Dunwoody Is at the Center of the Experience Economy

Shopping is no longer just about transactions. Increasingly, consumers are choosing places that offer experiences, giving them a reason to linger longer. The rise of the experience economy has a new buzzword. It’s “retail-tainment.” A key part of this trend is a rediscovery of physical places that feel authentic, social, and engaging. It’s a break from the digital world to experience something real. Consumers want a cappuccino enjoyed in a buzzing coffee shop. Instead of relying solely on the convenience of online shopping, they want to walk the aisles of an independent bookstore. They want activities they can participate in, not just products they can purchase. Dunwoody is delivering exactly that.

Published on Aug 13, 2026

Across Dunwoody, a growing coffee culture is taking root, from Valor and Summit in Dunwoody Village to Lucky Goat in Georgetown, Foxtail in Perimeter, Crema in Jett Ferry and Ark Coffehaus on the east side. These spaces are doing far more than serving coffee. They are becoming informal meeting spots, remote work hubs, and neighborhood anchors that bring daily energy to commercial districts.

That same appetite for tangible, local, and personal experiences is fueling the success of brick-and-mortar retail concepts like Prelude Books in Dunwoody Village. In an age dominated by algorithms and next-day delivery, Prelude offers something digital platforms cannot: discovery, conversation, community, and a sense of place.

Dunwoody’s experience economy also extends well beyond traditional retail. Consumers increasingly want to do something when they go out, and local businesses are responding. At Vino Venue, for example, cooking classes create an immersive, social experience. Instead of simply buying a meal or a bottle of wine, guests leave with a memory, a new skill, and a reason to come back.

That same shift is evident in the growing popularity of interactive entertainment destinations across Dunwoody. Concepts like Puttshack, Golf and Social, Bunkr Golf, Big Play, and Game Show Battle Rooms reflect a broader change in consumer behavior. People are not just looking for places to shop or dine. They want places to gather, compete, celebrate, and share experiences with friends, family, and coworkers.

This evolution is reshaping how and where people spend their time and money. Commercial districts that once depended primarily on traditional retail are increasingly defined by a mix of food, beverage, entertainment, wellness, and experiential concepts. In Dunwoody, the most successful destinations are built around green spaces in complexes that offer special programming, like outdoor yoga, movie nights and live music. Strong examples are High Street, Campus 244, Ashford Lane, and Dunwoody Village. These are more than shopping centers. They’re environments.

The city’s commercial hubs are evolving into destinations where retail, dining, hospitality, recreation, and culture intersect. Dunwoody is embracing the experience economy. It’s not just a fad. It is a long-term economic development opportunity.

What is the experience economy?

The experience economy is a trend in which consumers prioritize memorable experiences over simply purchasing products. People are increasingly seeking activities, entertainment, social connections, and unique destinations that provide value beyond a transaction.

Why is Dunwoody considered part of the experience economy?

Dunwoody offers a mix of shopping, dining, entertainment, wellness, and community events that encourage visitors to spend time exploring rather than simply making purchases. From coffee shops and bookstores to interactive entertainment venues and outdoor events, Dunwoody provides experiences that bring people together.

What are some examples of experiential activities in Dunwoody?

Visitors can enjoy cooking classes at Vino Venue, interactive games at Puttshack and Game Show Battle Rooms, golf simulators at Bunkr Golf, live events at High Street, and community gatherings throughout Dunwoody's commercial districts.

Does Dunwoody offer family-friendly entertainment?

Yes. Dunwoody features family-friendly attractions such as Big Play Entertainment, Puttshack, outdoor movie nights, community events, and seasonal programming throughout the city.

Author

Michael Starling

Director of Economic Development for the City of Dunwoody

Michael Starling is the Director of Economic Development for the City of Dunwoody, Georgia. Michael has been in this position since 2010 and is responsible for leading the City’s efforts to expand the local economy through business development and community placemaking efforts. Priorities for the City include retention of existing businesses, recruitment of new firms, support for entrepreneurs, and the redevelopment of existing commercial areas. Michael is actively involved with the Perimeter Chamber of Commerce, Dunwoody Rotary, Create Dunwoody, and the Access Georgia Foundation. He is a graduate of Leadership DeKalb (2007) and the Regional Leadership Institute (2009). Prior to joining Dunwoody, Michael worked for DeKalb County as a Business Development Manager for six years and the Atlanta Regional Commission as a Senior Program Manager in the Governmental Services Division for nearly a decade. Michael is originally from Dade City Florida and earned a Bachelors of Science degree in Economics from the University of South Florida. Michael is married to Denise Starling and they have one child Will who attended Chamblee High School and is a Junior at the University of Georgia. They reside in Brookhaven with their dog Moxie.

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