From the Show Versus Tell newsletter by Jon Birdsong, CEO of SoDo Atlanta, Volume 3, Month 6 (July 2026)
Thirty monthly updates in, the World Cup has finally arrived on Broad Street, and Birdsong says time is playing tricks. The first Atlanta match, three weeks before this issue, already feels like three years ago. One surprise of the tournament: many global fans treat Atlanta as a quick stop. Some Spain supporters flew in the morning of a match and flew out that night, while others used the city as a base before heading to Los Angeles, Dallas or Philadelphia. Birdsong contrasts that with the 1996 Olympics, when visitors settled in for two full weeks.
Fan Marches
South Downtown set out to court individual national fan bases and hosted marches through the neighborhood for five countries:
- June 15: Spain
- June 18: South Africa
- June 21: Spain, again
- June 24: Morocco
- June 27: Uzbekistan
- July 7: Egypt
England supporters, the newsletter notes wryly, skipped the march on July 1 but made up for it at the bars. The moment that meant most to the team, though, was local: Atlantans packing Founders Green for the USA watch party. Birdsong adds that leadership from Mercedes-Benz Stadium and State Farm Arena has taken notice of the neighborhood as a new place to build community around events.
Restaurants Open
The question South Downtown heard most for two years, when a given restaurant would open, has been answered. Since the June update, five have opened their doors:
More are coming, with a new announcement teased. Birdsong gives a pointed thank-you to City of Atlanta and State of Georgia staff who worked late on a Friday in June to push liquor licenses through before the first World Cup match, which let tenants open with momentum.
On the Calendar
Yoga on the Green: Saturdays at 10 a.m. on Founders Green with Amador, in partnership with Downtown Atlanta, running through September. Grab a coffee at Spiller Park Coffee or a bite at Smorgasburg Atlanta afterward.
Men in Blazers Live Broadcast: July 15 at 1 p.m., a pre-match live show on the Founders Green stage ahead of Atlanta's final World Cup match.
Founders Green Futbol Fest: every match screened on the green and at neighborhood restaurants.
World Cup Final: July 19 at 3 p.m., a watch party with 92.9 The Game.
Development
Eighty Five Peachtree: leasing of the 26 apartments in the restored department store is running well ahead of expectations, and historic office suites are now on the market too.
ATV South Broad Suites: the historic Class A spec suites, from 1,100 to 3,400 square feet, are move-in ready. RenderATL led the way and has moved in; several suites are in negotiation and 10 remain.
Project Elle: Phase 1 is officially complete. After a two-and-a-half-year countdown, the team's focus shifts to marketing the revitalized district to all of Atlanta.
A New Chapter for the Newsletter
Birdsong closes with news about the update itself. The name came from a core team value, showing the work instead of telling people what is coming. With Phase 1 delivered, this is the last issue titled Show vs. Tell, and future monthly updates will focus on neighborhood events and notable news. Catch up on the June edition for the Founders Green ribbon cutting.
Parking: South Downtown - Redbud Lot (165 Mitchell Street SW) sits right next to Founders Green, and South Downtown provides the first two hours free. All four lots are mapped here.
Source: Show Versus Tell Newsletter
