Origins and Planning
Sugarloaf Mills, originally known as Discover Mills, was conceived in the late 1990s during a time of booming suburban expansion around Metro Atlanta. The location in Lawrenceville, Georgia, was chosen with precision.
Situated near the intersection of I-85 and Highway 316, the mall was poised to serve Gwinnett County’s growing population and attract shoppers from across the greater Atlanta region. This strategic placement made Sugarloaf Mills accessible and, in turn, a major commercial hub in the area.
The Mills Corporation, a developer known for large-scale outlet centers, wanted to do something different with this project. Rather than simply focusing on outlet shopping, they envisioned a mixed-use space blending retail with entertainment.
What set Discover Mills apart early on was an innovative partnership with Discover Card. In a unique move for its time, the company sold the naming rights to Discover, marking one of the first instances where a mall’s name was directly tied to a corporate sponsor.
The tagline “Where Discover Card Is The Smart Choice” became a staple in its early marketing, connecting visitors not only to retail but also to financial incentives for using the credit card.
In November 2001, the mall officially opened its doors to the public. Boasting over 150 stores and 13 anchor tenants, including major brands like Neiman Marcus Last Call, Off Broadway Shoes, and Saks Fifth Avenue OFF 5TH, the mall aimed to blend outlet shopping with traditional retail.
In its early days, Discover Mills was a shopper’s paradise, drawing both residents and visitors from surrounding areas with the promise of deals and entertainment. For anyone researching things to do in Atlanta, GA, visiting Discover Mills soon became a top option.
This combination of outlet shopping, entertainment, and dining helped establish the mall as a key player in Gwinnett County’s commercial landscape from day one.
Transition to an Entertainment Destination
As the early 2000s progressed, Sugarloaf Mills began shifting its focus from purely outlet shopping to a broader entertainment destination. The mall’s management quickly recognized that offering more than just retail would help attract a wider audience, especially families.
This transition started with the addition of AMC Sugarloaf Mills 18, a state-of-the-art movie theater that opened its doors on December 17, 2003.
The theater became a popular draw for residents, offering everything from blockbuster movies to independent films. With such a big anchor, it helped position the mall as a place where shopping wasn’t the only reason to visit.
Then, in July 2006, Medieval Times opened at the mall, taking Sugarloaf Mills to a new level of family entertainment. The dinner-and-show attraction brought a completely different experience to the mall — medieval-themed jousting tournaments combined with dining.
This venue offered something unique in Lawrenceville, GA, and quickly became a staple for group events, birthday parties, and tourists. It became a key part of the mall’s evolution from just a shopping center to a place for immersive experiences.
Alongside these major attractions, other venues started appearing, like Dave & Buster’s, which added a mix of arcade gaming and dining.
By the mid-2000s, Sugarloaf Mills was no longer solely relying on retail traffic; its new entertainment offerings created a more well-rounded destination that could draw in visitors for an evening of fun as easily as a day of shopping.
In 2012, after the naming rights agreement with Discover Card expired, the mall returned to its original planned name: Sugarloaf Mills.
Simon Property Group had taken over ownership following the acquisition of the Mills Corporation, and the rebranding reflected their plans to keep the mall competitive in an evolving retail landscape.
October 2022 Shooting in Sugarloaf Mills
On the night of October 5, 2022, a tragic shooting occurred in the parking lot of Sugarloaf Mills outside Dave & Buster’s. A high school football player lost his life after an argument escalated into violence.
The suspects, two teenage males, were arrested shortly after the incident and charged with murder. This tragic event shocked the local Lawrenceville community and gained widespread media coverage due to the senseless nature of the crime.
In response, the management team at Sugarloaf Mills, along with mall security partners, reassessed and enhanced their safety protocols to ensure the well-being of visitors.
These measures included additional surveillance and a stronger security presence, especially around high-traffic areas like Dave & Buster’s, where the shooting took place.
Unfortunately, this wasn’t an isolated incident at Sugarloaf Mills. In August 2023, gunfire erupted inside the mall following a heated argument near a shoe kiosk, though no injuries were reported.
Modern-Day Challenges and Adaptation
As of 2024, Sugarloaf Mills continues to operate as a major retail and entertainment center, though the landscape around it has changed significantly. The mall still houses more than 180 stores, and the focus on dining and entertainment remains central to its survival.
The mall is home to various anchor stores that cater to diverse shopping needs. Retailers like Bass Pro Shops Outdoor World, Saks OFF 5TH, Burlington, and ROSS Dress for Less continue to draw steady foot traffic.
Other anchors, such as Books-A-Million, Forever 21, and American Freight, contribute to the mall’s wide retail selection, ensuring there’s something for everyone. Off Broadway Shoe Warehouse and Your Home Furniture also stand out as major destinations for shoppers.
On the entertainment side, Sugarloaf Mills has strategically expanded its offerings to keep visitors engaged. The 18-screen AMC Sugarloaf Mills 18 remains a popular draw, providing a premium movie-watching experience with options like IMAX and Dolby Cinema.
Medieval Times Dinner & Tournament adds a unique, immersive element, with live jousting and medieval-themed performances paired with dining.
Additionally, venues like Dave & Buster’s and Altitude Trampoline Park attract families and groups seeking interactive entertainment.
GE Airsoft offers an adrenaline-packed experience for action lovers, while Color Sling and Cosmic Golf & Play provide fun, creative outlets for younger visitors. The Mystery Room further expands the entertainment lineup, offering an escape room adventure for puzzle enthusiasts.
These varied offerings ensure that Sugarloaf Mills continues to serve as a dynamic entertainment destination, balancing retail with activities that keep visitors returning for more.
