Barre at the Bar

Join your fellow barre lovers once a month at the Pale Fire Tap Room for Barre at the Bar! The event will happen one Sunday per month starting at 11:45am all summer long! Tickets are $15 per person and include a one pint of delicious Pale Fire beer at the end of the 45 minute class. Please bring your own mat & water bottle! Reserve your ticket today!

Construction work at Rocktown Kitchen in the Harrisonburg Ice House

New Restaurant Opening in Downtown Harrisonburg!

Rocktown Kitchen Logo

Rocktown Kitchen Logo

Rocktown Kitchen is coming to Harrisonburg with an upper-casual concept that focuses on fresh local ingredients all served with refreshing local brews and wines. But it gets better! The restaurant is currently hiring for all hourly staff! Candidates with prior experience in line/prep cook, serving (waiter/waitress), greeting (host/hostess), bartending, dishwasher/utility are encouraged to apply.

If you need any more convincing, Rocktown Kitchen’s team is led by an award winning Executive Chef with close to two decades of culinary experience!

With interviews starting soon, the team wants you to apply NOW for consideration. If interested in this high energy experience, all applicants are asked to submit their resume and cover letter to

Stay tuned! More about Rocktown Kitchen, including an opening date, coming soon! 

Construction work at Rocktown Kitchen in the Harrisonburg Ice House

Construction is under way at the new Rocktown Kitchen coming into the Harrisonburg Ice House!

Black Sheep Coffee

Located at the Ice House in Downtown Harrisonburg, Black Sheep Coffee offers finely crafted espresso, drip coffee and manual pour-over service, using fresh roasted beans from a variety of roasters. Their baked goods–scones, cinnamon rolls and cookies–are made fresh daily in house with locally sourced dairy products. Black Sheep features both a breakfast and lunch menu that always offer something new to try and a rotating drink menu. As if you needed a better reason to go and check them out!

Detox/Retox this Saturday starting at 9:30am!

Detox Retox

Ice House Studios’ Detox/Retox has its second running this weekend, June 20th starting at 9:30am on Saturday!   In case you need a reminder, Detox/Retox might be the best value in town:

  • 9:30am: Organized, optional two mile run through Downtown Harrisonburg
  • 10:00am: One hour outdoor yoga/pilates class
  • 11:00am: One beer at Pale Fire brewery or One coffee at Black Sheep Coffee

All of this, for only $10!

If you are interested in the event, just follow the Facebook link and make sure to visit The Ice House at 217 S. Liberty Street in Harrisonburg, Virginia!

Pure Eats opens at Ice House!


Harrisonburg Ice House - Pure Eats

Harrisonburg Ice House – Pure Eats

Every morning you likely wake up and say to yourself, “Why am I not eating donuts?    Better yet, why am I not eating bacon covered donuts?”   We at Matchbox can empathize with this feeling and luckily there is a restaurant in town that can finally make these dreams come true.

Adding the Finishing Touches inside Pure Eats!!

Adding the Finishing Touches!

Pure Eats (217 S. Liberty Street, Ice House) opens this Friday, yes TOMORROW,  starting at 7am!   Pure Eats is a new American diner focused on high quality, locally sourced products and will feature breakfast sandwiches, wraps, salads, burgers, and DOUGHNUTS.    So don’t walk, RUN, to Ice House tomorrow to check out Harrisonburg’s newest dining experience.

Pure Eats

Pure Eats

Yellow Button and Black Sheep Coffee @ the Ice House

Have you seen the new Yellow Button space at the Ice House (217 S. Liberty Street)?

Yellow Button at the Ice HouseYellow Button at the Ice House  Yellow Button at the Ice House Yellow Button at the Ice House Yellow Button at the Ice House

Owner Miranda Ebersold recently moved her store from its Main Street location to become part of Harrisonburg’s most exciting downtown project.    The new Yellow Button location offers a dynamic showroom and is located directly across from the new Hugo Kohl jewelry showroom.


Next door is Black Sheep Coffee

Black Sheep at the Ice House Black Sheep at the Ice House Black Sheep at the Ice House Black Sheep at the Ice House Black Sheep at the Ice House


Owner Chance Ebersold has brought his love of coffee to Downtown Harrisonburg with a unique and one of a kind space at Ice House.    For more information on Black Sheep check out the recent DNR online article.


Make sure to check out both spaces and stay tuned to Matchbox Downtown for Pale Fire Brewery’s upcoming grand opening announcement!

Harrisonburg Ice House Grand Opening Event

Ice House Grand Opening

Ice House Grand Opening

Join us Saturday, April 18th from 12:00pm to 4:00pm for the Grand Opening of the coolest spot in Harrisonburg!

Check out Harrisonburg’s newest downtown businesses including:

There will be music, activities, food and more!

As an added bonus, the first 500 to complete our Ice House Challenge will be entered to win prizes including Do Downtown t-shirts, gift certificates to Ice House businesses, and more! Just register at our Matchbox booth on the day of the event to receive your free Ice House Grand Opening postcard, get a stamp from each of our participating businesses, and you will be automatically entered to win!

The Ice House is located at 217 South Liberty Street in the heart of Downtown Harrisonburg across from Turner Pavilion and the Farmer’s Market.

Reason for Celebration! Matchbox Properties win big at HDR’s Annual Design Excellence Awards


Packed house at Clementine Cafe for the Harrisonburg Downtown Renaissance awards!

Packed house at Clementine Cafe for the HDR awards!

Harrisonburg Downtown Renaissance held its annual awards and celebration last night (think the Oscars of Harrisonburg without the red carpet and artistic talent).   Hosted by Clementine’s, the event highlighted what was new to downtown in the past year as well as what’s coming over the next twelve months.   New businesses including Shenandoah Joe coffee and Pure Eats were announced among several other vibrant businesses soon to call Downtown Harrisonburg home.

The highlight of the evening came as Harrisonburg Downtown Renaissance announced its winners for Design Excellence including TWO Matchbox properties!

Design Excellence for Historic Renovation went to 126/128 Bruce Street (home to Food Bar Food, Blue Ridge Architects, and Approved Colleges) and the Livery Building (home to Bella Luna Wood Fired Pizza and Shabby Love Furniture).

Design Excellence for Historic Renovation - 126/128 Bruce Street

Design Excellence for Historic Renovation – 126/128 Bruce Street

Design Excellence for Historic Renovation - Livery Building

Design Excellence for Historic Renovation – Livery Building

Design Excellence for Adaptive Re-Use went to The Ice House. The Ice House currently houses ten commercial businesses and thirty-four residential apartments.

Design Excellence for Adaptive Re-Use -  Ice House

Design Excellence for Adaptive Re-Use – Ice House

In addition to these amazing design awards, Matchbox’s CEO Barry Kelley and his partner Andrew Forward were awarded Harrisonburg Downtown Renaissance’s first ever Downtown Heroes award!

Harrisonburg Downtown Renaissance Awards

Harrisonburg Downtown Renaissance Awards

It is an honor and a privilege to continue building this downtown community and we thank you from the bottoms of our hearts for allowing us to serve your property needs!

Collins Center moving to the Ice House!

Executive Director Melissa Fisher signs the Collins Center’s new lease for the Ice House

Executive Director Melissa Fisher signs the Collins Center’s new lease for the Ice House

Matchbox Downtown is thrilled to announce The Collins Center has moving to the Ice House!   As described on the its website, the Collins Center “is a grassroots organization that began over twenty years ago…which currently reaches nearly 4,000 people through its prevention outreach annually, and serves men, women and children through its therapy program.”
The Collins Center rounds out a dynamic office community at the Ice House which also includes Evans Law Group, Shenandoah Valley Workforce Investment Board, and Shenandoah Valley Organic.


More information, including a full release of the Ice House’s tenant roster coming early next week!

Ice House apartment move-ins today!

Perhaps you’ve seen the active construction zone on Liberty Street, across from the Farmer’s Market.   The Ice House project is well underway and we have our first residential tenants moving in today!

There are 34 apartments in total consisting of studios and one bedroom units.   The Ice House is currently 100% leased, but make sure to check in with Matchbox if you are interested in being a member of this cool community next year!

Check out the photos below which show these one of a kind units in all their glory.

Ice House Exterior

The residential sections (top 2 floors) are complete, but there is still a lot going on in the commercial spaces!


Window Screens

From the outside, it looks solid, up close it looks like a screen step back a few feet and you can’t even see the screen!


Ice House Bathroom

Ice House Bathroom

Ice House Studio Apartment

Ice House Studio Apartment

Ice House Kitchen

Ice House Kitchen complete with a large butcher block island!

Ice House Apartment

A few lucky tenants get a little original exposed brick to enjoy!

Ice House 1 bedroom

The one bedrooms let the air flow with the open ceilings.

Ice House Studio

Ice House studio with a great view looking down Liberty Street!

Look who’s moving into the Ice House!

Center & Breathe Lease Signing

Center & Breathe Lease Signing

The Center Yoga and Breathe Pilates are joining together to open a new state-of-the-art studio at The Ice House in downtown Harrisonburg. The Center and Breathe both are well known for their superior classes and welcoming communities. Now that they will be together, students of Yoga and Pilates will have even more opportunities to grow stronger, more balanced, and peaceful in a breath-taking new space. While both The Center and Breathe will maintain their identities, the new location—named Ice House Studios—also will offer massage, special events, classes on wellness, programs for kids, and will open in January 2015.
Center & Breathe in Ice House Studios

Center & Breathe in Ice House Studios


The Governor of Virginia visits the Ice House

Ice House Ribbon Cutting

Ice House Ribbon Cutting

Look who decided to pop by Downtown Harrisonburg yesterday, none other than Governor Terry McAuliffe.    The 72nd Governor in Virginia’s rich and storied history visited Phase 1 of the Ice House (127 West Bruce Street) to recognize Harrisonburg’s growing economy and the work of private companies such as Matchbox to spur innovation throughout the Valley.

Ice House Governor McAuliffe Tour

Ice House Governor McAuliffe Tour

Ice House Ceremony

Ice House Ceremony


Ice House President Alger

Ice House President Alger

Ice House Governor McAuliffe Speaking

Ice House Governor McAuliffe Speaking

We were thrilled to have Governor McAuliffe visit our project and cannot wait to unveil Phase 2 of the project later this year!

Downtown Harrisonburg named Great American Main Street (Video)

Downtown Harrisonburg has been named a Great American Main Street in 2014! Check out the video above to see all of the awesome Downtown Harrisonburg has to offer. Also, make sure to notice how Matchbox’s Livery building, Urban Exchange, Walton Hotel, Wine Bros. building, and Ice House all get a shoutout!

Pale Fire Brewing signs at the Ice House

Brewery Signing at the Ice House

Brewery Signing at the Ice House

Tim Brady signed his lease for over 10,000 square feet of brewing and bar space in the newly renovated Ice House!  The signing was a culmination of hard work from Tim and his team of designers as well as Matchbox and its developing partners to put together a deal with everyone’s best interests in mind.  Now, the real work on the space can begin with construction already underway on the core and residential components of the building.

Tim’s space will be a truly unique experience.  There will be a large tasting room with a bar, oversized patio, and operable garage doors to create an indoor/outdoor vibe.  On top of that, there will also be sufficient amperage for live music and performances.   And that’s just the front of the house entertainment.   The real business will be in the back of the house with a full scale brewery, bottling room, and a cold storage room built using the materials from Cassco’s previous use an Ice House.

Tim Brady expects to launch his brand in full over the next coming weeks and months so be sure to stay tuned to Matchbox Downtown for more information.   Here at Matchbox we are thrilled to have Tim as a tenant and honored to be able to provide a space for his business to thrive!

Hugo Kohl signs at the Ice House

Hugo Kohl Signs with the Ice House

Hugo Kohl Signs with the Ice House

Hugo Kohl has just signed his lease for the Ice House here in Downtown Harrisonburg!   Hugo becomes the first commercial tenant signed at the Ice House (more announcements are expected over the next few weeks J) and here at Matchbox we cannot wait to welcome him to our building.

Hugo has accumulated the most impressive and renowned collection of jewelry manufacturing equipment in the world and he plans to use those tools to help individuals create one of a kind art pieces.  His work is known throughout the world for its innovation and simultaneous preservation of materials and techniques no longer used in the modern era.

The Hugo Kohl space will be an interactive dream for jewelry lovers with over 5,000 square feet that includes a retail portion, a large showroom, and an interactive studio.

To read more about Hugo’s work check out his website.   And for more information related to the Ice House make sure to stay tuned to Matchbox Downtown.

City Council meets tonight to discuss The Ice House

Ice House Development

Ice House Development

While City Council will meet tonight to discuss several items, a few of the most exciting for Downtown Harrisonburg involve special use applications for a brewery and a jewelry manufacturer at the Ice House.

The brewery, which will be led by Tim Brady, plans to open a 9,000 square foot facility within the property and will offer a full tasting room, a production house, and a bottling plant for distribution.  The space will also feature live music and an indoor/outdoor vibe with over-sized windows and over-sized patio area for patrons.

The jewelry manufacturing area and retail portion will be led by Hugo Kohl who has achieved international acclaim for his one of a kind pieces.  Customers and tourists throughout the Valley will be able to manually create their own pieces by using Hugo’s antique equipment and templates for a truly hands-on experience.    This 5,000 square foot facility will offer a 100% authentic and creative environment for customers throughout the region.

Here at Matchbox, we are thrilled to be on tonight’s agenda and cannot wait to bring these fantastic attractions to downtown!


Ice Factory Residential Layout

Housing overview at the new Ice House

The Ice House is one of Harrisonburg’s most exciting 2014 projects.  The project features over 130,000 square feet of mixed use (commercial/residential) space offering a unique mix of both recreational and living space.

The top two floors of the Ice House will be 34 residential units.  These units will vary from one bedrooms to efficiencies and will feature the modern comforts people have come to expect from previous Matchbox projects such as the Livery Building, Urban Exchange, and City Exchange.  The apartments will highlight the rustic interior of their former use with concrete floors,  12’ ceilings, huge windows, and dynamic columns to capture the look and feel of an industrial loft.

Ice House residential occupancy is slated for summer 2014 for all those who are interested.  For more information on rental availability, please contact Mary Messerley at

Ice Factory Residential Layout 2

Ice Factory Residential Layout 2

The Gospel of Craft

Hugo Kohl, an antique jewelry manufacturer in downtown Harrisonburg, has started a Kickstarter campaign to finance his new endeavor. Hugo wants to open a ‘living museum’ in the Ice House this coming year where he will use his collection of antique, hand-engraved hubs, dies, and rolls to design one of a kind pieces.

Hugo writes, ” I want to change the world by offering people the opportunity to have an intensive “making” experience in my factory that will inspire them to share The Gospel of Craft wherever they go.”

To learn more about Hugo Kohl and to donate, please visit:

The Gospel of Craft by Hugo Kohl