Red Velvet Cupcakery Is Almost Certainly Leaving Reston Town Center: Owner

RESTON, VA — Red Velvet Cupcakery is almost certainly moving out of Reston Town Center by next year when their lease is up, and the owner has a strong sense that his opposition to paid parking is a big reason why, he told Patch in a recent interview.

Aaron Gordon, the owner of Red Velvet Cupcakery at 11939 Democracy Drive, has been the most visible figure in the merchants' revolt against Boston Properties and their decision to implement paid parking at RTC back in January, which merchants argue has led to steep declines in sales even with the recent rollback in paid parking hours. He says that in the last week or so when he went to his landlord -- he did not mention his landlord by name, although a BXP spokeswoman confirmed that Red Velvet Cupcakery is their tenant -- to negotiate a new lease, they gave him the cold shoulder.

"Our lease at Red Velvet comes up in May of next year, so we've requested an opportunity to speak to them to talk about renewing the lease, and ideally getting some sort of smaller rent," Gordon said. "Basically they told us that for all intents and purposes, they're looking for newer, younger, and hipper brands, and if we wait until the end of the year, they might consider us."

Gordon says that as a result he is "98 percent certain" that Red Velvet Cupcakery would be leaving their current space, and may even disappear from Reston entirely.

Gordon believes the negative attitude of his landlord toward his business is driven by his opposition to paid parking. He said their tone has changed considerably in the months since paid parking went into effect, and that previously they had even been working with him on opening a pizzeria and a Bakers & Baristas, another one of his brands, at the new Signature apartment building under construction at RTC.

Now, those proposals appear to be dead, and they're not even interested in keeping Red Velvet Cupcakery around, he said.

"We will most likely be gone, most likely be looking for new spaces in the next five to six months," Gordon said. "I think the odds are next to nothing we're going to be able to stay."

Asked whether Boston Properties would renew their lease with Red Velvet Cupcakery, and if they were seeking retribution against the establishment due to Gordon's efforts against paid parking, a spokeswoman for BXP declined to comment.

"Lease negotiations with tenants and prospects are not communicated publically until both parties are in agreement," Marion Myers of Myers Public Relations told Patch in an email.

Gordon disputed what he says is his landlord's claim that Red Velvet Cupcakery wasn't a new enough or fresh enough concept, pointing to the previous negotiations for additional retail space as well as the fact that previously, the landlord had told him they were looking to replace all the chain restaurants at RTC with locally owned unique brands -- and he says his shop checks all the boxes. "Before this came out, they seemed to be very excited about me as an owner, as a longtime tenant, and as someone with new and fresh and interesting ideas," he said, noting that he was also a local in that he was born in D.C. and his stepmother runs a community center in Reston. "You couldn't be more local than me, so I fit the bill," he added. Instead, after seven years in Reston Town Center, Gordon now feels like he is getting shoved out the door. Now, he's scrambling to find some place to take Red Velvet Cupcakery. He estimates that will take about four to six months, and he's looking for spaces in Reston, including at JBG's Reston Town Center West. He's also examining Dupont Circle in D.C., as well as Tysons Corner and One Loudoun. Overall, he estimates his chances of staying in Reston at "50/50." Gordon says he's really disappointed at the situation, not just for himself but for the people who have worked in his shop. "I really love my people," he said. "All my people are great, but I have two women who have been with me forever. One for six years, she goes there, she bakes, she manages the place -- literally does everything you can do. I have another assistant manager, and they live in Reston, and unfortunately" they're caught up in the whole situation, he said. "I feel terrible," he continued. "So we're going to try to find another space." Image: Patch staffGet free real-time news alerts from the Reston Patch.Thanks for your feedback! Now share it with your friends!Thanks for your feedback. Originally published August 22, 2017. More from Reston Patch