FAQs

Shetland Park is a 30+ acre waterfront property in Salem’s historic Point neighborhood. Long used as an industrial site, it is now positioned for a new chapter.

The redevelopment plan envisions transforming the property into a vibrant, mixed-use community with new housing, local services, green spaces, and public amenities that reconnect the waterfront to the neighborhood. The vision has been shaped by years of community input and will continue to evolve with further engagement.

Current efforts are focused on working with the City of Salem and local stakeholders as new zoning regulations are developed and considered.

The redevelopment is being led by Prime Group Holdings, the owner of Shetland Park. Based in Saratoga Springs, NY, Prime Group has a national track record of revitalizing underutilized properties into community-focused developments.

To shape the vision for Shetland Park, Prime Group has engaged Arrowstreet, an award-winning Boston-based architecture and design firm known for creating thoughtful, sustainable master plans.

Find more information about Prime Group.

Yes. Housing is a central part of the Shetland Park vision. The current plan calls for approximately 1,200 new rental apartments, including a mix of studios, one-, two-, and three-bedroom units.

Importantly, more than 20% of these homes (about 300 apartments) will be designated as affordable housing, with rents set for households at specific income levels. Specifically, +10% will be affordable for households earning up to 60% of the area median income and 10% for households earning up to 80% of the area median income. Under applicable housing laws, preference will be given to local residents, ensuring that Salem families and workers have access to new housing opportunities created through the redevelopment.

The redevelopment of Shetland Park is not expected to cause displacement in The Point neighborhood. Because the property is currently an underutilized industrial site, the plan will add housing without removing any existing homes.

By introducing 1,200 new apartments, including approximately 300 affordable units, the project directly addresses Salem’s critical housing shortage. Increasing the overall supply of mixed-income housing is one of the most effective ways to help stabilize rents and reduce pressure on existing residents.

Affordable apartments will be reserved for households at moderate income levels, with preference for local residents under applicable laws. In addition, Prime Group is working with community organizations to expand housing initiatives and ensure that the benefits of redevelopment extend to current residents of The Point.

The redevelopment represents a substantial private investment in Salem and is expected to become one of the City’s most significant sources of new revenue.

Upon completion, Shetland Park is projected to generate more than $7.5 million annually in property taxes, making it the largest taxpayer in Salem. After accounting for potential municipal costs, the redevelopment is expected to deliver over $4 million in net new revenue to the City each year.

This new revenue could support a wide range of community priorities, including schools, public safety, infrastructure, and resident services. These benefits, however, are contingent upon City Council approval of zoning changes needed to enable the redevelopment.

The plan calls for a diverse mix of new uses that will bring life and activity to the waterfront while creating jobs and amenities for the community.

In addition to preserving existing commercial tenants, the redevelopment envisions new restaurants, retail shops, a grocery store, a hotel, office and lab space, and a new building for the existing charter school. Space is also being planned for local entrepreneurs and small businesses, including incubator facilities designed to support neighborhood-driven economic growth.

Yes. The redevelopment plan includes new street connections within the site and ample underground parking to support residents, workers, and visitors.

Parking will be designed to meet the needs of the development itself without reducing the availability of neighborhood parking. In addition, spaces will be set aside for public use, and a comprehensive transportation management program will help ensure efficient use of parking resources.

The redevelopment is being planned to improve transportation access and pedestrian safety while minimizing traffic impacts.

A comprehensive transportation study will be reviewed by the City and its consultants to identify opportunities for roadway and intersection improvements. The plan also includes new sidewalks, safer crossings, and enhanced transit access to better serve both Shetland Park and the surrounding neighborhood.

A site-wide transportation management program will further encourage alternative modes of travel, including walking, biking, and transit, with benefits designed to be accessible to neighborhood residents.

Yes. Nearly nine acres of Shetland Park are planned as publicly accessible open space and parks. This includes a two-thirds-mile extension of the Salem Harborwalk, which will reconnect the neighborhood to the waterfront and create new opportunities for recreation and gathering.

The transformation will turn a previously private industrial property into a welcoming place for the community, with open space designed to enhance quality of life for residents and visitors alike.

The Shetland Park redevelopment is closely aligned with the City of Salem’s long-term planning efforts, including the Housing Road Map and Imagine Salem 2026.

The master plan advances these goals by:

• Creating new, sustainably designed housing for a mix of incomes and age groups.
• Expanding opportunities for residents to live and work in Salem.
• Supporting economic growth through hundreds of new jobs across multiple sectors.
• Generating new tax revenue and stimulating additional local development.

Together, these outcomes position Shetland Park as a key driver of Salem’s housing, economic, and community development priorities.

Discover more details on the anticipated benefits of redeveloping Shetland Park on our community benefits page.

Construction can only begin after the City of Salem adopts new zoning rules for Shetland Park. Following rezoning, the project will go through additional state and local permitting processes.

Only after these approvals are secured for the master plan can specific project designs be finalized, building permits issued, and construction initiated. This phased approach ensures that the redevelopment is carried out transparently, with oversight at every step.

The redevelopment will be carried out in phases over an estimated 8 to 10 years, depending on market conditions and the pace of leasing and construction.

All construction activity will be carefully managed within the site boundaries under a robust construction management plan. These measures are designed to minimize disruption and protect surrounding neighborhoods and land uses throughout the process.

Following years of community engagement and planning, the next step is for the Salem City Council to consider and approve new overlay zoning that would allow residential and mixed-use development consistent with the master plan.

The City Planning Department is managing the rezoning process, and updates are available on the City’s website.