Central Park at The Avenue Viera

The 550,000-square-foot lifestyle center marks WS Development’s third project in Florida

WS Development, a Massachusetts-based, mixed-use developer, today announces its partnership with PGIM Real Estate in The Avenue Viera, a 550,000-square-foot open-air lifestyle center in Viera, Florida. Nestled along Florida’s emerging Space Coast, the property sits within the greater 43,000-acre, top-10 master-planned Viera community and is home to an extensive lineup of retailers including unique locals, national brands, and plentiful dining options.

The Avenue Viera marks WS’s third investment in the state of Florida, joining The Royal Poinciana Plaza in Palm Beach and Hyde Park Village in Tampa. In keeping with its bespoke approach, as seen across unique destinations like the main street-inspired MarketStreet Lynnfield on the north shore of Massachusetts, or the expansive yet strollable Garden City Center in Rhode Island, WS will deploy its deep-rooted experience in placemaking, merchandising, and branding lifestyle centers, to build upon The Avenue Viera’s strong fundamentals and existing success.

“We are thrilled to expand our presence in Florida, a top destination that is attracting residents and visitors in record numbers and fostering growth for its businesses,” said Jeremy Sclar, chairman and CEO of WS Development. “The Avenue Viera possesses great opportunities as a gathering place for both neighbors and visitors given its central location, robust lineup of retailers, and inviting outdoor spaces. We’re excited to engage with the community and continue this development’s positive growth.”

With this announcement, WS Development will assume responsibility of managing The Avenue Viera and share ownership with PGIM Real Estate, owner of The Avenue Viera since 2006. With the continuous growth of the Space Coast and its designation as a top place to live, the lifestyle center has only become stronger and the community surrounding it has grown immensely. WS plans to use a multi-layered approach to continue the property’s evolution and support retailer success, particularly with onsite activations, fresh merchandising, events, public art and interactive amenities.

“This partnership with WS Development marks a very exciting opportunity for The Avenue Viera,” said Joanna Mulford, managing director and senior portfolio manager for PGIM Real Estate’s U.S. core equity strategy. “WS Development’s expertise, relationships, and experience will be critical to strengthening The Avenue Viera’s position as a daily lifestyle destination for nearby residents, thereby filling a significant market void in Central Florida.” 

The award-winning shopping destination is well-positioned to reach a variety of demographics across Viera, Melbourne and the Space Coast and showcases an impressive lineup of 80+ retailers, restaurants, and entertainment venues, from local treasures to nationally recognized brands.

The Avenue Viera

Located directly off I-95, The Avenue Viera is the only open-air lifestyle center in the area.

The Avenue Viera will join WS Development’s portfolio of over 100 properties across the U.S. For more information on WS Development projects, go to wsdevelopment.com/