Centerra South rebrands as Avenue South; work underway

LOVELAND — Work has begun in east Loveland for a rebranded subdivision developed by a rebranded company.

Horizontal construction began in December on Avenue South, the new name for Centerra South, the 140-acre project spearheaded by Realberry, the new name for McWhinney Real Estate Services Inc.

Realberry announced the project’s new name in a Wednesday news release.

The district will expand the Centerra community with a mix of retail, office and housing southwest of the intersection of Interstate 25 and U.S. Highway 34. Vertical construction on the retail core is expected to begin in May, according to a Realberry news release, and residential construction is anticipated to begin in 2027.

The first phase of Avenue South, south of Eisenhower Boulevard between Rocky Mountain Avenue and Hahns Peak Drive, is expected to include approximately 170,000 square feet of retail space and restaurants, 150,000 square feet of office space and more than 800 residences with a mix of apartments, townhomes and single-family homes. The district will be anchored by a 37,000-square-foot Whole Foods grocery store, and a 3.2-acre linear park and event lawn dubbed “The Front Porch” is planned to provide space for concerts, events and community gatherings.

Developers survived a series of speedbumps since the Loveland City Council in May 2023 approved an urban-renewal plan and financing agreement for the development on what had been farmland, an action that spurred 70% of Loveland voters to amend the city charter to give voters the final say on such urban-renewal plans. A newly elected council reversed the approvals, but McWhinney sued the city, forcing elected leaders to reverse the rescission in early 2024. In 2025, the council approved the developer’s plan to add up to 2,277 housing units to the total project.

The financing agreement, vehemently opposed by some officials including then-mayor Jacki Marsh, included the 25-year diversion of up to $80 million in future property and sales tax revenue from the city, Larimer County and the Thompson School District to fund infrastructure improvements.

“Breaking ground on such a significant and complex project is an exciting milestone. It tangibly demonstrates our ongoing commitment to the Loveland community and larger Northern Colorado region,” Kyle Harris, senior vice president for master-planned communities for Realberry, said in a prepared statement. “Avenue South continues Centerra’s vision by creating a complete, connected district where people can gather, shop, dine and enjoy everyday conveniences close to home. From a much-needed grocery store to vibrant public spaces, this project is about delivering a new and unique experience for Northern Colorado families and businesses.”

The office component of the project will be anchored by a 111,528-square-foot, four-story headquarters for the general contracting firm Hensel Phelps. The City Council in 2024 approved a business-assistance agreement to lure that firm’s global headquarters to Loveland, authorizing up to $1 million in fee waivers and up to $500,000 in incentives tied to job creation.

“Building our new state-of-the-art corporate headquarters at Avenue South represents our commitment to our employees,” Mike Choutka, Hensel Phelps’ board chairman, said in a news release. “This location allows us to strengthen our Northern Colorado roots and continue to serve our clients, partners and the community.”

Trails and sidewalks will link directly to Loveland Sports Park and the larger Centerra trail network. Realberry is also pursuing Fitwel certification to guide its sustainability and wellness goals at its new Northern Colorado office location.

“We’re excited to see new activity at the Avenue South site,” said Loveland mayor Patrick McFall. “This project helps create new jobs, supports a vibrant and diverse business landscape and includes much-needed affordable housing. Working with our partners ensures growth that strengthens our workforce while staying true to our community values.”

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