In an effort to activate the neighborhood along Historic Hotel Row in South Downtown Atlanta, Newport is seeking proposals from local businesses, entrepreneurs, start-ups, non-profits, and artists to participate in Pop Up Row (the “Program”) to provide innovative solutions to underutilized, street-level retail property. The program will bring new energy and vibrancy to vacant storefronts while supporting local artisans and businesses. Pop Up Row will kick off April 4, 2019 and will run through July 31, 2019 with the potential for extended occupancy
pending construction.

  • Pop Up Row will positively impact our neighborhood by:
  • Supporting downtown office workers and residents with new, fresh retail offerings;
  • Helping new and established surrounding businesses attract customers;
  • Providing a better walking experience for Atlanta United, Mercedes-Benz Stadium and State Farm Arena fans arriving to or leaving their events;
  • Enhancing the appearance of the area while building a more attractive and stable neighborhood;
  • Creating day and night vibrancy and activity along Historic Hotel Row, one of Atlanta’s most historic blocks

Newport, as program administrator and property owner, will extend spaces rent free and $500 per each approved program participant for start-up and space improvement costs. Funds may be used for minor improvements to interior or exterior space, per Newport approval.


Pop Up Row will focus on activating Historic Hotel Row during the best weather our city has to offer, spring & early summer and just after the start of the 2019 Atlanta United soccer season.




Newport will extend $500 per each approved Program Participant for start-up and space improvement costs. Funds may be used to finance minor improvements to interior or exterior space, per Newport approval as stated in the signed license agreement.

  • Alterations must be superficial in nature and may include paint, signage, interior decoration, lighting, fixtures, etc.

Ineligible improvements include any alteration to the space not approved in the signed license agreement, as well as any equipment or inventory purchases.


  • Eligible participants (Program Participants) in the program include visual artists, performance artists, artist collectives, art organizations, entrepreneurs, makers and non-profit and for-profit organizations and businesses who are seeking to develop a presence in Downtown Atlanta.
  • Activation of the storefront facade and/or interior space that creates a presence during the day as well as at night is strongly desired.
  • Active City of Atlanta business license upon store opening.
  • Current liability insurance per City of Atlanta and Landlord Requirements.
  • Ineligible uses: Establishment which sells only alcoholic beverages or provides Adult Entertainment.


  • The Property Owner will exclusively license the vacant space to a Program Participant for four months for no monthly cost.
  • A temporary license agreement will be executed between Property Owner and Program Participant.
  • The Property Owner may terminate the license agreement with 30 days’ advance notice prior to termination of the Program, or immediately if the Program Participant is terminated from the Program.
  • The Property Owner will be responsible for providing utilities (electric, water and sewer service) for the space and will cover costs of utilities for the duration of the program (not to exceed a reasonable amount outlined in each license agreement).
  • The Program Participant will obtain comprehensive general liability insurance which contains limits of not less than $1,000,000.00 per occurrence and $2,000,000.00 per aggregate, insuring against the Program Participant’s liability for property damage and bodily injury, including death, related to the Program Participant’s use of the space. The Property Owner will be named as an additional insured.
  • Selected Program Participants are required to utilize the window facades to market their business throughout the duration of their pop-up event.
  • Program Participants will be responsible for maintenance of their storefront.
  • Program Participant agrees to stay open during required business hours and participate in Pop Up events.
    – Minimum of three weekdays, six hours a day.
    – Minimum of two evenings each week, four hours an evening, open until 9 PM.
    – Saturday – minimum of 11 AM to 6 PM.
    – Pop Up Events – In order to maximize exposure of the Program and Program Participants, the Program Administrator will promote two required events during the Pop Up program (April – July).
    – Preference to have hours aligned with Mercedes-Benz events.


Applications will be accepted and approved on a rolling basis beginning March 4, 2019 through March 31, 2019. All Pop Up establishments will be open for four months from April 4, 2019 through July 31, 2019.

  • Applications will be evaluated on the following criteria:
  • Potential to activate the storefront display and operate during proposed business hours.
  • Ability of Program Applicant to meet program requirements as noted above.
  • Eligibility of project and applicant and completeness of application.
  • Availability of Pop Up storefronts remaining upon submission of application.
  • Applications should be submitted via form below.

Applicants will be notified of approval on a rolling basis. Spaces will be assigned based on availability, Pop Up Row selection committee preference and applicant preference.


Please contact Ainsley Robinson or April Stammel with any questions.


  • General Information

  • Business Information

  • (If you do not yet have a COA Business license, please note that you will be required to obtain one once approved and assigned a retail address): Please enter n/a if you do not currently have a business license.
    (please check all that apply):
  • Please provide a brief description of your business, including the following:

    • History (i.e. how long has it been in existence, have you ever had a storefront)
    • Items to be sold (we encourage photographs or supporting materials to provide further details)
    • Staffing
    • Relevant experience
  • Please describe why you would like to participate in Pop Up Row.
  • Drop files here or
    Accepted file types: jpg, pdf.
    Please upload any photos or PDFs about your store. (JPG and PDF files only. Max three files).
  • Please sign below to confirm understanding and agreement with the following (All fields are required):
  • This field is for validation purposes and should be left unchanged.