The area has seen enormous growth recently—census data reports a 13% population increase between 2000 and 2004. Despite this, traffic problems kept many major retailers out of the Exeter area.

"The site is at the intersection of Business Route 422 and Bypass Route 422, and there was a major traffic backup there from people merging and the huge volume of cars traveling through the area," Fogel explains to GlobeSt.com. "We worked with Traffic Planning and Design, an engineering firm, and created a series of improvements that, when implemented, will reduce traffic."

One of the changes will be to add a traffic signal to the point where the bypass and Business Route 422 merge, widening the roadway to the east and creating a new bypass so drivers can avoid the area altogether. The improvements are estimated to cost about $18 million. Slightly more than a third of that cost will be borne by the developers. The remainder is being provided through Tax Increment Financing and through a grant from the State's Infrastructure and Facilities Improvement Program.

The township planning commission had originally objected to the planned development due to concern about storm water drainage, erosion and pedestrian safety on Route 422. Exeter JV addressed the township's concerns and the planning commission voted 6 to 1 to approve the project.

"This area is really a hole in the donut for a lot of retailers," Fogel says. "The Berks County market is an area where a lot of the anchor stores have been looking to locate. Because of the traffic problems, this particular target is one they've looked at, but haven't been able to locate in. Now, Target, Lowe's and Giant all have successful stores throughout the Berks County region. These additional stores will complement that chain."