkway, I-75 and I-575: what has actually been announced, and what hasn't? If you own nearby, staying put while this plays out is a perfectly reasonable choice. Plans like this move in years, not weekends.

Who is leading the Town Center master plan?

The Town Center Community Improvement District (CID) is leading it, not Cobb County's Board of Commissioners or the City of Kennesaw. The CID shared its first look at the plan on Oct. 28, 2026, at its fifth annual State of the District at the Governors Gun Club, an event hosted with its nonprofit partner, the Town Center Community Alliance.

Tracy Styf, executive director of the Town Center Community, described the plan as "a framework for continued smart growth across the district which builds on the investments and partnerships that have shaped the community over the past three decades."

Two Washington, D.C.-based firms, Torti Gallas + Partners and Jon Stover & Associates, helped develop the plan, according to the Marietta Daily Journal. Erik Aulestia of Torti Gallas and Jon Stover spoke on a panel at the event, moderated by Eric Bosman of the engineering firm Kimley-Horn.

What is a community improvement district, and how is it funded?

The Town Center CID is a self-taxing district of commercial property owners who have elected to pay an additional tax that funds improvements in the district. Under Georgia law, homes are not subject to CID taxes. The Town Center CID was founded in 1997 and self-imposes a 5-mill property tax on commercial properties to fund infrastructure and community development. WSB described the same arrangement as "an additional tax on commercial properties" that helps fund roads, trails and public spaces.

The plain-language version: the businesses inside the district chip in extra so the district can move faster on projects than it might otherwise.

How big is the area the plan covers?

The district covers roughly 6.25 square miles, per the Marietta Daily Journal, which WSB rounded to "more than six square miles." It spans parts of the City of Kennesaw and unincorporated Cobb County and includes the Town Center at Cobb mall. WSB describes the area as a busy stretch between Interstate 75 and Interstate 575.

That split matters if you live nearby. Whether a given street sits inside Kennesaw city limits or in unincorporated Cobb affects which local government handles things like permits and services. Check your own address on your tax bill or with the county before assuming either way.

What does the plan actually propose?

So far, the plan is a set of goals rather than a list of specific buildings. The CID says the plan "will explore opportunities to enhance destinations, transportation connections, parks and public spaces, economic vitality, and quality of life." Its master plan page says the work will "identify strategies and priorities to help guide future investment, development, and placemaking initiatives over the next three decades."

WSB's Michael Seiden reported that planners are exploring "more walkable areas where people could live, shop and dine," and that district leaders are looking at how to bring homes, businesses and public spaces closer together. The MDJ reported that the State of the District panel focused on preliminary best practices and on Town Center's potential for mixed-use residential development.

The panelists made the case for compact, walkable, mixed-use areas, arguing they generate more income per acre and more tax revenue while demanding fewer services per acre. Stover cited a national consumer survey from Freddie Mac (the Federal Home Loan Mortgage Corporation) indicating that younger, first-time homebuyers are looking for more walkable spaces.

Aulestia pointed to Town Center's access as its main draw for investment, naming its proximity to Kennesaw State University, Cobb County International Airport-McCollum Field, and the area's industrial and business base. His summary of the opportunity: "There's tremendous opportunity there to really not just think, 'Hey, we're going to be one thing,' rather to say, 'We're going to be a lot of things.'"

Does the plan say what happens to Town Center at Cobb mall?

No specific mall redevelopment has been announced. WSB reported that "plans are in the works to redevelop Cobb County's Town Center, including Town Center at Cobb, where some stores are boarded up," and the mall sits inside the plan area. But none of the coverage or CID material reviewed for this post names a buyer, developer, site plan, demolition, or opening date for anything at the mall.

That gap is worth noticing. A district-wide vision can recommend what kinds of places should exist. It cannot, by itself, decide what a private property owner builds. Anyone telling you exactly what is coming to the mall site is ahead of the public record.

What is the timeline?

The plan is meant to guide decisions over roughly 30 years. Here is what the dated record shows so far:

• 1997: The Town Center CID is founded.
• 2004, 2010, 2016, 2017 and 2022: Earlier master plans and summaries, now posted in the CID's public archives.
• April 2026: The South Barrett Reliever opens, a $62 million road realignment project intended to reduce congestion by 22% along Barrett Parkway.
• Oct. 28, 2026: First public look at the 30-Year Master Plan at the State of the District.
• Nov. 18, 2026: The CID lists a Northeast Cobb Business Association luncheon at Piedmont Church in Marietta as its next engagement event.
• 2027: The Town Center Community marks its 30th anniversary.

What is missing is a published adoption date or a final-plan release date. The CID's page says "more events coming soon," which suggests the engagement phase is still running.

How can I give input on the plan?

Take the survey and show up. The CID's master plan page hosts the Town Center 30-Year Master Plan Survey, and the district invites business and property owners, residents, students, employees, visitors and commuters to share ideas. Questions go to Alisha Smith at [email protected], or to the CID at 678.350.5061.

A practical tip: specific comments tend to be more useful than general ones. "A safe walking route from my neighborhood to the trail at a named street" gives planners more to work with than "more sidewalks." The CID page frames the plan as "community-driven," so this is the stage where input has the most room to land.

What projects are already happening nearby?

Two recent projects show the kind of work the district funds today:

• South Barrett Reliever. The $62 million road realignment opened in April 2026, with a stated goal of reducing congestion along Barrett Parkway by 22%. That figure is a stated goal, not a published measured result. Your own commute is the real test.
• Lanie Park. The Town Center Community Alliance is raising funds to turn an underused remnant parcel at the Barrett Lakes Boulevard roundabout into a community park with sidewalks, greenspace, a hardscape plaza and shaded seating. The CID's release describes a one-acre community park; the MDJ and WSB report that the current phase will add about 1.5 acres of green space.

Neither project is part of the new 30-year plan. They are useful as a preview of the district's habits: roads first, then trails and small parks.

What is still undecided?

Quite a lot, and that is normal for this stage:

• Specific projects. No list of named projects, locations or costs has been published for the 30-year plan.
• Funding for the plan's ideas. No budget or funding package for carrying out the plan has been announced.
• Housing details. Coverage says the plan explores more places to live, but no unit counts, housing types or sites have been released.
• The mall. No redevelopment proposal for Town Center at Cobb has been made public.
• Adoption. No date has been published for a final plan or for any formal adoption step.

The panelists were candid about the hard part. Stover said one of the biggest challenges over the next 30 years will be building a plan that works with housing affordability, financing rates, and the cost of construction and development, while satisfying both residents and stakeholders. WSB reported the same caution: affordability and construction costs "will help determine what's possible."

What could this mean for homes near Town Center?

Honestly, it is too early to put a number on it, and nobody should. What can be said is narrower. The district's stated direction is more walkability, more parks and public space, better transportation connections, and more mixed-use places to live, shop and dine. If those ideas become projects, they would change what daily life near Barrett Parkway looks like over time.

There are trade-offs worth weighing too. Mixed-use growth can mean more neighbors, more construction seasons, and more traffic on certain streets while work happens. A walkable corner sounds great until it is the corner you drive past every morning. Both sides of that are reasonable, and they will play out differently street by street.

For owners, the useful moves are modest: follow the CID's updates, take the survey, and understand what your home is worth today so any future decision starts from real numbers rather than headlines.

FAQ

What is the Town Center 30-Year Master Plan?

It is a long-range vision from the Town Center Community Improvement District to guide investment, development and placemaking across the Town Center area in Kennesaw and unincorporated Cobb County over the next three decades, focused on destinations, transportation connections, parks and public spaces, economic vitality, and quality of life.

Who is creating the Town Center master plan?

The Town Center Community Improvement District is leading the plan. Torti Gallas + Partners and Jon Stover & Associates helped develop it, according to the Marietta Daily Journal.

Is Town Center at Cobb mall being redeveloped?

The mall is inside the plan area, and WSB reported that redevelopment plans are in the works for the Town Center area, but no specific redevelopment proposal, developer or timeline for the mall has been made public.

How do I give input on the Town Center master plan?

Complete the Town Center 30-Year Master Plan Survey on the CID's master plan page, attend a listed community event, or email Alisha Smith at [email protected].

Who pays for Town Center CID projects?

The CID self-imposes a 5-mill property tax on commercial properties inside the district to fund infrastructure and community development. No funding plan for carrying out the new 30-year plan has been announced.

What is still undecided about the plan?

Specific projects, costs, housing details, any mall redevelopment, and a date for a final or adopted plan have not been published.

Questions? Call (470) 990-4414.

Sources (all checked Nov. 3, 2026)

1. WSB-TV, "Redevelopment proposed for metro Atlanta mall in decline," Michael Seiden, Nov. 2, 2026. https://www.wsbtv.com/news/local/cobb-county/redevelopment-proposed-metro-atlanta-mall-decline/DT7USPMCC5EZ7NGEWLFD3WLVSY/
2. Marietta Daily Journal, "Town Center master plan envisions more walkable, mixed-use development," Bo Underwood, Nov. 1, 2026. https://www.mdjonline.com/news/local/town-center-master-plan-envisions-more-walkable-mixed-use-development/article_3789f1fe-4748-476a-b7ee-376fc82b5e33.html
3. Town Center CID, Master Plan page and survey. https://www.towncentercid.com/master-plan
4. Town Center CID, "Town Center Community Looks Ahead to Next 30 Years at Fifth Annual State of the District." https://www.towncentercid.com/post/town-center-community-looks-ahead-to-next-30-years-at-fifth-annual-state-of-the-district
5. Town Center CID, Archives (prior master plans). https://www.towncentercid.com/archives
6. Metro Atlanta CEO, "Town Center Community Looks Ahead to Next 30 Years at Fifth Annual State of the District," Oct. 28, 2026. https://metroatlantaceo.com/features/2026/10/town-center-community-looks-ahead-next-30-years-fifth-annual-state-district/
7. Town Center CID, "What is the Community Improvement District (CID)?" https://www.towncentercid.com/cid
8. FHWA, Center for Innovative Finance Support, "Community Improvement Districts, Georgia." https://www.fhwa.dot.gov/ipd/value_capture/strategies_in_practice/ga_community_improvement_districts.aspx
9. Featured photo: stock image by Moin Uddin, Pexels, used under the Pexels License.