New Retail and Entertainment Complex Expands Along Surf City’s NC 210 Corridor
Surf City’s mainland business district continues its rapid growth, as a new 11,000-square-foot commercial building on the NC 210 corridor is preparing to welcome multiple tenants. The project, developed by local entrepreneur Wally Diehl of HT210 LLC and managed by Cape Fear Commercial, is the latest addition to Surf City’s expanding commercial landscape.
Located on Alston Boulevard, near Dollar Tree, the newly constructed building brings additional shopping, recreation, and dining options to eastern Pender County. The structure—designed for energy efficiency and storm resilience—received town approval in 2022 and is now complete, with all tenant spaces officially leased.
Surf City Town Manager Kyle Breuer said the new development reflects the continued momentum of commercial growth across the community.
“That area seems to continue to attract new businesses, just like all of Surf City,” Breuer said. “We’re certainly excited for a new opportunity for our residents and people that visit Surf City.”
All Spaces Leased: A Mix of Food, Retail, and Entertainment
According to Bryce Morrison Jr., senior vice president at Cape Fear Commercial, every unit in the building has been leased, and tenant preparations are now underway. The result is a diverse lineup of new additions that will substantially expand local entertainment and retail options.
Surf City Brewing Company
One of the first confirmed tenants, Surf City Brewing Company, will open a taproom featuring:
- Indoor seating
- Outdoor patio
- A landscaped beer garden
The brewery is also leasing an additional unit to store dry ingredients and support on-site production. This addition complements Surf City’s growing craft beverage scene.
Spectrum Paint
Joining the complex is Spectrum Paint, the nation’s largest independent paint dealer with more than three decades of experience. This location will serve both contractors and homeowners, adding a highly requested resource for local renovation and construction needs.
Entertainment Takes Center Stage
While the building was initially envisioned as a flex warehouse-style development, early leasing interest shaped it into a retail and entertainment destination instead.
Xit Room Escape Adventures
The complex will host Xit Room, a live-action escape room experience where guests solve puzzles and challenges to “break out” within a set time. The attraction adds a new all-weather activity for residents and vacationers—especially useful during rainy days when visitors look for off-beach entertainment.
24/7 Golf Simulator Facility
Another tenant will offer a golf simulator studio, giving members round-the-clock access through online reservations. Morrison described the business as similar to a gym model, offering an entertainment-focused experience for golfers of all skill levels.
“It’s kind of turning into an entertainment complex of sorts,” Morrison said. “Apparently, there’s a need for it. That’s where our interest has been.”
Why the Shift from Light Industrial to Retail?
Morrison explained that Cape Fear Commercial originally anticipated leasing to light industrial or office tenants. However, the pre-construction market response made the community’s needs clear: residents wanted service-oriented retail and activities.
“With the growing population of Surf City, there are more year-round residents,” Morrison said. “It gives the seasonal vacationers more options on overcast and rainy days when they want to get off the beach.”
As Surf City continues attracting both new residents and vacation homeowners, consumer demand for diverse retail and recreation continues to rise.
Projected Opening Timeline
Tenants are currently completing the inspection and permitting process. Each business will open once they receive a Certificate of Occupancy, confirming that their unit meets all state and local building requirements.
Morrison expects the inspections to be completed within the next 60 days, putting most tenant openings in late spring or early summer.
“I think they’re all trying to get in and open by the summer,” he said.
About the Author
Written by J.L. Wells, a longtime Topsail Island resident with firsthand experience exploring the island’s beaches, restaurants, local businesses, and coastal activities throughout the year. Drawing on lived local knowledge, J.L. Wells provides practical insight to help readers understand what Topsail Island offers visitors and residents alike.