Podcast 344 – Ashford Lane Has Become Dunwoody’s Event Space – Autry Graham & Bari Holmes

Ashford Lane Has Become Dunwoody’s Event Space

Free Ashford Lane events have made this Dunwoody, Georgia shopping center the go-to Dunwoody event space, and Autry Graham of CTO Realty Growth and Bari Holmes of Pivotal joined me to explain why. Next up is a free Fall Festival on Saturday, October 17, from 4 to 7 PM. It was scheduled for this Saturday, but it moved to the 17th because of the weather.

In This Episode

• Ashford Lane’s free Fall Festival is Saturday, October 17, 4 to 7 PM, with pumpkin painting, carnival games and a stilt walker.
• Movies Under the Stars shows free family Halloween movies on the Ashford Lane lawn every Friday in October: Scooby-Doo (Oct 9), Halloweentown (Oct 16) and Hocus Pocus (Oct 23).
• Marketing director Autry Graham explains why Ashford Lane events are free, and how one event lifted Superica’s sales 30%.
• Bari Holmes, a Dunwoody High School grad who runs Pivotal, plans Ashford Lane events, including S’more the Merrier on December 12, where a local nonprofit keeps 100% of the s’mores money.
• Dunwoody Idol returns in March 2027 at Ashford Lane, with host Matt Weber back as MC.

Why Ashford Lane Has Become the Dunwoody Event Space

Every time I go to Ashford Lane lately, something is happening. A movie on the lawn. Kids at a dunk tank. A bocce tournament. A World Cup crowd under a giant tent.

That’s not an accident. Autry Graham is the marketing director who oversees Ashford Lane for CTO Realty Growth. Her company bought the property right after COVID and redeveloped the whole area into a big community green space.

If you’ve been in Dunwoody a while, you remember what used to be there. Cheeseburger in Paradise and Outback Steakhouse sat right where the lawn is now.

Autry was clear about the plan. “We know that Dunwoody is a family place,” she told me. People move here for the schools, the slower pace, and the corporate jobs. There are more than seven major corporate headquarters in Dunwoody.

So all Ashford Lane events start with the same questions. Is there a charitable component? Can we give back to the city of Dunwoody? Can we spotlight someone local and talented?

Here’s the part I love. Ashford Lane isn’t begging you to come eat at their restaurants. They want Dunwoody to show up and have fun. The restaurants win when you do, but the invitation comes first.

On last week’s episode, I asked Mark Galvin with Discover Dunwoody where he’d take a visiting family with young kids. Before I even finished the question, he said Ashford Lane. And I can see why. Dude knows more than anyone about what makes the Perimeter successful, and he leaned strong into Ashford Lane.

What Is Ashford Lane’s “Costco Hot Dog”?

This was my favorite idea from the whole conversation.

Autry asked her team a simple question: “What is our Costco hot dog?” You know the one. Costco has sold that hot dog for $1.25 forever. It’s the low-cost thing every family can afford, and it gets you in the door.

Ashford Lane has some really nice restaurants and services. For them, the Costco hot dog is the event schedule. Free, easy, and approachable for everybody.

Bari put it another way. Autry gave her a budget and one rule: “Produce something that the community can enjoy, that no one feels like they have to pull out their wallet.” If you want to buy a drink or grab dinner, great. If not, you’re still welcome.

The lawn is open container, too. Grab a to-go cocktail from Superica or a appetizer from Culinary Dropout and enjoy it outside. There’s furniture and picnic tables everywhere.

“Historically shopping centers, you want in and out,” Autry said. “This is a place to slow down, grab a drink, and we want you to stay for two hours.”

That’s a totally different way of thinking about a shopping center. It’s what a real Dunwoody event space looks like, and I think it’s exactly what Dunwoody wants.

What Ashford Lane Events Are Coming Up This October?

One of the big ones is Saturday, October 17. The Fall Festival was scheduled for this Saturday, but it moved to the 17th because of the weather. It’s part of Second Saturdays, Ashford Lane’s monthly thing, and it’s the finale of the 2026 series.

“We really blow it out on the Second Saturday of every month,” Bari said. “Everybody get that in your head.”

Here’s what’s planned from 4 to 7 PM:

• Pumpkin painting and decorating
• Four carnival games with prizes
• A juggling stilt walker from 5 to 6 PM
• A DJ and fall performances
• A hydration station
• A pumpkin photo setup on the lawn, perfect for family fall photos

It’s free, and it’s great for kids.

When the festival wraps up, grab dinner on a patio at Taco Mac, Hobnob, Culinary Dropout, Hawkers or Grana. Bring the kids, let them run the carnival games, then eat right there by the lawn. Everybody’s happy.

And next weekend lines up perfectly. Halloweentown plays on the lawn Friday, October 16, and the Fall Festival is the very next afternoon. That’s a whole Ashford Lane weekend.

This is what Ashford Lane events are all about. One free parking spot, a whole family night.

Friday Night: Movies Under the Stars

If the Fall Festival is the main event, Friday nights are the warm-up.

Every Friday in October, Ashford Lane puts a big screen on the lawn and shows family-friendly Halloween movies. It’s free. Movies run about 7 to 9 PM, with music before the movie starts at dusk.

Here’s what’s left on the schedule:

• Friday, October 9: Scooby-Doo
• Friday, October 16: Halloweentown
• Friday, October 23: Hocus Pocus

There’s no movie Halloween weekend. That’s more of a party weekend for the restaurants.

Bari’s tips: bring a blanket or a lawn chair. There’s furniture on the lawn, but if you’d rather not sit in a plastic Adirondack chair, that’s understandable. Lots of kids come in their pajamas, which is adorable.

Grab to-go boxes from any of the restaurants, get a drink, and settle in. It’s an easy, cheap family night in Dunwoody.

Who Is Bari Holmes?

Bari Holmes is the person who makes all of this happen. Ashford Lane hired her events company, Pivotal, to plan and produce its community events.

Bari went to Dunwoody High School, Class of 1994. She left for a while, then brought her family back because she loves Dunwoody. When she started Pivotal, she wanted to focus on community events.

One of her first big projects was PEAK, the Perimeter Executive Assistant Collective, with Discover Dunwoody as a partner. With so many headquarters and hotels in the Perimeter, executive assistants plan a lot of events. Autry was one of PEAK’s first sponsors, and that’s how the two met.

Bari told Autry how much she loved community events. Autry’s answer? “Well, I have this great green space.”

Autry says it seems like everyone she meets in Dunwoody went to high school with Bari. When I added “and the twins,” Bari laughed and said her brothers, Greg and Sam, were more popular than she was. Sam has actually been on What’s Up Dunwoody before, back on Episode 161, talking drones.

And the best fun fact? Bari was Ryan Seacrest’s marine biology lab partner in Coach Gay’s class at Dunwoody High. “He won’t remember this,” she said. I think it’s great.

Having Bari run things means Ashford Lane’s performers and partners are local. That matters. It matters to me too, and that’s why they are on the show!

How Does Ashford Lane Help Local Nonprofits?

This might be the part of the episode I’m most excited about.

S’more the Merrier returns for its second year on Saturday, December 12. This year, it lands on the last night of Hanukkah, so the menorah will be lit, along with Christmas decorations everywhere.

There will be a stage, lights, a DJ and entertainment from Atlanta Fever. Like all Ashford Lane events for families, there will be balloon artists and face painting. And since it’s S’more the Merrier, there will be fire pits and s’mores, plus heaters if it’s cold.

Here’s the fundraising piece. Ashford Lane pays for the s’mores kits. A local Dunwoody or Sandy Springs nonprofit sells them, and that organization keeps all of the money. It costs the nonprofit nothing.

They’re still choosing the nonprofit partner and booking community acts. If your group wants to perform, go to the Ashford Lane website.

They did something similar this summer at their back-to-school event. I got in the dunk tank, and we raised money for Backpack Buddies of Metro Atlanta, who have also been on the podcast.

Bari also has the green light to offer the lawn to Perimeter-area organizations that need a place to gather. The furniture is already there. For a nonprofit, skipping a venue rental fee can make a real difference. A free space with tables and chairs already set up is a big deal.

Dunwoody Idol Is Coming Back to Ashford Lane

This one is personal for me.

Dunwoody Idol used to be part of the Dunwoody Preservation Trust’s Lemonade Days Festival. In past years, local singers from about 8 to 19 years old auditioned for 10 finalist spots. Then they sang with a live band in front of a panel of three judges.

I was the MC, kind of like a low-budget Ryan Seacrest on American Idol, and I loved it. Big stage, families everywhere, and a real small-town American Idol feel. Some of those kids were REALLY good too.

Past winners got professional recording studio time and sang at the end of the Dunwoody 4th of July Parade. But honestly, the best part was giving local kids real stage time.

Dunwoody Idol hasn’t happened in a few years. I’ve been trying to get someone to bring it back. When I mentioned it to Ashford Lane, they said yes and have already set aside real money for it.

So in March 2027, Dunwoody Idol returns at Ashford Lane, and I’ll be back on the mic. “You, Matt, are gonna be our Ryan Seacrest,” Bari said. I’ll take it.

This version will be brand new, so the format, ages and prizes are still to come. I’ll share the details as soon as I have them. If you have a singer in your house, start warming up those vocals now. I can’t wait to see who shows up.

What Ashford Lane Events Are Coming in 2027?

Ashford Lane already has its 2027 calendar finalized, and it runs from February through December. If you love Ashford Lane events, there’s something almost every month. January is the only month off, because it’s an outdoor shopping center and January is just yucky.

Here’s what Autry and Bari shared:

• Super Bowl watch party on Sunday, February 14. Yes, that’s also Valentine’s Day, so expect some cute, couple-friendly touches.
• Dunwoody Idol in March, with yours truly as MC.
• Second Saturdays all year long. There’s always something happening.
• Active Ashford, the free fitness series on the lawn with Crunch Fitness, returns. It runs April through October on first Saturdays.
• Movies Under the Stars happens the next 3 weeks of October.
• ATL Bocce and CornholeATL leagues continue during the week.

Ashford Lane also hosts the ATL Bocce state tournament four times a year. It brings about 300 people from all over Georgia to the property. The next one is around January.

Why Ashford Lane Is Betting Big on the Women’s World Cup

This summer, Ashford Lane put up a huge tent on the lawn for the men’s World Cup. They partnered with the Argentine consulate in Dunwoody and Telemundo. Anheuser-Busch, which has its Southeast regional headquarters in Dunwoody, partnered too.

Next summer is the Women’s World Cup, and Autry already has money set aside for watch parties. The goal is a free place for families to watch, with (as always) no pressure to buy anything.

They’re also doing something really cool in June. Netflix is releasing The 99’ers, a movie about the 1999 U.S. Women’s National Team that won the World Cup in the Mia Hamm era. Ashford Lane plans to screen it at June’s Second Saturday, with two showings.

“We know women’s soccer is coming,” Autry said. Dunwoody has some great youth soccer programs, so I think this one is going to be a hit.

Does a Free Dunwoody Event Space Actually Work?

I asked Autry what all these crowds mean for the restaurants. Her answer was a number she just heard.

During a recent event, Superica saw a 30% increase in sales during the event window. And since Ashford Lane leaned into events, its restaurants have seen their best year-over-year sales increase.

In 2024, Autry realized the biggest problem was awareness. People living in Dunwoody still didn’t know Cheeseburger in Paradise was gone or that this great space even existed.

They tried big digital ad spends. It didn’t work as well here. “Dunwoody seems to be more tactical,” Autry said. “They want to come and touch and feel and see.”

Her best line of the episode: “People need to be invited.” It’s a Southern thing. People want to feel special and invited.

So for 2025 they flipped it. Get local people here. “If you build it, they will come.”

The lunch crowd from Insight Global next door, Ravinia across the street, and Campus 244 is already strong. Events bring those office workers back on weekends, and they bring Dunwoody families in for the first time.

I said it on the podcast, too. Back in 2018, the City of Dunwoody was putting on most of the events around town. Now Ashford Lane does it, High Street does it, and Perimeter Pointe and Campus 244 will soon. The city just has to promote them. That’s a huge win for anyone living in Dunwoody, and saves our tax dollars from going to city events.

How Do You Park, Drink and Bring the Dog at Ashford Lane?

Parking: Most people only know the small lot in front of Crunch Fitness. There’s also a FREE multi-level parking garage right by Politan Row, and it’s really easy.

Open container: Ashford Lane’s entertainment district covers the whole complex. Grab a cup of wine at Politan Row and walk it over to the movie.

Dogs: Ashford Lane is very dog friendly. Chewy Vet Care put poop bag stations around the property.

Kids: Politan Row is a lifesaver. After the dunk tank, our two families had eight people and four kids, and nobody could agree on dinner. At Politan Row, everybody got what they wanted. There are limitless types of food and price ranges around Ashford Lane.

Autry said it best. You could park one time, do it all, and end your day with a cocktail. If you’re moving to Dunwoody, this is the kind of place that makes it feel like home.

Every Restaurant at Ashford Lane Right Now

Autry described it as “a little bit of a taste of Beltline” brought to the Perimeter. Here’s every place to eat, straight from the Ashford Lane directory:

• Brownbag Seafood: fast, casual seafood.
• Chipotle: an easy to-go burrito for movie night.
• Cold Stone Creamery: classic ice cream after the festival.
• Culinary Dropout: comfort food, big TVs and a lawn-side patio.
• Fleming’s Prime Steakhouse & Wine Bar: the date night pick, and great for lunch too.
• Foxtail Coffee: where the old Panera used to be.
• Grana: Italian food you might know from Piedmont Avenue.
• Hawkers Asian Street Food: a Beltline favorite with TVs in the bar.
• Hobnob Neighborhood Tavern: one of the originals, with a big TV patio.
• Hyderabad House: Indian food and biryani.
• Jeni’s Splendid Ice Creams: creative small-batch ice cream.
• Paris Baguette: pastries, cakes and coffee.
• Politan Row: the food hall where everyone in the family can eat.
• Superica: Ford Fry’s Tex-Mex, home of the to-go cocktail.
• Sweetgreen: salads and bowls.
• Sweet Spot Cookies: cookies, enough said.
• Taco Mac: wings, beer and every game on TV.
• Tin Drum Asia Cafe: Atlanta-born Asian street food.
• Wholesum Juice Bar: juices and smoothies after a workout.

Every Shop at Ashford Lane

The shopping side is bigger than most people realize. Target anchors it. When my wife, Sasha, sends me to Target, this is the one she picks, even though it’s not the closest to our house.

• CAMP: the family experience store, with toys and play.
• Jewelry Artisans: a family-owned, high-end jeweler with loyal regulars. They’ve been there a long time.
• JJ’s Flower Shop: a florist that used to be at Ponce City Market.
• Michaels: arts and crafts supplies.
• Ross Dress for Less: discount clothes and home goods.
• Running Warehouse: running shoes and gear.
• Target: easy parking and everything else.
• Tennis Warehouse: tennis gear.

Every Service at Ashford Lane

“You could have a full day there,” Autry said. Hair, nails, massage, workouts, the vet. It’s all here:

• Beal Bank: a local branch.
• Blo Dry Bar: blowouts and styling.
• Chewy Vet Care: vet care, and the reason for those poop bag stations.
• ClubCuts: brand new men’s haircuts next to The Daily Pilates.
• Crunch Fitness: the gym, and partner for the free Active Ashford classes.
• Degree Wellness: wellness care.
• DentFirst Dental Care: family dentistry.
• Game Show Battle Room: play your own game show with friends.
• Massage Envy: Bari swears by Jessica.
• My Salon Suites: independent stylists and beauty pros.
• Nail Talk: nails.
• PT Solutions: physical therapy.
• Spa Sydell: facials and spa treatments.
• The Bunkr Golf: indoor golf simulators.
• The Daily Pilates: a Buckhead and Inman Park favorite, with its first Perimeter location here.
• Unique Threading & Body Wax: brows and waxing.
• Verizon: phones and service.
• Woof Gang Bakery & Grooming: treats and grooming for the dog.
• Yonder Yoga: yoga classes.

Connect with Ashford Lane

The best place to find Ashford Lane events is the events page at ashfordln.com. Ashford Lane is at 4500 Olde Perimeter Way in Dunwoody.

If you run a local nonprofit or organization and need a place to gather, reach out through the Ashford Lane website. Autry passes requests to Bari at Pivotal.

I’m going to try to be at as many of these events as I can. Showing up is the whole point. So come say hi at the Fall Festival on October 17. I’ll be the guy on a patio while the kids play cornhole or ping pong on the outdoor table.

What Is What’s Up Dunwoody?

What’s Up Dunwoody is a local media platform created by REALTOR® Matt Weber, focused on living in Dunwoody, moving to Dunwoody, and staying connected to the community. It began as a podcast and has grown into social media content, local guides, and two of the largest Dunwoody-focused Facebook groups where residents share recommendations and stay in the loop. Matt has expanded slightly outside of Dunwoody and now covers the entire top end of the Perimeter through his Top End ATL channels.

Matt is a Dunwoody REALTOR® who helps people navigate buying, selling, and moving in the area. Stay in the loop with local updates, listings, and insights by signing up here: whatsupdunwoody.com/email

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