Pembroke Mall
Pembroke Mall, once a cornerstone of commerce in Virginia Beach, represented a significant period of retail development and suburban growth in the Hampton Roads region. Opened in 1966, the mall served as a primary shopping destination for residents and visitors for several decades before undergoing substantial changes in the 21st century. Its evolution reflects broader trends in American retail and urban planning, transitioning from a traditional enclosed mall to a mixed-use development.
History
The development of Pembroke Mall was a key component of the larger Pembroke area’s planned community concept, envisioned as a modern suburban hub. Construction began in the early 1960s, spurred by the increasing population of Virginia Beach and a desire to provide a centralized shopping experience. The initial phase, completed in 1966, featured anchor stores of Woolworth's and Sears, alongside a variety of smaller retailers. This initial construction represented a substantial investment in the city’s infrastructure and commercial landscape. [1]
Throughout the 1970s and 1980s, Pembroke Mall experienced expansions and renovations to accommodate growing consumer demand and attract new tenants. JCPenney joined as a major anchor store, solidifying the mall’s position as the dominant retail center in the area. The mall became a social hub, hosting community events and attracting shoppers from across southeastern Virginia. However, by the late 1990s and early 2000s, Pembroke Mall began to face increasing competition from newer, larger malls and the rise of big-box retailers located outside of traditional enclosed shopping centers. This competition led to a decline in foot traffic and tenant occupancy.
The early 21st century saw significant changes for Pembroke Mall. In 2004, the mall was sold to a new ownership group, and plans were initiated to redevelop the site into a mixed-use project. This redevelopment aimed to address the changing retail landscape and create a more vibrant and sustainable community space. The traditional enclosed mall structure was gradually dismantled, making way for open-air retail spaces, restaurants, and residential units. [2]
The transformation of Pembroke Mall continued through the 2010s and 2020s, with the addition of new businesses and residential buildings. The project, rebranded as Pembroke, aimed to create a walkable, mixed-use environment that combined retail, dining, entertainment, and living spaces. The redevelopment process involved significant investment from both public and private sources, reflecting a broader effort to revitalize the Pembroke area. The project’s success is measured not only by economic indicators but also by its contribution to the overall quality of life for residents and visitors.
Geography
Pembroke Mall was originally situated in the Pembroke section of Virginia Beach, a rapidly developing area in the mid-20th century. Its location was strategically chosen for its accessibility and proximity to major roadways, facilitating easy access for shoppers from across the region. The mall occupied a large parcel of land, encompassing several acres of retail space and parking facilities. The surrounding area was characterized by suburban residential neighborhoods and commercial developments. [3]
The redevelopment of the site, now known as Pembroke, has significantly altered the geographical landscape. The traditional mall footprint has been replaced by a more open and pedestrian-friendly design. New streets and walkways have been constructed to connect the various components of the mixed-use development. The addition of residential buildings has increased the density of the area, creating a more urban environment. Green spaces and landscaping have been incorporated to enhance the aesthetic appeal and provide recreational opportunities. The overall geographical layout is now designed to promote walkability and a sense of community.
Culture
For many years, Pembroke Mall served as a central gathering place for the community, hosting seasonal events, promotional activities, and school functions. It was a popular destination for families, teenagers, and seniors, providing a space for socializing and entertainment. The mall’s interior design and ambiance reflected the prevailing trends of each era, from the mid-century modern aesthetic of the 1960s to the more contemporary styles of the 1980s and 1990s. [4]
The cultural significance of Pembroke Mall gradually diminished as retail patterns shifted and the mall’s physical structure underwent transformation. However, the redevelopment project has sought to create a new cultural identity for the area. The addition of restaurants, entertainment venues, and community spaces aims to foster a sense of place and attract a diverse range of visitors. Public art installations and outdoor events are intended to enhance the cultural vibrancy of Pembroke. The goal is to create a destination that is not only a shopping center but also a social and cultural hub for the community.
Economy
Pembroke Mall played a significant role in the economic development of Virginia Beach, providing employment opportunities and generating tax revenue for the city. The mall’s presence attracted other businesses to the surrounding area, stimulating economic growth in the Pembroke corridor. The retail stores within the mall contributed to the local economy through sales tax revenue and the purchase of goods and services from other businesses. [5]
The redevelopment of Pembroke into a mixed-use project is expected to have a long-term positive impact on the local economy. The addition of residential units will increase the tax base and provide housing options for residents. The new retail and restaurant businesses will create additional employment opportunities and generate sales tax revenue. The project is also expected to attract investment from other developers, further stimulating economic growth in the area. The economic benefits of the redevelopment are anticipated to extend beyond the immediate vicinity of Pembroke, contributing to the overall prosperity of Virginia Beach.
Getting There
Pembroke is readily accessible by several major roadways, including Virginia Beach Boulevard (Route 58) and Independence Boulevard. Public transportation options, including bus routes operated by Hampton Roads Transit (HRT), serve the area, providing access for residents who do not have personal vehicles. Ample parking is available throughout the Pembroke development, with both surface parking lots and parking garages. Bicycle lanes and pedestrian walkways have been incorporated into the design to encourage alternative modes of transportation. [6]
Historically, access to Pembroke Mall was primarily by automobile, reflecting the suburban character of the surrounding area. However, the redevelopment project has prioritized pedestrian and bicycle access, creating a more walkable and bike-friendly environment. The proximity of Pembroke to other major transportation corridors makes it a convenient destination for residents and visitors from across the region.