Shoppes at Prairie Crossing: $80 Million Retail Development Set to Transform Altoona’s East Metro Corridor
Altoona, Iowa – The Altoona City Council has approved the final plans for The Shoppes at Prairie Crossing, an $80 million retail development poised to turn into a major retail hub in the eastern Des Moines metropolitan area. Spearheaded by Heart of America Group, the 250,000-square-foot center is expected to spur further mixed-utilize development and solidify Altoona’s position as a key destination for shoppers and businesses.
A Vision Two Decades in the Making
Mike Whalen, president and CEO of Heart of America Group, described the project’s approval as the culmination of a vision spanning over two decades. The development will be located on a 39-acre site south of the Outlets of Des Moines, near Hubbell Avenue and U.S. Highway 65.1
Complementing Existing Retail Landscape
The Shoppes at Prairie Crossing is designed to complement the existing retail offerings in Altoona, including the Outlets of Des Moines and Bass Pro Shops. Whalen anticipates the new center will attract both national and international retailers, with some expanding from the western Des Moines area and others entering the market for the first time.1
Extensive Land Acquisition and Future Development
Heart of America Group initially acquired 230 acres in the late 1990s, with the retail center being a key component of a larger mixed-use project. The company has already established a presence in the area with hotels and restaurants like Johnny’s Italian Steakhouse and Burger Shed.1 Whalen envisions the Shoppes at Prairie Crossing as a catalyst for future residential and non-retail developments on the remaining land.
Project Details and Design
The development will feature over 1,000 parking spaces.1 Each tenant facade will be customized to reflect their brand identity, while the building itself will incorporate pre-cast panels with varying colors and horizontal banding for aesthetic appeal. The building will front Hubbell Avenue and U.S. Highway 65, with the rear facing the Outlets of Des Moines.1
Heart of America Group’s Expanding Portfolio
Heart of America Group, founded in 1978, has grown into a diversified hospitality and real estate company operating across six states. Their portfolio includes restaurants such as Machine Shed, Johnny’s Italian Steakhouse, and Burger Shed, as well as hotels like Hotel Renovo and Revel Hotel.2
Strategic Location and Regional Impact
Prairie Crossing benefits from a strategic location at the crossroads of Interstate 80 and Highway 65, drawing visitors from across Des Moines and surrounding communities. The area already attracts over 4 million visitors annually due to nearby attractions like Bass Pro Shops, the Outlets of Des Moines, Adventureland, and Prairie Meadows.3 The development is expected to cater to a predominantly white-collar demographic and capitalize on the region’s growing retail demand.3
Construction Timeline
Whalen anticipates breaking ground on The Shoppes at Prairie Crossing within the next few weeks.1
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