Virginia Beach is basically a city of pockets. You’ve got the oceanfront with its neon and salt air, the suburban sprawl of Kempsville, and then you have the Laskin Road corridor. Right in the thick of that North End traffic sits Hilltop East Shopping Center. It’s a place that doesn't try too hard, yet somehow manages to be the exact spot where everyone ends up on a Saturday morning. If you live anywhere near First Landing or the oceanfront, Hilltop East isn't just a "shopping center." It is a landmark.
It’s weirdly consistent. While other malls in Hampton Roads have struggled or turned into ghost towns—looking at you, Military Circle—Hilltop has this staying power that defies the Amazon era. Why? Because you can’t get a blowout, a tailored suit, and a legitimately good bagel at the same time on your laptop.
The Layout Confusion Most People Have
First off, let’s clear up the geography because it confuses literally everyone who doesn't live here. You’ve got Hilltop East, Hilltop West, and Hilltop North. They are separate entities but they function like one giant, sprawling ecosystem. Hilltop East is the one tucked closer to the Laskin and First Colony area. It’s where the vibe shifts from "errands" to "lifestyle."
Honestly, the parking can be a nightmare during the holidays. You’ll see people in massive SUVs circling the lot like sharks just to grab a spot near TASTE. But that’s part of the charm. It’s a high-energy environment. It’s the local version of a town square, minus the actual square.
Why TASTE is the Heartbeat of the Center
You cannot talk about Hilltop East Shopping Center without talking about TASTE (formerly Taste Unlimited). This isn't just a sandwich shop. It’s a cultural institution for Virginia Beach. If you haven't had a Northeaster or a Princess Anne on their signature grainy bread, have you even really been to the 757?
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They’ve been around since the early 70s, and their presence in Hilltop East is what draws the crowd. It’s the house-made pimento cheese. It’s the Peter’s Sauce. But more than the food, it’s the "see and be seen" factor. You’ll see surfers who just got out of the water at 42nd Street standing in line next to lawyers from the nearby office buildings. It bridges the gap between the beach's laid-back roots and its more affluent present.
Beyond the Food: High-End Retail That Actually Survives
While big-box stores are dying elsewhere, Hilltop East maintains a roster of boutique shops that feel curated. We’re talking about places like Dan Ryan’s for Men. In an age where most guys just buy t-shirts at Target, Dan Ryan’s is a throwback to when service actually mattered. They’ve been dressing the city’s professionals for decades.
Then you have the specialty spots. Forbes Candies is another staple. It feels like stepping back into a different era of Virginia Beach history. Saltwater taffy isn't just for the boardwalk tourists; locals know that Forbes is the real deal. It’s these specific, high-touch businesses that keep the center relevant. You go there because the person behind the counter actually knows the inventory.
The Evolution of the Laskin Road Corridor
The city has been messing with the roads around Hilltop for what feels like an eternity. The "Laskin Road Bridge Realignment & Widening Project" has been the bane of many residents' existence. But even with the orange cones and the shifted lanes, Hilltop East has remained remarkably resilient.
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Actually, the construction might have made people appreciate the center more. When it’s hard to get somewhere, you only go if it’s worth it. People keep making the trek. This area acts as a gateway. If you’re heading to the oceanfront from Great Neck or Little Neck, you’re passing through Hilltop. It’s the last stop for quality goods before you hit the sand.
The "Local" Factor vs. National Chains
There is a delicate balance in Hilltop East. You have some national presence, sure, but the soul of the place is fiercely local. This isn't a "lifestyle center" built by a developer in a boardroom in Chicago. It grew organically.
- Service-Oriented Growth: The center has leaned heavily into services you can’t digitize. Think salons, fitness studios, and banks.
- The "Browsing" Economy: It’s one of the few places left where you can just walk around and look at windows without feeling like you're in a sterile mall environment.
- Dining Diversity: From quick bites to sit-down meals, the food keeps the lights on long after the retail shops close.
Common Misconceptions About Hilltop
One of the biggest mistakes people make is thinking Hilltop East is "too expensive." While it definitely leans upscale, it’s not exclusive. You can spend $1,000 on a suit or $10 on a sandwich. It’s one of the most egalitarian "fancy" places in the city.
Another misconception? That it's only for the older "North End" crowd. That might have been true twenty years ago. Now, with the influx of younger families moving into the nearby neighborhoods, the demographic has shifted. You’re just as likely to see someone in Lululemon heading to a workout as you are a retiree grabbing their morning coffee.
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What to Expect if You're Visiting for the First Time
If you’re new to the area or just visiting Virginia Beach, don't just treat this as a place to buy a shirt.
- Go Hungry: Start at TASTE or one of the smaller cafes.
- Walk the Whole Loop: Don't just park in front of one store. Park once and walk the length of the center. You'll find hidden gems—like small gift shops or specialty jewelers—that you’d miss if you just drove store-to-store.
- Check the Side Streets: Some of the best stuff in the Hilltop ecosystem is tucked just off the main drag.
The Future of Hilltop East
Looking ahead, the center is likely to face more competition as "Town Center" in Pembroke continues to expand. However, Town Center feels like a mini-city. Hilltop East feels like a neighborhood. That distinction is why it will probably still be here in another fifty years.
There’s a sense of ownership locals have over this place. It’s where people meet for "power lunches," where high school kids go after school, and where families do their holiday shopping. You can't manufacture that kind of community loyalty with a shiny new development.
Actionable Tips for Navigating Hilltop East
To make the most of your time at Hilltop East, keep these practical realities in mind:
- Avoid Peak Lunch Hours: Between 11:45 AM and 1:15 PM, the parking lot near the food vendors is a gauntlet. If you’re just there to shop, go at 10:00 AM.
- Use the Back Entrances: Most regulars know how to navigate the side streets to avoid the main Laskin Road light. It’ll save you five minutes of idling.
- Support the Boutiques: If you see something you like at a local shop, buy it there rather than searching for it online later. These stores are the reason Hilltop has its character; without them, it’s just another strip mall.
- Check for Seasonal Events: During the holidays, the center often has decorations and small events that make the shopping experience feel a bit more "classic."
Hilltop East Shopping Center is a survivor. It has survived the rise of malls, the death of malls, the birth of e-commerce, and endless road construction. It remains the functional heart of the Virginia Beach retail landscape simply because it offers what the internet can't: a sense of place and a really good sandwich.