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
Housing Market Study
Boundaries of the Study Area
The Master Plan boundaries for Phoebus are Interstate 64, Shelton Road, and Woodland Road as well as the waterfronts of Mill Creek and the Hampton Roads Harbor.
Market Potential By Draw Area
Hampton: 53.4 percent
Region: 25.4 percent
Nation: 21.2 percent
Market Potential By Household Type
Empty Nesters & Retirees 32%
Traditional & Non-traditional families 21%
Younger Singles & Couples 47%
Target Residential Mix
| Type: |
Number of Households |
Capture Rate |
New Units/Year |
| Rental Multi-family |
252 |
26.5% |
54 |
| For-Sale Multi-family |
238 |
25% |
51 |
| For-Sale SF attached |
208 |
22% |
30 |
| For-Sale urban SF detached |
252 |
26.5% |
36 |
| Total: |
950 |
171/yr. |
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/arts district.
The Phoebus Total Trade Area had approximately 19,500 residents in 2005 including military personnel residing at Fort Monroe. Projections for 2010 do not take into account the early closing of Fort Monroe. Buckroe Beach and Hampton University are included within the trade area.
The designated Primary Trade Area has approximately 8,700 residents while the Secondary Trade Area) has an estimated population of 10,790.
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.
SQUARE FOOTAGE BY MERCHANDISE CATEGORY--2006
2006 Supportable Square Footage by Merchandise Category
- GAFO Goods 72,000
- Convenience/Service Goods 116,100
- Eating & Drinking Places 35,800
SQUARE FOOTAGE BY MERCHANDISE CATEGORY-FUTURE BUILD-OUT
Supportable Demand for new Square Footage By Merchandise Category
- GAFO Goods 16,000
- Convenience/Service Goods 26,000
- Eating & Drinking Places 8,000
Recently Completed Projects
- The addition of 20,000 SF of new retail space at the corner of Mallory Street and Mercury Boulevard
- Registration of Phoebus on the National Trust's Register of Historic Places
- Expansion of the American Theatre
On-Going Projects
- Public infrastructure improvements
- New hotel development
Proposed Projects
- Residential development projects
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