Northside Drive, Market Signals, and What Investors See in Bennington
May 2026
As Bennington continues to evolve as a tri-state regional economic center, one area drawing increasing attention is the commercial Northside Drive corridor. This corridor represents a critical piece of our broader economic strategy — a place where visibility, access, and regional traffic converge to create real economic opportunity.
As consumer behavior continues to shift, particularly among Millennial (roughly ages 30–45 today) and Gen Z travelers (early teens to late 20s), there is growing demand for a mix of familiarity and experience. Well-known brands signal consistency, convenience, and trust, while also helping to anchor traffic that ultimately benefits the broader market (our downtowns). Northside Drive is uniquely positioned to meet that demand, with recent investments from national and super regional brands (Starbucks, Chipotle, Marshalls, Harbor Freight, VIP Tire, Walmart, Burger King, etc.) reinforcing its role as a key gateway into the Bennington economy.
Few recent investments illustrate this dynamic better than Hoffman Car Wash, named the Chamber’s 2026 Member of the Year. When Hoffman opened its location on Northside Drive, it marked the company’s first expansion outside of New York State — a meaningful signal about how outside operators are evaluating Bennington.
To better understand that decision-making process, I connected with CEO Tom Hoffman Jr., a second-generation leader of the family-owned business founded in 1965. Under his leadership, Hoffman has grown into a regional operation while maintaining a strong focus on quality, innovation, and community engagement. Here was part of our discussion:
Chamber: When Hoffman began looking at this region, what made Bennington County stand out as a market worth entering?
Tom Hoffman Jr.: For us, Bennington made a lot of sense both strategically and geographically. Our headquarters are in Albany, and our closest location is in Troy, so Bennington is only about a 30-minute drive. That proximity was important because this was our first location outside of New York State, and we wanted to make sure we could support it operationally.
We were also paying attention to what was happening on Northside Drive. When you start seeing national brands like Starbucks and Chipotle investing in an area, that’s usually a strong signal that the area is growing and that there’s consistent traffic and consumer activity.
Chamber: From a site-selection standpoint, what are the core indicators that tell you a market is viable?
Tom Hoffman Jr.: There are a lot of factors, but we tend to focus on three core indicators first: population, average daily traffic, and visibility.
We want to make sure there are enough people, a strong traffic flow, and that the site is easy to see and access. If you get those three right, you give yourself a strong foundation. From there, we’ll layer in other considerations like site access, competition, and long-term growth potential.
Chamber: What did you see here that suggested this was the right fit for Hoffman?
Tom Hoffman Jr.: One of the things we recognized early on is that we weren’t just serving a three-mile radius around our site. We were really serving the broader region, including places like Manchester and the surrounding communities. When you start looking at the market that way, the population base becomes much larger.
At the same time, the express car wash model with free vacuums was something new to the area. We’ve seen how well that model performs in other markets, especially when paired with a strong Unlimited Wash Club Membership program. So we felt confident that if we brought a high-quality, convenient experience to the area, customers would respond to it.
Chamber: As you worked through conversations locally, what signals did you receive about Bennington as a place to invest and grow?
Tom Hoffman Jr.: What stood out to us right away was how supportive and collaborative the community is. From early conversations with local leaders, the Chamber, and others involved in the development process, there was a genuine interest in seeing new businesses succeed. It wasn’t just about approving a project — it was about helping us integrate into the community and set us up for long-term success.
Chamber: Since opening on Northside Drive, what have you learned about the strength of the market?
Tom Hoffman Jr.: The response has been strong. The community has really embraced both the express car wash model and the Unlimited Wash Club. People quickly recognized the value of being able to wash their car as often as they want for a low monthly price. Customers understand and appreciate the value we’re providing.
Chamber: When you think about the next five to ten years, what gives you optimism about Bennington?
Tom Hoffman Jr.: Bennington feels like a community that is steady, proud, and moving forward at the same time. Organizations like the Chamber are really working to support economic growth. When you combine a strong sense of community with smart development, that’s a good formula for success.
Chamber: What should the next site selector or outside investor know about Bennington?
Tom Hoffman Jr.: The biggest thing I would say is that Bennington is a relationship-driven market. It’s a tight-knit community where people support businesses that show up, engage, and become part of the fabric of the area. We’ve experienced that not just from our customers, but also from our team. Some of our most friendly, engaged, and helpful team members are right here in Bennington, and that makes a huge difference in the customer experience.
This interview was conducted as part of the Chamber’s new bi-annual Business Insider Report, created to give our investor-level members a closer look at the businesses, decisions, and trends shaping the future of our regional economy.
Always Onward,
Matt Harrington
CEO of the Southwestern Vermont Chamber and Chamber Foundation
