Vacant "Building B" at Williamsburg Pottery Factory May Become New Home for Local Church
Proposal for 800 seat worship space + a dozen classrooms clears initial review by James City County planning staff
James City County planning staff recently blessed a conceptual plan that could bring new life to what was once one of the region’s most iconic landmarks. With the County’s approval, a vacant building at the Williamsburg Pottery Factory could eventually become the newest location of a growing regional church and a new school they plan to run.
The initial proposal submitted for review outlines a large-scale interior transformation of the current retail space. Conceptual drawings show an 800-seat worship space, a dozen classrooms and a nursery, as well as administrative offices, meeting spaces and a café. The proposal also includes redesigning part of the building’s facade to incorporate a new covered entryway, which would lead into to a secure check-in area at the front of the building.
Further review and approval required
In a July 11 letter to the applicants, a county planner explained that the Williamsburg Pottery Factory property is currently zoned M-1 Limited Business/Industrial and governed by a Master Plan that restricts uses to commercial activities. As a result, a Master Plan amendment will be necessary, since a church is considered an institutional or public use. In addition, Coastal’s intent to operate a school on the site means a Special Use Permit (SUP) will be required.
Both the SUP and Master Plan amendment require further approval, including public hearings before the Planning Commission and Board of Supervisors. The County’s letter also stated that staff will notify adjacent property owners, noting that “[p]ublic hearings are open to comment in person or in writing, and documented neighborhood support can factor into a recommendation of approval or denial.”
If approved, the church would then be required to submit a detailed site plan. That process would establish parking requirements, confirm compliance with the Pottery Factory’s existing architectural guidelines, and ensure consistency with zoning standards. Only after site plan approval could Coastal Church apply for construction and building permits.
The bizarre bazaar
According to the company’s website, the Williamsburg Pottery Factory was founded in 1938 by James E. “Jimmy” Maloney, who started a small pottery shop which he eventually expanded into one of Virginia’s largest tourist draws. By the 1980s, the beloved “bizarre bazaar” attracted more than three million visitors annually and generated over $1 million in yearly sales tax revenue for James City County.
In 2023, Brandy Centolanza reported for the Daily Press that after Maloney’s death in 2005, the business struggled to compete with newer shopping centers. A $30 million redevelopment in 2012 transformed the site into a Dutch-inspired marketplace but failed to regain its former popularity. The report by Centolanze stated that two of the three main retail buildings—including Building B—were placed for lease after Pottery Factory operations consolidated into Building A, which continues to operate today, while Buildings B and C remain largely vacant.
Coastal Church’s expansion
According to their website, Coastal Church has been active in Hampton Roads for nearly 25 years and the multi-campus church averages more than 3,000 weekly attendees across seven locations, including Yorktown, Hampton, Chesapeake, and Gloucester. In 2017, it converted a former Kroger building in Yorktown into a 55,000-square-foot facility that attracts 1,700 people weekly.
Coastal Church states that the current Williamsburg campus has grown to more than 500 regular attendees since 2023. The new location at the Pottery Factory is intended to expand ministries such as counseling, food distribution, English for Speakers of Other Languages (ESOL), and school resource programs. The church estimates that the new location could host three weekend services with a combined attendance of 1,500 people.
According to planning documents, Coastal Church has financing pre-approved through Primis Bank and says it is prepared to begin renovations by late 2025, with a goal of opening its Williamsburg facility by summer 2026.
Next steps
With the conceptual plan approved, Coastal must formally submit its applications for a Special Use Permit and Master Plan amendment. Once deemed complete, county staff will schedule public hearings before the Planning Commission and Board of Supervisors. Only after those legislative approvals, and a subsequent site plan review, could the project move forward to permitting.
The writer used AI tools and the following sources:
