Story by Becca George | Photography Supplied by The Avenue
Shop Like No One’s Watching
The Avenue: Then and Now
It is hard to imagine Murfreesboro without The Avenue and the ever-growing area in which it lies. Rewind ten short years and Medical Center Parkway was a vast area of fields and farmland. Lindy Mullen, Marketing Consultant for The Avenue, explains that the area had a vision to become a new hub of growth for Murfreesboro with a 400-acre planned commercial development that included retail, dining, hotels, residential apartments and condos.
The center for this vision was The Avenue and it has served as a catalyst for growth on Medical Center and beyond. The Avenue opened in 2007 and is celebrating its 10th Anniversary this fall. “The visibility and easy access to Interstate-24 makes it a prime location for retailers and an attraction for both locals-including young professionals and families, and tourists passing through Middle Tennessee,” explains Mullen. She explains that it is the largest lifestyle center east of Nashville and greater Atlanta. The Avenue is home to over 95 stores and restaurants. The Avenue brought an entirely new level of shopping experience to Murfreesboro and brought many retailers to Middle Tennessee who hadn’t previously been here.
Over its ten year span The Avenue has welcomed many new neighbors that are an integral part of Rutherford County such as the Chamber of Commerce and Visitor’s Center and Saint Thomas Rutherford Hospital. With its proximity to I-24 and Nashville, The Avenue is a prime location for shopping, dining and living.
Meet Your Neighborhood BFF
The Avenue Shops, Mix of Local and National
The Avenue houses 95 stores, restaurants and services. It is a mix of department and “big box” stores like Belk, Bed Bath and Beyond, Best Buy, Dick’s Sporting Goods, Michael’s and Petco with some national retailers like Victoria’s Secret, Forever 21 RED, Altar’d State, Buckle, Zumiez, Gap and Gap Kids and over 14 locally owned or franchised shops. The newest additions to The Avenue are Brow & Spa, Elife Nail Spa and the recent announcement coming in early 2018, Orangetheory Fitness. Retail is not the only draw at The Avenue, it also offers second level office suites including Farmer’s Insurance, McKesson and Regus Offices.
“Those unique brands and services are a welcome addition to The Avenue,” says Philip L. Purdom, Principal of DHA Asset Management LLC, “We continue to stay fresh and current with the national trends of the retail industry, and with a pulse on the local retail community. We are excited to continue to bring new brands and experiences to our shoppers her in Murfreesboro.”
The Avenue truly offers something for the entire family. Whether it is browsing Barnes & Noble with a latte, practicing self-care with grooming and beauty services at European Wax Center or shopping for apparel-from newborn to baby boomer and beyond - there is something for everyone. Carla & Co., owned by local mother-daughter duo Carla and Ashley Lewis, offers unique gifts, apparel and jewelry. Mimi’s Boutique is another family-owned business that offers clothing for women, children and babies and a variety of gifts. Fab’rik, another locally franchised store, is a trendy boutique offering high style with heart. “These local owners take pride in being a part of what makes The Avenue a unique shopping experience, and in supporting the local community by sourcing local makers and products to showcase in their shops,” explains Mullen.
Be Social with The Avenue!
Social media is a big part of our culture, whether is it posting on Facebook or Instagram, pinning on Pinterest or tweeting about the latest news or deals, we all are little bit social. The Avenue offers many ways to follow along both while shopping and on-the-go.
The Avenue A-List free rewards program allows shoppers to become insiders by giving them the latest scoop and most amazing deals. These exclusive deals are only available to A-List members. The swag begins in the form of a complimentary book with over $400 in savings and continues with seasonal gifts with purchase and chances to win luxury giveaways throughout the year.
Each month A-Listers receive an insider newsletter with exclusive details on the latest style trends, upcoming events and current shopping and dining deals and promotions at The Avenue. Members also receive VIP invitations to A-List exclusive events throughout the year that include more savings and special offers.
The Boro Blog is another local and fun way to stay connected. It features hot trends in fashion, beauty and home and includes advice on all things shopping. The Boro Blog, The Avenue’s blog is written by Murfreesboro locals for Murfreesboro locals. Mullen explains that Emily Day, the “Stylish Social Media Queen” writes about topics like, “back to school basics” and “refreshing your fall décor”. Mullen also explains that Joy Johnson, the “Ultra-Fashionable Yo-Pro” and new mom, shares hear beauty essentials, must haves for mom and seasonal fashion trends.
The Avenue is always looking for bloggers to add to the Boro Blog who can share their style and shopping finds. Visit theavenuemurfreesboro/blog for more details.
To embrace fashion, experience style and discover deals that are personally unique join the A-List family and follow along on social media. The Avenue offers something for everyone.
For a complete list of stores, upcoming holiday hours, events, deals and to be connected visit:
Dine and Unwind at The Avenue
Shopping is not the only draw to The Avenue, the center offers a variety of dining options including 15 restaurants and specialty shops. The patio at Bar Louie is a great spot to watch shoppers and Bar Louie offers a great place for a burger, brew and the big game. B.J’s Restaurant and Brewhouse, featuring an extensive menu, including deep-dish pizzas, hand-crafted beer and signature desserts, was the first location in Middle Tennessee. Locally franchised restaurants like Newk’s Eatery is a great place for delicious sandwiches and salads and offer a grab-n-go section at the front of the store. Philip and Mary Armour O’Reilly, the owners of MTN Hospitality LLC, started with opening the Newk’s Eatery franchise at The Avenue and have now expanded to over six locations in and around the Nashville area.
Savory is not the only option for food, The Avenue offers a place for those with a sweet tooth. Sweet Cece’s Frozen Yogurt or The Cookie Store are perfect stops on a shop and stroll. Epicurean Olive Oil Co., a purveyor of fine oils and vinegars, offers wonderful specialty items for every kitchen. World Market also offers a fun and unique selection of specialty food, drinks, home décor and gifts.
“We strive to make The Avenue an easy, convenient and enjoyable place to shop for our customers,” says Purdom, “By adding their favorite retailers and restaurants in one locations, we continue to meet that goal.”
Experience the Holidays at The Avenue
Cooler temperatures, cheery hustle and bustle and holiday music are all part of the holiday ambiance at The Avenue. The center will be rewarding shoppers and hosting family-friendly events and entertainment throughout the season. There will be many options for family fun and making memories. There is also something for everyone on your list at The Avenue.
On Black Friday, one of the busiest shopping days of the year, The Avenue is open extended hours and will be offering top deals, great gifts and free rewards. Starting at 10:00 a.m. on November 24th shoppers can present their receipts dated for that day and receive a free gift. For those who spend $150 or more they will receive a plush holiday blanket, and those that spend $300 or more will receive a plush holiday blanket and a $20 gift card from select Avenue stores. One per customer will be available while supplies last.
Shoppers can enjoy entertainment from festive stilt walkers while strolling through The Avenue on November 24th from 12:00 p.m to 2:00 p.m. The stilt walkers will be there for photos and help create shopping and holiday memories.
Friday is not the only shopping day during Thanksgiving weekend, Saturday, November 25th is Small Business Saturday. The Avenue offers many opportunities to shop local through boutiques, specialty shops, services and more. Some of the locally owned or franchised shops include Brow & Spa, Carla & Co. Gifts and Jewelry, Elife Nail Spa, Epicurian Olive Oil, Fab’rik Murfreesboro, Lizard Thicket, Mai Alterations, Merle Norman, Mimi’s Boutique, Nails So Happy, ONU Salon, Painting with a Twist, The Pottery Place, and Thomas Kinkade Gallery of Murfreesboro.
The holiday shopping experience extends through December with Photos with Santa on December 8th-10th. The jolly man himself will be visiting Friday, December 8th from 3:00 p.m to 5:00 p.m, Saturday, December 9th from 12:00 p.m. to 2:00 p.m and Sunday, December 10th from 2:00 p.m to 4:00 p.m. Santa and his elf will be in the Courtyard near Talbots. The Avenue’s festive, larger-than-life ornaments will be on display all season as well. In addition to a visit from Santa, The Avenue will feature complimentary holiday entertainment December 16th and 23rd.
As the days get closer to Christmas the excitement escalates. The Avenue will offer Holiday Family Fun on December 22nd from 12:00 p.m to 4:00 p.m. Families will have the opportunity to meet Mrs. Clause and The Grinch and enjoy entertainment by stilt walkers in the snow of the Courtyard by Talbots.