Goedeker’s work with the St. Louis Midtown Redevelopment Corporation has helped elevate Midtown’s vibrancy. He’s helped catalyze such developments as City Foundry, Target, Topgolf, and more than 1,000 housing units. In 2025, 4 million people visited Midtown, which is now a thriving district all year round.
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2026 QUESTIONNAIRE
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What has been your company’s most significant success over the past 12 months? Over 4 million people came to Midtown St. Louis in the last year. That is more people annually than the crowds who go see the Cardinals, Blues and MLS team combined. People used to only come to Midtown to go to school or for healthcare; now they come for retail, entertainment, housing, jobs, etc. Also, in August 2024, Missouri’s only mixed-use Target store opened in Midtown St. Louis. I was very involved in putting this development project together and getting it over the finish line.
What has you most excited about the future of your company or industry? Our 400-acre redevelopment area is set up for another billion dollars of investment/development over the next five years.
If you could change one thing about your industry, what would it be and why? I would love to see this form of proactive economic and community development happening in every neighborhood/district in the City of St. Louis.
What’s the toughest business challenge you’ve had to overcome? Originally, the area was only viable eight months out of the year when the SLU students were in session. We have attracted complementary developments such as City Foundry, Target, Topgolf, and more than 1,000 housing units to demonstrate that Midtown St. Louis is now a thriving 18-hour district, 365 days a year.
What’s a risk you took in business that didn’t pan out—but taught you something valuable? There have been so many efforts and initiatives that I have attempted in communities that may have not been as popular or well-attended as I thought that may be, but I can honestly say that through those endeavors, there was at least one long-lasting relationship that developed and/or trust that was formed with community members who greatly appreciated the effort and heartfelt attempt.
What advice would you give to the next generation of St. Louis entrepreneurs or leaders? I have had 100-plus interns in my lifetime. So many of them want to move to Portland, Austin, Nashville, San Francisco, etc. I tell them that those cities are already “hip and cool,” whereas they can stay in St. Louis and actually have an effect on making this place the next “it” city. I tell them that St. Louis is ultimately very welcoming to people who want to open new businesses or start new organizations and initiatives. St. Louis needs new leaders and visionaries and they should be a part of that.
MENTORS & PEERS
What is a key strength of the St. Louis metro area business environment? It is very willing to work together and is grateful to those who are trying to help. The community is eager to welcome and market to both residents and institutions in their place of business. The City of St. Louis is also willing to listen and be supportive of new plans and ideas.
What is one thing you would change about the St. Louis metro area business environment? That it wouldn’t be necessary for every major development to invest so much in security measures and patrols.
Who is the most interesting under-the-radar/emerging business leader in St. Louis? We work closely with Heather Testa of Ten8 Group. She has an amazing vision and goes above and beyond to help St. Louis neighborhoods and districts incorporate placemaking and branding efforts to build dynamic and pedestrian friendly communities.
Who in your company (or industry) deserves more recognition for their impact? David Heimburger, the CFO at Saint Louis University. He was the one who had the idea for the St. Louis Midtown Redevelopment Corporation. He knew that Midtown St. Louis needed an injection to attract investment and retail to the area surrounding Saint Louis University. For too long the area was a donut-hole of disinvestment within the central corridor of St. Louis. David has served as the board president of the St. Louis Midtown Redevelopment Corp since its inception in 2017.
What’s a local organization, nonprofit, or initiative that more people should know about—and why? Prospect Yards is St. Louis’ newest district. It is an effort to market a significant part of Midtown St. Louis with signage, public art, colorful crosswalks, social media, and big entry markers that are coming this year. The name was chosen by thousands of voters in 2018 and is St. Louis’ newest mixed-use district that features the City Foundry, Element Hotel, Target, Topgolf, Humphreys, and hundreds of new residents.
BACKGROUND
Where were you born? St. Louis—I’ve lived in the City of St. Louis my whole life.
What educational degrees do you hold, and where were they earned? Knox College – Bachelors in Sociology/Anthropology and Psychology; Saint Louis University – Masters in Social Work; Washington University – Master in Nonprofit Management
What was your first job, and what did you learn from it? At 13 years old, I began working for my uncle’s company, Landscape St. Louis. I did that for five summers. There, I learned the value of hard work and the ability to envision and implement beautiful landscapes and environments throughout St. Louis. At 18 years old, I began working at Jefferson Elementary in north St. Louis as a camp counselor, and for two years, I did a fellowship project at the school where I researched culturally-relevant education and the effect of mixed-income communities.
HOBBIES & INTERESTS
What’s your hobby/passion? I have coached my kids’ sports teams for the last 13 years. I also play corkball (a St. Louis tradition) each Wednesday night in the spring and summer. The league is named after my grandfather, Ben Goedeker. I started the Holly Hills Special Business District in 2022 and love guiding initiatives such as new-entry markers, landscaped projects, murals, sculptures, painted fire hydrants, and proactive safety and security measures. It’s a pleasure serving my own community.
What is one book you think everyone should read (or podcast everyone should listen to) and why? Kouzes and Posner’s Leadership Challenge. I taught from the book for three years as an adjunct professor at Saint Louis University. It has so many real-world experiences, and it guides readers on how they can and should treat others, no matter if you are a supervisor, fellow co-worker, or serving on a nonprofit board or neighborhood committee.
What do you do when you’re feeling stuck or uninspired? Take a walk in the district where I work. Within minutes, I usually will run into a resident, business owner, or customer who will pass on a positive comment or idea that is usually right on. Community stakeholders are usually so grateful for your efforts in trying to enhance their communities and for listening to their ideas and goals.
What would people be surprised to learn about you (fun fact)? I love to host a competition night each year at our house where I form teams of strangers who play air hockey, foosball, ping pong, arcade games, beer pong, and whatever other crazy game I can think of. By the end of the night, 60-plus people know each other and have had fun playing with and against each other throughout the night.
