Creating A New Center With Old Character
Continental Retail Development’s The Streets of New Milford borrows from history to create a new shopping environment.
Randall Shearin

The 107,000-square-foot Streets of New Milford will open in fall 2008.

In keeping with the New England flavor and historic tenor one might expect from a town that boasts a number of prominent historical figures among its former residents, including a member of the Continental Congress and signer of the Declaration of Independence, New Milford, Connecticut, resonates with small-town charm and colonial character.

Founded in 1711, this affluent Litchfield County community is only an hour and half or so drive from New York City, but a lifetime away in terms of atmosphere and community perspective. Nestled into the picturesque Connecticut hill country, New Milford presents the same bucolic sensibility found in other iconic regional communities such as Ridgefield, Norfolk, and Farmington. Like many Connecticut towns and villages, New Milford has been understandably reluctant to commit to rapid commercialization and strives to maintain its identity as both a vibrant community and an embodiment of Early Americana. Any new retail or mixed-use in development in New Milford must not only be a collaborative effort with the local community, but needs to reflect the town’s unique architectural character and historical color.

The Streets of New Milford, a lifestyle center project along Danbury Road-Route 7, is creating an anticipatory buzz in the region precisely because it satisfies — and surpasses — those requirements. Columbus, Ohio-based Continental Retail Development’s project presents a compelling alternative to big box or grocery-anchored power centers, with a rare combination of intimate, understated ambience and powerful retail and dining experiences. The result is a destination that promises to be a place both retailers and residents can get excited about.

A Unique Opportunity

The 107,000-square-foot project will feature a lineup of upscale retailers reminiscent of Continental’s The Streets of Chester lifestyle center in Chester, New Jersey, where the tenant mix includes national names like Ann Taylor, Talbots, Banana Republic, Coldwater Creek and J.Jill. The project’s smaller footprint, explains Continental’s Executive Vice President Jeff Zeigler, “necessitated an emphasis on specialty retail-focused lifestyle options tailored to the tastes of the region’s affluent shoppers.”

The Streets of New Milford will include 35 to 40 storefronts in a walkable, U-shaped layout with tree-lined walkways and intuitive common gathering areas. The 12-acre site will feature a combination of regional restaurants, cafes and outdoor dining options. With its prime location along the key New Milford Danbury Road-Route 7 roadway, The Streets of New Milford is positioned to provide shopping and dining opportunities to both local residents and visitors from surrounding communities.

Zeigler explains that there is what can be described as a “funneling effect” along Route 7 in New Milford. “Northwest Connecticut was carved into a region of ridges and river valleys when the glaciers receded,” says Zeigler. “That created a transportation grid that followed the river valleys north and south because the ridges and rivers made it difficult to go east and west. The result, says Zeigler, is that “Route 7 is both a vital local thoroughfare and a strategic and scarce regional artery.” It is at this point that more than 25,000 vehicles converge each day to cross the Housatonic River at the Veterans Bridge drawing from a commercial area encompassing a 20-mile radius.

It is not just the ideal location that makes The Streets of New Milford such a unique opportunity for tenants. With high-quality sites hard to come by in the region, retail opportunities like New Milford are all the more valuable for their scarcity. “There are significant barriers to entry in Connecticut,” says Zeigler. “This site is 100 percent zoned and entitled.”

“To be honest,” explains Zeigler, “there is a track record in this region of larger cities confronting developers who have tried to push through poorly developed and uncomplimentary plans.” Which is why, he explains, Continental has made it such a priority to bring a high level of community involvement and input to the project. “These are towns and communities that require a fresh approach. They need a site, leasing and design perspective that incorporates all those elements that make the region unique, and they need to be willing to make small compromises to create truly outstanding projects.” 

Something Different

While the coveted location and attractive demographics look promising, with an average household income of over $93,000 in the local trade area, what truly distinguishes The Streets of New Milford from its competitors is a commitment to capturing the spirit of the region.

The Streets of New Milford features design elements that, like so many small towns in the region, harkens back to a simpler era. The traditional colonial style, reinforced with the classic forms, rich architectural detailing, brick and stone materials, shingled roofs, canopied storefronts and familiar geometry, evokes a comfortable, leisurely atmosphere. As shoppers stroll past fashion retailers and cafes, they will be surrounded by familiar architecture that pays tribute to colonial design.

Combine untapped commercial potential with a design that acknowledges cultural and historical context and the result is a project that generates significant industry attention. Continental plans to open The Streets of New Milford in fall 2008.