Madison Crescent businesses expanding despite economy

Signs of a bad economy perplexing local businesses are scant at Madison Crescent, locating on the northeast side of the U.S. 29 and U.S. 15 intersection in Gainesville.

Take the case of Brooklyn Brothers, a pizzeria that opened up shop the same year the stock market tanked in 2008. Owner Charlie Audi, a Haymarket transplant that's run two other Loudoun County restaurants prior to his latest venture, has added a patio enclosed with a wall for diners during the last year.

Last summer, he also could afford delivery drivers, another first for the company.

"When we started, delivery was not an option," said Audi. "We were just way too busy in house to even start deliveries."

After all, "it was uncharted territory. There was nothing out here," he explained.

Then there's the Royal Crescent Collection townhouses located near the northern end of the development along Crescent Park Drive. Laura Schulien, the community sales manager, said she's moved prospective home buyers into 66 units in 15 months, numbers that are "insane" and "unheard of."

"The downturn hasn't really affected Miller and Smith," said Schulien, referring to the economy's impact on the residential developer.

She attributed that to the company featuring different types of community settings in each area it builds so no two locations are alike. The inspiration for Madison Crescent's design comes from the town of Bath, England which has one housing facility called the Royal Crescent. The two share a likeness in how the narrow individual units are attached together at four stories high and curve in an elongated arch with vehicles parked parallel in front of them.

Schulien said she's been told that the lot in front of the townhouses closest to James Madison Highway is being designed for a hotel with possible retail locations springing up there too. Indeed, there are signs along the fence encompassing the area that says the same are being courted for the future.

One impact a garden-style hotel could have on the community is a potential spike on home values near by as the area will be considered that much more aesthetically pleasing and economically viable, according to Schulien.

Back at Brooklyn Brothers, Audi said that keeping his customers happy combines listening to food requests as well as socializing with them outside of the restaurant. Audi claimed 90 percent of his diners are regulars, some of whom he sees on the golf greens or for a round of drinks. He added that his business is growing 10 to 15 percent per year.

"We're not making a killing, we're just making a living," said Audi.

Keeping prices consistent over 2.5 years is another draw for the restaurant that features a bar, flat screen televisions, and menu items like gyros, ravioli, calzones and other Mediterranean dishes. Over the last two years, he's altered his menu based on customer reaction and practicality, such as adding a chicken gyro and vegetarian plate while also getting rid of a meatloaf hero sub that had to be made fresh each day to little demand.

"What size, 12 inch or 16 inch?" Audi asked a customer over the phone while standing near the cash register near the entrance to the dimly-lit restaurant. "Twelve inch Brooklyn Brothers, okay, sure. Anything else?"

Audi continued looking down, paused and listened.

"Absolutely, yes," he replied.

He counts himself as one of the four full-time employees of the venture he started with business partner Jack Azar of Leesburg. That means answering phones and taking care of customers just like the rest of the staff that includes numerous part-time, younger workers.

In order to promote his business, Audi said he's focused heavily on advertising, something which Madison Crescent business owners and managers often do together.

Bob at Blue Ridge Creamery talked about an advertisement he ran of his business next to one from Brooklyn Brothers. The idea is that foot traffic generated at one place can invariably help another place.

For instance, if families go to the pizzeria for dinner, they may stop by the ice cream parlor for dessert.

"People aren't spending $100" when they stop by, said Bob, who preferred to just go by his first name. Instead, by turning the center into something people enjoy frequenting, that means they're more likely to take their $7 or $8 back with them on a consistent bases.

"We're also seeing a lot of people that don't want to go down to Gainesville because of the congestion," said Bob.

That's also one of the selling points for the townhouses. Instead of packing their kids up in cars and commuting around town, Schulien mentioned that at Madison Crescent, parents are able to just break out the strollers and walk into the community center, anchored by grocery store Harris Teeter.

"There's activity breeding here," she said. "People want to have people come over and hang out and have fun. Usually, you have to get in the car" to go somewhere to do that.

From the original lot, there are only two retail building vacancies left at Madison Crescent, according to Jeff Handler, a spokesman for ASA Retail Solutions, which is the retail leasing agent for the community.

"The whole idea of building up a shopping center is you want to hit a critical mass," said Handler.

Bob, the manager of Blue Ridge Creamery, could be seen walking around the counter of the ice cream shop with his sons Evan and Ryan, holding a saw in hand as the trio put together a new counter top that will eventually hold chocolates and treats. He said he wants to turn the place he's been running for the last two months into a "full-fledged" dessert place.

"The goal is to find a combination of products that'll allow us to survive long enough for this area to really grow," he said.

While the entrepreneurs themselves tend to be responsible for studying the area to make sure their particular businesses can survive with the surrounding demographics base, Handler said Madison Crescent is built around upscale, "high-caliber" small businesses that includes few national chains, though there are glaring exceptions such as Anytime Fitness, Hair Cuttery and Eggspectation.

Handler said at this point the retail managers think a coffee shop or another restaurant would fit the profile of the development.

"We don't have a preconceived notion of who it's going to be but we have ideas about who would be successful in this environment," he said, adding that a jeweler is another example of a type of company that could potentially thrive.

New businesses coming into the community include separate mixed martial arts and yoga studios. On the residential side, there are 40 out of 144 townhouses left for sale with 60 single family houses and 12 "lib work" sites coming down the pike. The latter refers to buildings where the bottom floor serves as a business and the merchant lives above it.

"People are really looking to down size," said Noel Uzzo, who lives at the condo complex and works there as a sales assistant.

New tenant groups include baby boomers that want less property to manage, she said, adding that first-time home buyers like herself are also interested because they may not be ready to take on a full house and yard by themselves.

As a marketing tool, "I think the town center stands out, for sure," said Uzzo.