By Diversified Partners
Diversified Partners has announced plans for Williams Station, a new entertainment-anchored development coming to the NEC of Loop 202 and Dobbins Road in Laveen.
The $50M project will feature a mix of retail, dining and entertainment uses in a walkable, desert-inspired setting that celebrates the area’s Southwestern heritage. Named in honor of the Williams family, the longtime owners of the property, Williams Station will reflect the authentic character of Laveen while introducing a modern, family-friendly destination.
After conducting a comprehensive study of the Laveen corridor, Diversified Partners identified a clear need for entertainment options within the community. With continued housing growth and an influx of young families, the company saw an opportunity to create a dynamic, entertainment-driven development that serves both residents and visitors.
The project’s anchor tenant, The Rush Funplex, will bring one of the Valley’s premier indoor family entertainment centers to Laveen, offering bowling, go-karts, laser tag, arcade games and more.
Williams Station is expected to create about 150 to 200 new jobs across its retail and entertainment tenants. Designed in collaboration with the City of Phoenix, the project will emphasize pedestrian connectivity, bike-friendly access and community gathering spaces, including shaded walkways, electric bike charging stations and desert-adapted landscaping.
Designed by RKAA Architects, Williams Station will combine modern architectural elements with materials and textures inspired by the Southwest. The development will feature stone and wood accents, native plantings, and high-efficiency lighting to promote sustainability and comfort year-round. Generous shade canopies will also enhance walkability and reduce heat gain.
Confirmed tenants include The Rush Funplex, a drive-thru café, a national burger restaurant, a veterinary clinic, a car wash, an automotive service shop, a convenience store with fuel and a home improvement retailer. Additional tenants will be announced in the coming months.
The official groundbreaking is scheduled for the third quarter of 2026, with most tenants opening by first quarter of 2027.
Williams Station is being developed by Diversified Partners. The project architect is RKAA Architects, and the Diversified Partners brokerage team of Austin Payne, Matt Pergola and Brandon Vasquez is overseeing leasing efforts. The general contractor will be announced at a later date.
