Exploring West Midtown

Ford Fry is Chef and CEO of Rocket Farm Restaurants and its prolific portfolio of restaurants in Atlanta, Charlotte, Nashville, Houston, and Cary, NC. Ford’s culinary inspirations span several decades and much of the country: from eating out with his family as a child in Texas, to studying at the New England Culinary Institute in Vermont, to spending time as a fine dining chef in Florida, Colorado and California—and eventually landing in Atlanta. Ford’s love for Atlanta grew quickly, and it became the home and springboard for his restaurant empire – which all began in 2007 with the opening of the beloved JCT. Kitchen & Bar in ATL’s West Midtown neighborhood. Today, Ford’s collective of restaurants includes 25 (and counting) restaurants in Atlanta (Beetlecat, Little Rey, Marcel, no. 246, St. Cecilia, The Optimist, and Superica locations in Buckhead, Avalon, The Battery, Krog Street Market, Dunwoody and West Midtown); Charlotte (Superica); his hometown of Houston (La Lucha, State of Grace, Superica); Nashville (Le Loup, The Optimist + Star Rover Sound, Superica); Cary, NC (Superica); and Winter Park, FL (Superica) – doubling down on Superica Tex Mex, whose empire is poised to continue to grow. In the fall of 2023, Ford opened two anticipated new concepts, Little Sparrow and Bar Blanc, in the former JCT. Kitchen and JCT. Bar spaces in Atlanta, which closed simply to make room for something new. Along with his roles at his restaurants, Ford is also the founder of one of Atlanta’s most popular food events, the Attack of the Killer Tomato Festival. More than 11 years strong, this annual event is now led by Georgia Organics and has featured some of the South’s best chefs and mixologists, paired with local farmers to create innovative tomato dishes. Though each has its own distinct and distinguished identity, all of Ford’s restaurants have a few things in common: they’re as formal as guests want them to be, they’re chef owned and operated, they’re committed to their communities, and they serve exceptional food made with local ingredients and attention to detail. "I want to create restaurants that strike a timeless emotional chord – restaurants that don't pander to trend, but draw generations of families together,” he says. Ford’s cookbook, Tex-Mex: Traditions, Innovations and Comfort Foods from Both Sides of the Border, published in April 2019. With bright, bold photography, Tex-Mex puts an approachable, inviting spin on beloved classics. Neither pretentious nor overly complex, Tex-Mex reveals the soul of this definitively American cuisine. Over the years, Ford has accumulated an impressive list of awards and accolades; he is a four-time semifinalist for the James Beard Foundation’s Outstanding Restaurateur Award and won the Georgia Restaurant Association’s Crystal of Excellence (GRACE) Award for Restaurateur of the Year in 2013. Additionally, he and his restaurants have been featured in numerous national publications including Bon Appétit, Condé Nast Traveler, Esquire, Food & Wine, Garden & Gun, Southern Living, the Washington Post, and many more. In addition to his culinary endeavors, Ford is also a talented musician – he picked up the guitar and piano in seventh grade before starting a band, “Common Sense,” playing everything from parties to proms – and giving his guitar strings another go every now and then today. A self proclaimed adrenaline junkie, he first scratched that itch through deep powder & cliff skiing and mountain biking in Aspen, until moving to Atlanta and taking up dirt biking (after realizing a motorcycle simply wasn’t enough thrill). Now, he’d say his hobbies are a little more tame – taking up tennis with his sons, and getting more into pickleball by the day.

Federico “Fred” Castellucci III is the CEO of Castellucci Hospitality Group. He spent his formative years working in restaurant kitchens before studying Hospitality Management at Cornell University. Upon graduation in 2007, he assumed the reins of Sugo restaurant located in Johns Creek, and since then has changed the direction of the company from a single restaurant to a multi-unit, multi-state restaurant group, which includes: recently awarded one MICHELIN star and one of 2023 Esquire’s Best New Restaurants Mujō, three locations of The Iberian Pig including two in Atlanta and one in Nashville, 2024 James Beard Foundation Award semifinalist for Outstanding Hospitality Cooks & Soldiers, Double Zero, and Sugo. As CEO, Fred is responsible for leading and directing the vision of Castellucci Hospitality Group, including all of the company’s growth decisions, concept ideation, high-level operations of current businesses, and leadership development. In addition to his roles within the company, Fred has served on the Board of Directors of the Georgia Restaurant Association and is actively involved as a mentor, advisor and investor in early-stage hospitality technology companies. In 2021, 2022 and 2023, he was named to Atlanta Magazine’s “Atlanta 500 – Our City’s Most Powerful Leaders,” as he continues to serve as a voice for the Atlanta restaurant community. In 2018, he was named “Restaurateur of the Year” during the GRACE Awards hosted by the Georgia Restaurant Association and was a recipient of Atlanta Business Chronicle’s “Small Business Person of the Year” award and “Forty Under 40.” In 2024, Fred was named to the Big Brothers Big Sisters of Metro Atlanta list of Iconic Mentors. Fred is the father of four (three daughters Olivia, Vivian and Cecilia and son Michael) and husband to his wife Lauren.

Penelope Cheroff, President and Founder of The Cheroff Group, is a commercial real estate broker and consultant with over 25 years of experience, specializing in the retail and restaurant industries. Penelope has an extensive background in operations, having worked for many years as owner/manager of both restaurants and retail clothing stores. This hands-on experience has enhanced her knowledge and expertise. Ms. Cheroff serves both the private and public sectors. Her clients include developers, owners, operators, architects, retail and restaurant chains, government agencies, and attorneys. She has successfully completed assignments in Georgia, Texas, North Carolina, Florida, Minnesota, Alabama, and California. Penelope Cheroff's credibility is evidenced by the repeat and referral business of (1) many major institutions and corporations such as Turner Sports and Entertainment, Turner Properties, Hines, TIAA-CREF, Post Properties, Equitable, Prudential, DIHC, etc. and (2) many national and local restaurant chains such as the Cheesecake Factory, California Pizza Kitchen, Houlihan's, Applebee's, Fado Irish Pub, Cru Wine Bar, Dancing Goats, Watershed, Hudson Grille, Metrotainment Café's, Bantam & Biddy, Watershed, Taco Bell, and Subway. Institutions and corporations have entrusted Ms. Cheroff with the highly visible retail and restaurant components of their most prestigious projects. Restaurant chains have used Ms. Cheroff as an outsource for their real estate work in her market. These types of clients are the foundation of her business. Penelope Cheroff is a founding member, as well as a board member, of the Restaurant and Real Estate Connection (RARE Connection). RARE is a network of restaurant real estate brokers and consultants comprised of top restaurant and retail real estate professionals in major metropolitan areas. Ms. Cheroff is actively involved in local, national, and international organizations, including: The International Council of Shopping Centers, the National Association of Realtors, the Restaurant and Real Estate Connection (RARE), the Atlanta Commercial Board of Realtors and Atlanta's Midtown Alliance. Ms. Cheroff supports her community and City by serving on the Piedmont Park Conservancy (as a board member) and on Atlanta's NPU-E and the Development Review Committees for SPI-16 and SPI-17 as an active neighborhood, and business, representative.

Chris Faussemagne formed Westbridge in 2010 after developing the White Provision project that created the Westside Provision District. The firm focuses on creating moments through design and placemaking by repurposing buildings past their useful life. In 2018, Chris partnered with Atlanta-based Third & Urban to build a platform centered on developing larger-scale adaptive reuse projects across the South. After growing a team that developed over 825,000 square feet of mixed-use space in Atlanta, Nashville, Charlotte, and Orlando, Chris relaunched Westbridge to continue its work on a smaller number of projects that tie into the fabric of the communities they serve. While development remains the core of the company, Westbridge also ensures foundations are created by working with neighborhood and local leaders to guide land use and policy. Chris currently serves on the Board of The Upper Westside Improvement District (CID) and the Westside Community Improvement Association.

With over 16 years of extensive real estate experience, Shelbi is a proven professional who brings a unique and broad skill set to the firm. In her role with Bridger, Shelbi helps direct the firm’s Occupier Services and Project Leasing practices, specializing in retail leasing and merchandising intown developments including Westside Paper in West Midtown. Additionally, Shelbi is responsible for spearheading the growth and direction of Bridger’s Strategic Advisory group. Prior to joining Bridger, Shelbi served as Director of Leasing at Paces Properties, where she spearheaded the leasing efforts for some of Atlanta’s most notable developments, including Krog Street Market, Vinings Jubilee, Larkin on Memorial, East Atlanta Village and Atlanta Dairies as well as Optimist Hall in Charlotte, North Carolina. Shelbi is a recognized market leader in creating thoughtful, experiential-driven real estate in the Southeast. Her retail approach calls to the true epicureans – those who acknowledge and revel in the uniqueness of the experience. She has a proven track record of achieving success for her clients, utilizing a dogged and imaginative approach to retail leasing. An Atlanta native, Shelbi graduated with a B.S. in Political Science and Business from Auburn University. She enjoys spending time with her husband and two little boys!

Jeff Garrison’s passion is to create dynamic, community-changing retail centers that encompass connection, walkability and activation. He believes development should drive neighborhood engagement and bring people together for experiential shopping and dining. His key strengths lie in shaping the future of a community layout and thoughtfully converting urban infill into thriving neighborhoods that benefit residents in meaningful ways. Jeff is a partner at S.J. Collins Enterprises and has been with the company since its 2007 inception. He handles the intricate mechanics that bring a vibrant development property together – from locating new sites, building tenant relationships and communicating with neighborhood groups to hiring contractors and shepherding the project to its final phases. Over the past decade, he has developed more than 5 million square feet of retail and mixed-use space across the country. Current projects include The Interlock, an award-winning $450 million mixed-use center rising in Atlanta’s West Midtown neighborhood, and Southern Post, a multi-use property soon to transform a much-needed section of Roswell, Georgia. Jeff graduated magna cum laude with degrees in real estate and speculative finance from the Wharton School of Business at the University of Pennsylvania. He holds a Georgia real estate license and is a member of the International Council of Shopping Centers. He currently serves on the board Mount Vernon Presbyterian School, where his children attend school. Jeff lives in Atlanta with his wife Jennie. The two have three children.

Windsor Stevens Managing Partner Rod Mullice is an experienced developer who believes deeply in the crucial role the built environment plays in creating healthy communities. His vision is not just about creating spaces where people live, work and play. His approach to development focuses on crafting a built environment that encourages social interaction, technological innovation, environmental sustainability, and transportation options, facilitating the Connected Lifestyle. Rod has closed on over $150 million in transactions of urban development, financing and acquisitions since 2009. He led the team that renewed the leases of a 217,000 square foot office building in Historic Downtown College Park for the Federal Aviation Administration Southern Regional headquarters. Rod successfully conceived, planned, financed and managed the construction of the $20.9 million apartment community, The Pad on Harvard, next to the College Park, GA, MARTA Station as the Managing Partner of Air Realty, LLC. The Pad opened for residents in December 2017 and is now at 96% occupancy. He has recently completed construction on Phase I of Temple Square, a $5 million townhouse community in College Park Rod has engaged actively with the College Park community by initiating the Rose Stevens Mullice Academic Achievement Awards at College Park Elementary School, named for his mother. He serves on the City of Atlanta’s Office of Buildings Technical Advisory Committee; the Aerotropolis Atlanta Alliance Board of Directors; the Atlanta Commercial Board of Realtors Board of Directors, who’s Mentoring Committee he chairs, and a member of its Million Dollar Club, the Urban Land Institute Committee. He Born in Liberty County, GA, where his multigenerational family ties continue, Rod is a graduate of Savannah State University with a BA in Political Science and the Harvard University Graduate School of Design Advanced Management Development Program. Since the success of The Pad on Harvard and the launch of College Park’s special TOD District, which he actively supported, Rod has been invited to speak to a number of professional organizations. His presentation offers insight about the benefits of TOD and how to leverage transit for thriving communities.

Eric Liebendorfer joined Crescent Communities in 2014 and currently serves as the the Managing Director over Multifamily in Georgia. Eric is responsible for multifamily investments in the Georgia region including the sourcing, entitlement, capitalization, design and execution of new multifamily and mixed-use developments. Previously at Crescent Communities, Eric held the positions of Director of Development, Development Manager, Senior Development Associate and Development Associate. Prior to Crescent Communities, Eric was a Senior Associate at Grubb Properties where he lead the company’s acquisitions of Value-Add multifamily communities across the Southeast. Eric is a member of ULI, an alumni of ULI’s Center for Leadership, and a member of National Multi Housing Council. Eric earned a Bachelor of Science in Business Administration (BSBA) from Elon University with a concentration in Marketing.

Caroline Simmel is the Senior Vice President of Sales & Marketing at Empire Communities in Atlanta, where she has successfully created a culture and business practices that deliver well-built, purposeful homes, positioning the company as a leading place-maker and lifestyle curator. In her role as SVP, Caroline is responsible for the strategic direction and management of Empire’s sales, marketing, design, and community ideation and development, with a strong focus on driving revenue growth and profitability. She leverages her broad residential real estate marketing experience to develop and execute communication campaigns that support consistent business growth and development. Caroline leads all marketing functions to achieve corporate objectives while ensuring the Empire brand voice is articulated and the buyer-centric approach is achieved through all levels of the consumer experience. As a seasoned real estate strategist, Caroline leads efforts in targeting demographics and consumer insights, product planning and price positioning, competitive profiling, and implementing innovative digital initiatives. She also oversees the sales and design teams and the daily operations of Empire’s industry-leading design center and centralized sales at Homebase, both of which have won Gold awards at NAHB’s Nationals. Caroline is actively involved in several industry organizations, serving as a member of the Urban Land Institute (ULI), Leadership Chair for RNDC Gold Flight, Women’s Leadership Initiative of ULI (WLI), Women’s Housing Leadership Group (WHLG), Zillow New Construction Advisory Board, and the John Burns Consumer Council. She holds a bachelor’s degree from the University of Florida.

As an advocate and advisor for companies who lease or own real estate, Ken Ashley has worked for nearly 30 years to help business leadership translate business strategy into real estate solutions. He represents companies all over the United States that lease or purchase space for their business needs. He has transacted over $2.3 billion in leases during his career. Ken and his team are perennial top producers in Atlanta and at Cushman & Wakefield nationally. Ken is a writer for and a member of the Forbes Real Estate Council. He is also the immediate past chairman of Cushman & Wakefield’s Tenant Advisory Group, comprised of the company’s highest-performing brokers and is an award-winning instructor in his trade organization CoreNet Global. He also founded and leads www.creisummit.com which is focused on excellence in commercial real estate marketing and social media. Ken has a strong desire to pay his “civic rent” and serves with several not-for-profit organizations. He was the chair for the 2018 class of Leadership Atlanta and currently serves on the Board. Ken is active in Scouts USA where he advises nationally on property-related issues and serves on the local Council Board. Ken has chaired “visitations” evaluations of all 4 national high adventure bases. Ken is an Eagle Scout and served as a Philmont Ranger for 2 years…just a few years ago. In the Atlanta community, Ken Chairs the Fulton County Sheriff’s Foundation, and the Board of Invest Atlanta Foundation. He also serves on the Board of the Atlanta Police Foundation’s Crime Stoppers Task Force and the youth-serving organization Spirit of Atlanta Drum and Bugle Corps. Ken resides in a suburb of Atlanta and has been married to his awesome wife Karen for 31 years and is the proud father of 4 great kids and 1 very lazy pug.