Choose a Project:Popup below for more information

Our mission

Project:PopUp's Mission is to allow individuals with a great idea to live out their dream of owning a retail business downtown.

What is Project:PopUp?

Project:PopUp is Downtown Chattanooga’s retail incubator that supports and attracts new retail opportunities. Project:PopUp participants are chosen by a selection committee made up of existing downtown retailers. Each finalist is interviewed with panelists before a final decision is made as to who would fill the available spaces.

River City Company provides the rent overhead for each participant, a facade grant, animation and creative marketing for the program during the 6 month period as well as mentors and professional development classes for each tenant.

View our Project:Popup 1.0

Here are a few stats on

why Downtown Retail Works

Daily Population Downtown
Annual Tourists
3 million
Parking Spaces
Downtown Residents
Residents within a 10 min drive
Residents within a 30 min drive
Meet the 2013 retail tenants
30% with
50% with
$50,000+ average
household income
Image Description
Contact Project: Popup
For inquiries, please contact: Amy Donahue, 423.664.4831