On June 2, 2016, workers began construction for the $75 million Norfolk Premium Outlet Mall which is prospected to bring roughly 800 part and full time jobs to Norfolk and Virginia Beach.The outlet mall is projected to open next summer in 2017 and house roughly 85 name brand designer outlets.
Although the majority of the site falls in Norfolk, some of it falls beyond the Norfolk city line and into Virginia Beach. Interestingly, the Virginia Beach City Council voted in opposition to the construction of a road leading to the new outlet mall. Developers hope that construction will be complete before the annual flood of Virginia Beach tourists begins in the upcoming summer.
Virginia Beach and Norfolk locals are already accustomed to a variety of malls: Pembroke, Military Circle, Lynnhaven, Greenbriar, and MacArthur. Moreover, the Premium Outlet Mall in Williamsburg, VA (less than an hour away from Norfolk) attracts a large amount of revenue from the Hampton Roads region.
Many locals consider the future Norfolk Premium Outlet Mall’s location too close to the Williamsburg Premium Outlets and wonder if having too many duplicate stores will reduce potential revenue.
The mall will be located off of Northampton Boulevard, which is near Military Highway and I-64. Traffic to the outlets may be unprecedented following tourist season as well as the holidays which may have unforeseen implications for traffic patterns. Additionally, several college campuses such as Old Dominion University and Virginia Wesleyan College stand in close proximity to the site of development.
Arguably, unemployed college students may be able to seek jobs in the outlet mall; however, this large retail attraction may make it even more difficult for struggling college students to achieve financial security.
Another ethical point to consider is the state of the Norfolk/Virginia Beach area. Is another luxury mall (we already have MacArthur Mall and the Williamsburg outlets nearby) truly going to help the people in Norfolk who do not have access to quality roads or those who live in impoverished conditions? Is this mall catering only to the select few who live in the upscale neighborhoods that Hampton Roads has to offer?
Is it more important to build an outlet mall or to fix infrastructure that does not accommodate flash flooding in Norfolk? Indeed, this outlet mall could prove to be a tremendous asset to the city’s economy, but with the rise of online shopping and the competition from the nearby Williamsburg outlets, is this $75 million investment the best way to make Norfolk a better place?
Similarly to when construction for MacArthur Mall began, critics demonstrate weariness over Norfolk’s crime levels and fear this may potentially deter consumers. It’s also noteworthy that a 2013 report states that malls are thriving in affluent areas where retailers sell high end merchandise, but sales fall dipped for malls in middle class areas. As locals are aware, people with tremendous differences in wealth call Hampton Roads home.
With the Norfolk Premium Outlet Mall anticipated to be completed by next summer, all we can do is hope that this investment pays off not only for retailers and developers, but for the city’s citizens, too.
