Ground last week broke on General Time Athens, an adaptive reuse project at the old Westclox building, at 100 Newton Bridge Road, according to a press release Monday.

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The project, named for Westclox parent company “General Time,” has been in the making since late-2015 and will be home to a 3,000 seat music venue, apartments, restaurants, retail, offices, and “maker-spaces” when complete.

The goal of the project is to serve residents of Athens who live, work and play in The Classic City year-round.

Athens-based Terrapin Beer Company will anchor the project, leasing 68,000 square feet of warehouse space. Terrapin has been situated across the street from the site for 11 years.

Now underway, Phase I will reactivate the 100,000-square-foot warehouse building on the 35-acre site.

Work will commence on Phase II in the fall of 2018 and will include Brownfields remediation, demolition, and reconstruction of the original Westclox manufacturing building (250,000 square feet).

Delivery of the completed General Time Athens is planned for spring 2020.

Michael Dinerman and Jennifer Davidson of Knotting Developments have partnered with The Ardent Companies as the master developers.

“This type of adaptive reuse model works so well in countless scenarios around metro Atlanta and the southeast,” Dinerman said in the release.

“We saw the old Westclox property as an opportunity to help pull together many needs of the Athens community in one strategically located

district.”