Harrisonburg, Virginia
What Harrisonburg is made of: the communities whose institutions are here, the sectors its 3,518 businesses sit in, the franchises already on the ground, and the services a newcomer could start.
3,518 businesses on file · 148 trades · 33 sectors · census population 51,492 · registry population 51,814 · built from geonet.charlottesville on 2026-10-07
Visiting rather than moving? The free guidebook for Harrisonburg → — the free guidebook for this region: why go, what to see, what is open when it rains.
The local economy
What the business base is made of, what it is specialised in against the national pattern, and what that mix implies. This is the part a development office would read first.
Composition, not health. geonet records what trades exist and where; it does not record formation, closure, employment or revenue, so none of those appear here. What makes this economics rather than a directory is the NAICS coding: it lets the local mix be read against the BLS survival curves and against the 323 industry groups this research has screened.
Every industry group on this page links through to its NAICS page, and to the screened market report where this research has one — that is what the trait-to-NAICS coding buys.
What this city is specialised in
Location quotient is this city's share of a trade divided by the same share across 10 US metro tables. Above 1.25 is the conventional threshold for a local specialisation.
Thin against the national pattern
Common trades that are under-represented here. For someone deciding what to open, this is the more useful half of the table — though a gap can mean unmet demand or a market that does not work here, and this does not tell you which.
The base against the entry screen
Businesses by the entry signal of the industry group they sit in, from the /markets screen. A large "structure decides" share means most local trades are ones where being better than the incumbent does not by itself win. A trade is matched to the screened record at whatever level the research wrote it — the same code, a broader one, or a narrower one. Where a group holds several screened sub-markets the count is shown, because no single one of them speaks for the whole group.
How to read the survival figure
Each sector's five-year establishment survival rate, weighted by how many of this city's businesses sit in that sector. It is a property of the MIX, not of these businesses — it says what survival this composition would imply at US private-sector rates, because no Canadian equivalent series exists.
Weighted over 97.8% of the coded base — public administration carries no curve. Source: Business Employment Dynamics — Table 7, Survival of private sector establishments by opening year, US Bureau of Labor Statistics.
And what it does not measure
A "mixed" trait is one that genuinely spans codes — "computers" covers systems design, repair and supply. The clear share is how much of this reading rests on unambiguous coding. Business density also reflects how completely the directory covers a place, not only how many businesses are in it — so it compares poorly between a city the register knows well and one it does not.
Who lives here, and who the city is for
The census: the only figures on this page that count people rather than businesses, and the three cohort readings they make possible.
The register says what trades exist. The census says who lives here — and it is the only thing on this page that counts people. Figures are American Community Survey 2019–2023 five-year estimates for Harrisonburg city, Virginia, the incorporated place, which is the city proper, and every comparison is against the United States as a whole, from the same ACS tables.
Detailed language is not published for American places. B16001, the table with individual languages, has no place-level rows; C16001 is what exists, and it names six languages and groups the rest into families. A Canadian city on this site names about forty.
Who the city is for
Three readings, each built from real numbers against real benchmarks. This is not an index. Every signal is shown with its own value, its benchmark and which way it points, and the band simply counts how many point the same way — so a reader who disagrees with one signal can drop it and still use the rest.
Seniors
thinIs this a place to grow old, and is the care here?
| Residents 65 and over | 10.1% | ▼16.8% |
| Residents 85 and overthe group that needs care rather than the group that is merely retired | 1.3% | ▼1.9% |
| Median age | 25.4 years | ▼38.7 years |
| Poverty ratethe US poverty threshold — a different definition from the Canadian pages, and not comparable to them | 25.6% | ▼12.4% |
| Medical clinics per 1,000 residentsfrom the business register | 0.19 | – |
| Pharmacies per 1,000 residentsfrom the business register | 0.31 | – |
| Median rent | 1120 $/mo | ▲1348 $/mo |
A high share of over-65s says other people made this choice; it does not say the care exists. The register has no category for a hospital at all, so distance to an emergency department is still missing.
Students and young adults
strongIs there a reason to be here between 19 and 25, and can they afford it?
| Residents 20 to 24 | 18.4% | ▲6.5% |
| Residents 15 to 19the cohort arriving next | 16.4% | ▲6.5% |
| Renter householdsa rental market is what makes a place possible to move to | 60.1% | ▲35% |
| Median rent | 1120 $/mo | ▲1348 $/mo |
| Unemployment rate | 7% | ▼5.2% |
| Degree holders in the adult population | 36.7% | –35% |
| Drinking places and recreationfrom the register | 13 | – |
Post-secondary institutions in the city are listed further down this page; where there are none, a high 20-to-24 share usually means work rather than study.
Newcomers and other-language speakers
moderateIs there already a community here, and has anyone built anything for it?
| Foreign-born residents | 17.3% | ▲13.9% |
| Arrived 2010 or laterthe band the ACS publishes; the Canadian pages use 2016 to 2021, so the two are not comparable | 46.2% | ▲29.4% |
| Speak a language other than English at home | 25.4% | – |
| Language groups above the reporting floor | 11 | – |
| Median household income | 59752 $ | ▼78538 $ |
The American census does not publish individual languages for a city — only the eleven groups below, six of which are single languages. A Canadian city on this site names about forty, so the two sections are not the same depth and should not be read as if they were.
What is spoken at home, and whether anyone built for it
The register-versus-census cross-check on the Canadian pages is not possible here: the ACS publishes language in groups, so "Other Indo-European languages" cannot be matched against an institution that names a community.
| Spoken most often at home | Speakers | Share | Community in the register | Institutions |
|---|---|---|---|---|
| Spanish | 9,282 | 18% | not mapped to a marker | 0 |
| Other Indo-European languages | 767 | 1.5% | not mapped to a marker | 0 |
| Other and unspecified languages | 758 | 1.5% | not mapped to a marker | 0 |
| Russian, Polish, or other Slavic languages | 457 | 0.9% | not mapped to a marker | 0 |
| Arabic | 426 | 0.8% | not mapped to a marker | 0 |
| Other Asian and Pacific Island languages | 338 | 0.7% | not mapped to a marker | 0 |
| French, Haitian, or Cajun | 331 | 0.6% | not mapped to a marker | 0 |
| Korean | 227 | 0.4% | not mapped to a marker | 0 |
| German or other West Germanic languages | 218 | 0.4% | not mapped to a marker | 0 |
| Vietnamese | 168 | 0.3% | not mapped to a marker | 0 |
| Chinese (incl. Mandarin, Cantonese) | 120 | 0.2% | not mapped to a marker | 0 |
The rest of the profile
| Characteristic | Here | Canada |
|---|---|---|
| Residents 65 and over | 10.1% | 16.8% |
| Residents 85 and over | 1.3% | 1.9% |
| Residents 20 to 24 | 18.4% | 6.5% |
| Arrived 2016 to 2021 | 46.2% | 29.4% |
| Non-permanent residents | — | — |
| Speak a non-official language at home | 25.4% | — |
| Renter households | 60.1% | 35% |
| Spending 30% or more on shelter | — | — |
| Participation rate | 61.4% | 63.5% |
| Unemployment rate | 7% | 5.2% |
| Median household income, 2020 | 59752 $ | — |
| Median after-tax household income, 2020 | — | — |
| Prevalence of low income (LIM-AT) | 25.6% | — |
| Bachelor degree or higher | 36.7% | — |
The one thing to keep in mind
Five-year estimates pooled over 2019–2023, so a figure is an average of the period rather than a single year, and every value carries a margin of error this extract does not keep. Unlike the Canadian census, which counts everyone, the ACS is a sample — a small place's figures are correspondingly uncertain. ACS five-year estimate for the incorporated place, which is the city proper. It will differ from the figure in wander.regions, which is sometimes a metropolitan population.
Source: American Community Survey 2019–2023 five-year estimates — Table-based summary file, 2023, United States Census Bureau, under the US federal government work, public domain. National comparison: The United States row of the same ACS tables, not an average of places — roughly a third of Americans live outside any incorporated place, so summing places would understate the country.
The communities the register shows
A community appears in the business register before it appears in prose — a national church, a society, a credit union, a newspaper. Those are counted as institutions, and they are what suggests residents. A restaurant serving a cuisine is counted separately as trade, because every city has those and they say nothing about who lives nearby. The ranking is by institutions.
| Community | Institutions | Worship | Trade | Where it shows |
|---|---|---|---|---|
| Islamic | 1 | 1 | — |
Islamic Association of Shenando |
| Italian | — | — | 7 | trade on E Market St (2)
|
| Spanish-speaking | — | — | 7 | trade on N Main St (2)
|
| Thai | — | — | 2 | |
| Chinese | — | — | 1 | |
| Japanese | — | — | 1 | |
| Dutch | — | — | 1 | |
| French | — | — | 1 | |
| Ethiopian | — | — | 1 | |
| Caribbean | — | — | 1 |
Where the communities are
Streets, not neighbourhood names. The data knows that Greek institutions sit on one street and Greek restaurants on another; it does not know the word "Greektown", so it does not use it.
What the city is made of
Every business on file, grouped by the sector it trades in. This is the economic-development view: where the 3,518 businesses actually are, and the specific trades inside each sector.
| Sector | Businesses | Share | What is in it |
|---|---|---|---|
| Living | 258 | 7.3% | place of worship (121) · apartment (35) · furniture (29) · cleaning (19) · veterinary (14) · appliances (13) · laundry (7) · fire safety (5) |
| Construction | 224 | 6.4% | home builder (48) · painting (45) · general contractor (20) · plumbing (18) · concrete (18) · tiny home (12) · siding (9) · excavating (9) |
| Automotive | 192 | 5.5% | autos (94) · auto repair (43) · auto parts (6) · tires (4) · motorcycle (2) · detailing (2) · truck repair (2) · scooter (1) |
| Finance | 175 | 5% | insurance (73) · bank (61) · real estate (13) · credit union (5) · loans (4) · mortgage (4) · stock broker (2) · bankruptcy (1) |
| Business | 154 | 4.4% | government (40) · consulting (38) · accounting (24) · association (23) · auction (6) · cemetary (5) · foundation (5) · vending (2) |
| Dining | 149 | 4.2% | restaurant (119) · pizza (19) · pubs (4) · diner (3) · burgers (2) · steakhouse (2) |
| Retail | 138 | 3.9% | gifts (34) · photography (19) · jeweler (19) · convenience (18) · department store (12) · flowers (9) · fuel (8) · toys (6) |
| Beauty | 122 | 3.5% | hair stylist (75) · dentist (30) · barber (6) |
| Health | 119 | 3.4% | physician (37) · chiro (12) · medical clinic (10) · pharmacy (9) · optical (7) · home healthcare (5) · fitness club (3) · health foods (2) |
| Agribusiness | 96 | 2.7% | dairy (39) · livestock (29) · landscaping (14) · fresh produce (10) · forestry (3) · fertilizer (1) |
| Law | 79 | 2.2% | lawyer (23) · mediator (9) · paralegal (1) |
| Logistics | 75 | 2.1% | truck transportation (40) · storage (15) · packaging (7) · railroad (3) |
| Realty | 74 | 2.1% | real estate (74) |
| Living & Home | 52 | 1.5% | greenhouse (5) · garden (2) · scooter (1) |
| Education | 48 | 1.4% | school (40) · library (4) · writing (3) · garden (1) |
| Retail Goods | 47 | 1.3% | |
| Food | 47 | 1.3% | grocer (22) · baker (12) · ice cream (9) · catering (3) · seafood (1) |
| Tech | 45 | 1.3% | computers (29) · wireless (9) · telecom (1) |
| Entertainment | 43 | 1.2% | amusement (11) · video (9) · video producer (5) · games (4) · music instruments (4) · museum (2) · zoo (2) · nightclub (1) |
| Travel | 43 | 1.2% | motel (18) · travel agent (7) · hotel (4) · bnb (3) |
The franchises already here
Brands from a register of 2,024 franchise systems, matched into this city by name. A high count is a signal in both directions: the territory works, and it may be taken.
22 of these brands are a single common word — Metro, Avenue, Budget — so their counts include businesses that merely share the word. They are marked rather than dropped.
| Brand | Category | Here | Worldwide |
|---|---|---|---|
| Food Lion | supermarket | 7 | 1,220 |
| Wal-Mart | retail | 6 | 6,500 |
| 7-Eleven | convenience | 5 | 30,000 |
| Bank of America | bank | 5 | — |
| Dollar General | convenience | 5 | 8,205 |
| Dairy Queen | fastfood | 4 | 5,900 |
| Salvation Army | retail | 4 | — |
| Advance Auto Parts | auto | 3 | 3,000 |
| Pizza Hut | pizza | 3 | 10,000 |
| Rite Aid | pharmacy | 3 | 5,000 |
| Burger King | fastfood | 2 | 11,000 |
| Enterprise Rent A Car | car | 2 | 5,400 |
| Farmer Jack | supermarket | 2 | 50 |
| IKON Office Solutions | retail | 2 | 400 |
| Ruby Tuesday | food | 2 | 933 |
| Taco Bell | tacos | 2 | 5,845 |
| Toys "R" Us | retail | 2 | 1,400 |
| Waffle House | food | 2 | 1,500 |
| AAMCO Transmissions | auto | 1 | 700 |
| American Eagle Outfitters | retail | 1 | 827 |
| Batteries Plus | retail | 1 | 254 |
| Blockbuster Video | video | 1 | 5,900 |
| Bob Evans | food | 1 | 600 |
| Books-A-Million | book | 1 | 200 |
| Candy Bouquet | dessert | 1 | 815 |
| Carlson Wagonlit Travel | travel | 1 | 4,300 |
| Circuit City | retail | 1 | 600 |
| Cold Stone Creamery | dessert | 1 | 1,350 |
| Comfort Inn | familyhotel | 1 | — |
| Costco Wholesale | retail | 1 | 371 |
| Curves For Women | fitness | 1 | 10,000 |
| Days Inn | economyhotel | 1 | — |
| Econo Lodge | budgethotel | 1 | — |
| Eddie Bauer | retail | 1 | 370 |
| Fashion Bug | retail | 1 | 1,000 |
| Finish Line | retail | 1 | 700 |
| Golden Corral | food | 1 | 357 |
| Grand Home Furnishings | retail | 1 | 22 |
| Home Depot | home | 1 | 2,104 |
| Jiffy Lube | auto | 1 | 2,200 |
| Kay Jewelers | retail | 1 | 839 |
| KB Toys | retail | 1 | 5 |
| Liberty Tax Service | tax | 1 | — |
| Little Caesars Pizza | pizza | 1 | 1,800 |
| Manchu WOK | fastfood | 1 | 200 |
| Miracle-Ear | specialty | 1 | 1,500 |
| Motel 6 | budgethotel | 1 | 360 |
| Movie Gallery | video | 1 | 4,700 |
| NAPA Auto Parts | auto | 1 | 18,000 |
| Outback Steakhouse | food | 1 | — |
| Padgett Business Services | tax | 1 | 400 |
| Panera Bread | deli | 1 | — |
| Payless Shoesource | shoestore | 1 | 5,000 |
| Pier 1 Imports | retail | 1 | 1,200 |
| Qdoba Mexican Grill | food | 1 | 400 |
| Ramada Inn | familyhotel | 1 | 740 |
| Red Carpet Inn | budgethotel | 1 | 299 |
| Rent-A-Center | retail | 1 | 3,500 |
| Rent-A-Wreck | car | 1 | — |
| Sam Goody | retail | 1 | — |
| Sunglass Hut | retail | 1 | — |
| Super 8 | economyhotel | 1 | — |
| Things Remembered | retail | 1 | 600 |
| HESS name only | fuel | 6 | 1,250 |
| Manor name only | retail | 4 | — |
| Michaels name only | retail | 3 | 805 |
| Sheetz name only | fuel | 3 | 320 |
| AllState name only | insurance | 2 | — |
| Blackwell name only | book | 2 | 6 |
| Honda name only | car | 2 | — |
| Limited name only | retail | 2 | — |
| Nissan name only | auto | 2 | — |
| Progressive name only | supermarket | 2 | 150 |
| Sears name only | inc | 2 | 2,300 |
| Volkswagen name only | — | 2 | — |
| AutoZone name only | auto | 1 | 3,800 |
| Beltone name only | specialty | 1 | 1,500 |
| CARQUEST name only | auto | 1 | 3,400 |
| Hallmark name only | greetingcards | 1 | 5,600 |
| Kroger name only | supermarket | 1 | 2,507 |
| Ledgers name only | specialty | 1 | — |
| Midas name only | auto | 1 | 1,800 |
| OfficeMax name only | retail | 1 | 1,000 |
| Peebles name only | retail | 1 | — |
| Roots name only | retail | 1 | 145 |
Real estate as a local trade
Four unrelated jobs share the name: selling existing homes, owning and letting them, managing them for someone else, and building new ones. For anyone weighing a move or a licence these are the counts — and the ownership question goes to /property, which answers it building by building.
Real estate is a local job market in its own right, and four unrelated trades get the same name. Counts are businesses filed under each trade in the register, which lists a brokerage once however many agents work there — so this measures firms, not licensees.
Selling homes
5312Offices of agents and brokers — the resale market, and the biggest single trade in most Canadian cities.
Named in the register
- Ad Visa Mortgage — 4104 Quarles Ct
- Building Specs — 351 E Rock St
- Buyers Brkg and Certif Apraisal — 1010a Virginia Ave
- Chad Marketing — 3417 Lake Pointe Dr
- Crown — 1466 Bluewater Rd
- Dmi — 1627 Devon Ln
- Forbes Development — 1923 Kratzer Rd
- G Squsre Managment — 250 E Market St Ste B
- Garry Simmons Piedmont Association — 673 Vine St
- Harman Realty — 1741 Virginia Ave # A
- Home Search Guide Realty — 52 S Carlton St
- Lacey Properties — 300 Garbers Church Rd
- S L Nusbaum Realty Co — 2211 S Main St
- Wells Fargo Home Mortgage — 1741 Virginia Ave # B
Owning and letting
5311Lessors of real estate: the buildings themselves, filed under the building rather than the owner.
Named in the register
- Affordable Corporate Suites — 20 Pleasant Hill Rd
- Ashby Crossing Apartments — 1191 Devon Ln
- Commons — 869 Port Republic Rd # B
- Grand Duke Apartments — 37 South Ave # C
- Granny Long Legs — P.O. BOX 1478
- Hidden Creek Apartments — 1720 S Dogwood Dr
- J R Polly Lineweaver Apt — 265 N Main St
- Jr Polly Lineweaver Apts — P.O. BOX 1071
- Loewner Apartments — P.O. BOX 494
- Long View Oaks Appartments — 480 Vine St
- Madison Manor — 1022 Blue Ridge Dr
- Olde Mill Village — 11 South Ave # A
- Park Apartments — 204 Rocco Dr # A
- Parkhurst Apts — 990 Chicago Ave APT G
Managing for owners
5313Property managers, who run buildings the landlord does not.
Named in the register
- Alpha Omega — 1213 Massanetta Springs R
- Rockingham County School Dst — 1210 N Liberty St
Building new homes
2361Residential builders and the general contractors who work for them.
Named in the register
- Ab3 Construction — 811 Port Republic Rd
- Custom Log Construction — 5570 INDIAN TRAIL RD
- D K Patterson Construction — 3270 Reservoir St
- G R Gordon Construction — P.O. BOX 1827
- Hope Community Builders — 450 Rockingham Dr
- Host Homes Construction — 1016 Carriage Dr
- J B Rhodenizer Const — 1039 Greystone St
- Jedamski Hartmut Home Imprv — 2729 Ferguson Dr
- Jollett Springs MBL HM Pk — 1935 Lynne Pl
- Shelleys Contracting — 2266 Eversole Rd
- Simensen Construction — 3425 Izaak Walton Dr
- Stone Hill Construction — 1801 Rhiannon Ln
- Turner Builder LLC Lane E — 339 Melrose Rd
- Wards Tree Service
Financing it
5222Mortgage brokers and non-bank lenders.
Named in the register
- Affordable Home Funding — 2505b Evelyn Byrd Ave
- Allied Cash Advance — 2192 John Wayland Hwy
- Beneficial — 1790 E Market St Ste 108
- Check n Go — 1790 E Market St
- Fast Auto and Payday Loans — 1901 S Main St
- First Greensboro Home Equity — 4090 Evelyn Byrd Ave
- Loan Max — 2360 S Main St
- Metrocities Mortgage — 1951 Evelyn Byrd Ave
On "how many doors"
How many doors a landlord holds is not in any of this. The register files an apartment building under the building, not its owner, and carries no unit count; there is no open dataset of Canadian landlords by portfolio. Where this research has established ownership it is in the /property record for the city, building by building, which is a different and much slower exercise.
Work where you go to them
The Ultimate 411 half of local: everything where the customer does not have to come to you.
A shop needs the customer to walk in. These 157 services do the opposite — the mobile mechanic, the mobile groomer, the bookkeeper, the junk haul — and they are the ones a person can start without a lease. 0 of them already match a trait filed in this city's register.
The 157 Service=1 rows in search.local: work where the provider travels to the customer. "present" counts businesses already filed under that exact trait name; a blank is a coverage gap, not proof of absence, because the two vocabularies were built separately.
home services
events
pets
luxury
healthcare
sporting goods
sports
business
outdoors
construction
travel
tools
Schools and colleges
wander.schools is a post-secondary table — universities and colleges. K-12 public and private schools are not in it, and only 7 of its 1,686 rows carry coordinates, so these are listed and not mapped.
In the business register
Where schooling shows up as a business rather than an institution — which is where K-12, tutoring and childcare appear.
Health and care
What a person moving a parent here would ask first. The register files clinics and pharmacies; it has no category for a hospital at all, so hospitals are matched by name and the limit is stated rather than hidden.
Matched on the name "hospital"
- Rockingham Memorial Hospital — 498 University Blvd Ste B
- Blue Ridge Womens Health Center — 1885 Port Republic Rd
- Harrisonburg Animal Hospital — 1611 N Liberty St
- Appliance Hospital — 129 W Wolfe St
- Rockingham Memorial Hospital — 100 E Grace St
- Rockingham Memorial Hospital — 100 Sunnyside Dr
geonet carries no 'hospital' trait, so these are matched on the business name. A distance-to-hospital figure needs a source that states hospital locations.
What this record cannot tell you
Named in full, because the gaps are the part most likely to be misread as an answer.
- Census figures are 2021, taken on 11 May 2021: income is for 2020 and the labour figures were measured mid-pandemic, so the unemployment rate on this page is a 2021 reading rather than a current one.
- wander.schools is now readable, but it holds universities and colleges only and 1,679 of its 1,686 rows have no coordinates. K-12 public and private schools need a separate source — in Ontario the Ministry of Education school finder, in British Columbia the provincial school list. wander.citytowns, hotels and territories remain denied to the ru user.
- No 'hospital' trait exists in geonet; distance to a hospital needs an external source such as StatCan's Open Database of Healthcare Facilities.
- 94.2% of businesses here carry no coordinates, so a map or address lookup would miss them. Postal codes reach 100%.
Built from
geonet.charlottesville— the local business registerwander.regions— city name, population, metrosearch.local— trait vocabulary and the come-to-you servicessearch.cozfranchises— 2,024 franchise brands