Maryland’s Downtown Columbia Thriving
Howard County Vision Focuses on Building Momentum for Live, Work, Play Community
I95 BUSINESS
Apr 09, 2023
Doing Business | Economic Development
by Katie Turner
It’s a fact. People want to live, work and play all in the same geographic area. It’s a simple desire but an intricate infrastructure that very few regions or cities have mastered.
Howard County happens to be one of them, but not by chance – by intention.
“It used to be the case that you could build a business and people would come to you for work,” says Larry Twele, CEO of Howard County Economic Development Authority (HCEDA). “The reverse is now true. People want to live where they want, and they expect the work to find them.”
Founded in 1967 and built to be ‘better by design’, Columbia and the surrounding Howard County, MD community have held steady to the idea of purposeful development as the region has grown up.
“Columbia was built on James Rouse’s vision of a culturally diverse, integrated city and better living through design, and Columbia continues to be built with that vision in mind,” says Chris Moyer, managing director of business development and marketing for HCEDA.
The commitment to being intentional with a focus on community has paid off with consistent superlative rankings in everything from jobs to schools, and even happiness. In fact, Money Magazine ranked Columbia the 6th Best Place to Live in the nation in 2020 and in 2022.
“Over the decades, Howard County has made strategic investments to support education, safety, healthcare, and recreation. The fruit of those investments is that we have built a community where well-educated, diverse, and talented people want to live,” notes Twele. “Businesses want to be close to that talent, and that is why they are choosing Howard County.”
This positioning has paved the way for sustainable growth in an economy transformed by a global pandemic, economic uncertainty, environmental changes, and cultural and political volatility.
Location, Location, Location!
With its unique location, almost centered between Washington, D.C., Baltimore, and Annapolis, Howard County grew up as a bedroom community for people who worked and played in the surrounding metropolitan areas. Communities celebrate diversity, with mixed income housing and easy access to amenities such as shopping and restaurants.
Greg Fitchitt, President of Columbia Region for The Howard Hughes Corporation, confirms the growth over the past few years, particularly the first phase of the Merriweather District. “6100 Merriweather, our 320,000-square-foot office tower, is now 98% leased, and the retail and apartments in the mixed-use Juniper building have also leased up extraordinarily well,” says Fitchitt. “In 2022 we delivered the next phase of development, Marlow, with another 472 apartments and over 30,000 square-feet of additional retail.”
According to Shelley Lombardo, COO of Evergreen Advisors, an investment bank and corporate advisory firm that recently signed a 10-year lease in Downtown Columbia, it was important for the company to be in the heart of Baltimore and Washington, DC. “This area has a vibrant ecosystem with growing and thriving companies and diverse talent,” she says. “It’s great to be a part of the excitement for the growth of Downtown Columbia as it attracts companies that also want to be a part of this innovative community.”
Education is a priority, with one of the best public school systems in the country, expansive library system, and top-tier community college that has earned Howard County ranking as 3rd in the nation for best educated adults over the age of 25. Nearly 71% of residents have an associate degree or higher and 34.3% have an advanced degree, according to the U.S. Census Bureau’s 2021 American Community Survey. Again, the region earns recognition -- the Howard County Public School System was sixth in the nation for Counties with the Best Public School Systems in America, according to a ranking by Niche.com in 2022.
True to the Vision
And the community continues to grow and mature.
Over the last 10 years, The Howard Hughes Corporation has taken the lead in developing Downtown Columbia into a vibrant metropolitan area of its own, carrying the vision of James Rouse forward into a new era. “Howard Hughes Corporation has stayed true to the Rouse vision,” says Moyer. “It has been a true partnership between the County government and the developer, and Columbia has evolved into a place where you really can live, work, and play.”
Fitchitt affirms, “We are fully committed to fulfilling James Rouse’s vision that Columbia should be a “real city, not just a better suburb” through the execution of The Downtown Columbia Plan approved in 2010.”
With over 104,000 residents, Columbia is second only to Baltimore in population, according to the 2020 U.S. Census. New residential and multifamily development, along with office space, restaurants, healthcare, renovations at the Mall in Columbia, and the incredible development of Merriweather and the Lakefront District are turning Columbia into a true 24/7 community, says Moyer. “This increased residential space, especially around Merriweather and the Lakefront, is really adding a new level of diversity and urban sophistication to the downtown area,” Moyer explains.
What’s in an Office?
With the shifting dynamics of the workforce, more and more businesses are reconsidering where and how to locate and structure their office spaces. For many reasons, Howard County is an attractive option for companies to put down roots.
“I think that over the next three to five years we will see business settling in with a more hybrid work environment,” says Twele. “The office is not dead, but companies recognize that the expectations of the workforce have changed. People want more spaces that are close to home. This is why Howard County makes sense – we already have the diverse, well-educated, and highly skilled talent living in our communities.”
Moyer explains that there is still a lot to be determined when it comes to the future of office space. “Many businesses are still tied to leases for office space that may not come up for renewal for another two to three years. So, the decision point for what they do next is pushed off until then. I think we will continue to see a lot of changes in that market over the next several years, and it is hard to say exactly how businesses will adapt.”
Going forward, Fitchitt and The Howard Hughes Corporation will be working toward more Class A office buildings to attract medical and health insurance companies. “we are excited about what’s to come next for Downtown Columbia. 6300 Merriweather, with its tree-house like design, will be the next office building in the Merriweather District. In the meantime, we’ve begun construction on 10285 Lakefront, Downtown Columbia’s premier medical office building, along the south shore of Lake Kittamaqundi. We are also wrapping up a $10 million renovation to the Corporate Row area, adding connective pathways, amenities and aesthetic updates to the area and undergo a rebranding effort to become Merriweather Row,” he says.
Whatever the outcome, Columbia is prepared to house the workforce of the future. Together, HCEDA and the Howard County Department of Planning and Zoning are trying to answer the question of how economic development aligns with physical development. The physical buildout plan, known as “Howard County By Design” will have to be responsive to the changing needs of commercial, industrial, and residential spaces over the next several years.
However, Twele is confident that Columbia and other Howard County districts, such as Maple Lawn and Columbia Gateway, are poised to remain attractive locations for workers and employers alike.
Live, Work, Play…It Again
“Live, work, play – you hear that a lot but it really does define Howard County well,” says Twele. “You have all the elements that people look for in a community – great education, healthcare, parks, recreation. We have cricket, pickleball, badminton, bike trails, you name it – it is all here.”
And the proof is in the accolades Howard County has received, time and again. In addition to being in the top 10 places to live, Columbia was ranked second Happiest City in America by WalletHub in 2022. The county was also listed as number seven for Best Counties for Families by Niche.com in 2022 and Safest City in America by WalletHub from 2019-2022.
“The talent is here for all of those reasons,” says Twele. “The investment in the community has attracted the pool of workers that businesses want to hire. We hear about the Great Resignation and the challenges of hiring, but here in Howard County, we have that pipeline for the workforce.”
For decades, Howard County has been home for thousands of highly skilled workers in government, defense, and cyber technology employed by NSA or Fort Meade, as well as the multitude of private government contractors and related firms in the region. In addition, the Route 1 corridor hosts one of the highest concentrations of food manufacturing and processing businesses on the East Coast, so the range of industry sectors that make up the backbone of Howard County’s economy are not only diverse, but also more resistant to economic forces such as inflation or recession.
The focus on high quality education in the county, as well as the numerous nonprofits that serve and support the community, mean that Howard County also has a robust and mature pipeline of future workers. And the school system and community college are working together to maintain that pipeline with a strong focus on career preparation through innovative apprenticeship programs that expose young learners to possible future career paths.
Companies are taking note of this environment and choosing to invest in Howard County.
Evergreen Advisors decided in favor of a move to Downtown Columbia. “We explored several options in the region to relocate our headquarters. This location provided an excellent environment for our team,” says Evergreen’s Lombardo. “The numerous events, restaurants, Lakefront and views of Symphony Woods are exciting amenities that are all within walking distance of our office.”
Keeping Momentum with Businesses
Twele is confident that Howard County is a great location for businesses of all sizes, especially small businesses. Looking ahead, HCEDA is about to begin a strategic planning process to develop the path forward over the next three years.
“The world looks very different now than it did five years ago. How do we define economic development in a post-Covid world?” asks Twele. “Traditionally, economic development means attracting new businesses and retaining existing businesses. Now we are looking at lessons learned from the pandemic and understanding additional areas where we need to focus.”
One of the priorities for the HCEDA is support and outreach to minority-owned businesses. In 2022 the organization hired its first minority and small business officer, who is responsible for outreach and engagement with veteran-, women- and minority-owned businesses to understand and respond to the unique challenges and opportunities of these companies.
“We learned in the pandemic that there was an entire industry sector that we did not have the resources to reach out to, specifically small businesses and retailers,” Twele explains. “Now, we are being more deliberate in outreach to minority-owned businesses to ensure that our programs are working for them, meeting their needs, and customizing our services to be more responsive.”
“We want to help people and build relationships,” adds Moyer. “We are not transactional, we want companies to stay here, grow here, and be successful here. I want companies to sign a lease knowing that they are going to sign the one after that here, too.
HCEDA supports that relationship with businesses through a number of resources and programs. According to Moyer, one of HCEDA’s most effective programs, which it plans to continue to grow, is the Maryland Innovation Center (MIC), located in Columbia Gateway. Since 2019, the MIC has provided incubator and accelerator programs for entrepreneurs, as well as flexible office spaces, conference rooms, and other business services for members and affiliates. The common areas offer community and shared intellectual energy that facilitates ideas and exchange. “HCEDA inaugurated this program to help start-ups create their ‘ecosystem’ within the business community. The success of the program is shown through the energy at the MIC and the strength of its businesses and graduates,” Moyer notes.
Additionally, HCEDA administers a $5 million loan fund, called the Catalyst Fund, to support small and minority-owned businesses. In partnership with the Howard County Office of Workforce Development, HCEDA also helps connect employers with potential workforce.
Howard County itself is an incredibly diverse community, and that diversity adds richness to the arts, entertainment, food, events, and culture. But Twele also champions the diversity of the economy.
“When you think of Howard County, the transformation of Columbia into a thriving entertainment and business district comes to mind. But almost one-third of our employment is based along the Route 1 industrial corridor.
Downtown Columbia has grown into a true active destination and third-city in the DC-Baltimore corridor.
So, we have talent and jobs across all sectors, from warehouse and industrial to professional and technical. Unlike other areas where you might have a concentration in one industry, Howard County has a really diverse base which gives us resilience and strength in a changing economy.”
That resilience has certainly been challenged over the years, from the pandemic to floods in Ellicott City, but Twele says he is most proud of how HCEDA has responded to those crises.
“We are the boots on the ground during challenging times,” says Moyer, sharing that HCEDA administered nearly $21 million in federal grant funds to help small businesses during the pandemic. “When it is dark and stormy, that is when we shine.”
As the world continues to unwind from the pandemic, the Great Resignation, supply chain disruptions, and ongoing economic uncertainty, Howard County has already proven to offer a strong, stable foundation for businesses looking to get started, grow, or mature.
What began as an intentional focus on building a community with people at the center has now evolved into a thriving and fertile opportunity for business - who at the core - serve and are served by people. I95