The Gaines Street area in general certainly has more than just Madison Social, but there is indeed more to come in that area.
With regards to "Alumni Town" vs. College Town, I know that it was much to the dismay of some of the businesses going into that area that it was even called College Town. I get wanting to have some places that fit better with a college student budget, but those places also don't exactly scream family friendly or a appeal greatly to those older than maybe 24. If you're a place like Madison Social you want to keep making money when it isn't football season and through the summer, so the wider-ranging customer base you can have, the better. That's one reason why they are always involved with community events, from youth sports to guest bartenders. Having the name College Town in and of itself can be a hurdle to say, "This isn't just another version of The Strip."
That was a long-winded way of saying there's more to come but I'm not holding my breath for dollar beers. Cheers!