Pop-up market operator opening year-round, daily location at Chesterfield mall

popup rva vendors mf 3 scaled

M.F. Willis Hot Sauce Co. is among the vendors expected to have a presence at PopUp RVA’s indoor market at Chesterfield Towne Center (Photos courtesy PopUp RVA)

Last December, PopUp RVA wanted to create some buzz.

The local pop-up market operator made an Instagram post that promised a “big announcement,” and encouraged followers to guess at what it would be for a prize.

While the reveal was simply that Santa Claus would make an appearance at the company’s holiday-themed Sip & Shop event at Stony Point Fashion Park, it was the guesses posted online that got founder Brian Sullivan’s attention: customers were hoping for news of a more permanent location and extended operating hours.

That feedback inspired the company’s latest offering – a year-round, daily indoor vendor market at Chesterfield Towne Center. It’s set to open Aug. 1 in a 9,000-square-foot space at the Chesterfield mall.

“So many people posted that and I said, ‘OK,’” said Sullivan, whose company also runs a seasonal vendors market at The Diamond.

The mall space has enough room for up to 30 vendors to operate at a given time, Sullivan said.

Vendors can apply for a spot at the indoor market, and choose to operate there one day, multiple days or on a permanent basis.

PopUp RVA leases the space, and divvies it up to vendors to operate within for a fee. Sullivan said the pitch to vendors is that they can have the benefits of a dedicated physical retail space with less risk and cost than there would be if they were to operate their own storefront. The company also holds a business license for the space that vendors can piggyback off of.

“We’re taking on the bulk of that cost, pretty much 100 percent of the risk, and creating an opportunity for these folks to take their business to the next level,” Sullivan said.

brian sullivan 1

Brian Sullivan

A one-day per month stay at the indoor market runs $100 to $150, depending on the day. Two to four days per month costs $75 to $125 a day, and five or more days per month costs $55 to $100 per day, according to the vendor application to operate at the Chesterfield Towne Center space.

Sullivan said this week the indoor market was still accepting applications and had room for more vendors. He said local companies M.F. Willis Hot Sauce Co. and Little Wish Toys have committed to maintaining permanent presences at the new space.

Similarly to the PopUp RVA event held at The Diamond, the Chesterfield Towne Center outpost will feature a mixture of vendors selling crafts, jewelry, clothing and other things. Vendors at the mall space will be able to sell packaged foods and baked goods but won’t be able to make food on- site. CBD vendors and products won’t be allowed at the mall space.

The Chesterfield outpost, which plans to be open seven days a week, will also have a weekends-only margarita bar on-site like the pop-up bar that operates at the outdoor market in Richmond.

The company’s Sip & Shop event, which operated for four years at Stony Point, will be relocated to the Chesterfield mall.

PopUp RVA’s seasonal outdoor event at The Diamond, which attracts 50 to 70 vendors per event, is planned to continue to operate alongside the mall market. The fourth and latest season of the outdoor market at The Diamond has been underway since April and runs through October. It is open Saturdays during its run.

“That’s our staple event and the one the Richmond community has gotten to know us by, so that will continue,” Sullivan said.

PopUp RVA’s space at Chesterfield Towne Center was formerly occupied by a Victoria’s Secret and is across from the H&M clothing store near the Macy’s. Sullivan said he was hopeful PopUp RVA could take advantage of and complement activity at the Chesterfield mall.

“We’re at a location with good foot traffic. Chesterfield Towne Center is doing well,” he said. “We believe we’re bringing even more to that space.”

popup rva vendors mf 3 scaled

M.F. Willis Hot Sauce Co. is among the vendors expected to have a presence at PopUp RVA’s indoor market at Chesterfield Towne Center (Photos courtesy PopUp RVA)

Last December, PopUp RVA wanted to create some buzz.

The local pop-up market operator made an Instagram post that promised a “big announcement,” and encouraged followers to guess at what it would be for a prize.

While the reveal was simply that Santa Claus would make an appearance at the company’s holiday-themed Sip & Shop event at Stony Point Fashion Park, it was the guesses posted online that got founder Brian Sullivan’s attention: customers were hoping for news of a more permanent location and extended operating hours.

That feedback inspired the company’s latest offering – a year-round, daily indoor vendor market at Chesterfield Towne Center. It’s set to open Aug. 1 in a 9,000-square-foot space at the Chesterfield mall.

“So many people posted that and I said, ‘OK,’” said Sullivan, whose company also runs a seasonal vendors market at The Diamond.

The mall space has enough room for up to 30 vendors to operate at a given time, Sullivan said.

Vendors can apply for a spot at the indoor market, and choose to operate there one day, multiple days or on a permanent basis.

PopUp RVA leases the space, and divvies it up to vendors to operate within for a fee. Sullivan said the pitch to vendors is that they can have the benefits of a dedicated physical retail space with less risk and cost than there would be if they were to operate their own storefront. The company also holds a business license for the space that vendors can piggyback off of.

“We’re taking on the bulk of that cost, pretty much 100 percent of the risk, and creating an opportunity for these folks to take their business to the next level,” Sullivan said.

brian sullivan 1

Brian Sullivan

A one-day per month stay at the indoor market runs $100 to $150, depending on the day. Two to four days per month costs $75 to $125 a day, and five or more days per month costs $55 to $100 per day, according to the vendor application to operate at the Chesterfield Towne Center space.

Sullivan said this week the indoor market was still accepting applications and had room for more vendors. He said local companies M.F. Willis Hot Sauce Co. and Little Wish Toys have committed to maintaining permanent presences at the new space.

Similarly to the PopUp RVA event held at The Diamond, the Chesterfield Towne Center outpost will feature a mixture of vendors selling crafts, jewelry, clothing and other things. Vendors at the mall space will be able to sell packaged foods and baked goods but won’t be able to make food on- site. CBD vendors and products won’t be allowed at the mall space.

The Chesterfield outpost, which plans to be open seven days a week, will also have a weekends-only margarita bar on-site like the pop-up bar that operates at the outdoor market in Richmond.

The company’s Sip & Shop event, which operated for four years at Stony Point, will be relocated to the Chesterfield mall.

PopUp RVA’s seasonal outdoor event at The Diamond, which attracts 50 to 70 vendors per event, is planned to continue to operate alongside the mall market. The fourth and latest season of the outdoor market at The Diamond has been underway since April and runs through October. It is open Saturdays during its run.

“That’s our staple event and the one the Richmond community has gotten to know us by, so that will continue,” Sullivan said.

PopUp RVA’s space at Chesterfield Towne Center was formerly occupied by a Victoria’s Secret and is across from the H&M clothing store near the Macy’s. Sullivan said he was hopeful PopUp RVA could take advantage of and complement activity at the Chesterfield mall.

“We’re at a location with good foot traffic. Chesterfield Towne Center is doing well,” he said. “We believe we’re bringing even more to that space.”

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