Strolling the Agora spotlight:
Ashland Hanover Shopping Center, Ashland VA

Ashland Hanover Shopping Center offers a vibrant mix of national, regional, and independent retailers in a thriving trade area with nearly 763,000 residents and an average household income of $108,291, anchored by leading stores like Food Lion, Ace Hardware, and Bealls, making it an attractive and well-supported destination for both local shoppers and visitors from across the region.

• Visitor Catchment: The average visitor travels 15.4 miles, indicating the center serves both local residents and a wider regional population. Notably, about 13% of visits come from people traveling over 50 miles, highlighting a sizable tourist or non-local component .
• Demographic Alignment: The primary market draws from a strong base, with a trade area population of over 750,000, and favorable household incomes averaging $108,291, growing at 11.7% over 5 years. The median age (40) and a mix of family and mature segments suggest targeting both families and older adults   .
• Cross-Shopping & Competition: Major overlap exists with nearby centers like Ashland Square, Virginia Center Marketplace, and Short Pump Town Center, suggesting a need to differentiate offerings to retain shoppers .
• Mobile and Segmentation Insights: The top Claritas PRIZM® segments profile visitors as upscale older adults and midscale families, demonstrating a need for a balanced tenant mix and event programming focused on those demographics

Trade Area & Demographics:

• Population (3 miles): 12,726; (5 miles): 22,784; (10 miles): 169,676; (20 miles): 762,970
• Average HH Income (Trade Area): $108,291
• Median Age: 40
• Population by Gender: Male 47.89%, Female 52.11%
• Ethnicity (Trade Area): White 54.15%, Black & African American 27.35%, Asian 6.15%, 2+ Races 6.81%, Hispanic & Latino 8.94%
• Households (Trade Area): 63.41% Owners, 36.59% Renters
• 5 Yr. Population Growth: 3.64%
• 5 Yr. Income Growth: 11.7%    Mobile & Market Analytics:
• Tourism (visits from 50+ miles): ~13% of visits

Top 3 Tenant Categories (excluding Anchors):

• Food & Restaurants: 27%
• Services: 27%
• Specialty: 15%

The Retail Chain stats:

1. Independent retailers @ 38.5%
2. National @ 30.8%
3. Regional @ 26.9%
4. Local Regional @ 3.8% 

Compared to other shopping centers in the Richmond, VA MSA, this shows a relatively high proportion of Independent tenants than a typical community centers in similar markets which more commonly falls between 15–30% . Ashland Hanover’s mix reflects a stronger presence of local and independent businesses than is standard for the region. 

Two of the Top 5 PRIZM® consumer segments include:

• Pickup Patriarchs are typically older, family-oriented households who prioritize convenience and value. They are likely to frequent retailers such as Ace Hardware for home improvement needs and enjoy meals at family-friendly establishments like Anthony’s Italian Restaurant, while also participating in activities like DIY projects, casual shopping for home goods, and dining out with family members.
• Fast-Track Families are busy, affluent, predominantly middle-aged homeowners with children who seek convenience and family-friendly services, making Ashland Hanover Shopping Center a natural destination for their lifestyle. They  are likely to stop at Jersey Mike’s Subs for quick and satisfying meals, grab coffee and snacks at Starbucks while running errands, and enjoy casual dining with the whole family at places like Fire & Chicken. In addition to dining, they typically engage in activities such as casual shopping for family essentials, participating in community events, and taking advantage of the diverse mix of services and specialty stores offered at the shopping center to fit their active, on-the-go routines.

Additional mobile visitation analysis, segmentation and enhanced demographics available on ShoppingCenters.com can be found here.

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