About The Grounds
The Grounds will redefine living, working, and playing in Winston-Salem: a place where the energy of sports, the vibrancy of entertainment, and the tie of community converge. This transformative 100-acre mixed use development is set in the heart of the city, leveraging and enhancing existing and expanding sports and entertainment venues and infrastructure. Its diverse destinations will feature everything from design-driven retail to state-of-the-art event venues, chef-driven dining concepts to luxurious residences, active walking trails to innovative office space, and more.
Core components of The Grounds include:
Pedestrian-friendly retail village: 42,000 square feet of local and regional shops, chef-driven restaurants, and outdoor gathering spaces.
For-sale condos: 22 loft-style residential units situated above retail buildings, adding density and activity to the central plaza area.
Modern residential living: a 229-unit, 521-bedroom community with elevated amenities and access to the retail village.
Class-A office space: a 130,500 square foot building leased by Wake Forest University.
Enhanced infrastructure: road and utility improvements, restoration and beautification of Silas Creek, and a paved walking trail for improved connectivity.
The story of The Grounds starts more than a century ago, as R.J. Reynolds Tobacco Company planted roots in the area first for tobacco storage and production, evolving into a manufacturing hub. By 1961, Whitaker Park was the world’s largest and most modern cigarette manufacturing facility, with thousands of daily workers.
Those workers plus the relocation and expansion of Wake Forest University in the 1950s, 60s, and 70s drove a vibrant commercial and entertainment district, with then-Baity Street hosting students, workers, and locals with live music, culture, dining, nightlife, and retail. Venues like Baity’s Music Garden and Ziggy’s attracted national acts and up-and-comers.
But as tobacco manufacturing moved out in the 2000s, surrounding businesses began to close. The downturn was short-lived, though; reinvention began in 2015 with the Whitaker Park Development Authority and others attracting major investments and developments to refill those empty facilities. At the same time, Wake Forest University had the vision that led to The Grounds – the future of this dynamic area, and a central community asset in Winston-Salem’s cultural, social, and economic future.
And that future looks bright: according to a study by Tourism Economics, a division of Oxford Economics, The Grounds is projected to create $1.3 billion in total business sales in its first decade alone. In addition to the economic impact of that direct, indirect, and induced spending, development and operations are projected to drive more than $90 million in state and local tax revenue by 2034, in addition to tens of millions in property taxes on what were once empty parking lots.
The district that makes up The Grounds and the surrounding area already draw more than 1 million visitors each year for events, for games, graduations, concerts, the Carolina Classic Fair, and much more. Starting in Fall 2027, those visitors (and more) will have even more reasons to visit, stay, and return.
Past, Present, & Future
In the News
Leadership
Carter, a leading national real estate development and investment firm headquartered in Atlanta, Georgia, and Front Street Capital, a Winston-Salem-based development, asset management, and private equity real estate company, are leading the development of The Grounds. Both firms bring a nationally recognized track record of building similar, dynamic mixed-use projects both locally and around the country with Front Street Capital’s development of Bailey South in Winston-Salem and Carter’s projects The Banks in Cincinnati and Summerhill in Atlanta. Carter and Front Street Capital selected the national architecture firm Nelson to serve as the project’s architect based on their success leading similar large-scale, mixed-use projects. Nelson recently led the master development of The Battery, the new home of The Atlanta Braves and the nation’s first master-planned mixed-use development anchored by a professional sports stadium.
Carter and Front Street Capital were selected through an extensive process that highlighted the groups’ relevant project experience and success, as well as their approach to development adjacent to universities and within similar sports and athletics venues and communities. The Grounds is being developed in partnership with Wake Forest University and the City of Winston-Salem.
Summerhill by Carter in Atlanta, GA
Bailey South by Front Street Capital in Winston-Salem, NC
FAQs
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Wake Forest owns the property where The Grounds is being constructed. Carter and Front Street Capital are developing and financing the project with outside capital, while coordinating all development with Wake Forest University and the City of Winston-Salem.
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Construction timelines and completion dates are still being finalized, with initial components of the first phase scheduled to open in Early 2027. Updates on the development progress and expected opening dates will be communicated through official channels (including this website!) and announcements from Carter / Front Street.
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The Grounds is committed to enhancing accessibility. Information about public transportation options, such as nearby bus routes, shuttle services, or future transit expansions, will be provided as part of the development's transportation plan.
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Silas Creek currently shows signs of severe erosion and stream bank degradation that if left unchecked can impact adjacent improvements including vegetation, utilities, roadways and drainage structures. As part of the project, Carter and Front Street Capital will restore Silas Creek through reshaping the stream channel, regrading the stream banks, and revegetating all areas disturbed. Invasive species encountered through our efforts will also be removed. This effort will improve the immediate area through the creation of a greenway amenity, preserve the surrounding infrastructure and improving conditions downstream by reducing sediment disposition and reduction of peak flows.
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The Grounds looks forward to welcoming visitors of all abilities. Our team is actively planning the development to align with ADA compliance and prioritize accessibility. While specific design details are still being finalized, we are committed to creating an inclusive community with accessible pathways, entrances, and facilities. More information will be available as construction progresses.
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If you’re interested in learning more about The Grounds or providing your feedback, we encourage you to get in touch with us directly. We value your input and want to ensure that everyone in our community has a voice in this transformative project.
Here’s how you can engage with us:
Learn More: For detailed information about The Grounds, including project updates, development plans, and the benefits it will bring to our community, check this site, subscribe to email updates, and follow our social media for consistent project updates.
Provide Feedback: We value the input of our community members and stakeholders. Your feedback helps us refine our plans and ensure that The Grounds meets the needs and expectations of everyone involved. Please share your thoughts, suggestions, and questions by emailing Info@VisitTheGrounds.com.