07.24.00
New 'Urbanist' Retail Project to Open in Fall

By Natalie Kostelni, Philadelphia Business Journal

A West Chester architectural firm and local partnership have nearly completed the first phase of a retail project aimed at capturing elements of “New Urbanism,” compact, mixed-use developments that are pedestrian-friendly, linked by transit and eschew suburban sprawl.

In this case, the project – Gettysburg Village Factory Stores - steered away from the mixed-use component of New Urbanism but managed to successfully incorporate many other ingredients of the development style.

Murphy Architectural Group designed the 400,000-square-foot complex on 111 acres in the Mount Joy area near Gettysburg to look more like an old-fashioned Main Street and less like a typical discount mall. The project is being developed by an affiliate of Philadelphia’s Delancey Investment Group Inc. and Malvern developer Greg Boyle.

The first phase, which consists of 14 buildings totaling 260,000 square feet and is estimated to cost about $35 million, will open this October. Construction on the second phase will begin when a stable of tenants has been lined up and after the developers assess the progress of the first phase. In all, the complex will be comprised of 70 stores, two restaurants, and an 84-room hotel.

The design of the complex represents “the de-malling of America” and a move away from the traditional closed-in shopping area or strip center, William F. Murphy said.

The center boasts a town square with a clock tower, gazebo, fountains, lanterns and benches that are surrounded by patches of grassy areas and trees. The “Main Street” is laid out in grid fashion and has smaller walkways that are like alleyways crisscrossing the main thoroughfare.

The parking area looks more like something that is more often found in a small town rather than the huge expanses of blacktop with row after row of spaces that a mall offers. Vehicular traffic will be restricted in part of the street to encourage people to walk around. Even the rear of buildings maintain a community feel and won’t have large Dumpsters lining the back of stores.

The buildings lining both sides of the street have varying facades, roof pitches and color schemes that, again, give the project the look of a small village. For example, one building looks like a Georgian-styled barn with decorative windows. Roofs have patterns that hearkens to Victorian styles. Windows have gothic peaks and Victorian-type brackets, and walkways are adorned with stone and brick columns.

Murphy and his staff explored small towns, such as Hanover and New Freedom, in Central Pennsylvania, to pick up as many of these little details as part of their research in developing the plan for Gettysburg Village.

The second phase will continue the Main Street ambiance of the first phase.