The mall enjoys a dedicated shopper base with more than 45,000 college students within 15 minute drive: Virginia Tech (3 miles; 29,000 enrollment) Radford University (12 miles; 9,100 enrollment); New River Community College (main campus 17 miles and on site satellite campus; 7,200 total enrollment)

New River Community College opened at the mall in August 2007 and enrollment has increased to over 1,350 students attending regularly, a 35% increase from 2007.

As the only theater within 25 miles, Regal Cinemas recently added more than 20,000sf, relocated to a new 54,000 sf freestanding location with 14 screens and seating for more than 2,500.

Virginia Teach students utilize a regular bus service from the University every 30 minutes throughout the day until midnight on weekends.

County unemployment is well below the national average at 6.4%.

Located directly adjacent to the mall, and adding to the enclosed mall draw, New River Valley Center features the best-in-breed big box retail and highly regarded dining options.