Market Indicator: Short Pump Signage Struggle Comes to an End 

click to enlarge Tom Leonard’s quest for Broad Street signage ended with a street to call his own: Tom Leonard Drive.

Scott Elmquist

Tom Leonard’s quest for Broad Street signage ended with a street to call his own: Tom Leonard Drive.

In the midst of Short Pump’s bustling sprawl, a farmers-market-style grocery store seeking greater visibility just became impossible not to find. All it took was changing the name of a street.

“It wasn’t the only way,” says Tom Leonard, the owner of Tom Leonard’s Farmer’s Market, “just the one that made the most sense.”

He says the solution hadn’t occurred to him until a friend suggested it a few years ago. By then, Leonard had spent nearly a decade struggling with the county to get signs on Broad Street to draw attention to a small cluster of stores on Brookriver Drive, just off the main drag.

Getting the endorsement for the street-name change from the neighboring hotel and custom car shop proved less difficult than persuading authorities. The process took nearly three years, and needed approval from Henrico County and the Virginia Department of Transportation.

The sign and VDOT installation cost Leonard $5,500, he says — not including the cost of engineering studies and lawyers.

“It’s great for the store,” he says. “That’s all I really care about.”

Now up for a little more than a week, Leonard says he still gets a kick turning onto Tom Leonard Drive. But he says his ego remains in check. His father is Stew Leonard, founder of a grocery chain in New York and Connecticut that holds a Guinness World Record in food sales.

“My dad has a highway exit named after him on the New York State Thruway,” Leonard says. “I’m small potatoes compared to him.”

Comments

Subscribe to this thread:

Add a comment

  • Re: High-Flying Confederates

    • Do yourself a favor and google Connie Chastain: Willfully ignorant racist, rape apologist, author of…

    • on October 30, 2014
  • Re: High-Flying Confederates

    • The comparison to Germany is good. Like Germans, the Confederates were "only" defending their rights…

    • on October 30, 2014
  • Re: High-Flying Confederates

    • Awww. Looks like I've ruffed feathers, because now the insults being flung at me have…

    • on October 30, 2014
  • More »
  • Facebook Recommendations

    Latest in News and Features

    More by Tom Nash

    • High-Flying Confederates

      The flagger group that pickets VMFA puts a drone into action.
      • Oct 28, 2014
    • All Smiles

      His surprise takedown of Eric Cantor was the shot heard 'round the beltway. But now the frontrunner is playing it safe. So what do we know about Dave Brat?
      • Oct 28, 2014
    • More »

    Copyright © 2014 Style Weekly
    Richmond's alternative for news, arts, culture and opinion
    All rights reserved
    Powered by Foundation