Phoebus Master Plan

Overview

The recommendations of the Phoebus Master Plan focus on the rich history of the area and architecture, its proximity to Fort Monroe, and the arts and antiques flavor of the commercial district.. The goal of the plan is to preserve the unique small town character of this section of Hampton while emphasizing and building upon the distinct and unique characteristics of the community.

Key Elements

• New neighborhood gateways
• Development of a coordinated parking strategy to support new and existing uses along Mellen and Mallory Streets
• A public waterfront with coordinated private development
• Additional community recreation and open space connections
• New residential development in the heart of the community
• Development of a commercial node at the intersection of Mercury Boulevard and Mallory Street
• Phased development of properties along Mallory Street
• Strategies for Neighborhood revitalization in the north and south Phoebus areas

Commercial Market Analysis

H. Blount Hunter Retail and Real Estate Research conducted a commercial development analysis of the Phoebus study area. The study concluded Phoebus was underserved by restaurants. Retail uses should be concentrated in retail nodes, each with a distinct commercial market with the Mercury Mallory area serving traditional neighborhood commercial activities and the Mellen Street historic area serving as a specialty retail and arts district.

The Primary and secondary trade areas are generally comparable in average household income. The total trade area had an average household income of $49,118 in 2005. One-quarter of all households in the total trade area had incomes in excess of $60,000.

Proposed Projects

• Residential and commercial development projects near the intersection of Woodland Road and Mercury Boulevard Development of three new hotels near Interstate 64
• New condominiums to be built along the Mill Creek waterfront
• Public infrastructure improvements
• Development of new residential and commercial projects near the intersection of Woodland Road and Mercury Boulevard

Completed Projects

• The addition of 20,000 SF of new retail space at the corner of Mallory Street and Mercury Boulevard
• Listing of Phoebus on the Virginia Landmarks Register and the National Register of Historic Places
• Expansion of the American Theatre
• Construction of Old Point Homes development on Woodland Road