Wyomissing Square Mixed-Use Center

North Park Road & Hill Avenue – Wyomissing, Berks County, PA 19610 

Wyomissing Square is an award-winning $80 million mixed-use brownfield redevelopment project in the heart of Wyomissing Borough–an affluent suburb of Reading, PA.  This adaptive reuse project has transformed a formerly underutilized 13-acre brownfield infill site into a thriving mixed-use community with apartments, retail, office space, and a hotel:

Wyomissing Square Photo Collage

Assorted Photos of the various components of Wyomissing Square Mixed-Use Center

Wyomissing Square Mixed-Use Center Aerial

Aerial photo of the Wyomissing Square Mixed-Use Center

Wyomissing Square Mixed-Use Center was designed to be a 24-hour Live-Work-Stay-Play community. Its high density, compact urban style building form has allowed us to accommodate a variety of uses on this small infill site. This once vacant brownfield has now become pulse node of activity that has enhanced an already vibrant community with a mixed-use center that offers the kind of walkable urban lifestyle that has become increasingly popular among today’s renters & workers both you young and old.  Wyomissing Square boasts a WalkScore of 80 indicating that the neighborhood is “very walkable and most errands can be carried out on foot” – a rarity in the suburbs. (click here to view interactive walkscore flyer)

PROJECT STAKEHOLDERS

John Connors of Brickstone Realty – a commercial real estate company based in Center City Philadelphia—created the template for this master planned community and recruited the “best in class” development partners to execute each component of the plan.

  • JMH Management—is the original entity that brought an unmatched location to the table and provided the project with instant credibility with the existing three-time Best of Berks restaurant veteran Viva Euro Fusion Bistro anchoring The Promenade
  • The Bozzuto Group—developed and manages  the residential component bringing first-rate luxury living development, construction and management to the project which will be integral in attracting a fresh, thriving, professional, mixed use environment.
  • Rock Creek Hospitality—is the owner/developer of the Courtyard by Marriott Reading-Wyomissing, the first Marriott Hotel in Berks County, PA
  • Promenade Square, LLC—an affiliate of Brickstone Realty is the owning/managing entity of The Promenade and has is currently crafting the ideal retail mix for this 33,000 SF specialty retail component alone along Hill Ave

SMART GROWTH DEVELOPMENT

The project has been recognized as a textbook model of “smart growth” development by the Delaware Valley Smart Growth Alliance and has received $2.5 million in grants from the State of Pennsylvania for its contribution to the economic development and urban revitalization of the community. (Click for DVSGA award page) The development replaced an abandoned industrial building and has been a significant component in the transformation of the neighborhood from its industrial roots into a banking, services, and medical base economy.

DelawareValleySmartGrowthAward - WyomissingSquare

Wyomissing Square is on the cutting edge of the next wave of real estate investment and development that will largely be directed towards creating or recreating “walkable urban places” (Read article by LOCUS President Christopher Leinberger)  The recession has shown us that the post WWII development model of low-density auto-centric suburban sprawl is unsustainable. Cities and towns have recognized this face and many are actively working to direct growth back towards the center by offering incentives to encourage the development of urban infill projects that can make use of existing infrastructure and add to the vitality of traditional town centers.

LOCATION

Wyomissing Square is located at the intersection of Penn Ave & Park Rd in the Borough of Wyomissing, PA – an affluent residential enclave in Berks County with average household income of $115,000.

Click the picture above for more information the Wyomissing Square MXD

Click the picture above for more information the Wyomissing Square MXD

VF Outlet Village

It is located right heart of the Wyomissing Borough’s historic core on an urban infill site that was once a part of the Berkshire Knitting Mills. Just across the street is the 450,000 SF, 70-store VF Outlet Village one of Greater Reading’s major tourist destinations.

VF Outlet Village Aerial

450,000 SF VF Outlet Village in Wyomissing, PA

Penn Corridor

It serves as the Western anchor of the Penn Corridor—the 2-mile stretch of Penn Avenue that has become Greater Readings Hub for arts, dining, shopping, & culture.  It is a short walk away from the one-of-a-kind boutiques, bistros, and galleries that line Penn Avenue in Downtown West Reading.

Penn Corridor District Map

Map showing the chain five distinct districts that make up the Penn Corridor

Reading Hospital

Reading Hospital & Medical Center is located on a 22-building, 36-acre site less than half a mile down Park Rd on the other side of Penn Ave. With more than 6,900 employees including some 600+ staff physicians, it is Berks County’s largest employer. 

Reading Hospital & Medical Center Aerial

Reading Hospital – Berks County’s largest employer – just 0.5 miles down the road

PROJECT OVERVIEW

The Wyomissing Square Mixed-Use Center has been a tremendously successful endeavor thus far.  The 100 Park apartments are over 95% leased and have its residents have an average annual income of some $92,000. The Courtyard Hotel has a 70% nightly occupancy rate and has become a favorite of the local business community, who often use it to conduct meetings and events.  Viva bistro & Tapas Lounge continues its streak of Best of Berks honors and consistently draws more than 3,500 patrons through its doors every week. The Berkshire Professional Center office building is nearly fully occupied with administrative offices for the Reading Hospital & Medical Center.

The final component of the project is the 33,000 SF specialty retail center that will be known as The Promenade.  We are hard at work crafting an ideal tenant mix that will compliment the projects other components as well as the surrounding neighborhood.  We are currently in the pre-leasing phase and expect construction to begin early this summer with a grand opening by Fall 2013.

Click the flyer for more information about leasing retail space at the The Promenade

Click the flyer for more information about leasing retail space at the The Promenade

Local Community Input on Promenade Tenant Lineup

A few months back we posted  a question on The Promenade at Wyomissing Square Facebook Page asking our  fans, followers, and the local community what kind of tenants they would most like to see open at The Promenade.  We have used your feedback to help guide and inform our targeted retail tenant mix.  Below are the results for all responses that received at least 13 votes:

What store or restaurant would you want to see open a new location at The Promenade?

  • Wegmans – 585
  • Whole Foods Market – 276
  • Trader Joes – 186
  • Book Store – 80
  • Cheesecake Factory – 75
  • Non-Chain Restaurant – 56
  • Crate and Barrel – 41
  • Apple Store – 40
  • Joes Crab Shack – 29
  • Williams and Sonoma – 26
  • H&M – 25
  • Olive Garden – 25
  • IKEA – 22
  • Pottery Barn – 21
  • Romano’s Macaroni Grill 18
  • Bonefish Grill 15
  • Upscale Boutique – 15
  • Homegoods – 13
  • Sephora – 13

(You can still vote for your favorite tenants HERE)

1,000+ Votes for Grocery Store Category

There were a total of 1,734 votes cast answering this poll question. The Grocery Store category received by far the most support with Wegmans, Whole Foods, and Trader Joes collectively garnering over 1,000 votes.  While this poll is obviously not scientific by any means, it nonetheless indicates the greater Wyomissing community’s overwhelming demand for a new upscale specialty grocery option.

Promenade ideal for a smaller format, upscale specialty grocer

The Promenade at Wyomissing Square is more of neighborhood/specialty retail center with a gross leaseable area of some 33,000 SF (50,000 SF including Viva) and is not nearly large enough to accommodate the space/parking needs of a large supermarket like Wegmans or Wholefoods.

Specialty Grocery Store fresh produce stand and gourmet food store

Fresh produce at DiBruno Brothers

However, it is the perfect venue for a smaller upscale specialty grocery tenant featuring quality fresh produce and a variety of prepared foods like a DiBruno Brothers for example.  We are actively pursuing potential tenants to meet this unmet demand and hope to make such a market a central piece of The Promenade’s tenant mix.

High-Quality Food & Beverage to Anchor Promenade

Other retail categories of not that received significant votes are restaurant tenants (218+) and home/furniture tenants (123+ votes).  Food & Beverage will play a key role in anchoring The Promenade as a fine dining restaurant, a bakery, and a coffee shop have already signed letters of intent to lease space with other restaurant/food uses to come. Size may be an issue for many big box furniture/home retailers, we will continue to target smaller format, boutique style tenants featuring home décor/furnishing products.

A big thanks to all of you who made you heard by answering our poll question.  Your feedback has been invaluable.  Stay tuned for more announcements about the future tenant lineup at The Promenade at Wyomissing Square.

Wyomissing Square Flickr Photoset

Wyomissing Square Mixed-Use Center Aerial PhotoWyomissing Square Aerial Photo (Teleflex)Wyomissing Square Mixed-Use Center Aerial Photo (VF Outlet Center)Aerial Closeup of the Future Retail Component at the Wyomissing Square Mixed-Use Center100 Park at Wyomissing SquareView of 100 Park Apartments & Viva
Courtyard by Marriott Reading-WyomissingCourtyard by Marriott Reading-WyomissingCourtyard by Marriot Reading-WyomissingThe Promenade at Wyomissing Square - Specialty Retail Center - Wyomissing, PAThe Promenade at Wyomissing Square Restaurant EndcapStreet Level Rendering of The Promenade at Wyomissing Square
Rendering of Restaurant EntranceWyomissing Square Mixed-Use Center - Park Rd & Hill Ave - Wyomissing, PAViva Bistro & Tapas LoungeViva Bistro & Tapas Lounge - The Promenade at Wyomissing SquareView of VIva looking NE towards VF Outlet VillageView of Future Central Entrance to The Promenade at Wyomissing Square Mixed-Use Center
Berkshire Professional Center at the Wyomissing Square Mixed-Use CenterBerkshire Professional CenterFuture Site of The Promenade at Wyomissing Square - 33,000 SF Specialty Retail CenterWyomissing Square - Park Rd & Hill Ave - Wyomissing, PAView of Wyomissing Square Mixed-Use Center from SW Corner of Penn Ave & Park RdVF Outlet Village - View from Penn Ave

Wyomissing Square, a set on Flickr.

Via Flickr:
Wyomissing Square is an award-winning $80 million mixed-use brownfield redevelopment project located in Wyomissing, PA.

It is Berks County’s first Live.Work.Stay.Play mixed-use communities and has brought an urban flavor to the western end of the Penn Corridor.

The Wyomissing Square Mixed-Use Center is located on a 13 acre infill site in the heart of Wyomissing Borough. It consists of 248 luxury rental apartments, a 135-room Courtyard by Marriott, a 60,000 SF office building, and a 13,000 SF Euro-Mediterranean restaurant.

The final component of the project is a 33,000 SF specialty retail center known as The Promenade at Wyomissing Square. Brickstone Realty of Philadelphia, PA – the master developer of Wyomissing Square – will retain ownership of the retail component. www.brickstoneco.com

Wyomissing Square Mixed-Use Center – Project Overview PPT

100 North Park Road – Wyomissing, PA 19610

Check out this SlideShare Presentation for a brief overview of all the buildings, businesses, and tenants at the Wyomissing Square Mixed-Use Center – Berks County’s first and only LIVE-WORK-STAY-PLAY mixed-use community – located in the heart of Wyomissing Borough, Greater Reading’s most affluent suburban enclave

For more information about leasing space at The Promenade at Wyomissing Square contact:

John Connors Jr

Development Associate

Brickstone Realty

BNY Mellon Independence Center

701 Market St

Philadelphia, PA 19106

(215) 972-1550

jjconners@brickstoneco.com

View John Connors's profile on LinkedIn

Promenade Leasing Info Website on LoopNet

 

Get your shops into a walkable town center | Better! Cities & Towns Online

If your town’s vision is already looking for walkability, mixed-use, transit-oriented development, main streets, sustainability… it is your duty to implement that vision by directing your retail to a walkable, mixed-use place, and supporting it by not diluting the market by also putting those shops down the street in the mega-center too.

via Get your shops into a walkable town center | Better! Cities & Towns Online.

Mixed-Use Town Center Land-Use Map

Mixed-Use Town Center Land-Use Map

In this blog post Geoff Dyer of Better Towns and Cities makes the case for directing smaller shops & restaurants to Town Center locations rather than big-box regional retail centers.

The retail component of a mixed-use town center is the most visible component, often defining the character and pedigree of a place.  Dyer asserts that there is a better balance of stakeholder benefits when retail is located in a mixed-use town center:

  • Municipalities – reinforce existing infrastructure
  • Developers – create an enduring asset/rent premiums
  • Neighbors – convenient amenities and vibrant public space

While Big-box and larger format retailers have their benefits and are convenient in their own way, when smaller shops and restaurants are needlessly sucked out of the historic town centers and into sprawling auto-oriented regional centers, everybody loses.

100 Park at Wyomissing Square

100 North Park Road, Wyomissing, PA 19610

100 Park at Wyomissing Square is a 248-unit luxury apartment building owned and operated Bozzuto Management Comapany.  The new housing option offers one-, two-, and three-bedoom apartment homes and stacked town homes in a hotel-style building.  With chef caliber kitchens, over-sized tubs, and expansive windows 100 Park provides luxury in an urban chic environment.

100 Park at Wyomissing Square - 248 Luxury Rental Apartments

100 Park at Wyomissing Square – 248 Luxury Rental Apartments

Community amenities include a clubhouse, state-of-the-art fitness center, an e-lounge, a pub style billiards room, and a swimming pool with sun deck.  Free WiFi is available on the pool deck and other common areas.  In addition (more…)

Viva Bistro & Tapas Lounge

801 Hill Avenue Wyomissing, PA 19610

 Viva Bistro & Tapas Lounge is an upscale, casual Euro-Mediterranean restaurant featuring contemporary French and Italian cuisines with over 25 Appetizers and Tapas served graciously in a beautiful, warm and friendly “Old World” Bistro and trendy, cosmopolitan Lounge setting.

Viva Bistro & Tapas Lounge at Wyomissing Square

Viva Bistro & Tapas Lounge at Wyomissing Square

(Photos from Viva’s Facebook/Yelp Pages)

Berkshire Professional Center

200 North Park Road – Wyomissing, PA 19610

The Berkshire Professional Center is a 60,000 SF office building owned and operated by JMH Managemet Co.  The building’s largest tenant is the Reading Hospital which leases 3 full floors to house the administrative offices of its various departments within the hospital.

Berkshire Professional Center - 60,000 SF Office Building

Berkshire Professional Center is a 60,000 SF office building at the Wyomissing Square Mixed-Use Center.

The following departments are located at the Reading Hospital at Wyomissing campus:

  • Human Resources/Employment
  • Outpatient Nutrition Counselors
  • Fiscal Affairs
  • General Accounting
  • Accounts Payable
  • Contract Payment Manager

Other occupants at The Berkshire Professional Center include JMH Inc. Management & Real Estate, Viva Good Life/Toscani Grill Executive Offices, and DMS Financial, Inc.

Courtyard by Marriott (Reading Wyomissing)

150 North Park Road, Wyomissing, PA 19610

The 135-room Courtyard by Marriott at the Wyomissing Square mixed-use center is the first Marriott Hotel in Berks County and raised the bar for the local hotel contingent.

Courtyard by Marriott (Reading-Wyomissing) Night Shot

Courtyard by Marriott Reading-Wyomissing Night Time Exterior View

The Courtyard has become the favored choice in the area of both business and leisure travelers alike allowing it to achieve an above average nightly occupancy rate. Guest rooms offer free WiFi, a working desk, and flat screen 32″ TV.

The Courtyard has three conference rooms totaling 2100 SF that are ideal for both corporate business meetings and social gatherings up to 145 people. Every meeting room comes equipped with free wired and wireless high-speed Internet access and a 42-inch flat-screen TV. (more…)

The Promenade at Wyomissing Square

North Park Road & Hill Avenue – Wyomissing, PA 19610

The Promenade at Wyomissing Square is a 50,000 SF specialty retail center that is currently under development in the Borough of Wyomissing in Berks County, PA. It is owned by Promenade Square LLC, a Brickstone Realty affiliated entity led by John Connors (the master developer for Wyomissing Square) who will also take charge of developing and managing the property as well. It is the final component of is an $80 million mixed use Brownfield redevelopment project known as Wyomissing Square Mixed-Use Center that includes 248-unit luxury apartments, a 135-room Courtyard Hotel by Marriott, a 60,000 SF office building, and a 13,000 SF restaurant anchor.

Promenade Aerial Closeup View

Aerial photo of the future site of The Promenade – 33,000 SF specialty retail center – at the Wyomissing Square Mixed-Use Center

The apartments know as 100 Park and the Courtyard Hotel by Marriott have clearly distinguished themselves as market leaders in every respect. The Promenade will be no exception. All together they will generate great synergy and become the new center of gravity for Wyomissing Borough.

Rendering of The Promenade at Wyomissing Square

An 11,000 SF hardscaped outdoor “Promenade” will run the entire length of the facility providing an aesthetically pleasing and enjoyable shopping environment

The Promenade will feature a variety of upscale shops, boutiques, restaurants organized along an 11,000 SF outdoor “promenade” that will be the defining element of the project. Our aspiration is to bring an exceptional retail experience to this landmark development and create a town center-like atmosphere with an elegant public gathering space that allows for the integration of the people, the place, and the larger community.

While each component of the project have been tremendously successful in their own right, the shops & restaurants at The Promenade will offer a highly visible, accessible, and invititing “third place” providing a value added convenience for the neighboring office workers, apartment residents, and hotel guests within the complex.

Community Centric Tenant Mix

The Promenade will feature a community centric tenant mix catered to the needs of the local community. It will be anchored by high quality food and beverage that will become neighborhood favorites.

Street Level Rendering of The Promenade at Wyomissing Square

Rendering of The Promenade as viewed from across Hill Avenue

A best-in-class fine dining establishment (currently under signed Letter of Intent) will occupy the 5,300 SF end cap space and will feature outdoor dining for 48 guests. The steady stream of restaurant patrons and the outdoor dining element will re-energize the area giving it a lively, cosmopolitan feel.

The Promenade Restaurant End-cap Rendering

Rendering of the 5,300 SF restaurant end-cap that will anchor The Promenade at Wyomissing Square

We are currently in the process of putting together a dynamic tenant mix that will likely include:

  • Gym/fitness center
  • Massage & facial spa
  • Sporting Goods & Apparell
  • Pet Products & Services
  • Coffee/specialty food
  • Gourmet Grocery Store
  • Frozen Yogurt
  • Apparel/Gift/Home

This diverse and complimentary lineup of tenants will generate great synergy both among themselves and with the larger mixed-use center and surrounding uses as well.

Elegant Public Gathering Space

The addition of a high quality public realm will allow for the integration of the people, the place, and the larger community by offering a “third place” where shoppers, diners, workers, residents, visitors can all come together in a town-center like atmosphere.

Rendering of the entrance to the restaurant end-cap

Rendering of the entrance to the restaurant end-cap

With its intricate patterned hardscaping, numerous planters, brilliant them lighting, and dedicated outdoor dining areas, The Promenade is designed to be the ceremonial “front door” of Wyomissing Square, providing an elegant public gathering space and creating the perfect context for what will be Berks County’s most upscale shopping and dining destination.

Walkable Town Center

The idea is to bring neighborhood retail back to the neighborhood. Regional malls and big box Power Centers are great for major shopping trips, but they are designed to serve the region and thus are often they’re often hectic, inconvenient and impersonal places. We are far better served when smaller format neighborhood oriented retail uses are located in walkable mixed-use places like The Promenade at Wyomissing Square.

Walkscore Map & Town Center Definition

WalkScore map for Wyomissing Square Mixed-Use Center and surrounding neighborhood. A score of 80 mean the neighborhood is “very walkable” as most daily errands can be accomplished on foot

The benefit is more than just the convenience of being able to get your morning coffee in your own neighborhood; it is also a greater sense of community and connectedness that comes with being able to work out, dine out, and hang out with your neighbors in your own backyard. The Promenade will enhance an already thriving community building on the success of downtown West Reading anchoring this highly walkable “Main Street” style commercial corridor with a mixed-use center that offers the kind of pedestrian lifestyle and amenities that more and more Americans increasingly demand.

For information on leasing retail space at The Promenade at Wyomissing Square visit: Promenade LoopNet Listing Webpage and for all leasing inquiries please contact:

John Connors

Brickstone Realty

Phone: (215) 972-1550

Email: jjconners@brickstoneco.com