Settler's Green Defies Digital World

Settlers Green Streetside. Courtesy photo.

In an era where many retailers are cutting back on brick and mortar operations, Settlers Green in North Conway has been expanding its shopping outlet empire to keep up with demand. In October 2017, Settlers Green, which is approaching more than $90 million in annual sales, opened its newest project, Streetside, with a restaurant, 10 stores including Polo Ralph Lauren Factory Store and Columbia Sportswear Company, and custom and commissioned artworks by Northern New England artists that include sculptures and murals.

While most of the businesses in the more than 500,000 square feet of North Conway retail centers, including Settlers Green, Settlers Crossing and Settlers Corner, are national retailers, OVP Management, the Newton, Mass.-based company that developed and manages the outlets, has also been courting local businesses.

Settlers Green Streetside announced in November the addition of The SoakingPot Infusion Spa, The Met at Settlers Green (an additional location for Met Coffeehouse in North Conway Village) as well as Katie’s Nails, a nail and acrylics salon, which opened in Settlers Crossing. “Most of our passion is for supporting local entrepreneurs,” says Dot Seybold, the general manager of OVP Management.

Between increased interest from potential tenants and a key piece of property coming onto the marketplace, “the time was right,” Seybold says. The expansion of the outlet, which transpired over the winter of 2016 and 2017, cost more than  $15 million, which included acquiring the property and site work costs.   

Seybold says that Settlers Green had to tear down the building that was acquired to expand the outlet. In the process, 80 percent of the materials from that building were recycled. They also used all local contractors and tried to buy locally sourced materials. “We really make an effort to do that,” says Seybold “It’s always paid off to support the local working community.”

Settlers Green tries to create a “shoptainment” experience at its outlets by organizing events and concerts as well as providing photo opp spots and playscapes. Of the new art installations, Seybold says, “To be able to turn the corner while you’re out shopping and see a special piece of art just brings a whole other dimension to the experience, and we think that’s important.”