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The Grounds centers around 42,000 square feet of experiential retail – set among inviting patios, a central lawn and stage area, expansive green spaces and rooftop venues. Families, friends, students, sports fans, and Winston-Salem visitors will find lush green spaces, a vibrant creek, play areas, distinctive restaurants, entertainment venues, captivating retail, and more.
The First Group of Founding Retailers at The Grounds
Announced September 2026, these first five retailers are setting the tone for the all-day, everyday energy at The Grounds. More announcements coming soon, and feel it for yourself in Fall 2027.
Expanding from Charlotte, The Jimmy is a beloved restaurant and bar from renowned North Carolina restaurateur Jim Noble – bringing a combination of honest food, handcrafted cocktails and genuine hospitality to Winston-Salem. Building on its strong reputation for Mediterranean inspiration, wood-fired pizzas, rotating seasonal menus, and a thoughtfully curated bar program, The Jimmy at The Grounds will also feature a robust Italian chophouse-inspired menu with creative protein-driven dishes. The Jimmy will occupy a full two-story building with rooftop space facing into the Retail Village and toward Allegacy Financial Stadium, adding inviting and exciting indoor-outdoor dining and social energy to the district.
Read more about The Jimmy in Charlotte here.
TREMBLE, a rapidly growing modern reformer Pilates concept, will open its second North Carolina location at The Grounds. Known for high-energy, music-driven classes and an elevated studio experience centered on both strength and community, Tremble will be led locally by a mother-daughter franchise team. The studio adds a wellness anchor to the district and another reason for people to make The Grounds part of their everyday routine, with a format especially popular with and appealing to the Wake Forest student audience.
Bagels & Co. will bring its neighborhood-focused approach to breakfast and lunch to Winston Salem, featuring handcrafted bagels baked fresh daily, a variety of homemade schmears, hearty made-to-order sandwiches, and quality coffee served in a welcoming environment. The concept is designed to become part of the community's daily routine, offering a place where students, residents, faculty, professionals, and visitors can gather, connect, and start their day. With a growth strategy centered on vibrant university communities, Bagels & Co. recognized a strong alignment between the energy of Wake Forest University and the vision behind The Grounds, making it an ideal home for the brand's continued expansion.
The Fieldhouse Tavern
Winston-Salem restaurateurs Tom and Brandon Brock, the team behind local concepts Sage & Salt, Tuscani, and the recently opened Spicy Pickle, will introduce The Fieldhouse Tavern – an entirely new, food-forward sports bar created for The Grounds. The concept will reimagine the traditional sports-bar experience with chef-driven food, premium audio/visual, and an expertly curated drink program. Its two-story space and rooftop bar will offer open-air views of The Grounds and the surrounding sports and entertainment district, creating a natural gathering place before, during, and after events – and well beyond them.
Allegacy Financial will build on its longstanding relationship with Wake Forest and deep roots in Winston-Salem with a multipurpose space designed to bring community members together. The concept will combine Allegacy’s financial expertise with space for meetings, events, speakers, and other programming, creating new ways to connect with the Wake Forest and broader Winston-Salem communities. Reflecting Allegacy’s belief that roots and relationships matter, the space is envisioned as a welcoming place to connect, learn, and gather within The Grounds.
Interested in Leasing?
Retail at The Grounds is intentionally curated to be additive to the Winston-Salem experience, with every retailer bringing its own unique character, differentiators, and benefits to The Grounds. Select retail units are still available, but filling quickly.
Interested in leasing retail space? Email us here.
