Alpharetta residents will see a new 11,000-square-foot golf and entertainment concept—called Fairway Social—coming to downtown Alpharetta this fall, according to an April 14 press release from Sports Community Consultants. The new center, called Fairway Social, will be located inside The Maxwell, a mixed-use development at the northeast corner of South Main Street and Devore Road.

The Maxwell—a joint project between Mayfair Street Partners and The Providence Group—is under construction and will feature 44,000 square feet of retail, restaurant and office space as well as 138 residential units.

"We could not be more excited for our tenants and the residents of Alpharetta. Given we are in unprecedented times, [the founder's] commitment to proceed is simply inspiring," said Jason Joseph, managing director for Mayfair Street Partners, in the release.

Fairway Social will include a rooftop patio bar with live music, seven sports simulators offering virtual golf on more than 80 notable courses, as well as provide simulated games for baseball, football, soccer, lacrosse, hockey, cricket and zombie dodgeball, the release said. Guests can also check out The Back Nine, the center's outdoor putting course, which will feature nine customizable holes on synthetic turf with synthetic sand traps, bridges and putting challenges.

Additionally, an indoor and outdoor bar area at Fairway Social—called the Par Bar—will be adjacent to seating for more than 80 diners, according to the release.


"This next wave of participatory entertainment venues is happening in local communities and combines a variety of unique sports activities in a trending real estate development genre known as 'competitive socializing,'" said Neal Freeman, founder of Fairway Social, in the release. "My family and I have always loved friendly competition in a variety of locations. Now, we are excited about bringing this unique and lively concept to Alpharetta."

Fairway Social will also be located on the Alpha Loop, a multiuse trail underway that will connect Alpharetta City Center, the Northwinds office area and Avalon. The center will bring more than 12 new jobs in the restaurant and entertainment category, Freeman said in the release.

"Once we clear the current 'stay home' situation in our country, people will be eager to get out and go to nearby places for affordable fun," Freeman said in the release. "We are working hard to ensure that a fresh approach to friendly rivalry under the concept umbrella of sports is born in downtown Alpharetta this year."