Fettler Park Area Market Study Reveals Growth Opportunities
Prince William County is charting an exciting path forward for the Potomac District, with new data shedding light on untapped potential at the critical intersection of I-95 and Route 234.
The recently completed Fettler Park Area Market Study provides a comprehensive roadmap for transforming this strategic location into a vibrant community asset.
A Foundation for Smart Development
Working with industry experts Hunden Partners and Convergence Design, the Prince William County Department of Economic Development and Tourism (PWCDEDT) spent six months conducting an in-depth analysis of the Fettler Park area.
This study focused on the Dumfries Road and Southbridge activity centers, along the I-95 corridor. The research team conducted:
- Detailed market research and demographic analysis
- Case studies of comparable successful developments
- Extensive stakeholder interviews and community input
- Comprehensive demand analysis for various development types
- Assessment of existing infrastructure and physical conditions
Key Opportunities Revealed
The study notes that heavy traffic on nearby major roadways creates significant visibility for potential retailers, while the growing local population ensures a strong customer base.
The study uncovered several promising opportunities that align with community needs, including:
Retail and Mixed-Use Development:
The data shows strong demand for a walkable, mixed-use environment featuring multifamily housing and unique retail options. Residents have expressed clear desire for the following:
- Locally-owned, distinctive retail concepts
- Upscale dining establishments
- New grocery options
- Pedestrian-friendly shopping areas
Family Entertainment and Sports Tourism:
Prince William County is perfectly positioned to expand its entertainment and sports tourism offerings. The study identifies:
- Demand for family-friendly entertainment options;
- Potential for indoor and outdoor sports facilities; and
- Opportunity to create a sports tourism anchor that could drive hotel and commercial development.
Residential Development:
The housing market analysis reveals strong demand for both rental and for-sale residential properties, including the following:
- Need for new multifamily development to increase housing affordability
- Additional housing needs from nearby Marine Corps Base Quantico
Commercial Development:
Industrial Land Considerations: The study provides important insights about industrial-zoned (M-2) land:
- Data centers represent the highest revenue potential but do not align well with county diversification goals and the sites are not in the Data Center Opportunity Zone Overlay.
- Distribution industrial uses face challenges including increased truck traffic. The E-Commerce Overlay allows limited distribution/ logistics on these sites.
- Developing non-industrial uses would likely require significant public investment.
Office Market Realities: The current market opportunity for new office space is low, and speculative office development is not recommended due to high vacancy rates and stagnant growth.
Building on These Findings
This market study will directly inform the upcoming Small Area Plan (SAP) for the Fettler Park area.to The SAP will in turn help:
- Select a preferred development scenario
- Guide comprehensive planning for transportation needs
- Design welcoming public spaces
- Establish appropriate design guidelines
- Create an implementation strategy
- Develop an inspiring overall vision for the site area
Join the Conversation
Help develop a vision for the Fettler Park area that will benefit our community for generations to come.
Community engagement is a cornerstone of the Board's approach to planning the county’s future. We encourage all interested residents and business stakeholders to participate in Potomac District Supervisor Andrea Bailey’s upcoming townhall.
- Date: Thursday, May 22
- Time: 6 to 8 p.m.
- Location: Southbridge Community Association Center at 17325 River Ridge Blvd, Dumfries, VA 22026
This is the business community's opportunity to ask questions, share perspectives, and help us find the optimal balance of land uses to achieve county goals while supporting the greater community's needs.