Monticello Avenue’s retail corridor continues to grow, as 10 new businesses have opened or are expected to open between the end of June and mid-August.
Settler’s Market has joined the strip of road between News Road and Ironbound Road in James City County as the newest shopping center development in the area, and though it is not completely built out, it is almost fully leased.
Smallcakes and World Market opened in Settler’s Market on June 28 and June 29, respectively. Pizzeria Marzano, Which Wich and Zoe’s Kitchen are planning to open Aug. 1, and Party City is slated to open Aug. 15. Nearly 7,100 square feet of space remains in the shopping center, which celebrated its grand opening in May 2013.
In New Town, Great American Cookies is working toward a July 26 opening on Main Street next to Bath and Body Works.
Farther down Monticello in WindsorMeade Marketplace, Wendy’s is slated to develop a new drive-thru restaurant at the corner of WindsorMeade Way and Monticello Avenue. Wendy’s received a permit from the county’s Board of Supervisors on Tuesday, which clears the way for it to build.
In Monticello Marketplace — the shopping center with Target and Martin’s — Papa Murphy’s Pizza is planning to open July 21 near The Wine Seller. Across the street from that shopping center, Little Caesars is planning its opening the week of July 21 near Duck Donuts in the Martketplace Shoppes.
Many of the new businesses — except for Little Caesars and Wendy’s — are new to the area.
Little Caesars is making a comeback in Williamsburg after former locations closed about 10 years ago. Wendy’s currently has three locations in the area: one in Lightfoot near the Williamsburg Pottery, one on Richmond Road near the City of Williamsburg and on Pocahontas Trail near Busch Gardens.
James City County’s Office of Economic Development Director Russell Seymour said the recent growth has been focused on providing opportunities for locals. Injecting new retail in the James City County market means the area is not losing shoppers to areas around Newport News and Richmond, where many of these businesses also have branches.
“If we can keep people here that benefits all businesses,” Seymour said. “Everywhere you have collections of people, shortening the distance the people have to travel for a good or service is a good thing.”
Some businesses that have already opened in Settler’s Market — Hi-Ho Silver, Uniform Plus and New Concept Gifts — moved into their new homes from other parts of James City County. Wild Birds Unlimited and Pier 1 are also planning to relocate to Settler’s Market in the next year.
Seymour said expansions to larger spaces within the county are a plus, and most of these businesses have opted for expansions due to customer growth. Hi-Ho Silver needed a smaller space to fit its new “vibe,” and New Concept Gifts relocated from the now-closed Williamsburg Outlet Mall.
Two of the stores that recently opened in Settler’s Market — Petco and Stein Mart — relocated from neighboring York County and the City of Williamsburg. Seymour said it is not beneficial for stores to be moving around within a locality or from one municipality to another.
Williamsburg, York and James City have partnered in many effective regional efforts. The group of economic development officials have an unwritten agreement not to go after businesses in other localities to try to force relocations.
“When you’re in an area that is so intertwined with each other, you need to have a good working relationship with your counterparts,” Seymour said. Compared to other areas, the relationship between the three Historic Triangle localities is “pretty strong.”
Seymour said he believes the growth along Monticello Avenue is because of the road’s ability to support it. The shopping centers have developed along a four-lane road with several intersections with stoplights controlling traffic. Shoppers can come in from several different roads, including Route 199, which feeds into Interstate 64.
While the growth has been substantial, Seymour said the goal is not to over-develop the area, but to maximize a section of the county planned for commercial development.
The area is a “business hub” and an “attraction point” for people looking for a place to shop and work. The businesses opening along Monticello Avenue are seeing the magnetism as well.
Little Caesars chose the street as its home due to its “centrality.”
“… After just a few visits to the other larger retailers nearby, we could see that shoppers flocked to this area because of the variety of retail nearby,” said Bradley Michael, marketing manager of Little Caesars franchise owner Cutting Edge Pizza, in an email.
Great American Cookies franchise owner Brandi Walker zeroed in on New Town for the area’s walkability. She hopes the store’s proximity to the movie theater and other businesses will increase foot traffic into her shop.
Seymour recognized the proximity of all the new businesses as an asset. People tend to flock to multiple stores when they are close together. The retail and restaurant growth has created a double-edged sword for the county’s economic development employees: There are not many vacant spaces left, so new businesses are harder pressed to find move-in ready storefronts.
Now Seymour and his staff plan on working toward promoting redevelopment in areas where dying shopping centers and storefronts can be rehabilitated or demolished and rebuilt to promote future business growth.
“We want to make sure we are continuously bringing in jobs, bringing in services that are good for our community …” Seymour said. “It keeps the business tax base where it needs to be, and allows us to protect that quality of life so many people enjoy.”
Related Coverage:
- Smallcakes, Wild Birds Unlimited Planned for Settler’s Market
- Which Wich Plans Summer Opening in Settler’s Market
- Petco Celebrates Grand Opening in Settler’s Market
- Uniform Plus, Pier 1 Imports and Party City Coming to Settler’s Market
- Petco to Leave York County, Move to Settler’s Market in March
- Settler’s Market to Gain More Retailers, Restaurant
- World Market Plans Store for Settler’s Market
- Walmart Neighborhood Market to Open in JCC in September
- Settler’s Market Celebrates Grand Opening; Announces Future Tenants
- Five Below to Open at Settler’s Market on Friday
- Settler’s Market Grand Opening in May; More Stores Give Opening Dates
- Shoe Carnival Open, Michaels Schedules Grand Opening at Settler’s Market
- HomeGoods at Settler’s Market to Open Late March
- Stein Mart to Close City Location This Week for Move to Settler’s Market
