The planned shopping center at Swafford Road SW and Cherokee Avenue SW has a name, The Shoppes at Heritage Park, and a price tag of $58 million. It also has a signed incentive agreement that decides which kinds of stores earn the developer any public money. That agreement leaves out restaurants and any business that moves in from somewhere else in Cullman County. In practice, the public money is tied to retailers Cullman doesn't have yet.
The tenant categories officials described, and their stated goal of keeping shopping trips inside the county, both line up with that exclusion.
The clause that decides who counts
The City of Cullman and Cullman County each agreed to rebate the developer, API Cullman LLC, half of their sales tax from the center for up to ten years. Three kinds of sales don't count toward that rebate:
- Sales from the anchor tenant, labeled "A0" on the site plan.
- Sales from restaurants.
- Sales from "any business relocating from an existing location in Cullman County," which the agreement defines as a business already in the county that moves to the project.
The third item matters most to anyone who shops here. Nothing in the agreement stops a local store from leasing space at Heritage Park, but the developer earns nothing on that store's sales. In its report on the approvals, The Cullman Tribune said retailers already operating in Cullman would not qualify "if they simply relocate an existing store to the new shopping center." The money only grows when a store new to the county opens its doors.
What the money looks like on paper
The incentive comes in three pieces, and each has a cap. Every figure below comes from the City of Cullman's agreement document.
| Incentive piece | City of Cullman | Cullman County | How it's paid |
|---|---|---|---|
| Share of sales tax from qualifying new stores | Up to $3,070,175 | Up to $1,929,825 | Quarterly, for up to 10 years |
| Sales tax on construction materials bought in Cullman County | Up to $153,509 | Up to $96,491 | On the center's opening day |
| Swafford Road SW improvements | Up to $450,000 | Up to $300,000 | Can include in-kind work |
The two sales-tax shares add up to exactly $5 million, and the two construction-materials pieces add up to exactly $250,000. Those are the round numbers officials gave publicly. The Tribune reported that about 60% of the revenue share comes from the city and 40% from the county, and the caps in the table follow that split.
None of this is paid up front. City Council President Kim Hall told the Tribune, "If the development does not generate the activity, the developer does not receive the corresponding incentive." Because the rebate only grows with new retail sales, the developer has every reason to find stores that aren't already here.
The tenant list, read against that clause
Brands haven't been named yet. When the City Council approved the project on Aug. 10, Cullman Economic Development Agency Executive Director Jamie Troutman described the lineup by category. As the Tribune's council report quoted her, it "included the No. 1 kids and teen national apparel store, a shoe store, a national sporting goods store, a discount retailer, a home goods store which is also No. 1 in the nation, and also small shops, restaurants and boutiques."
Set that list beside the agreement and it lines up. National apparel, sporting goods and home goods chains are the kinds of stores that would count as new to the county and generate rebate-eligible sales. The restaurants Troutman mentioned are welcome at the center, but they sit outside the revenue share.
Troutman also projected about 15 to 20 businesses on the 12-acre site, roughly $55 million a year in sales, and about $18.5 million in additional tenant investment. As of Oct. 12, 2026, no tenant names, groundbreaking or site work have been publicly confirmed. Any brand name going around town is a guess until the developer or the city announces it.
Why officials wanted it
The stated goal is shopping that now happens out of town. According to the Tribune, city and county officials said a major objective is "capturing retail spending that currently leaves Cullman County when residents travel elsewhere for stores, restaurants and services that are not available locally."
Mayor Woody Jacobs put it this way: "Bringing national tenants to Cullman gives our residents more choices and more reasons to shop here at home." County Commission Chairman Jeff Clemons called it "a great example of what can happen when the city and county work together toward a common goal." Leaving out relocating businesses fits that goal. A local store moving across town doesn't bring back a single out-of-county trip.
The votes weren't unanimous. The City Council adopted Resolution 2026-135 on Aug. 10 with one no vote. The County Commission approved Resolution 2026-40 the next day by a 3-2 vote, under Amendment 772, the state provision that allows local economic development incentives.
The calendar runs to 2028
Troutman told the council that "the project must commence construction no later than June 1, 2027, and the first store must open no later than June 1, 2028." The agreement itself sets the June 1, 2028 first-store date "unless unforeseen delays occur." From today, that leaves about seven and a half months for work to start and about 20 months before the first store has to open.
The Swafford Road work has even fewer details. The agreement funds improvements "with input from the Company" and leaves the final decisions to the city engineer. No scope or schedule has been published. Mayor Jacobs said only that "Swafford Road needs attention." If you drive Swafford regularly, the road work will likely tell you the project is moving before any store sign goes up.
Meanwhile, Cullman's new storefronts are small and local
While Heritage Park is still on paper, this year's openings have been local, independent and small. They are the kind of business the incentive formula never counted on.
- Arboreadum Bookshop and Garden opened in June in a historic home at 104 Fourth Ave. NE. Owner Shannen Cottingham sells new books, audiobooks, plants and gardening supplies, and the shop has a garden room and an outdoor plant area. The Tribune reported that she plans book clubs and garden walks.
- The Blooming Barista held its official grand opening in June in the gravel lot beside the Cullman Basketball Complex, 1366 County Road 715. Owner Emma Thompson pairs specialty lattes with flower bundles.
- Schafer Refillery had a Cullman Chamber ribbon-cutting on Sept. 17 at 2018 Second Ave. NW. It sells refillable cleaners and detergents, plus soaps, bath products and reusable household goods.
- Beignets & Brew plans a New Orleans-style beignet and coffee shop with a drive-through at 1269 Second Ave. NW, Suite J, in Redstone Marketplace. As of the Tribune's Oct. 7 report, it was listed as "Coming Soon" with no opening date.
The biggest addition of the summer was a seasonal one. WildWater Cullman opened its 1,000-foot Paradise Lazy River and The Sandbar bar and grill at 1707 Main Ave. SW on Aug. 4. Its 2026 season ended Sept. 7, so the river won't run again until next year.
The center at Swafford and Cherokee is built to bring national retail chains that Cullman doesn't have. Until at least mid-2028, what's new in town will keep coming from storefronts like these, on Fourth Avenue NE, Second Avenue NW and County Road 715.
Whenever API Cullman names its tenants or work starts on Swafford Road, it could affect the homes and lots near that corner. If you own property near Cherokee Avenue SW or are thinking about buying there, Laurne Rhodes is glad to go through what's been filed and announced with you. Let's Connect.
This article is general information, not legal, tax or financial advice. Consult a qualified professional about your situation.
