Early Origins and Development
Settlers Green opened in February 1988 on land that used to be the White Mountain Airport in North Conway, New Hampshire. The developers purchased the site in 1985 and began transforming it into the first outlet-focused shopping center in the state.
They started with a $8 million retail square containing 30 stores. By November 1988, 75% of the space was leased, signaling strong early interest from retailers.
The location was strategic. Route 16, a major commercial artery through the White Mountains, provided easy access for tourists and residents alike.
This positioning helped Settlers Green capture shoppers who visited the area for its tax-free benefits. The shopping center was part of a broader trend in the late 1980s as New Hampshire became known for its outlet malls.
The outlet center initially housed national brands like Eddie Bauer and Banana Republic. Over the next few years, it added more stores, capitalizing on the growing interest in outlet shopping. Retailers saw Settlers Green as a valuable entry point into the region’s lucrative tourist economy.
Settlers Green’s early years marked the beginning of North Conway’s shift from a seasonal vacation town to a year-round retail destination. Its rapid success showed that a well-positioned commercial development could thrive in the heart of the White Mountains.
Now, Settlers Green is organized into four distinct sections, each catering to different shopping needs. The Outlet Village focuses primarily on outlet stores, offering discounted goods from popular brands.
Settlers Crossing combines lifestyle and specialty retailers, creating a diverse mix for shoppers. Settlers Corner is home to key big-box stores like Home Depot, Staples, and HomeGoods, serving those looking for everyday essentials and home improvement products.
Streetside, the most upscale section, features high-end retailers and boutique shops, adding a more premium experience to the overall shopping destination.
Competitive Environment and Growth
Settlers Green didn’t dominate the retail scene immediately. The Mountain Valley Mall, just a short distance away, opened in 1980 with anchors like Kmart, J.C. Penney, and Shop ‘N’ Save.
For nearly a decade, it held the lead as the main shopping destination in North Conway. But by 2011, things had shifted. The developers at Settlers Green saw an opportunity when parts of Mountain Valley Mall were demolished to make room for a Lowe’s.
GNC and Waldenbooks, the mall’s original tenants, moved to Settlers Green’s Settlers Crossing, reinforcing the shift in retail traffic.
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Settlers Green expanded aggressively. In 2014, OVP Management Inc. acquired an adjacent shopping center that had been nearly vacant since L.L. Bean relocated its factory outlet to Settlers Crossing.
OVP paid $1.4 million for the property, which they soon demolished to pave the way for a new section called Streetside.
This development brought in upscale retailers, contributing to the center’s steady growth. By 2024, Settlers Green encompassed over 500,000 sq ft of retail space, making it the largest mall in the White Mountains.
Expanding Beyond Retail: Infrastructure and Public Art
Settlers Green kept evolving to stay ahead in an increasingly competitive retail market. Infrastructure improvements began in 2022, starting with a new roundabout on North-South Road, one of three main access points.
The addition was part of Streetside Phase II, which included the construction of a Market Basket grocery store.
This project, completed in 2023, boosted the center’s commercial space and attracted new visitors. Streetside Phase II now accounts for 375,000 sq ft of the overall development, with an expected $125 million in sales.
While retail remained the core, Settlers Green introduced public art installations to enhance its appeal. In 2017, the center partnered with the New Hampshire State Council on the Arts to commission murals and sculptures.
Over a dozen pieces, including works by artists like Michael Alfano, now line the Art Walk, blending commerce and culture. These installations, combined with the retail offerings, make Settlers Green more than just a shopping destination.
It’s now one of the main things to do near Conway, NH, that balances community engagement with commercial activity.
Tenant Evolution: New Brands and Expansions
As Settlers Green expanded, so did the brands that anchored the center. Early on, Banana Republic, Eddie Bauer, and Brookstone were among the flagship stores. Brookstone even chose Settlers Green for its first U.S. outlet location in May 1990.
Over the years, new brands moved in, and old ones grew. In July 2022, Under Armour nearly doubled its retail space, debuting a new concept store.
Old Navy Outlet followed suit in March 2023, relocating and expanding by over 4,000 sq ft. Around the same time, J. Crew Factory Store moved within the Courtyard area, adding 2,200 sq ft to accommodate its popular CrewCuts kids’ collection.
Settlers Green also integrated non-outlet stores to meet broader needs. Stores like Walgreens, Books-A-Million, and Market Basket filled in the gaps, giving shoppers more than just fashion outlets.
By balancing well-known brands with essential services, the center positioned itself as a go-to spot for locals and tourists alike.
Residential Developments and Community Engagement
As Settlers Green grew commercially, the developers recognized the need for residential options nearby. They planned two large housing projects: Settlers Common and Settlers Court. Settlers Common, adjacent to Settlers Crossing, proposed 228 rental units and 15 townhouses for sale.
Meanwhile, Settlers Court focused on higher-end residences near the new Market Basket, offering 30 townhouses for sale and ten apartments for rent. Both projects aimed to provide housing for workers in the growing retail area.
Community engagement stayed at the forefront of Settlers Green’s growth strategy. Over the last five years, the center donated over $1.5 million to local nonprofits like the North Conway Community Center and the New England Ski Museum.
Events like Angels & Elves and Photos with Santa, hosted by regional organizations, became regular fixtures. The focus on local involvement helped Settlers Green maintain strong ties with the community while supporting its commercial goals.
Latest Developments at Settlers Green (2023-2024)
In 2023, Settlers Green marked its 35th anniversary with several new expansions and tenant additions that have reshaped the shopping landscape in North Conway.
The most notable development was the opening of a Market Basket, a 70,000 sq ft grocery store, which brought a new level of convenience to the area and solidified the center’s appeal to both residents and visitors.
Retail brands continued to grow, and new tenants added fresh options for shoppers. In 2023, Merrell, Cotopaxi (the company’s first-ever outlet store), Swix (their first U.S. store), and Boba Beach Bubble Tea all opened.
Additionally, Mountain Moose Asian Noodle restaurant introduced a new dining experience with its focus on traditional Thai cuisine.
Several stores, including Carter’s and Jockey, underwent remodels, while seasonal pop-ups like Columbia Clearance Store and Maine’s Sea Bags added variety.
The focus on diverse retail offerings continued into 2024, with the planned opening of Panera Bread and a new location for Meredith Village Savings Bank at Settlers Crossing. Ryan’s Family Amusements is also expanding by adding 10,000 sq ft, including an inflatable air park.