University Town Center

It was a planned urban center designed by Edward Durell Stone and located on a 105-acre (0.42 km2) parcel at the intersection of Belcrest Road and East-West Highway and across from the then new Prince George's Plaza.

The $78 million project was developed by Bancroft Construction, headed by Herschel and Marvin Blumberg, who had originally purchased the site in 1954.

The Blumberg brothers also developed the area of nearby Silver Spring, Maryland, now known as the Rock Creek Woods Historic District.

[3] The original concept for the New Town Center was for it to be "a planned residential, commercial, employment and social complex which, as yet (1963) has no equal in the Baltimore-Washington area.

Finally, the changing demographic characteristics of Prince George's County to majority-minority during the 1980s and 1990s soured the area to many developers.

In 2007, a new main street dubbed America Boulevard opened, as did a 14-screen Regal movie theater complex, a variety of dining options, and two condominium buildings.