Published on July 09, 2026

Experience Shepherdstown, in partnership with the Corporation of Shepherdstown, has launched a retail market analysis of Shepherdstown's downtown business district and nearby areas. The analysis will give the community — including local business and property owners, and the Town government itself — up-to-date insights and data to support a vibrant commercial district that serves residents and visitors alike, providing a resource the community can draw on for years to come.

The analysis supports Goal 1 of the Shepherdstown 2025 Comprehensive Plan — promoting economic prosperity and cultural vibrancy. Conducting this kind of foundational market analysis is a best practice for towns seeking to sustain a healthy, vibrant downtown over the long term. Experience Shepherdstown is undertaking the analysis in support of the Town and the Comprehensive Plan.

“This is about giving our community better information,” said Shannon Thomas, Experience Shepherdstown Board President. “A central goal is supporting the longstanding local businesses that make this town what it is, while understanding better what type of new local-serving businesses are needed and will thrive here in keeping with the character of our town.”

Mayor James Gatz said the project reflects the Town's commitment to supporting its economy. “This work supports our Comprehensive Plan's goal of economic prosperity and cultural vibrancy. It's a small yet strategic project the Town is pleased to help fund, and I look forward to seeing and using the information and analyses.”

The study comes as Shepherdstown continues to gain national recognition — USA Today named the town one of the nation's Top 10 Historic Small Towns in 2026 — and will focus on the historic downtown core along German and Princess Streets, as well as the commercial district immediately adjoining the town along Route 45/Martinsburg Pike.

The study is being conducted by Jon Stover & Associates of Washington, D.C., a firm with retail market and downtown revitalization experience in more than 40 states including West Virginia. The analysis will include a profile of current business and real estate conditions downtown, including vacancy and rent trends; a review of population and household spending patterns in the surrounding area; a door-to-door survey of downtown businesses; and a survey open to all residents to gather input on retail gaps and priorities. The firm will also interview downtown property owners, commercial brokers, and Town and regional officials.

Findings will be compiled into a concise report — illustrated with charts, maps, and other graphics to make the data easy to understand — and presented publicly to Town Council and the community, with recommendations focused on supporting existing local businesses, attracting additional local-serving businesses in keeping with the town's character, and strengthening the customer base for a healthy downtown.

The $31,000 project is funded in part by the Town of Shepherdstown and in part by a $15,000 grant from the Claude Worthington Benedum Foundation, which supports education, arts, and economic and community development projects across West Virginia.

Work is underway this month. The final report is expected by early 2027.

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