Morris & Fellows

What Morris & Fellows does

Morris & Fellows is a privately held, family-controlled real estate development partnership founded in 1982 and headquartered in Alpharetta, Georgia. The firm develops Class A and mixed-use commercial real estate, specializing in historic urban retail district revitalization and downtown master planning in the southeastern United States. Notable projects include the 32-acre Woodstock Downtown (completed 2012, sold to Burroughs & Chapin in April 2022), the 26-acre Alpharetta City Center (completed 2019, ULI and ARC Development of Excellence award winner), and the 2.1 million-square-foot Ponce City Market, developed in partnership with Jamestown. The firm is led by Founder & Principal Cheri Morris and Principal Kristen Morris, with Kristen having previously served as Jamestown's Chief Retail Strategist.

The firm's core product is end-to-end mixed-use development services: master planning, retail strategy and leasing, adaptive reuse consulting, and public-private partnership execution with municipal governments. Its portfolio spans iconic destinations including Colonial Williamsburg, Georgetown Park (Washington DC), Sundance Square (Fort Worth), Pier 39 (San Francisco), and Rosemary Beach (Florida), demonstrating multi-decade expertise across diverse market contexts. Documented outcomes include a 587% increase in Downtown Woodstock TAD property values (from $32M in 2006 to $217M in 2024) and $400M of new private development within a half-mile of Alpharetta City Center.

The business model is project-based professional services plus equity participation. Revenue is generated through development fees on master-planned projects and equity stakes in completed developments; pricing is negotiated individually with municipal partners and private developers rather than publicly disclosed. The go-to-market motion is enterprise field sales, with distribution concentrated in direct municipal partnerships and joint ventures with private developers and REITs. The firm operates with 1-10 employees and no disclosed external funding, maintaining a lean partnership structure that relies on family leadership and repeat institutional relationships rather than headcount scaling.

Name

Morris & Fellows

Legal name

Morris & Fellows

Website

https://morrisandfellows.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Morris & Fellows is a family-owned real estate development firm developing Class A mixed-use and historic downtown revitalization projects in the southeastern United States, serving municipal governments and private developers through public-private partnerships and master planning.

Ownership category

akta.pro rank

Product category

Commercial Real Estate Development

NAICS

Nonresidential Building Construction (2362), Land Subdivision (23721)

SIC

General Bldg Contractors - Residential Bldgs (1520), Land Subdividers & Developers (No Cemeteries) (6552), Real Estate Dealers (For Their Own Account) (6532)

akta.pro primary industry

Retail & Mixed-Use Commercial Construction (IMAFACAB)

akta.pro secondary industries

Public Works General Contracting (IMAFAAAG), Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities) (IMAFABAL)

Keywords

• Mixed-use development
• Commercial real estate
• Downtown revitalization
• Public-private partnerships
• Adaptive reuse

Headquarters

HQ city

Powder Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Development Fees and Project Equity: Morris & Fellows generates revenue through development fees for master planning and executing retail-based mixed-use properties, as well as equity participation in completed projects. Their work includes public-private partnerships with municipal governments and private developers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Morris & Fellows develops Class A and mixed-use commercial real estate projects, with a focus on historic downtown revitalization and community-enhancing properties in the Southeastern United States. The firm partners with municipal governments and private developers through public-private partnerships to deliver retail-based mixed-use developments, master planning, retail strategy, and placemaking services. Revenue is generated through development fees for master planning and project execution, and equity participation in completed projects.

Product overview

Morris & Fellows is a real estate development firm offering a portfolio of mixed-use development services and completed projects. The firm specializes in historic urban retail districts, applying creative strategies to village-scale mixed-use properties. Key projects include Woodstock Downtown (a 32-acre revitalization), Alpharetta City Center (26-acre mixed-use development), and Ponce City Market (2.1 million-square-foot mixed-use campus). The company operates as a single-service offering centered on real estate development, urban revitalization, and placemaking across southeastern U.S. downtowns.

Differentiator

Problem solved

Functional benefit

Products and services

• Woodstock Downtown A 32-acre historic downtown revitalization project in Woodstock, Georgia that included 300+ residential units and 1,000 yards of retail/restaurant space along Main Street. Property values in the Downtown Woodstock TAD grew from $32 million in 2006 to $217 million in 2024 (587% increase). The project was jointly developed with the City of Woodstock under the Atlanta Regional Commission's Livable Centers Initiative.
• Alpharetta City Center A 26-acre mixed-use development in Alpharetta, Georgia completed in 2019, encompassing City Hall, Library, five park areas, a restaurant district on Main Street, locally owned retailers, and residential/office space. The project was a catalyst for $400 million in new private development within a half-mile. Developed in partnership with the City of Alpharetta as an $80M project.
• Ponce City Market A 2.1 million-square-foot mixed-use campus redevelopment in Atlanta, originally built in 1926 as a regional distribution center. Brought retail, restaurants, office space, housing, and public life back to the historic structure. Developed in partnership with Jamestown, with Principal Kristen Morris leading retail strategy, leasing, merchandising strategy, and placemaking efforts during the project's formative years (2013-2015).
• Mixed-Use Development Services Comprehensive real estate development services including retail strategy, adaptive reuse, and mixed-use development consulting. The firm applies creative strategies to village-scale mixed-use and downtown retail properties, serving municipal governments and private developers seeking above-market economic returns and design excellence.

Quantifiable outcome

• Property values in Downtown Woodstock TAD grew 587% from $32M (2006) to $217M (2024)
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• City of WoodstockcoreStrategic or Co-development Partner · 3 June 2022City of Woodstock partnered with Morris & Fellows on the New City Center development, continuing their collaboration that began with the highly successful Woodstock Downtown revitalization project. This partnership involves acquisition of properties in downtown Woodstock for expansion.
• Burroughs & ChapinminorChannel Partner/ Reseller/ Distributor · 20 April 2022Morris & Fellows sold the iconic Woodstock Downtown project to Burroughs & Chapin, transitioning the ongoing operation and management of the successful downtown development to this real estate company.
• City of AlpharettacoreStrategic or Co-development Partner · 23 February 2015City of Alpharetta selected Morris & Fellows as the development team for the $80M Alpharetta City Center project. The partnership involved master planning and developing a 26-acre mixed-use destination that includes City Hall, Library, five park areas, and restaurant/retail districts.
• JamestowncoreStrategic or Co-development PartnerMorris & Fellows collaborated with Jamestown on Ponce City Market, where Principal Kristen Morris led retail strategy, leasing, merchandising strategy, and placemaking efforts during the 2.1 million-square-foot mixed-use development's formative years (2013-2015).
• Atlanta Regional CommissioncoreStrategic or Co-development PartnerMorris & Fellows worked with the Atlanta Regional Commission's Livable Centers Initiative to create Downtown Master Plans, as exemplified by the Woodstock Downtown project. ARC provided planning support and recognition through their Development of Excellence awards.

Scale indicators5 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• Jamestown: Jamestown is a global real estate investment and management firm focused on mixed-use, historic, and adaptive reuse projects including Ponce City Market (partnered with Morris & Fellows). Comparable due to its specialty in large-scale urban mixed-use and historic redevelopment with similar customer base of institutional capital and municipalities.
• Steiner + Associates: Steiner + Associates is a national mixed-use retail developer behind lifestyle centers and downtown districts such as Easton Town Center. Comparable as a mixed-use retail and downtown destination developer working with municipalities and institutional capital partners.
• Trademark Property Company: Trademark is a mixed-use real estate developer specializing in retail-anchored town centers, downtown districts, and walkable urbanism (e.g., Westhaven, Magnolia Green). Direct overlap in retail-led mixed-use and placemaking work with similar public-private partnership dynamics.
• Casto: Casto is a diversified real estate company developing mixed-use, multifamily, and retail properties across the Southeast and Midwest. Overlap with Morris & Fellows on retail-anchored mixed-use projects and Southeast US geographic exposure.
• Newland Communities: Newland Communities is one of the largest private developers of mixed-use master-planned communities in the US, with extensive work in the Southeast. Comparable in master-planning and community-enhancing developments for municipalities and residents.
• EDT Real Estate: EDT is a boutique mixed-use real estate development firm focused on retail, hospitality, and placemaking projects in walkable urban districts. Closely comparable in scope, boutique positioning, and emphasis on design-driven historic downtown work.
• Burroughs & Chapin: Burroughs & Chapin is a Southeast US real estate company that acquired Woodstock Downtown from Morris & Fellows in 2022. Comparable in mixed-use and downtown real estate operations across the Carolinas, Georgia, and coastal markets.
• North American Properties: North American Properties is a privately-held mixed-use real estate developer of retail-anchored town centers, lifestyle centers, and downtown districts. Comparable in retail-mixed-use expertise, public-private partnership model, and Sun Belt geographic focus.

Broad incumbents

• The Howard Hughes Corporation: Howard Hughes is a publicly-traded master-planned community and mixed-use developer (e.g., The Woodlands, Downtown Columbia, Ward Village). Operates at much larger scale but shares the master-planning, mixed-use downtown development thesis with municipal partners.

Emerging players

• Riverstreet Capital: Riverstreet Capital is a Southeast-based real estate investment and development firm active in mixed-use and adaptive reuse projects in Georgia and the Carolinas. Adjacent geographic and product overlap with Morris & Fellows' Southeast US footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/morrisandfellows
• LinkedInlinkedin.com/in/cheriamorris

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morris & Fellows