How Southaven's Snowden District grew into a destination and what's next for the area

DeSoto County remains among the fastest-growing counties in Mississippi, and Southaven, already the third-largest city in the state , is a key part of that growth.

Incorporated just 44 years ago in 1980, the city has seen growth like no other in the area — especially in its Snowden District.

Commonly known as the Getwell Road corridor, the area of Getwell between Goodman and Church roads was officially designated as the Snowden District in February 2015. Now nearly 10 years later, the area has grown into a destination spot for shopping, entertainment, sports, nightlife and family-friendly fun.

“When all pending developments are completed in the future on both sides of Getwell Road,” said Southaven Mayor Darren Musselwhite, “more than $1 billion of capital investment will have occurred, making this the largest connected development in the history of Southaven.”

Here is a look at what makes the Snowden District such a key piece in Southaven's future development and why so much investment is concentrated in the area.

It all started with Snowden Grove Park

The first seeds of that success were planted in 1999 with the construction of Snowden Grove Park . The 17-baseball field facility put Southaven on the map for youth sports. 19 different tournaments will be held this year alone, including the Perfect Game Invitational National Championship .

Besides that key centerpiece, the park also contains or is adjacent to a soccer park, tennis center, bowling alley and the BankPlus Sports Center, which includes batting cages and a minigolf course, among other amenities.

DeSoto County Tourism Marketing Director Jon Frost described the park as a “mecca for youth sports.”

“From March to July, just about every weekend out there is 70 to 170 teams,” Frost said. “Having all of that kind of growth and all that external economic impact, we as a town, as a community, as a county, needed amenities to accommodate and to welcome those folks to town.”

The cherry on top is, of course, the BankPlus Amphitheater. Built in 2006, it’s yet another major draw to the area. After four years and nearly $11 million in renovations, the outdoor venue reopened in 2023. BankPlus Amphitheater's calendar features upcoming shows from Lainey Wilson, The Smashing Pumpkins, Megadeth and Monica.

Silo Square brings town square to Southaven

The area’s official designation as Snowden District in 2015 came with some overarching design goals. Musselwhite said he’s thankful to the developers who shared his vision for a pedestrian-friendly entertainment district.

“I’ve experienced this in other cities around the country and knew we were lacking this amenity that is so attractive to citizens and tourists alike,” Musselwhite said. “The ultimate goal is to create a place where people want to be, meaning and including to live, work and visit.”

The Silo Square development has near single-handedly filled that role. Though it is only the first of multiple mixed-use developments in the area, it’s already the top spot in the city for an all-encompassing walkable experience.

The project, designed to replicate the feel of a traditional small-town Main Street like Collierville's Town Square, first broke ground in 2018. The first business, Slim Chickens, opened the next year, and despite the challenges of the pandemic, four small businesses opened in 2020. Today, 33 unique businesses call Silo Square home. There are also extensive residential neighborhoods attached to the site — when completed, 800 different homes and lofts will be available.

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Silo Square's developer Brian Hill has said time and time again that Snowden Grove Park is what made Silo Square's success feasible.

"If it were not for the park, the city's continued investment in that park, there's no way that I would have attempted Silo Square," Hill said. "They've got so many things over there that it's constantly drawing people in. And the natural place for those people to go... is Silo."

Frost said Silo Square has given the community and visitors a "wow factor," that complements preexisting offerings.

“If it's a late show and you want to have dinner before you come, you can do that now without even moving your car," Frost said. "If it's an earlier show or a festival-type of atmosphere, here you can enjoy yourself before, during or after events. It has become a big focal point of what we're able to promote… from the tourism side."

Small business and the 'sweetness of Southaven'

Multiple studies, such as one published by the National Association of Realtors in 2023, show that Americans prefer access to sidewalks, public transport and living within walking distance to shops and parks. Yet the United States constantly ranks among the most car-dependent developed countries in the world. The goal of the Snowden District is simply to give people what they want.

Hill said building a community like Silo Square has been his goal for nearly two decades now. And while he admitted his design for Silo Square isn't perfect, it's the culmination of extensive personal research.

"I went to 15 or 17 different traditional neighborhood, walkable developments all over the southeastern United States," Hill said. "I saw things that I really liked and I saw things that I didn't like so much. So I took all those stored memories and some pictures and kind of put it all together."

Some business owners in the area say opening in a walkable area has been critical to their success, like Kim Daly, owner of City Hall Cheesecake . Her business' Silo Square location opened in 2020, making it one of the oldest businesses in the development. The support local businesses show each other has helped them thrive, according to Daly.

“We very much want to support each other in a very tangible way,” she said. "We celebrate each other being out there, it’s not competitive. It’s the culture out there, and I think that’s a testament to the sweetness of Southaven, and to a shift in the way we do business.”

Though there are a few national chains in the area like Slim Chickens and Smoothie King, there remains a heavy focus on small businesses in the Snowden District, and local entrepreneurs say that’s created a collaborative, positive environment.

“I do think that it’s very crucial that there’s really no chains here in Silo,” said Lauren Norton, owner of Ultimate Gifts and Norton’s, which are both located in the development. “The developers of the community have really focused on small businesses, and I think that drives other people to really want to shop with us, because you get a different type of customer service.”

Hill said he's turned down multiple massive national brands like Baskin-Robbins and Wendy's, and for a good reason.

"We want it to be mom-and-pop business owners, because that's the people that care the most about our customers," Hill said. "It's those people that come to work every day — that's their livelihood. They pour their heart and soul into it, and that builds those relationships with their customers."

This small business haven extends outside Silo Square. Kelly Parrish is owner of Aiden + Ollie , a children's clothing store at 5627 Getwell Road. Each of the more than 10 businesses in the strip where her shop is located, the Shops of Deerchase, is a small business.

Parrish echoed the collaborative spirit of the area's business owners, but also emphasized how important to her the plethora of women-owned businesses in the area is.

"My grandmother and my mom, they all worked so hard, and there's just certain things that weren't possible," Parrish said. "Now, [the attitude is] let's try and see if we can make it work. And to have a world around me where I have all these women who felt the same way. It's making their dreams happen... that we're able to have families, and have these ideas come to life."

FROM THE CA ARCHIVES: Southaven celebrates Silo Square groundbreaking

A bright future for the Snowden District

The Snowden District's development seemingly accelerates every year, and 2024 has been no different. From upscale steakhouse Ember & Oak opening in April to Sippin Silo Wine Bar and Kyuramen opening in June, there’s no sign of development slowing down.

Beyond individual establishments, mixed-use development Top of the Sipp is currently under construction, and other developments Crossover, DeSoto District and The Hylander are in the planning phase. The Provost, a mixed-use apartment complex , opened in late June. Hill said these properties aren't competition, but will continue to make the area a true "destination" spot, and help sustain Silo Square.

"The more people that we get in the area, the more successful our businesses are going to be, and that's what it's all about," he said.

Silo Square continues to develop — Hill said the project is currently about 70% complete, and four more town square buildings have yet to be constructed. All outparcels have been sold, and the Snowden District's first hotel, a Fairfield Inn at Silo, is opening this month. While Hill estimates the residential portion may take up to five years to complete, as he does not want to outsource lots to other builders, the commercial portion should be finished in about two years.

No matter the timeframe, the Snowden District continues to evolve into one of the most important areas for Southaven and its future, and that evolution continues to be led by Silo Square.

“Snowden is our diamond in the rough here in DeSoto County,” Frost said. “That area just really is a welcoming little cornerstone to what DeSoto County is trying to become.”

Jacob Wilt is a reporter for The Commercial Appeal. You can reach him at jacob.wilt@commercialappeal.com .

This article originally appeared on Memphis Commercial Appeal: How Southaven's Snowden District grew into a destination and what's next for the area