City Foundry goes big on events, booking performers and a Wednesday art market

The 15-acre site in Midtown is also announcing six new tenants.

City Foundry is plunking down more chips on the experience economy with a new arm dedicated to public and private events at its 15-acre site in Midtown. 

According to Steve and Will Smith, the father and son duo helming New + Found, which created City Foundry, the operation will encompass large events open to the general public; ambient programming (from buskers to bingo) during the week; a “Live Art Market” on Wednesdays in May and June with local performers and creators; and an expanded opportunity for private packages that allow for the use of common spaces and more than one venue in a single event.

The Smiths say that events bring not only foot traffic to their existing tenants—City Foundry is 94 percent leased—but also some cultural electricity. “We’ve had so many artists reaching out and asking how they can perform here,” says Will Smith. “There’s absolutely an economic rationale [for events] but also a commitment to the community and bringing them together.”

City Foundry also announced a half-dozen new tenants, including the national bridal boutique, Luxe Redux Bridal, which is already open. Five others are scheduled to open in the coming months: Sylvie Dee’s (coffee and ice cream), Urban Fort Play (an indoor playspace and children’s store); The Great Big Game Show (a game show experience); The Escape Game (a multi-space escape-room concept); and The Injection Bar (a wellness lounge).   

The Smiths attribute the burst of leasing interest at least in part to a solidifying proof of concept: Taxable sales in the City Foundry Community Improvement District have more than doubled from $23.3 million in 2022 (the first full year) to $56.2 million in 2024. Steve Smith says that nearly all of the combined $58 million in state and federal historic tax credits for the $344 million development have been monetized, and that he expects to arrange for permanent financing on the first phase (which cost $240 million) sometime this year. 

With respect to private events, City Foundry tenants have been hosting these for a while, but customers have lately expressed interest in using more than one venue for a single event—say, an event that encompasses both Alamo Draft House and 18 Rails—as well as spaces in City Foundry’s common areas. Now customers will be able to arrange through a City Foundry events coordinator to combine those elements in package deals.

But the more frequent type of programming will be public events featuring local artists. Steve Smith says one inspiration for that initiative was a string of visits to Covent Garden in London. “What struck me,” he said, “were the street performers, which are, at the end of the day, small entrepreneurs. That’s what we’re trying to do—to create that energy.” 

Why It Matters: City Foundry has quickly become one of the most visited places in St. Louis, boasting 2.1 million visitors last year, compared to Gateway Arch National Park’s 2.6 million. Making first-timers into repeat visitors—and keeping the space activated outside peak hours—is critical to keeping tenants happy and business booming. 

What’s Next: Those who want to organize public-facing events at City Foundry will be able to apply by responding to a request for proposals, which can be obtained by emailing CityFoundry@pattan.co. The Live Art Market artist/sponsor lineup will be announced on May 7.  -St. Louis Magazine