By Maureen Leader, APR Public Relations and Communications Manager, Willow Valley Communities 
A feature piece from our Spring 2024 issue of the Lancaster Thriving Publication.

In March of 2016, Lancaster City Alliance published a very forward-thinking Request for Proposal for “The South Queen Street Gateway Center Redevelopment.”  The RFP called on real estate developers to step forward to bring new life to the intersection of Queen Street and Vine Street, just steps away from the City’s vibrant core, anchored by Central Market, Penn Square, the Lancaster Marriott, and the Lancaster County Convention Center.   

Around that time, Willow Valley Communities was also looking to expand its retirement living operation, anticipating build-out on the organization’s existing 210 acres in Willow Street – just five miles south of downtown Lancaster. With over 2,600 residents originating from more than 40 U.S. States and multiple Countries, Willow Valley Communities is the nation’s largest single-location destination retirement community offering active living – “age qualified” for those 55 and above – plus a full continuum of care.   

As the 2016 RFP stated, “Three major sites occupy the remaining corners and all have recently become available for redevelopment creating a unique and exciting opportunity for the City and the appropriate development team(s). While each site is owned separately, the owners share the same vision for this critical section of Downtown and the City; a vibrant mixed-use development with active first-floor uses are key in the goal of expanding Downtown to the south.” 

The three referenced sites were LNP’s former print production facility (owned by LNP Media Group); Southern Market Center (owned by the City); and the Swan Hotel with adjacent parking lot and carriage house (owned by Lancaster County Convention Center).   

Initially, Willow Valley Communities was only interested in the LNP site, envisioning a new, mixed-use residential tower with first-floor restaurants and retail, consistent with the vision expressed by Lancaster City Alliance.  

“The day we toured the LNP site, we also had a chance to tour Southern Market, and we could immediately see the potential of it,” said John G. Swanson, then CEO of Willow Valley Retirement Management, now CEO of Willow Valley Development Corp. 

“Restoring Southern Market would not only make in this area more appealing for area residents and visitors, including Willow Valley Communities’ current and future residents, but more – it would give us the chance to bring a major city asset back to life,” Swanson said.  Notably, the Southern Market building, c. 1888, was the first building designed by the late and much-celebrated architect, C. Emlen Urban.  

 Swanson added that the COVID pandemic and fall-out impacts on building-material supply and pricing slowed development of the organization’s Queen and Vine Street interests.  “Southern Market was in significant disrepair, but the building already existed, so we could move forward there sooner,” Swanson said.  

Working with another local non-profit, Lancaster Equity Community Development Corporation, Willow Valley Communities accelerated plans to bring Southern Market back to prominence – re-envisioning it as a modern food hall and community hub.  The new Southern Market opened in January 2022 with the food hall as its centerpiece, featuring regional and international cuisines from ten up-and-coming chefs, plus a full bar, coffee shop, community rooms, and two additional restaurants facing Queen Street.  Southern Market also houses short-term and long-term office spaces available for rent, including shared amenities.  

“Southern Market is in its second year of successful operation,” Swanson said, “and you can’t help but feel excited when you are here, seeing the way it is enjoyed by so many.” 

Those who saw it before the restoration know it’s come a long way. “Two years later, Southern Market is thriving,” said Marshall Snively, President of Lancaster City Alliance and the author of the group’s 2016 RFP.  “It’s a favorite destination, bringing new life to a once underutilized but critical area of the City. It has also set the stage for what is yet to come.” 

At Queen and Vine, the significant “what’s next” for Willow Valley Communities will be the mixed-use building on the former LNP site.  Fully entitled for 146 residences – age qualified 55+ – the building, known as Mosaic by Willow Valley Communities, will rise 20 stories and will also feature restaurants and retail open to the public.  
 
Presales for Mosaic residences are underway.  “You have to be an early adopter to see the vision and opt in to a community that doesn’t exist yet,” Swanson said, while acknowledging that he and his wife, Amy, are among Mosaic’s reservation holders.  Mosaic is similar, Swanson said, to other urban retirement living options like The Mather Tysons (Washington, D.C.), and The Clare (Chicago, IL), but different in that it will benefit from Willow Valley’s large local scale, as well as Lancaster’s distinction as a Best Place to Retire in the U.S. (#1 in 2023, #3 in 2024).   
 
According to Oxford Economics, Willow Valley Communities supported $156.6 million in total annual economic impact in 2019 – and it supported 2,262 total jobs, ranking it among the top 15 employers (or top 1%) in Lancaster County.  Upon completion of its downtown expansion, WVC operations and resident/visitor spending is expected to generate a total annual economic impact of more than $173.2 million in a future stabilized year.  

James Burton, CEO of Rural City Beer Company sees the potential effect on his new Lancaster City business. He said, “As a new business in Lancaster City, the prospect of having such an impactful project just a few blocks away is very exciting. Not to mention the potential for more foot traffic and hopefully, thirsty residents!” 

Robin Sarratt, Vice President of LancasterHistory is delighted that Mosaic will be across the street from The Thaddeus Stevens & Lydia Hamilton Smith Center for History and Democracy. She said, “We are so excited about Mosaic coming to the already vibrant neighborhood, but especially for giving us the opportunity at The Stevens & Smith Center to engage future volunteers. Volunteers are among our greatest assets at the organization and it will be such a wonderful boost for us to have them living right across the street!” 

Lancaster Mayor Danene Sorace said, “Willow Valley’s investment to reimagine Southern Market is a remarkable addition to Lancaster. The space serves as an incubator for small businesses which I’m pleased reflects our great diversity and the food hall is a gathering space for many. The Mosaic property will rise above the city’s downtown core and it is my hope that the development and its residents add economic vitality in support of our local, small businesses and, of course, enhance the City of Lancaster’s tax base.” 

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