About the District
Who Manages the District?
A&E Atlanta is managed by the Atlanta Downtown Improvement District (ADID) and self-funds its management and programming through revenue-sharing agreements with media companies within the district. An Advisory Council is in place, comprised of individuals that represent the community, among them Downtown residents, business, entertainment, and arts + culture leaders.
The district geography is in the core of the center city, bounded generally to the west by Northside Drive; to the north by Ivan Allen Jr. Boulevard; to the east by Interstate 75/85 and Courtland Street; and to the south by Trinity Avenue.
Atlanta Downtown, media companies, property owners...who does what?
Within the District, roles and responsibilities are shared among ADID, media companies, and property owners. Here's a breakdown:
Atlanta Downtown Improvement District (ADID):
Manager of the District: ADID oversees and manages the district, ensuring it aligns with the goals of promoting economic development, enhancing public spaces, and attracting major events.
Permitting Authority: ADID applies for sign permits and holds permits for new signage in the district. These permits are held in ADID's name, as granted by the City of Atlanta.
Coordination: ADID coordinates with property owners, media companies, and event organizers to manage signage and media activations.
Review and Approval: Reviews sign proposals from applicants (property owners and media companies). Provides feedback through the AAE District Advisory Council. Makes recommendations to the ADID Board of Directors for approval or rejection of sign proposals.
Contract Management: ADID negotiates and enforces agreements with property owners and media companies regarding supplemental signage and revenue usage (e.g., funding arts and cultural programs).
Clean Zone Management: ADID enforces signage and advertising restrictions during designated "Clean Zone" periods for major events like the College Football Playoff or FIFA World Cup.
Media Companies:
Design and Implementation: Media companies design, install, and maintain approved signage in partnership with property owners.
Participation in Agreements: Media companies must execute a Services Agreement with ADID to participate in the district. They are obligated to comply with the rules, including "Clean Zone" restrictions during major events.
Revenue Generation: Media companies program and sell advertising on approved signage, which generates revenue.
Compliance: Media companies ensure signage adheres to the district’s aesthetic, operational, and technical standards (e.g., brightness control, time allocation, etc.).
Current Media Partners: Orange Barrel Media and BIG Outdoor.
Property Owners:
Site Control: Property owners provide the physical location (buildings, facades, plazas, etc.) where supplemental signage is installed.
Sign Concept Agreements: Property owners enter into agreements with ADID to host signage on their property. These agreements outline responsibilities, including revenue-sharing arrangements and compliance with district guidelines.
Authorization: Property owners must provide formal authorization to media companies and ADID for sign installation and permitting.
Maintenance Cooperation: Property owners ensure that their buildings and signage remain accessible for maintenance and operations.
The Role of Public Art and Signs in the District
The Atlanta Arts & Entertainment District (AAED) integrates art and signage to celebrate Atlanta’s creative spirit while enhancing the urban environment. All sign locations are required to include an art or cultural component, ensuring a positive public benefit. These components typically include murals, featured artwork on digital signs, and initiatives like Art in the Park and Downtown Windows, which are funded by the revenue generated from the district’s signage. This unique model reinvests advertising revenue into creative programming, transforming Downtown Atlanta into a dynamic cultural hub.
AAED also supports creative experiences through partnerships, grants, and sponsorships that enable artists to bring innovative programming to the district. Initiatives such as storytelling projects highlight Atlanta’s rich history and culture on digital signs, while seasonal exhibitions and collaborative installations activate the district with immersive art experiences.
The art is integrated into the advertising in a number of potential ways, whether it be a permanent mural or a video piece. We're starting to get pieces now that are much more integrated, really part of the architecture, which is a big part of our thinking. – David Hamilton, Praxis3 Architecture, A&E Atlanta Advisory Committee member
Is Downtown trying to recreate Times Square?
We have a tremendous amount of respect for our peers at the Times Square Alliance, but Atlanta Downtown does not intend to try and recreate the NYC landmark in Downtown. The goal is to elevate Atlanta art and artists in a way that reflects the authenticity of Atlanta. For a more comparable comparison, check out the Denver Theatre District.
Our goal is to learn from the Denver Theatre District, but also celebrate what makes Atlanta unique and bring that excitement to be celebrated in Downtown Atlanta. -Toni Williams, Cultivating Cultures, Former AAED Atlanta Advisory Committee Member
Photos courtesy of Brock Scott for Living Walls, Justin Chan Photography, Orange Barrel Media, and The Wilbert Group.