Businessman and philanthropist Barry Allen is spearheading an ambitious development project near the waterfront in downtown Wheeling aiming to serve as a catalyst that sparks a vibrant economic future for the city.

WHEELING — After many successful years in business, Barry Allen is viewing a new role in retirement — a venture that may very well define his legacy.

Barry and Lisa Allen in recent years stepped away from their leadership roles at the Ziegenfelder Company, the Wheeling-based frozen treat manufacturer that had established a foothold in frozen food sections of major retailers nationwide.

Although he officially retired at the end of 2021, Barry Allen’s business-savvy drive and passion to support the local community never clocked out. Just months after passing the torch at Ziegenfelder’s, Allen began brainstorming behind the scenes with other community leaders about Wheeling’s revitalization – taking notes on what ingredients were needed to truly ensure a sweeter future for the Friendly City.

In 2024, that plan was announced by Allen and city leaders in Wheeling, along with support of other key players and stakeholders. The Vol for Life Waterfront Development Project eyes the redevelopment of half a city block bordered by Main, 14th and Water streets downtown — across the street from both Heritage Port and WesBanco Arena.

It is a revitalization project estimated as a $63 million investment to bring a new complex to the heart of the city — one that offers a new event venue, hotel, dining location, retail space and more.

“My goal is to kind of give back to Wheeling at this next phase of my life,” Allen said.

A new entity known as Vol for Life LLC was established for the venture, with Allen as principal. The name comes from his home state of Tennessee — the Volunteer State.

“I’m originally from Nashville,” Allen said, noting that he started his career in the food distribution industry many years before landing in Wheeling, where the Ziegenfelder Company — Lisa’s family business — was already an economic pillar in the community.

Barry Allen said he started out in 1986 as a home delivery milkman in the Nashville area, working for Purity Dairies, a milk and ice cream company. He delivered product to grocery stores for about 14 years and then went into sales before Purity Dairies was bought by Dean Foods, a big company based in Dallas, Texas.

Allen became a salesman with Dean Foods, where he landed his first major deal, bringing milk and ice cream to Dollar General.

“Their corporate headquarters was outside of Nashville,” he said of the dollar store that was still growing at that time. “My kind of claim to fame after getting off of the milk truck was going into sales and developing this milk and ice cream program for the chain, Dollar General, which at that time had 2,800 stores. Now they have 20,000. So if you ever go into Dollar General anywhere in the country, they have milk and ice cream in there, and we started that.”

At least one other frozen treat manufacturer in the country expressed interest in the same type of opportunity to expand clientele, and she reached out to Allen.

“While doing that, this lady called me one time and said ‘hey, I’ve got this popsicle business in Wheeling, West Virginia. I think Dollar General ought to carry our product,'” he said.

So Allen drove to Marietta and met her for lunch.

“We became really good friends and ended up getting married,” Allen said.

Allen continued to work for Dean Foods until he and Lisa decided to run Ziegenfelder together, which they did for 14 years before selling the company in 2021.

Allen said elements of Wheeling’s history will be highlighted in the new Waterfront Development Project, which will also honor Lisa’s family, as well.

“The name of the hotel will be the J.C. Lando, after Lisa’s father,” said Allen, who clarified misconceptions about the venture that seem to focus primarily on the planned hotel. “It’s the Waterfront Project – it’s a one city block development. It’s not just a hotel. That’s part of the project, but it’s one city block from Main Street to 14th Street to Water Street. Part of that will be this 123-room hotel. It will be a soft-brand boutique hotel.”

The hotel is expected to be partnered with a large, industry name brand chain, allowing it to maintain a unique design and local character while benefiting from the name recognition and marketing power of the brand. Allen explained that it will be known as The J.C. Lando by Marriott, Hyatt or Hilton, for instance.

“We haven’t dove into the interior just yet,” Allen said, noting that some conceptual designs of the general layout of the exterior have already been shared. “We want to make sure we have that Wheeling feeling and that we’re true to who we are. Our goal is to have it be a destination”

Allen said he envisions a rooftop dining/lounge area, a cigar bar, a wine bar, maybe a small library and much more throughout the complex, all with a motif specific to Wheeling.

“We’re still building what we call our capital stack,” Allen said. “We’ve just got an incredible team. We’re really, really happy with the group that’s been with us.”

The initial concepts of the plan began back in 2022 when after Allen retired, he met with then Wheeling Mayor Glenn Elliott to discuss ideas. Allen said he wanted to enjoy retirement, but has always been philanthropic and wanted to do something for Wheeling.

“We still live in Wheeling,” he said. “One of the things that I wanted to do was to see Wheeling turn around. When kids graduate, most of them leave and don’t come back. We need a downtown that’s vibrant. Why can’t Wheeling do that?”

Allen said the Vol for Life Waterfront Development Project would seed the project, but help would be needed from the city, state, tourism entities, RED, the project’s senior lender, architects, consultants, attorneys and more to make it a reality.

The city is already on board. Five existing buildings in the block have been acquired by the city and are expected to be razed this year. The city is using funds generated by its Tax Increment Financing District to help invest in this effort. National Equipment, housed in the largest occupied space in this part of the block, is relocating to a new facility in Elm Grove.

“The city is going to demolish the whole block sometime between now and this June, and then the property will be able to break ground,” Allen said. “We’re just compiling the final stages of our capital stack with our senior lender and with the state.”

In theory, financing will be in place within the next 90 days, demolition will take place this summer, and if everything comes together, a groundbreaking will be possible this fall, Allen said. He is hopeful it will happen then.

The venture sees all of Wheeling’s existing assets and provides one big missing piece that could help tie it all together, Allen said, noting that his fellow team members have provided tremendous support – embracing the philosophy that a rising tide lifts all ships.

“That mindset just pushes me forward,” he said.

Wheeling Park Commission President and CEO Bob Peckenpaugh has been one of the many key players on the team, Allen said, adding that the city – including Wheeling Mayor Denny Magruder and City Manager Robert Herron – have also been tremendous, as have the folks at RED and a number of other agencies.

Allen noted that he may know how to sell frozen treats, but he has never built a development like this. It is new territory for him. But he said he has faith in his vision and the people who are behind the project.

“It’s a huge risk, but it’s worth it to me,” he said. We’re going to get this thing done. This is Wheeling. I’m not from here, but I love it. The people are great. I’ve got this vision and this mission to change Wheeling forever. And I want to be a part of that. I want that to be a part of my legacy.”