Atlanta driving is not friendly, but if you have any experience in a city you're fine. ...but if you're only driving to a hotel you have no issues.
The location is not in an unsafe location. Lots of major business offices very close buy, my daughter goes to daycare only a few blocks away. There's a Thai place with a meal cost of around $50 about two blocks away, if you want to use that to judge the expected people roaming the area. It is a city though, protect your valuables.
Taxi's in Atlanta are by call only, it is illegal for them to do pick up people by flag down. Plenty of the progpower goers will be using taxi. The subway is creepy at that time, near the end of it's daily runs, but you will be very close to a station for during the day. ...one more on taxi's, I believe there are usually a bunch outside the venue during events, I believe waiting for use. The companies will probably looking for your business at the end from the venue calling them, you may not need to actually call.
Aware of? Depends what you're interested in, I'm in the area almost every day. You're walkable to numerous affordable places to eat, although they'll be packed due to the festival if you go over breaks. The sellers room is great, you might bring something to carry purchases one day.
Anybody going? I was going to, but my life is too occupied and so I backed out right before getting tickets.