Please ensure Javascript is enabled for purposes of website accessibility

Latest and greatest

By late spring, surf will be up at Atlantic Park on the former site of The Dome, Virginia Beach’s distinctive geodesic dome convention center and concert hall that was torn down in 1994.

Atlantic Park, a $350 million mixed-use entertainment venue and surf lagoon project at the Oceanfront, is the highest profile project in the Hampton Roads area, and it’s scheduled to open in May 2025 — partly due to the backing of music and fashion superstar Pharrell Williams, who grew up near the site — but there are other big developments on the horizon.

Atlantic Park shares a theme with other notable projects, including improvements to the Half Moone Cruise Terminal and Norfolk International Airport. They’re designed to raise the region’s international profile and attract new visitors. Meanwhile, improvement plans for other sites — including Fort Monroe in Hampton and MacArthur Center mall and the former Military Circle Mall in Norfolk — continue to run into obstacles.

Atlantic Park, approved in 2019 by Virginia Beach City Council and funded with $153 million in public money, has faced its own challenges — including funding delays — and earlier this year, groundwater containing high levels of iron and arsenic from the project’s lagoon excavation flowed into nearby Lake Holly. Ultimately, the project’s Virginia Beach-based developer, Venture Realty Group, removed the chemicals in March, allowing work to progress.

By May 2025, planners expect it will be time for visitors to get into the water at the 11.5-acre plot between 18th and 20th streets and Pacific and Baltic avenues. The development will feature a 3,500-seat indoor entertainment venue with room for an additional 1,500 people outdoors, as well as retail, restaurants, parking garages, apartments and 10,000 square feet of office space. But the attraction unique to the area will be the 2.67-acre surf lagoon.

Chuck Rigney, who stepped down as Virginia Beach’s director of economic development in late July amid a city investigation into his travel expenses, said earlier in July that Atlantic Park’s first phase — including the lagoon — was scheduled to open in late spring 2025.

“This is as significant a project as it gets, and it’s going to be a catalyst for redevelopment all in that area,” Rigney said, noting that the infrastructure upgrades will create development opportunities in the area. “It’s going to have an effect on a lot more development down there of, hopefully, a signature-type caliber, so we can raise the profile of Virginia Beach into more of an internationally known city.”

By land, air or water

Along Norfolk’s downtown waterfront, another project appealing to tourists is under construction at the city-owned Half Moone Cruise and Celebration Center. To prepare for weekly cruises by the 12-deck Carnival Sunshine ship beginning in February 2025, the terminal is demolishing its small escalator and building a sloped circular ramp to make exiting and boarding more efficient for an estimated 3,000 passengers per cruise. Customs stations are also being improved by introducing mobile kiosks.

Another project scheduled for completion in fall 2025 will be enclosing a terrace to create an air-conditioned seating space for 600 passengers waiting to board.

Nauticus Executive Director Stephen Kirkland, who also manages the cruise terminal, forecasts 300,000 passengers will move through Norfolk annually starting
in 2025. Carnival’s marketing to fill the ship weekly will increase drawing passengers from a wider area. “It’s a game changer for us and for the community,” he says, noting that passengers will fly or drive in a day or so early to be sure to make their cruise.

“That’s a big opportunity for us as a community,” he adds. “These guests really will be coming from much further afield, all across the mid-Atlantic and beyond, and they will, many of them, be staying with us the day before and the day after.”

Cruise passengers flying into Norfolk will also discover new amenities as Norfolk International Airport responds to dramatically increased demand growing by about a half-million passengers annually — from 4.1 million passengers two years ago to a projected 5 million this year.

Norfolk International, notes airport Executive Director and CEO Mark Perryman, hasn’t had major improvements other than upgrading parking structures in more than two decades. “What we’re doing now is modernizing the existing airport,” he says. “We’re redeveloping it in a manner that will re-life the airport for the next 25, 30 years.”

Several reasons are behind the increased demand. During the pandemic, people outside the area discovered the Outer Banks, Virginia Beach and Norfolk beaches when they couldn’t go to other vacation destinations, Perryman notes, and those traditionally drive-to locations became fly-to locations. Additionally, he says, the rebound in business travel also has contributed to higher traffic.

Norfolk International Airport Executive Director and CEO Mark Perryman anticipates that the addition of three gates at Concourse A will be finished in November. Photo by Mark Rhodes

At the airport, an addition of three gates to Concourse A is expected to be finished by November, as well as a new customs and border patrol facility that is likely to attract more international flights. By mid-2025, a new moving walkway connecting parking decks is expected to be operational, and a 165-room Courtyard Marriott with restaurants and a fitness center next to the departures building is due in early 2026. Perryman says those projects combined will cost about $80 million.

Further down the line is a new $400 million departures terminal, likely to break ground in 2026, and a $200 million rental car facility scheduled for a 2025 groundbreaking.

The airport is on a solid financial foundation, Perryman says, with a preliminary estimate of $98 million in total revenue for fiscal 2024, up from $77.7 million in 2023.

No local money subsidizes the airport, although it does receive relatively small grants from the state and federal governments. Also, the Courtyard Marriott’s developers are bringing their own financing, and rental car companies are doing the same for their on-site facilities at the airport.

“We are a growing, thriving airport, and that is good for the Hampton Roads region,” Perryman says. Chesapeake, Virginia Beach, and Norfolk supply most of the airport’s passenger traffic, but Norfolk International’s reach extends halfway up the Interstate 64 corridor to Richmond, west to Suffolk and Isle of Wight, and south to North Carolina.

Meanwhile, on the logistics front, Amazon.com is rolling forward with two large facilities in Virginia Beach, costing approximately $350 million and creating an estimated 1,000 jobs by 2025. A delivery station is expected to be open and in operation later this year in time for holiday deliveries, and a multistory, 650,000-square-foot fulfillment center is set to be open by mid-2025.

Real estate taxes on the facility will pay off the city’s investment of $22.5 million for a new road accommodating the two warehouses within 20 years, according to Rigney.

“Amazon, in the competitive world of home delivery, is trying to get the time that you buy a product to the time it gets onto your doorstep really shrunken down to within a two-hour time frame, so they need to be in closer proximity to major urban areas,” Rigney said in early July.

He noted there is an adjacent site that could accommodate 450,000 square feet of development. “If that was to come in,” he added, “it would represent another significant capital investment, real estate taxes and jobs, as well.”

Not quite there yet

Not all area projects are moving forward smoothly. In March, Norfolk Mayor Kenneth Alexander announced a redevelopment idea for the long-ailing MacArthur Center that would include a 400-room hotel, more than 500,000 square feet of high-rise apartments and a 2.5-acre pedestrian promenade with more than 172,000 square feet of retail space. But that vision is still more wish than reality.

Sean Washington, Norfolk’s economic development director, says no developer has been identified for the project, nor is there a financing plan. The city is investigating whether it makes economic sense.

“This is going to be a very large public-private partnership,” Washington says. “And so, with all the other major projects we have going on at the municipality, we really want to get a better understanding of what would we be able to properly invest back in the site, which we know is obviously high priority.”

The city, Washington adds, wants a better understanding of how to maximize tax generation and examine what economic development and financial tools it can use. A developer would not have a proposal until sometime in 2025, he says, and the project would be completed in phases, with the first construction phase lasting two to three years.

The overarching goal is to create an attraction, much like MacArthur was when it opened in 1999. “We really want this to be this premier mixed-use destination, not just for our city but also for the region,” Washington says.

Another Norfolk project that experienced false starts also faces an uncertain future. The former Military Circle Mall was purchased by the Norfolk Economic Development Authority for $13.4 million in 2020. Following decades in decline, the 97-acre shopping center closed completely in 2023 after 53 years in operation.

In 2021, the city issued a request for proposals to redevelop the mall site and received three proposals that officials gave further consideration — including some big names like Pharrell Williams, Virginia Beach hotel developer Bruce Thompson and NFL Hall of Famer and developer Emmitt Smith. Among the plans were new arenas, hotels, office space, residential buildings and retail.

Going back to 2016, when the city adopted its long-term Vision 2100 master plan, Military Circle was a preferable location for redevelopment because it is among the highest elevation properties available in Norfolk — a significant advantage with so much land threatened by storm-surge flooding and sea-level rise.

Although the city began informal talks with Williams and Venture Realty Group about their “Wellness Loop” proposal in 2022, no formal announcement or contract materialized, and in late 2023, the plans to build an arena-anchored development at Military Circle were dead.

Nonetheless, the city has demolished some of the property’s buildings, although clearing the rest of the mall is in limbo, Washington says, because a Ross Dress
for Less store remains on-site and has lease options that run through 2036. Demolition cannot proceed without their consent, but the city is in discussions with Ross, he says.

“There have been some conversations that we potentially look for a new home for Ross that’s kind of relatively close [to Military Circle],” Washington says. “They absolutely love it there.”

Also, the city launched a market analysis and feasibility study this year to examine the possibility of a mixed-use family sports complex at Military Circle, along with housing, retail and lodging space. Sentara Health’s insurance office is already in the former JCPenney space. 

Fort Monroe, the former military installation in Hampton, has seen a pause in redevelopment because of cost inflation, officials say. Photo by stock.adobe.com

On the move

Two other major downtown Norfolk projects are moving into design phases. The much-discussed renovation of Chrysler Hall has $1.5 million allocated for design costs during the next year, according to City Manager Pat Roberts, while the city’s capital improvements plan lists as high priorities a proposed $82 million allocation in 2027-28 for project construction.

Nearby, $4.5 million is earmarked each year in 2025 and 2026 to pay for the design of a “significant” renovation of Scope Arena. The capital budget allocates $54 million beginning in 2027 for renovations, labeling that project a “medium” priority.

Another major regional project facing marketplace uncertainty is the redevelopment of Fort Monroe 13 years after the Army closed the 565-acre property and turned it over to a state authority. A master plan completed in 2013 called for preserving the site’s history and envisioned a phased development with residential, retail, restaurants, a hotel and enhanced public spaces.

Smithfield-based Pack Brothers Hospitality had plans to invest $45 million to build a marina, renovate two historic buildings into conference space and a restaurant and hotel over the water, but those plans were shelved in January due to rising costs, the developers said.

“One of the biggest challenges for developers coming to Fort Monroe is there are a lot of historic preservation requirements that developers have to meet,” says John Hutcheson, the Fort Monroe Authority’s deputy executive director in charge of real estate. “Sometimes that increases cost, [and] sometimes it adds time to the permitting process. Specifically, to the Pack Brothers marina development, they got caught up in a combination of the cost inflation post-pandemic and the increase in interest rates for construction financing. Those two things combined to make the project not viable in the current market.”

Hutcheson says the project could become viable at some point and that the authority might make another request for proposals. For now, the authority is pursuing utility upgrades necessary because the Army’s old water and electrical systems do not fit with current utilities.

Those include two sites where Richmond’s Echelon Resources has options to transform historic buildings into apartments. Echelon has begun the design and permitting phases for two other sites that do not require utility upgrades and will house 75 to 80 apartments, says Hutcheson.

Developing the property is complicated, he notes. Its history goes back to Indigenous people, making it a part of American history, not just military history. The Old Point Comfort site also has historic significance as the place where enslaved Africans first landed in America in 1619. The authority planned to take bids in September to construct the African Landing Memorial plaza. 

“I think that will be the thing that carries Fort Monroe to achieve its rightful place among the most historic sites in our country,” Hutcheson says. “That’s what we’re all working for. That’s what all keeps us focused. It’s a big real estate project, but it’s equally as big a historic project.”  

Military Circle plans shift in new direction

The fate of Norfolk’s closed Military Circle Mall has yet to be determined, but city officials are considering how the property could leverage sports tourism and offer retail and housing options.

The city bought the 54-year-old, long-declining mall building and the surrounding 73 acres in 2020 for $11 million. As Norfolk seeks to repurpose the building and property, the city has commissioned a $200,000 study from Washington-based consulting firm Gensler to determine if a mixed-use family sports complex with retail, lodging and residential components would be the best fit, says Sean Washington, Norfolk’s economic development director.

“We want to bring in outside money and these families, when they travel for their competitions, they spend money in restaurants and hotels,” Washington says.

The proposed development’s mixed-use portion, including housing, would provide an economic anchor, he says: “With the current housing shortage, we want to help people to get affordable home ownership. This study will determine if this is the direction we want to go in.”

The study is essentially a reboot for the city’s Military Circle plans, following a prolonged competitive bidding process that saw proposals submitted from three groups of developers, including a team led by music and fashion icon Pharrell Williams, who proposed a development to be known as Wellness Loop that would have included a 15,000-seat arena, 1,100 housing units, office space and a hotel. Despite negotiating with Williams’ team, the city never officially approved that proposal, and in February, the city Economic Development Authority issued a new request for proposals for redeveloping Military Circle Mall.

With Sentara Health occupying the mall’s former JCPenney store, the new development will have a health and wellness emphasis, Norfolk Mayor Kenneth Alexander says, and the sports complex will not just be for tourism, but also for the community. “Everyone keeps telling me to put in pickleball courts,” Washington says.

Another question is what type of housing is needed, Alexander says, adding that the city needs to determine if its schools can handle additional children or if the housing should be for seniors.

The study also will address whether the mall and surrounding outparcels can be repurposed instead of being demolished, as was originally planned.

“The question is how to use the box stores and readapt them,” Washington says. “Nothing is off the table.”   

Pharrell urges Norfolk to speed up Military Circle development

During a news conference before his three-day Mighty Dream forum kicked off Tuesday, music superstar Pharrell Williams said he is waiting for Norfolk to officially approve his development team’s Wellness Circle project at Military Circle Mall, noting, “I’ve been told many times that we won it. … You have to ask the city. The ball’s in their court.”

Reached Tuesday through a city spokesperson, Norfolk city manager Larry “Chip” Filer confirmed that they are currently working with the Wellness Circle team.

“I can confirm that the city is in discussions with Wellness Circle regarding the exciting redevelopment of the Military Circle mall site,” he said. “The parties are currently negotiating deal terms so we may bring a world-class arena, affordable housing and more to the site. We are making good progress and I want to thank the individuals on the Wellness team for their steadfast commitment to the project. I look forward to finishing these initial discussions and moving on to the completion of the traffic analysis, economic impact and other studies needed to bring the project to life.”

Pharrell added that the project, which would include an arena and flagship Yellowhab school, as well as residential and retail components, does not have a set timeline, although he said he’s excited to move forward.

“There’s a couple of gatekeepers that are not necessarily happy about that, so they make trouble and kick up dust and do the things that they do,” Williams said. Though he did not name any specific people, Williams and Virginia Beach hotel developer Bruce Thompson, CEO of Gold Key | PHR, had a public spat in October 2021 after Thompson denied Williams the use of the Cavalier’s iconic front lawn for an 800-person party where controversial comedian Dave Chappelle would have performed. Thompson is part of a competing group that also submitted a proposal for the redevelopment of Military Circle Mall.

Reached Tuesday, Thompson said that he heard that Williams’ team was in negotiations with the city, adding, that Williams’ “proposal is very ambitious, and if they could pull it off, it would be great for Norfolk. We stand ready, willing and able to step in with an expansive, unique and economically viable development for sustainability and diversity if he is unable to find a pathway to bring his vision to reality.”

During his Tuesday news conference, Williams also joked about the “generic” developments that have characterized the region and called on city officials to move forward with the Military Circle redevelopment. “Over and over again … knockoff restaurants and generic brands. We deserve more. We are on the middle of the Eastern Seaboard. We can’t keep leaving it to five [or] six people with not the best taste. Sorry, I mean, am I wrong? No. I’m saying it with love. Open it up, guys. Open it up. This [development] should have been moving a long time ago.”

Norfolk’s EDA purchased the 75-acre property for $11 million and the nearby DoubleTree Hotel property for $2.4 million.

The Wellness Circle proposal includes 1 million square feet of office space, a 200-room hotel, 1,100 new housing units and a 15,000-seat arena. The project’s other developers include Virginia Beach-based Venture Realty Group and California arena management company Oak View Group, both of which are also co-developing the Atlantic Park surf park with Williams at Virginia Beach’s Oceanfront.

Two other development teams, including groups connected with Thompson and Pro Football Hall of Famer Emmitt Smith of Dallas Cowboys fame, submitted competing proposals for the project. The city returned $100,000 deposits made by each of the three developers in June, citing the amount of time it has taken the city to choose a developer, according to The Virginian-Pilot.

Stay tuned for Virginia Business’ coverage of Mighty Dream, taking place through Nov. 3 in Norfolk.

Vantage point

Norfolk leaders have high hopes for redevelopment projects that will reposition older properties — from an aging mall to an underused marine terminal — to better match modern market demands.

“We are always asking, ‘What can we do that allows for some sort of creative transformation to actually happen?’” says Sean Washington, the city’s acting director of economic development.

Washington was appointed acting director of economic development in August after former director Jared Chalk left to become chief business development officer at the Hampton Roads Alliance.

Both Chalk and Washington have been closely involved in the city’s efforts to redevelop the Military Circle Mall retail complex.

Norfolk’s economic development authority purchased the mall and an adjacent hotel in April 2020 at a combined cost of $13.4 million. The EDA plans to demolish the mall in early 2023, as Norfolk City Council members continue to wrestle with what the property’s future holds.

Located near interstates 64 and 264, and near the $93 million Sentara Brock Cancer Center that opened in 2020, the mall is primed for redevelopment.

“With that being the high ground of the city, there is already an abundance of retail activity in that corridor, and great surrounding neighborhoods,” Washington says. “When you think about all those variables, it’s important for the city to be very strategic about what that area is going to look like in the coming decades.”

After soliciting proposals in late 2020 to redevelop the 74-acre complex, the city announced in August 2021 it was considering proposals from three development groups.

Progress then stalled, to the degree that the EDA returned deposits to developers in June, an acknowledgement of the longer-than-normal selection process. Then, in July, city leaders confirmed that Norfolk had entered “preliminary negotiations” with one of the three finalists — Wellness Circle LLC, the proposal from music superstar Pharrell Williams’ team — but they still maintain that no final selection has been made.

“Like any big site like this, it’s going to take time,” says Chalk, who was interviewed for this story before he left his position as economic development director. “What we are trying to do is not build something like a mall with a 20- or 30-year shelf life. We are trying to create a district that is going to grow and contract with the economies.”

In addition to Williams, the Wellness Circle partnership includes concert company Live Nation and Virginia Beach developers Armada Hoffler Properties and Venture Realty Group. Their proposal — valued at $1.1 billion in May 2021 — includes a 15,000-plus-seat arena, 1 million square feet of office space, a 200-room hotel, retail and restaurant space, green space and residential development, including market-rate and low-income multifamily housing, as well as townhomes.

Wellness Circle would also include a second location of Williams’ independent Yellowhab elementary school, serving children who qualify for free or reduced lunch. In fall 2021, a Yellowhab pilot school opened in the city’s Ghent neighborhood, and Williams has said he hopes to spread the concept beyond Virginia to New York and Arizona.

Representatives from the Wellness Circle partnership declined to comment for this story, citing ongoing negotiations with the city.

A second finalist, Crossroads Partnership, includes Virginia Beach-based S.B. Ballard Construction Co. and the real estate company owned by Pro Football Hall of Famer Emmitt Smith. Crossroads’ $900 million proposal includes a 15,000-seat arena, parks and trails, an indoor sports complex, a 128-room hotel, medical offices and residential and retail space. Ballard representatives also declined comment.

A third proposal, submitted by Norfolk MC Associates LLC, which includes Virginia Beach-based hospitality company Gold Key | PHR and The Franklin Johnston Group, a Virginia Beach development company, proposes an 8,000-seat outdoor amphitheater instead of an arena, in addition to a hotel, retail, housing, office and green space. Dubbed “The Well,” this proposal was valued at $663 million when submitted. Bryan Cuffee, a vice president with Gold Key | PHR, which is behind Virginia Beach’s Cavalier Resort and The Main hotel in Norfolk, says the plan would require the least amount of investment from the city.

All three proposals involve the use of tax-increment financing, which commits future tax revenues generated by a development to help finance it, but building an arena could require additional public participation for infrastructure and other costs.

“Although the city has continued to express interest in an arena, at the end of the day the decision will be determined by the economics and financing, which will be difficult for an arena proposal to achieve,” Cuffee says.

Mike Hopkins, managing director of Fairwinds Landing LLC, says construction is expected to start next year on a $100 million maritime operations and logistics center at Lambert’s Point Docks. Photo by Mark Rhodes

High energy

Adjacent to Norfolk Southern Corp.’s coal terminal on the Elizabeth River is Fairwinds Landing, a new project at the Lambert’s Point Docks. Plans call for a $100 million maritime operations and logistics center to support the regional offshore wind, defense and transportation industries. Fairwinds Landing LLC, an entity linked to Virginia Beach-based The Miller Group, has a 30-year lease on the property owned by Norfolk Southern and began its occupancy Aug. 1.

Mike Hopkins, managing director for Fairwinds Landing LLC, says construction on Phase 1 of the project is expected to begin in early 2023, and his group is in negotiations with a “marquee” tenant in the offshore wind industry, with an announcement expected soon.

Tax credits made available to the renewable energy industry through the newly passed federal Inflation Reduction Act, which promises $369 billion in federal energy and climate spending, could help move the development along faster, Hopkins says.

“In our discussions with equipment manufacturers in offshore wind looking to come into the U.S., they have been kind of waiting to see how these tax incentives were going to break,” he notes. “I think it will spur some activity now that there is more favorable tax treatment for projects and manufacturers.”

In addition to supporting wind energy projects along the mid-Atlantic, such as Dominion Energy Inc.’s $9.8 billion Coastal Virginia Offshore Wind farm, Hopkins says, “we have had inquiries from companies who will be supporting offshore wind projects in the Northeast.”

The 111-acre Fairwinds Landing development, he adds, will have strong linkages with the offshore wind-focused redevelopment of the Portsmouth Marine Terminal just across the river, where Siemens Gamesa Renewable Energy S.A. is building the first U.S. factory to manufacture turbine blades for the massive offshore wind farms.

“We believe that synergy will have a ripple effect throughout the region for economic development to support the offshore wind industry in general, particularly given the strengths the area has with shipbuilding and ship repair, which have a lot of overlap with offshore wind,” Hopkins says.

Gaming gets rolling

Another waterfront area primed for redevelopment is expected to invigorate the city’s tourism sector.

The $500 million HeadWaters Resort & Casino is being developed by the Pamunkey Indian Tribe Gaming Authority on 13.4 acres along the Elizabeth River adjacent to Harbor Park Stadium, home of the Norfolk Tides Minor League Baseball team.

“It’s a piece of city property that is completely underutilized that will be not only a major generator of revenue for the city, but also a catalyst for additional economic development in the whole area,” says Jay Smith, a spokesman for the casino.

In September, the Pamunkey Indian Tribe submitted a site plan to the city to build a temporary casino on part of the property. The tribe expects to purchase the land and execute a development agreement on the property soon, according to Smith. The Pamunkey initially attempted to gain approval for a temporary casino at the city’s Harbor Park baseball stadium, but a paperwork error led city officials to table a vote in July.

The temporary facility will have all of the gaming activities of the eventual casino — including slot machines and table games — but on a smaller scale, Smith says. Construction of the temporary casino is expected to take six months and it will open after the tribe receives its gaming license from the Virginia Lottery.

Meanwhile, construction of the permanent casino and hotel will take 18 to 24 months. A groundbreaking date has not been set, but Smith anticipates a 2024 opening. Both the temporary casino and the permanent facility are expected to generate more than $30 million per year in gaming and sales taxes for the city.

Smith and city officials say the resort will be an important boost for city tourism, projected to attract 6.2 million visitors per year.

And it won’t be the only gaming facility in the area. About seven miles from the HeadWaters Casino location, the $300 million Rivers Casino Portsmouth owned by Rush Street Gaming is under construction, with a projected early 2023 opening.

Smith and Chalk both say the HeadWaters project is a higher-end destination that they expect will draw overnight visitors from a wide geographic area.

Chalk points to the other attractions Norfolk has developed near its waterfront — including the cruise terminal, the Nauticus maritime museum and the Waterside District’s restaurants, hotels and entertainment venues — as “a collection of catalytic assets” that will help draw tourists from outside of Hampton Roads.

To the degree that happens, the casino will have a net-positive economic impact on the region on top of the estimated new tax revenues for the city, says Vinod Agarwal, deputy director of the Dragas Center for Economic Analysis and Policy at Old Dominion University. However, an analysis the center released in 2021 predicts that the Portsmouth and Norfolk casinos will draw the vast majority of their business from in-state customers.

Agarwal says Portsmouth and Norfolk can expect to lure some customers from northeast North Carolina, and as long as voters in the Richmond area don’t approve a casino in 2023, the two resorts will also draw visitors from Northern Virginia and other markets that might otherwise drive to Richmond.

But “the magnitudes of those flows are estimated to be very small,” Agarwal says, noting that one positive for taxpayers is that neither facility is publicly supported. “The cities of Norfolk and Portsmouth will gain, but cities close by will lose some economic impact because the expenditures on leisure activities in those cities will be lower.”

However, Washington says there’s great value in the boost the HeadWaters project will bring to Norfolk’s overall tourism profile.

“We have a great opportunity to tell a bigger story,” he says. “It sends a larger message outside of our region, and even outside of the state, that attractions like this can exist here.”

In addition to the redevelopment projects underway, Chalk also points to the city’s success in encouraging existing employers to expand. In April, Fairfax-based military contractor WR Systems announced it would expand its Norfolk campus, a move that is expected to create 200 jobs, according to the Virginia Economic Development Partnership. Also in April, medical device company Embody Inc. announced a $5 million planned expansion to its facilities at Innovation Research Park at ODU, expected to add 92 jobs.

And after a two-year pause due to the pandemic, the first cruise ship departed from Norfolk’s Half Moone Cruise and Celebration Center in May, kicking off what Chalk says has been the city’s busiest-ever cruise season.

This combination of tourism and industrial assets, along with Norfolk’s status as the largest compact urban center in the Hampton Roads region, gives the city a host of tools as it seeks to secure its economic future, Washington says.

“That’s what adds that additional character to our city. There’s always going to be a certain end product that you can’t find anywhere else in this region.”  


Norfolk at a glance

Located at the mouth of the Chesapeake Bay, Norfolk’s vast waterfront acreage has earned it the nickname of “the Mermaid City.” Home to Naval Station Norfolk — the world’s largest naval base — the city has capitalized on its strategic location as a hub of both defense and international shipping. Over the years, Norfolk has grown beyond its maritime roots, developing a vibrant food and entertainment scene.

Population
238,005

Top employers

U.S. Department of Defense
(10,000-plus employees)

Sentara Healthcare
(7,500 to 9,999 employees)

Norfolk Public Schools
(7,500 to 9,999 employees)

City of Norfolk
(2,500 to 4,999 employees)

Old Dominion University
(2,500 to 4,999 employees)

Major attractions

Downtown Norfolk offers numerous entertainment options, from the Nauticus maritime museum and Battleship Wisconsin to the Waterside District’s restaurants. The nationally recognized Chrysler Museum of Art straddles the border between downtown and the historic Ghent neighborhood.

Top convention hotels

Sheraton Norfolk Waterside Hotel
– 466 rooms, 46,000 square feet
of event space

Norfolk Waterside Marriott
405 rooms, 43,683 square feet
of event space

Hilton Norfolk The Main
300 rooms, 61,824 square feet
of event space

Professional sports

Norfolk Tides — Minor League
Baseball (Baltimore Orioles
affiliate)

Norfolk Admirals — East Coast
Hockey League

On the horizon

The $500 million HeadWaters Resort & Casino expects to begin constructing a temporary gaming facility in late 2022. Norfolk also plans a multidecade makeover of Military Circle Mall into an entertainment and employment district that could include a major new arena.

Creating community vibes

In Virginia Beach, most tourists flock to the Oceanfront. But just a couple blocks west, you’ll find an area that feels a little more artsy and a lot more local.

In the 15-block ViBe Creative District, situated between the Virginia Beach Convention Center and the Oceanfront, coffee shops and restaurants operate out of former industrial spaces, alongside fences and crosswalks decorated with colorful murals.

Local business owners started discussing the need for creating a unified district around 2011. Over the next few years, the effort grew. By 2015, Virginia Beach City Council passed an ordinance establishing the ViBe as the city’s official creative district. What was once an underdeveloped and rundown industrial area — a place that was “not for people,” as one longtime resident puts it — has blossomed into a cultural mecca with trendy shops and weekend farmers markets.

Kate Pittman, executive director of the nonprofit ViBe Creative District organization, which supports and promotes the district, says the district’s founders deliberately planned for it to become the “No. 3 destination” in Virginia Beach, behind the Oceanfront and the upscale Town Center, a mixed-use district with a blend of retail, restaurants, hotels and office towers.

“The ViBe district is something that has very much that local flavor and really is the kind of locals’ opportunity to win and live the life of their dreams in their own hometown,” she says. “So, for us, we think it’s a beautiful asset [for] tourism because while [tourists are] here in Virginia Beach exploring the Oceanfront, they can come inland just a few blocks and get to meet and see local business leaders and local artists engaging in beautifying Virginia Beach and making it just something new and different and really enriching.” 

The ViBe district’s creation was no coincidence. It’s a primary example of placemaking — a term developers use to describe the purposeful development of people-centric public spaces and districts. Placemaking is defined by vibrant, transit-oriented walkable neighborhoods and a mix of retail, offices, residential and even hotels.

From farm to metropolis

Placemaking is more than just physical buildings or a design philosophy, says Juanita Hardy, managing principal of Silver Spring, Maryland-based Tiger Management Consulting Group LLC and a former senior visiting fellow for creative placemaking at the Urban Land Institute. It’s about what goes on around a development, including parks, public art and events programming — everything that attracts people to spend time in an area.

While there are multiple ways of interpreting it, placemaking in Virginia dates back at least 60 years, when developers had a vision for the transformation of Tysons Corner. What had once been a rural crossroads marked by farms and a mom-and-pop gas station has grown into a thriving edge city lauded by planners and developers as one of the nation’s premier examples of placemaking. 

Now known as simply Tysons, it evolved from office parks and a sprawling shopping mall into a budding metropolis that is now home to corporate headquarters for Fortune 500 companies such as Freddie Mac, Capital One Financial Corp., Hilton Worldwide Holdings Inc. and Booz Allen Hamilton Inc.

Tysons “represented something new and profoundly different for Fairfax and all of the suburbs,” says Terry Clower, a professor of public policy at George Mason University and director of Mason’s Center for Regional Analysis.

Featured in the 1991 book “Edge City: Life on the New Frontier,” by Joel Garreau, Tysons forged the way for the success of other planned communities and developments.

“I don’t think Reston could have happened without the success of Tysons,” Clower says, referring to the similarly successful Fairfax County community that also began as a planned development in the 1960s and has now grown into a nearly 16-square-mile district featuring suburban neighborhoods, corporate office towers and the mixed-use Reston Town Center.

While placemaking is hardly a new trend, the idea of placemaking as an economic development panacea and redevelopment tool has gained popularity, with local governments even creating positions to support it.

“In conversation after conversation with business executives, we hear that a sense of place is paramount,” says Anthony Romanello, executive director of the Henrico County Economic Development Authority, which appointed a dedicated placemaking manager this year. “Creating workplaces that are attractive, fun, walkable and engaging is as essential to economic development as low taxes, good roads, quality schools and a pro-business climate.”

Virginia offers a variety of examples of placemaking in different stages of development, ranging from billion-dollar projects in the planning stages to mature communities like Tysons.

Changing identities

In Arlington County, a new neighborhood, National Landing, is rising around Amazon.com Inc.’s $2.5 billion-plus HQ2 East Coast headquarters. 

Bethesda, Maryland-based JBG Smith Properties, the real estate company developing HQ2 and the surrounding area, is aiming to create a “vibrant, transit-oriented, walkable” neighborhood there, “with ground-floor retail and a mix of uses,” says company Vice President Jack Kelly.

National Landing encompasses three older neighborhoods: Potomac Yard (straddling the Alexandria-Arlington line), Crystal City and Pentagon City (both in Arlington). In decades past, these were largely business districts that emptied out at the end of the day, encouraging car-centric commuting back and forth from the suburbs. But local economic developers and JBG Smith are hoping to unite them under the National Landing moniker as one downtown district — a place where people can live, work and play.

The late 2018 announcement that HQ2 was coming to Arlington presented the opportunity for a “big shift in our planning and development … to move toward good urbanism,” says Tracy Gabriel, president and executive director of the National Landing Business Improvement District (formerly known as the Crystal City Business Improvement District).

Amazon HQ2 will have about 4.9 million square feet of office space, divided across two phases: Metropolitan Park, the first phase, is set to open in 2023, with two 22-floor office towers, a 2-acre public park and 65,000 square feet of ground floor retail. The second phase, PenPlace, slated to open in 2025, includes plans for three additional 22-story towers. It’s also expected to feature HQ2’s centerpiece, the distinctive, 354-foot-high spiral-shaped Helix building.

But more than that is planned for National Landing. 

“Everything we do is rooted in that idea that we’ve got a big opportunity to really change the identity of a place that’s been around a long time,” Kelly says.

That means creating public spaces where people can gather, as well as adding design elements to create a sense of continuity in the neighborhood. “It’s really all about that civic space,” he says, “identifying those areas that are meaningful to the community … and then creating a landscape and streetscape that is attractive and unifying … across large areas.”

While National Landing is already well underway to fulfilling its vision of becoming a new community, other placemaking projects in Virginia are in earlier stages.

In Henrico County, developers are preparing to redevelop the former Best Products Co. corporate headquarters campus, which closed in 1997, into GreenCity, a $2.3 billion, 200-acre mixed-use “ecodistrict” that will include an up-to-17,000-seat multipurpose arena; two or three hotels; about 2,200 housing units; and 2.2 million square feet of office space.

Developers Susan Eastridge and Michael Hallmark brought the privately funded GreenCity project to Henrico after a similar, publicly funded project they pitched to Richmond, the $1.5 billion Navy Hill development, failed to receive support from Richmond City Council.

Henrico’s government has embraced GreenCity, which was announced in December 2020 and approved for rezoning by the Henrico County Board of Supervisors less than 10 months later. GreenCity’s full buildout will take 10 to 12 years, says Eastridge, CEO of Fairfax-based Concord Eastridge Inc. Construction is expected to begin by late 2023 or early 2024.

One of the core components of the project is the arena, which developers hope will attract major sporting and entertainment events. Hallmark, founder of Los Angeles-based Future Cities LLC, has a background in designing arenas. The co-founder of a handful of sports arena architecture firms, he helped lead the design of projects such as Los Angeles’ Crypto.com Arena. He hopes that GreenCity’s status as an ecodistrict — a development focused on environmental sustainability — will draw interest from large music acts that have pledged to make their tours ecologically friendly.

He and Eastridge also anticipate that GreenCity will be a magnet for businesses and residents who care about saving the planet. GreenCity’s sustainability features include devoting more than 20 acres of rooftops for a solar energy farm and harvesting and reusing rainwater.

JBG Smith Properties is developing National Landing as a “vibrant, transit-oriented, walkable” mixed-use neighborhood around Amazon.com’s HQ2 East Coast headquarters in Arlington, says company Vice President Jack Kelly. Photo by Will Schermerhorn
JBG Smith Properties is developing National Landing as a “vibrant, transit-oriented, walkable” mixed-use neighborhood around Amazon.com’s HQ2 East Coast headquarters in Arlington, says company Vice President Jack Kelly. Photo by Will Schermerhorn

Places in the pipeline

Around the commonwealth, placemaking can also be seen in the planning and creation of new buzzworthy downtown districts. Examples range from Norfolk’s Military Circle Mall redevelopment and Richmond’s Diamond District to Chesapeake’s Summit Pointe.

Norfolk is in early negotiations with developers, including music icon and Virginia Beach native Pharrell Williams, to redevelop the old Military Circle Mall property into Wellness Circle, a proposed $1.1 billion mixed-use community with 1 million square feet of office space, a 200-room hotel, 1,100 new housing units and a 15,000-seat arena. The project’s other developers include Virginia Beach-based Venture Realty Group and California arena management company Oak View Group. (Two other development teams, including groups connected with Virginia Beach hotelier Bruce Thompson and Pro Football Hall of Famer Emmitt Smith, submitted competing proposals for the project.)

In nearby Chesapeake, Fortune 500 discount retailer Dollar Tree Inc. is developing a downtown district around its 12-story corporate headquarters built in 2018. The $300 million Summit Pointe development is expected to have 1 million square feet of office space, 500,000 square feet of retail and 1,400 residences when all 70 acres are fully built out.

In 2018, Chesapeake Mayor Rick West described Summit Pointe as “the beginning of a new downtown Chesapeake.”

That’s how Chris Williams, a senior vice president with Dollar Tree and its Summit Pointe Realty subsidiary, sees it, too.

“There really isn’t a place [like this] in Chesapeake, so I think between the restaurant and the residential spaces we are building, it gives the community a place to come and enjoy,” says Williams, who now sees people in Summit Pointe gathering at Wasserhund Brewing Co. in the evenings or jogging around the streets. “It really becomes a community.” 

Another district primed for placemaking is the area around the Diamond, the aging stadium that’s home to Richmond’s Minor League Baseball team, the Flying Squirrels. The city wants to build a new baseball stadium as the centerpiece of a new, pedestrian-friendly residential, business and entertainment district. It’s planned for a 67-acre site that currently includes the stadium and underdeveloped properties alongside Interstates 64 and 95, not far from the popular Scott’s Addition neighborhood. Three teams have submitted competing redevelopment proposals. The city’s evaluation panel was expected to recommend a developer in late July to Richmond City Council, which would have to approve the development agreement.

Good ViBes

While National Landing, GreenCity and other places are in earlier stages of development, Virginia Beach’s ViBe Creative District, which has been around for about seven years, is blossoming. 

After the city redeveloped the convention center in 2005, there wasn’t anything nearby to attract convention-goers — just lots of vacant storefronts and industrial properties. “There was a real need to … breathe new life into this area,” says Pittman with the ViBe’s nonprofit booster organization.

In response to that problem, local business owners Laura Wood, whose family owns Croc’s 19th Street Bistro, and Andrew Fine, co-chairman of The Runnymede Corp., came up with the idea for the ViBe, rallying businesses and property owners to develop the community.

Together, Wood and Fine co-founded the ViBe. Working with the city and the Hampton Roads Community Foundation, they were able to launch the nonprofit group and hire Pittman in 2016. The nonprofit, which has raised more than $1 million since its founding, has evolved into an entity that is able to collaborate with the city’s economic development office to create a matching grant program for the district’s small businesses.

Today, the ViBe has a coworking space, restaurants and artsy shops, and hosts bustling flea markets and farmers markets during weekends.

The ViBe’s nonprofit developed a cohesive identity for the ViBe by engaging local artists to produce an array of colorful neighborhood identifiers such as fence murals and brightly painted street meters, signaling the district’s emphasis on creativity.

Michael Hallmark, founder of Future Cities LLC, is co-developing GreenCity, a $2.3 billion redevelopment of the former Best Products corporate headquarters in Henrico County into a mixed-use ecodistrict with hotels, housing, offices and a multipurpose arena. Photo by Matthew R.O. Brown
Michael Hallmark, founder of Future Cities LLC, is co-developing GreenCity, a $2.3 billion redevelopment of the former Best Products corporate headquarters in Henrico County into a mixed-use ecodistrict with hotels, housing, offices and a multipurpose arena. Photo by Matthew R.O. Brown

“Creative placemaking through art supports a triple bottom line for sustainable communities and creative energy enhanced by creative arts,” says Wood, and that translates into economic benefits, health and environmental benefits, and social cohesion.

“We believed these creative and public art spaces must be discovered, seen, felt, heard, tasted, smelled and touched,” Wood says. “It could be explored on fence walls, streets, sidewalks, parking lots, open spaces and gardens, alleyways and buildings. I saw a blank canvas for ViBe and the 19th Street corridor via the Old Beach Farmers Market to create a heartbeat in our neglected neighborhood that could be filled with authentic local food, farmers, spaces with paint, native gardens and an environmentally friendly, artful soul and emotion to entice, with creative opportunities to be discovered.”

Another integral figure in the ViBe’s development is L.G. Shaw, president of Wave Riding Vehicles, a Virginia Beach-based retailer and manufacturer of surfboards and sporting apparel and goods.

Growing a community is not a new concept to Shaw. “Being surfers first, we’ve always had to build our own sort of clubhouse and community here in Virginia Beach,” he says. “Surf shops have always been a placemaking headquarters on accident — that’s where [surfers] went back in the day.” 

WRV had unused warehouse spaces around the district, so Shaw decided to lease the spaces to “cool little artistic” businesses like North End Bag Co., where shoppers can buy handbags made by hand right on premises. Nearby, Igor’s Custom Signs & Stripes makes hand-painted signs, banners and murals, and Jars of Dust makes and sells handcrafted ceramics carried by national retailer Anthropologie.

More than 50 businesses have opened or expanded operations in the ViBe since 2015, and real estate values within the district rose by more than $45 million collectively between 2015 and 2021.

It shouldn’t come as a surprise, then, that other developers are hoping to capture some of the ViBe’s vibe.

“I think the ViBe district has organically and authentically evolved into a vision of what Virginia Beach could be,” says Donna MacMillan-Whitaker, managing partner of Venture Realty Group, which is co-developing the nearby
$350 million Atlantic Park with Pharrell Williams. “We want to expand on and help anchor that.”

Tysons is a nationally recognized example of placemaking, evolving from a rural crossroads in the early 1960s to a budding metropolis that is a headquarters for several major global companies, including Capital One Financial Corp. and Mars Inc. Photo by Will Schermerhorn
Tysons is a nationally recognized example of placemaking, evolving from a rural crossroads in the early 1960s to a budding metropolis that is a headquarters for several major global companies, including Capital One Financial Corp. and Mars Inc. Photo by Will Schermerhorn

In its first phase, set to break ground in October, the Atlantic Park project, which will be about three blocks from the ViBe, calls for a 2-acre, manmade wave lagoon, 120,000 square feet of retail, 310,000 square feet of residential living space, 15,000 square feet of office space and a 3,500-seat entertainment venue.

The ViBe was “a true grassroots effort by a passionate and dedicated community group,” MacMillan-Whitaker says. “Look around the country at other successful cities — which cities are expanding, retaining their talented youth, growing their population, their tourism, and even their wages? Art and culture and placemaking are what people want to be a part of.”