The Heights, a much-touted food hall at The Shops at Wisconsin Place in Friendship Heights, has closed. The closure is the latest cannonball-to-the-gut for the once-fancy area, which has declined as the wealthiest residents of Montgomery County have fled to lower-tax jurisdictions in the area. Somebody has lost an incredible amount of money - or is getting a big tax write-off - as the construction for this food hall was long and expensive, and the opening was extensively promoted with advertising and media/influencer coverage. The food hall was targeted toward an upscale audience that, frankly, isn't there in the numbers it once was in this part of Chevy Chase.
The demise of The Heights is also another body blow to the Montgomery County Council, which is largely responsible for the policies and high taxes that have sent the ultra-rich packing. Prior to the debut of The Heights, Councilmember Andrew Friedson, who represents the area, had made the humorous claim to a credulous Washington Post reporter that Friendship Heights' big problem was a lack of "nice local places to grab a cup of coffee, to have a nice meal, to pick up some groceries and enjoy an evening out." That was farcical on its face at the time, as Friendship Heights has an abundance of all of those. But the collapse of The Heights - which included a full-service, sit-down restaurant, a speakeasy, and multiple stall tenant eateries - indubitably pounds the final heavy nail into the Friedson Theory coffin. Now running for County Executive, Friedson might find himself reminded of how wrong he was by opponents in next year's Democratic primary.
Having taken up over 10,000-square-feet of space at The Shops, Friendship Heights will now be left with yet another vacant storefront. That's been a familiar sight in the neighborhood, as the Wisconsin Avenue strip once described as "Montgomery County's Rodeo Drive" has in recent times become a corridor of empty storefronts and smashed-out bus shelters. The Collection at Chevy Chase underwent a major renovation, and the once-elite Mazza Gallerie mall was demolished. Out went Jimmy Choo and Louis Vuitton, and in came discount grocer Amazon Fresh and Potbelly Sandwich Works.
The curtain falling on The Heights is merely the latest humiliation for our utterly-incompetent and corrupt County Council. They had received a stiff warning from their own professional staff about the massive amount of County revenue lost through the exit of just 25 high roller residents, but completely ignored it. The Council raised taxes massively on residents and businesses alike, giving Montgomery County the highest tax and fee burden in the region, and causing record numbers of business closures. At The Heights, the chickens came home to roost, went back out, and have come home to roost yet again. Daaaaaaaaamn. Heckuva job, Brownie!
42 comments:
I am not “ultra wealthy” but did, in fact, leave MoCo for FL on account of the high taxes and the local political establishment’s prioritization of “the marginalized” over the taxpayers. Had been here all my life prior to that but realized that the one party system will never change.
All of these concepts are not working. We wanted to like this place and went once. We took one look around and walked out. You could just tell. Good riddance.
Do you recall, a dozen years ago there was the night time economy initiative? It largely failed, for various reasons. One was the County did not have and attract enough people (e.g., millennials) interested is night time activities.
It would be interesting to learn the reasons underlying why the Heights closed. What age groups, income sectors, and other relevant categories, etc., were thought to be likely customers? Why didn't they materialize? The Planning Department is undertaking an update to the Friendship Heights Sector Plan. There are substantial doubts that they will provide answers and solutions to the areas problems as they are more of a Department of Planning Ideology with a focus on housing and lack the expertise, data and objectivity to provide answers.
I wasn't here then, but whatever was needed then isn't what's needed now for the Nighttime economy. Millennials are old and have kids. Need to look at Gen Z (aged ~15-29) to see what their interests are and probably also make some assumptions about what Gen Alpha (the oldest of whom will be starting college in a few years) might be interested in.
I'm with JAC - I went there wanting to like it and knew it was destined to fail. We even tried the sit down Mexican place in there. None of it was good
Its crime in MoCo that is driving business out and nothing is being done to stop it
Food halls were a way to fill large vacant retail spaces. Apparently they rose in popularity in the pandemic era as people sought variety nearby.
Have fun with your home insurance premiums in FL!
I think a not-small amount of blame falls on the Heights itself, despite our host’s personal irritation with local taxes. There was no clear demarkation between the hugely long construction period and the opening, they didn’t go a good job of marketing in any medium, and the hours were too long - should not have been open for dinner
I like the place and I thought the food stalls had interesting food that was a clear step up from your average food court. I’m sorry to see it go.
We live nearby. We ate once trying two different places and neither impressed us. The space has suffered from a lack of customers from early on. I’ve been surprised The Heights stayed open as long as it did. I don’t think the primary reasons for this closure are related to the “moribund” county economy. The stalls at The Heights seemed to be geared to a lunch crowd (the sit-down restaurant not included). But the local office-worker population never rebounded after COVID. I’m sad for the entrepreneurs who invested in their stalls, but I am not surprised by this outcome. And the space is likely to be empty for an extended period. No small-business owner I know with a store in Montgomery County would open his/her business here if they were starting it now, and I’ve had at least four shop owners make that point in the last two years.
Oh please stop with this moribun nonsense. The Heights was filled with an overpriced mishmash of vendors in a poorly ventilated, awkward (cheap) atmosphere. There was barely any signage letting people know that The Heights even existed. The Whole Foods, sitting below is packed on most days, showing no signs of a moribund economy. This was a concept whose launch was delayed for over a year, and by the point it launched most vendors were fuming. 90 percent of vendors ran for the exits after their minimum period was up. There was no engagement with the local community and this food hall was no destination- making the Heights closing no surprise.
I walked by there today, and noticed that the newer tenants' signs (like Dabarkads) had disappeared, whereas some of the long-gone ones (like Yasmine) are newly revealed. Very strange.
What will occupy the space now -- Sbarro's?
I was there on closing night (Saturday). The workers there think it was insufficient marketing. Kind of sad to talk to people who knew it was their last day working there. Tequila shots were had by many.
I went to Turncoat (the speakeasy bar there) shortly after it opened. Both cocktails and food were excellent, and there was a line to get in. That went down over time. I think the location isn't the great in terms of exposure. It's kind of in this no-man's land above the Whole Foods, and with limited street level exposure on the Wisconsin Ave side. There's also not much else around in terms of critical mass. Only proper bar nearby is Aura (former Chatters) and that's on its third name/management in as many years.
I hope they learn their lesson and stop putting overpriced upscale businesses in Friendship Heights. We need restaurants average people can afford, not Michelin-starred chefs. And the people who can afford those don't usually want them in a food court format, so this was bound to fail. Not sad about it, looking forward to T.J. Maxx returning and Trader Joe's moving in.
Send in the National Guard, people will flock to it.
And it is not going to change anytime soon since the perennial prosecutor is actively seeking a sixth term.
Most of us knew this was going to happen, right from the get-go.
I suspect you wish me nothing but pain 1137, cause I disagree with you politically. However, even accounting for insurance, the FL move was a huge net gain. I estimate about $1,500/month income tax savings. And my $$ are not squandered as they were in MoCo.
We live in the large apt building next door. Went a few times. Quality not there. Our apt building has food delivery services every 5 minutes, so there are consumers close by. Heights never marketed to the neighborhood nor provided easy delivery.
The T.J. Maxx opens on Thursday, August 28 at 8:00 AM.
FloriDuh! You and it are a perfect fit. Buh Bye.
Well said. The author’s conclusions are based on nothing more than his hate of the county’s tax policies. I’d rather pay less , as well, but can’t blame the collapse of this poorly promoted and handled concept solely on that.
Ahh, you clearly missed the mark with those statements. Food halls have evolved from food courts originally found in shopping malls. Developed during the 1980s, these centralized dining areas enabled mall operators to efficiently address the distinct requirements of both retail and food establishments, such as plumbing, water supply, and waste management. They also function as incubators for innovative food concepts, offering local chefs and restaurateurs a lower-risk environment to introduce their businesses. During the pandemic, food halls and courts—as with all large gathering spaces—faced significant challenges and were avoided and closed to the public.
I appreciate the first hand accounts of The Heights and why it might have failed. It’s better than the tired old rant about moribundity. Still blaming the bus stop. SMH
It appears that Urbano will remain open. I actually like Urbano quite a bit and hope it can start gaining traction. The Heights seems like bad timing all around...opened in 2023 when FH was cratering with absolutely zero marketing to the community and now closing just when the new Mazza apartment building is opening, TJ Maxxs re-opens on 8/28 and Trader Joe's will be opening in October.
Seems like Lia's does well and hopefully Hunter's Hound and Junction remain. I fear that Joy is headed for closure because it's just too high a price point for the area and seems dead most of the time. I think businesses for some reason don't understand the demographics of FH and CC. It likely has high median incomes, but many elderly people who don't frequent restaurants much...but as an example love Clyde's which is really right up their alley. Capital Grill also continues to do well.
I live at Friendship Heights and was waiting for The Heights to open. Waiting took forever as others have noted, but even early on it was clear that the place was not designed for customers. Not enough signage to encourage visits, no obvious promotions for lunch specials. Business offices may not be full, but the nearby buildings are full of medical practices, and there are plenty of patients who come via Metro and might have stopped to pick up a meal or snack. When The Heights first opened, physical therapy staff at a nearby office were delighted to have someplace new for lunch, but that didn't last long once the wait time and prices rose. I met a friend there for lunch who immediately decided we couldn't stay because the noise level was untenable, so we walked across the street to the Hunter's Hound. Don't blame everything on the County Council when there's more to this situation.
Nothing to do with economy it was a poor concept with a bad product.
I went shopping at the FH this past weekend. Both Talbot and Eileen Fisher had customers. One problem us is all of us were gray hairs. Bloomingdales did not have many. I realize they have loss issues but BD's need to stop making their customers feel like thieves. Neither Talbots or EF made me feel that way.
Regarding that Food Court; It was uninspiring. Reheated Ethnic fair. They could use a coffee place right where the boutiques are. Most folks are not going to go around the corner to look for one.
I live 1.5 miles from this place, pass thru Friendship Heights often, eat and shop at some other places there, visit my eye doctor and dentist there - and I have never heard of this place. No idea it exists - existed. Hmmmm
I really miss the good old days when Chadwick’s served as our local watering hole. I’ve lived here over 30 years and in the early days FH was great — Borders, Pottery Barn, Linens and Things, a movie theater, Lord and Taylor, etc, etc. I’m glad Booeymonger’s seems to be thriving and Clyde’s is always busy. I live 3 blocks from the Heights and walked through once.
I agree that it was a not very apealing vendor lineup.
Agreed. The only vendor I thought was good was the Japanese soft serve stand. The Mexican restaurant was awful, snd while I like speakeasies a good hall does not create the right ambience.
Was there two weeks ago. Most of the vendors had already left. The only place I liked is Urbano (Did it close too?) Maybe they could bring back Houlihan’s.
it was seriously mediocre, aside from Mimi's ice cream, which was actually fantastic.
I live a couple blocks away and can confirm they never marketed towards the neighborhood. They were also pretty rude to some of us on social media when people asked when it was opening. really made me think twice about supporting them at all...
Agreed. Those were the days!
There is still one in Herndon, and a great thought.
That’s a good point. The opening, and even the location, took a bit of work
The elegant Mazza Gallerie has been reduced to plain rental apartments.
It should have had a make over that Tysons Galleria, another high end mall that is packed with people going to designer stores and plethora of restaurants. A new movie theater too.
1:26 - Tyson's in comparison to Montgomery Mall is, well, no comparison.
As others have said, the Heights did nothing to reach out to the thousands of residents who live nearby. Even pedestrians might not have noticed the transition from still-not-open-yet to finally open. The side that used to be the front door to PF Chang’s had no signage, a locked door, and looked like a construction site — even though the Heights was open. It’s a loss for the vendors and a loss for those of us who are hungry for a wider variety of dining options in the neighborhood.
Bad design ( large bar blocking the opening - where u have to sit w your back to the street.) Expensive poor quality food and no marketing to the surrounding community. The right concept w marketing and inviting design would flourish there
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