The Substation Village

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Identifying Untapped Demand and Creating a Neighborhood Landmark


Project: The Substation Village
Developer: Riverbend Development
Location: 145 East Sunset Rd, Upper Valley, El Paso, TX
Asset Type: ~24,000 SF boutique retail center with shops, restaurants, art installations, and community spaces

 

Overview

The Substation Village provides a walkable retail experience with industrial-style architecture, art installations, and pedestrian-friendly spaces. Anchored by local shops and restaurants, it has become a neighborhood gathering place since opening in 2017. Early tenants like Ardovino’s Pizza and 2Ten Coffee helped set the tone and attract the community.

Our Role:

  • Recognizing Market Opportunities: We assessed the Upper Valley’s need for curated retail and lifestyle options and validated the project concept with the developer.
  • Land Assembly: We helped bring together the parcels needed for a cohesive village.
  • Leasing Strategy: We secured commitments from anchor tenants before construction began.
  • Ongoing Support: We continue to refine the tenant mix and provide guidance as the property evolves.

Challenges & Solutions:

  • New Market Concept: There was no existing example in the neighborhood, so we built confidence by showing the potential value of the project.
  • Early Proof of Success: Securing well-known local tenants such as Ardovino's Pizza and 2Ten Coffee early helped other tenants commit to the project.

Results:

  • Full Occupancy: The Substation realized full occupancy and has been leased with a mix of local favorites and boutique offerings.
  • Community Destination: Recognized for its welcoming atmosphere, it attracts foot traffic throughout the week and supports weekend gatherings.
  • Signature Events: Regular community events, like the Upper Valley Market, make The Substation a central gathering spot.

Who was behind this project

name
View bio

Will C. Brown

Managing Partner | Licensed Texas Broker & Licensed New Mexico Qualified Broker

Will C. Brown

Substation Village represents the kind of visionary development we’re proud to champion. This project proves that when you know your community, you can shape not just a property, but the way people live, dine, and gather.

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