Request for Developer Proposals
Development of a Signature Site
Within the Coliseum Central District
1809 W. Mercury Boulevard
February 4, 2020
Experienced and visionary developers are offered a unique opportunity to transform a
prime 7.19+ acre site (the “Site”) in the City of Hampton, Virginia (the “City”) that will
complement and enhance this vibrant commercial, residential and unique tourism
district within the City. The Site is identified for retail/hospitality/mixed-use
The Site is located in the heart of the Coliseum Central District (“CCD”), bounded by
Mercury Boulevard to the south and I-64 to the west. The CCD includes three of the
largest retail centers on the Virginia Peninsula and generates some of the highest
commercial revenue in the City.
The Coliseum Central Master Plan embraces principles of community livability and
sustainable development by supporting a balance of mixed-use, high-density
development, decreased automobile dependency, housing alternatives, recreational
and entertainment opportunities. The development should respect the integrity of the
natural environment while defining architectural features and community identity. The
specific focus of the Coliseum North initiative area focuses on the creation of a mixed-
use environment where residents can live, work and play. Major elements of the
Coliseum Central Master Plan include:
Development – Transform the area from a district dominated by isolated, stand-
alone developments and single-use neighborhoods to one with a range of well-
connected, mixed-use neighborhoods. Encourages development that is unique
to the area.
Housing – Introduction of new higher end, medium-density and high-density
Commercial Development – Continued public/private developments on key sites
throughout the District.
Commercial Redevelopment – Reinvestment and repositioning of privately-
owned commercial properties.
Public Spaces – Develop additional green space, parks and public spaces as
Parking – Plans for structured parking in high-density areas where
Pedestrian Linkages – Build more pedestrian-friendly, street-front retail and other
linkages to encourage pedestrian traffic throughout the District.
Transportation – Develop more user-friendly forms of public transportation to
move residents and visitors within the District.
Roadways – Transform Mercury Boulevard into a well-landscaped, regionally
significant urban boulevard and Coliseum Drive into a high-quality, pedestrian-
The Economic Development Authority of the City of Hampton, Virginia (“EDA”) is
soliciting proposals from interested parties for development of the Site located at a
highly visible, key intersection within the CCD and the City.
Site Context and Conditions
The City is located in southeastern Virginia at the mouth of the Chesapeake Bay. This
community is situated in the center of the Hampton Roads metropolitan area that has
1.6 million residents. Hampton Roads is the 31st largest MSA in the country and the
largest MSA between Washington, DC and Atlanta.
The Hampton Roads Region has an exceptionally strong visitor market of 8.4 million
visitors annually. The proposed site is located between the tourist destinations of
Virginia Beach and Williamsburg. Visitors and residents move easily from north to
south and vice versa.
The Site’s location and visibility offer an outstanding development opportunity:
Located adjacent to I-
64 (Exit 263) with an average
of 140,000 vehicles traveling
by the site
Easy access to the
entire region; located at the
beginning of the Hampton
Roads Beltway linking the
Hampton Roads metro area
(Norfolk, Virginia Beach,
Williamsburg, James City
County, Suffolk, Chesapeake
One hour from Greater
Richmond metro area and
three hours to Washington,
DC via I-64
entertainment and shopping
amenities are located within
The EDA purchased the Site in 2018 to fulfill the City’s vision for redevelopment of
certain strategic sites. Site characteristics include:
Acreage - 7.19+ acres
Structures - (that must be demolished to facilitate the City’s and EDA’s vision),
o Former 189-room, eight-story hotel building;
o Separate one story multi-unit office building; and
o Other improvements, including asphalt pavement areas and parking lots.
Infrastructure – Located at the key intersection of Mercury Boulevard and
Coliseum Drive; also bounded by Convention Drive and by Commerce Drive
which was extended to the Site in 2019; providing excellent access and visibility.
Utilities - Public water and sewer and access to all typical utilities, including but
not limited to, electric, telephone and natural gas.
Parking – Must be on-site.
Zoning – Current zoning is Limited Commercial District (C-2) and Coliseum
Central Overlay District (O-CC).
The EDA will not entertain redevelopment of the property for self-storage, adult
entertainment venues (i.e. – adult video/bookstore, massage parlors, etc.) or used car
sales. Development concepts and/or uses that are not 100% taxable will also not be
considered for the Site.
Select Incentive Opportunities
The Site is located in an Enterprise Zone (for details on the Enterprise Zone see
www.hamptonva.biz (Business Information, Financing & Incentives). Virginia law allows
developer supported taxable revenue bond financing (exempt from Virginia taxation).
The Site is located within the Coliseum Central Tourism Zone (link:
The EDA may offer additional incentives contingent upon the level and quality of private
Coliseum Central Assets and Drivers
Peninsula Town Center
Located directly across Mercury Boulevard from the Site
A live-work-play power center featuring:
o Major national retailers (JCPenney, Barnes & Noble, Emerson’s Cigars)
o Restaurants (Monsoon, Mezeh Mediterranean Grill, Outback Steak
o Claiborne Building consisting of 207,170 square feet of office space
o Apartments (23 existing and 169 under construction)
o A new 127-room Element Hotel by Westin
The Power Plant of Hampton Roads
500,000+ square feet of lifestyle, retail and entertainment
Within walking distance of the Site
Anchored by a 110,000 square foot Bass Pro Shops Outdoor World
Other tenants include:
o Rosie’s Emporium (Opened on October 29, 2019), a 64,000+ square foot
historical horse-racing venue expected to attract 1,000,000 visitors
o Guy Fieri’s Pizza Parlor and Guy Fieri’s Dive & Taco Joint, two new
concept restaurants from acclaimed chef Guy Fieri
o PBR – The wildly popular country western bar with a recently expanded
outdoor patio to enjoy the eight acre lake around the Power Plant
The Hampton Coliseum
Celebrating its 50th year in 2020
11,000 seat, award-winning facility
Renowned in the arena and concert industry
The Hampton Roads Convention Center
340,000 square foot convention center
Adjacent to 300-room Embassy Suites Hotel
Bluebird Gap Farm & Petting Zoo
Public park and petting zoo designed to resemble a working farm
Located less than a mile from the Site
Attracts tourists and visitors from all over the region, state and country
A $72 million, 194-room, state-of-the art hospital
Located less than 1.5 miles from the Site
Provides groundbreaking medical technology and a 24 hour Sentara Emergency
123,000+ square foot retail center
National retail tenants open for business include Conn’s and At Home
A new Kroger store opened January 2020
Coliseum Central Business Improvement District