How Delaware's Supermarket Scene is Changing

As high-end grocers move in and other food retailers expand, local chains and indies have stepped up their games.


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Paula Janssen, general manager of Janssen’s Market in Greenville, says, “If you don’t innovate, you get left behind.” (Photo by Chelsea Memmolo)

When Joy Smoker-Liedel needs to pick up a few things for dinner, she generally stops at the Acme grocery store in Hockessin because it’s close to her home. But for serious shopping, she and her husband, Kevin, drive north to Wegmans, which opened in November 2015 on U.S. 202 in Concordville, Pa. “I love that they’re open 24-7,” she says. “Sometimes we hit up Whole Foods [in Glen Mills] if we want something there, but that’s happening a lot less now that Wegmans is down the street.”

Jane Goldberg of Wilmington starts her circuit at Trader Joe’s in Wilmington, also on U.S. 202, before heading to ShopRite, just down the road. She also shops at Costco for bulk items and meat, Produce Junction in Aston, Pa., and, in the summer, Marini’s Produce, a Brandywine Hundred farm stand. Downstate, Nancy Ruhland of Milford shops at Redner’s Market, Walmart, Food Lion and Produce Junction in Dover. “It all depends on what we are looking for and what’s on sale,” she says.

Welcome to the world of the Delaware supermarket shopper. Gone are the days when people went to their nearest market. The wheels are off the shopping cart. “There is less brand loyalty than ever before,” says Neil Stern, senior partner with McMillanDoolittle, a Chicago-based retail consulting company. “Even customers who are loyal to one store still spend significant amounts of money at other retail outlets.”

Grocery options include convenience stores, retailers such as Target and Walmart, and even drug stores, many of which sell more than sodas and milk. Add online services that deliver meal ingredients, such as Blue Apron, and you can see why the industry is experiencing a major cleanup in aisle 11. 

In July 2015, the 156-year-old Great Atlantic & Pacific Tea Company Inc.—which owns A&P, Superfresh and Pathmark—filed for bankruptcy. Acme has since acquired 76 stores in Connecticut, Delaware, Maryland, New Jersey, New York and Pennsylvania. At the beach, North Carolina-based Harris Teeter was welcomed warmly when it ventured north into Selbyville and Bethany Beach. But in February 2015, the Salt Pond location closed, perhaps due to its proximity to Giant and Food Lion, which have prices that appeal to area retirees. 

The trends are especially hard on the independent stores. “Mom-and-pops are definitely under pressure,” Stern says. “But the good ones can survive and thrive by really focusing on their customer service and intimately knowing the needs of their customers.” 

Know thy market

For Paula Janssen, industry change is nothing new. “The grocery marketplace is always changing,” she says. “If you don’t innovate, you get left behind.” She should know. Her grandfather, Joseph W. Janssen Sr., started Janssen’s Market in 1952. She is now the general manager of the family business.

Janssen’s has long catered to discerning customers. “Janssen’s can help you become the envy of all your set, a hostess of ever-growing fans,” touted old WDEL radio ads. Fresh caviar was always on hand, and it still is. “It’s one of the only places you can find Osetra caviar and Berkshire pork,” says Terry Gormley of New Castle.

For decades, the store’s Greenville location was set apart from the chains. Then in 2005, Food Source, a specialty grocery chain, opened a site in Greenville Center within walking distance of Janssen’s (then much smaller and housed in an adjacent shopping center). Two years later, Food Source folded. Janssen’s moved into its former space. 

“I think the main reason they underperformed is that they didn’t understand the local market and expectations,” Janssen says. “They thought Greenville was like the Main Line (of Philadelphia, where it thrived), but it’s different.” Her customers want a high level of service, but they also want a mix of everyday items, not just gourmet foods.

In a small state that’s more like a large town, many shoppers like knowing the owners. Generations of shoppers have gone to Papa’s Market in Wilmington’s Little Italy and Lingo’s Market in Rehoboth Beach, even if now it’s just for one or two signature items.

In Lewes, Lloyd’s, owned by the Purcell family since 1971, survived the invasion of Food Lion in The Villages of Five Points and the mix of large chains that popped up on Del. 1, including Giant, Safeway and Superfresh (now Acme). “We’re not doing the business we did before Food Lion moved in there, but we’ve managed to sufficiently stay afloat,” says Darren Purcell, an owner and manager, whose parents, Dottie and Lloyd Purcell, are often still on site. 

In addition to offering personal service, the store offers seasonal produce from Fifer Orchards in Wyoming and Bennett Farms in Frankford and products from Milton-based Backyard Jams & Jellies. And for many visitors to Lewes, no trip is complete without a WondeRoast rotisserie chicken. Lloyd Purcell stumbled across the system more than 30 years ago, and the store each year sells about 23,000 chickens, which are displayed in the heated case by the two cash registers.

Janssen’s, also a strong supporter of Delaware businesses, offers goods by Wilmington Pickling Company and T.A. Farms, a turkey farm in Camden-Wyoming. 

Creating an experience

Offering local products or promoting sustainability isn’t limited to single independent stores. The six ShopRites in Delaware, owned by the Kenny family, tailor products and pricing to the surrounding community, says Melissa Kenny, whose father, Bernie, purchased his first Delaware ShopRite in 1995. “We believe that builds loyalty,” she says. Along with featuring local produce, the stores sell crab cakes from Henretty’s in Hockessin and creations from Caffé Gelato in Newark. ShopRite has even organized bus trips that take shoppers to farms in southern Delaware. Each time the trip has been offered, the buses have been packed.

The Kenny family’s ShopRite stores also boast buying power. That’s because they are part of the Wakefern Food Corp., a retail cooperative that started in 1946, when independently owned stores joined forces to compete against the Greater Atlantic & Pacific Tea Company’s A&P markets.

Lloyd’s was once part of the IGA group. No longer. The store now uses C&S Wholesale Grocers, whose private label is Best Yet. C&S has carved a niche with independents. “There’s some buying power,” Purcell says, “but nowhere near the magnitude of larger corporations. We have a bare profit margin.”

Janssen agrees that it’s difficult for independents to compete against large chains and co-ops on price. “So we have to find different ways to bring value to our customers,” she says. “We want to make Janssen’s a shopping experience, not just a chore.” Free samples might include coffee from a local roaster or olive oil from Puglia. Janssen’s has hosted pop-up dinners, and the store has partnered with the state to host a delegation from Delaware’s sister state, Miyagi, in Japan. “They showcase products that they are trying to introduce to the American marketplace, and receive feedback,” Janssen says.

Single stores aren’t the only ones thinking outside the box. ShopRite, like Janssen’s, hosts musical performers. The stores also have health events, and registered dietitians offer advice and lead workshops.

Cafés are becoming part of the experience. ShopRite’s Brandywine location renovated to enhance its to-go options, which now include a case of prepared sushi rolls, and customers can dine in a seating area. Janssen’s J’s Café is a popular place for breakfast and lunch. Whole Foods sells alcoholic beverages. Wegmans sells beer, and its adjoining restaurant, The Pub, is even on Open Table.

Size & substance

After Rochester, N.Y.-based Wegmans opened just across the state line in Pennsylvania, Facebook experienced a feeding frenzy, with people posting photos of the 11,000-square-foot market. More than 15,000 customers visited the store on opening day on Nov. 8, 2015. 

“We’ve received wonderful feedback from many Delaware customers,” says Valerie Fox, media relations coordinator. “Our Concordville store in particular is a weekend destination for people who travel great distances to shop with us.” What’s more, 25 percent of the store employees live in Delaware.

Nearby Whole Foods caters to customers on special diets or who prefer organic merchandise. You won’t find the brand names so popular in conventional stores. Since Terry Gormley has found Wegmans, which also has specialty products, she’s driven right past Whole Foods. The infatuation, she acknowledges, might wear off.

Whole Foods also appeals to “supermarket snobs,” who identify with a brand and the lifestyle it represents. “Whole Foods is looking for educated, affluent customers who mirror their values,” says Stern, the retail consultant. Wegmans targets all that and a large trade area willing to drive a distance for the experience. “More importantly, they need to find real estate that works, which is not as easy when you’re planning a large store,” he says—which may explain why there isn’t one in Delaware.

Catering to shoppers who are seeking ethnic or hard-to-find items is the bailiwick of the 7 Day Farmers Market, which is more of an international market than traditional farmers market. The store opened late last year in the old Pathmark building on Lancaster Avenue in Wilmington. Goods might include dragon fruit, cactus pears, goat, duck, fresh tamarind and chicken longaniza (a Spanish sausage).

Facing the future

In 2016, top supermarket trends include providing a diversity of prepared food options and healthier foods. ShopRite’s redo in Brandywine showcases organic products, grass-fed meats, kosher products and halal products (foods permissible by Islamic law). Private-label products that offer variety as well as affordability are also big.

But between brand identity, choice, price and experience, it’s difficult for one store to cover it all, and the pie slices are getting slimmer with each store’s opening. 

Janssen remains optimistic. Janssen’s niche has helped it rather than hurt it. “We used to only serve our local community, but now we see more people willing to drive for hard-to-find and quality products,” she says. “It’s a challenge trying to anticipate what’s next in food culture, but it’s fun.”

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February 2018

A winter warm up of colorful, vibrant paintings. Marlene Dubin - bold mixed media abstracts; Elaine Lisle - regional landscapes in oil; Mary Ann Weselyk – whimsical animals and still life...

Cost: free

Where:
The Station Gallery
3922 Kennett Pike
Greenville, DE  19807
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This community-curated exhibition brings together three painters—Alan Soffer, Brian Dickerson, and Moe Brooker—who are attuned to harmonies and contrasts in abstract forms. Each artist...

Cost: Free with Museum admission

Where:
Delaware Art Museum
2301 Kentmere Parkway
Wilmington, DE  19806
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The Philly Home + Garden Show will return to the Greater Philadelphia Expo Center at Oaks February 16-18. The show will feature highly-interactive exhibits including a full scale model smart home,...

Cost: 10

Where:
Greater Philadelphia Expo Center
100 Station Ave
Oaks, PA  19456
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Sponsor: MarketPlace Events
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By Simon Stephens (playwright of "The Curious Incident of the Dog in the Night-Time") Directed by Matt Pfeiffer REGIONAL PREMIERE! Amidst the bustle of a crowded London train...

Cost: Varies

Where:
Delaware Theatre Company
200 Water Street
Wilmington, DE  19801
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Cost: $10

Where:
Cinema Art Theater
17701 Dartmouth Drive, #2
Lewes, DE
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Sponsor: Rehoboth Beach Film Society
Telephone: 302-645-9095
Contact Name: Jeri Kaplan
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"Choir Boy" presents a complex look at race and sexuality. Shows are at 8pm on February 16 and 17; there is a 2pm matinee on Sunday February 18. Buy tickets online at www.WilmingtonDramaLeague.org.

Cost: $10-$15

Where:
Wilmington Drama League
10 West Lea Blvd.
Wilmington, DE  19802
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Sponsor: Wilmington Drama League
Telephone: 302-764-1172
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"What the water said…Flowers, Places, & Faces," an exhibition of watercolor paintings by Hugh Phibbs, will be on view in the Mezzanine Gallery from February 2-23, 2018. A free...

Cost: Free

Where:
Mezzanine Gallery
Carvel State Office Building, 2nd Floor
820 N. French St.
Wilmington, DE  19801
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Sponsor: Delaware Division of the Arts
Telephone: 302-577-8278
Contact Name: Roxanne Stanulis
Website »

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A winter warm up of colorful, vibrant paintings. Marlene Dubin - bold mixed media abstracts; Elaine Lisle - regional landscapes in oil; Mary Ann Weselyk – whimsical animals and still life...

Cost: free

Where:
The Station Gallery
3922 Kennett Pike
Greenville, DE  19807
View map »


Telephone: 302-654-8638
Website »

More information

By Simon Stephens (playwright of "The Curious Incident of the Dog in the Night-Time") Directed by Matt Pfeiffer REGIONAL PREMIERE! Amidst the bustle of a crowded London train...

Cost: Varies

Where:
Delaware Theatre Company
200 Water Street
Wilmington, DE  19801
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Tickets are $15 adults; $10 UD faculty/staff/alumni & seniors; $5 students. Tickets are available at the door. Cash or check only.

Cost: $15 adults; $10 UD faculty/staff/alumni & seniors; $5 students

Where:
Gore Recital Hall
110 Orchard Rd
Newark, DE  19716
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Sponsor: University of Delaware Department of Music
Telephone: 130-283-12578
Contact Name: Megan Everhart
Website »

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"What the water said…Flowers, Places, & Faces," an exhibition of watercolor paintings by Hugh Phibbs, will be on view in the Mezzanine Gallery from February 2-23, 2018. A free...

Cost: Free

Where:
Mezzanine Gallery
Carvel State Office Building, 2nd Floor
820 N. French St.
Wilmington, DE  19801
View map »


Sponsor: Delaware Division of the Arts
Telephone: 302-577-8278
Contact Name: Roxanne Stanulis
Website »

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A winter warm up of colorful, vibrant paintings. Marlene Dubin - bold mixed media abstracts; Elaine Lisle - regional landscapes in oil; Mary Ann Weselyk – whimsical animals and still life...

Cost: free

Where:
The Station Gallery
3922 Kennett Pike
Greenville, DE  19807
View map »


Telephone: 302-654-8638
Website »

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Cost: Call for cost.

Where:
Nanticoke Memorial Hospital
801 Middleford Road
Seaford, DE  19973
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Telephone: 302-629-6611 x2288
Contact Name: Nanticoke's Diabetes Education Department
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By Simon Stephens (playwright of "The Curious Incident of the Dog in the Night-Time") Directed by Matt Pfeiffer REGIONAL PREMIERE! Amidst the bustle of a crowded London train...

Cost: Varies

Where:
Delaware Theatre Company
200 Water Street
Wilmington, DE  19801
View map »

More information

Show More...
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"What the water said…Flowers, Places, & Faces," an exhibition of watercolor paintings by Hugh Phibbs, will be on view in the Mezzanine Gallery from February 2-23, 2018. A free...

Cost: Free

Where:
Mezzanine Gallery
Carvel State Office Building, 2nd Floor
820 N. French St.
Wilmington, DE  19801
View map »


Sponsor: Delaware Division of the Arts
Telephone: 302-577-8278
Contact Name: Roxanne Stanulis
Website »

More information

A winter warm up of colorful, vibrant paintings. Marlene Dubin - bold mixed media abstracts; Elaine Lisle - regional landscapes in oil; Mary Ann Weselyk – whimsical animals and still life...

Cost: free

Where:
The Station Gallery
3922 Kennett Pike
Greenville, DE  19807
View map »


Telephone: 302-654-8638
Website »

More information

This community-curated exhibition brings together three painters—Alan Soffer, Brian Dickerson, and Moe Brooker—who are attuned to harmonies and contrasts in abstract forms. Each artist...

Cost: Free with Museum admission

Where:
Delaware Art Museum
2301 Kentmere Parkway
Wilmington, DE  19806
View map »


Website »

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Cost: FREE

Where:
Faith Victory Christian Center
301 Commonwealth Avenue
Claymont, DE  19703
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Sponsor: Faith Victory Christian Center
Telephone: 302.354.6726
Contact Name: Alvin Walker
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By Simon Stephens (playwright of "The Curious Incident of the Dog in the Night-Time") Directed by Matt Pfeiffer REGIONAL PREMIERE! Amidst the bustle of a crowded London train...

Cost: Varies

Where:
Delaware Theatre Company
200 Water Street
Wilmington, DE  19801
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Cost: $20 members; $30 non-members

Where:
Delaware Center for Horticulture
1810 N. Dupont Street
Wilmington, DE  19806
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Sponsor: Delaware Center for Horticulture
Telephone: (302) 658-6262
Contact Name: Ruth Arias
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Clearing the mind and learning to think not thinking is Zen awareness. Taking the appropriate action in this moment is Zen. Once you know this in your body, walking, standing, sitting down,...

Cost: Free

Where:
Unitarian Universalist Fellowship of Newark
420 Willa Road
Newark, DE  19711
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Sponsor: UUFN
Telephone: 302.368.2984
Contact Name: Richard Field
Website »

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"What the water said…Flowers, Places, & Faces," an exhibition of watercolor paintings by Hugh Phibbs, will be on view in the Mezzanine Gallery from February 2-23, 2018. A free...

Cost: Free

Where:
Mezzanine Gallery
Carvel State Office Building, 2nd Floor
820 N. French St.
Wilmington, DE  19801
View map »


Sponsor: Delaware Division of the Arts
Telephone: 302-577-8278
Contact Name: Roxanne Stanulis
Website »

More information

A winter warm up of colorful, vibrant paintings. Marlene Dubin - bold mixed media abstracts; Elaine Lisle - regional landscapes in oil; Mary Ann Weselyk – whimsical animals and still life...

Cost: free

Where:
The Station Gallery
3922 Kennett Pike
Greenville, DE  19807
View map »


Telephone: 302-654-8638
Website »

More information

This community-curated exhibition brings together three painters—Alan Soffer, Brian Dickerson, and Moe Brooker—who are attuned to harmonies and contrasts in abstract forms. Each artist...

Cost: Free with Museum admission

Where:
Delaware Art Museum
2301 Kentmere Parkway
Wilmington, DE  19806
View map »


Website »

More information

By Simon Stephens (playwright of "The Curious Incident of the Dog in the Night-Time") Directed by Matt Pfeiffer REGIONAL PREMIERE! Amidst the bustle of a crowded London train...

Cost: Varies

Where:
Delaware Theatre Company
200 Water Street
Wilmington, DE  19801
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This community event invites attendees to sample healthy dishes prepared by local restaurants and vote for the most creative, tastiest, and best preparation. The first 200 registrants may also sign...

Where:
STAR Health Sciences Complex
540 S. College Ave
Newark, DE  19713
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Explore connections between people and plants in these four inspiring presentations. Special thanks to Whole Foods Market for sponsoring this  year’s refreshments. Individual lecture pricing:...

Cost: $20 members; $30 non-members

Where:
Delaware Center for Horticulture
1810 N. Dupont Street
Wilmington, DE  19806
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Sponsor: Delaware Center for Horticulture
Telephone: (302) 658-6262
Contact Name: Mackenzie Knight-Fochs
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Tickets are $15 adults; $10 UD faculty/staff/alumni & seniors; $5 students. Tickets are available at the door. Cash or check only.

Cost: $15 adults; $10 UD faculty/staff/alumni & seniors; $5 students

Where:
Gore Recital Hall
110 Orchard Rd
Newark, DE  19716
View map »


Sponsor: University of Delaware Department of Music
Telephone: 130-283-12578
Contact Name: Megan Everhart
Website »

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Show More...
Show Less...

"What the water said…Flowers, Places, & Faces," an exhibition of watercolor paintings by Hugh Phibbs, will be on view in the Mezzanine Gallery from February 2-23, 2018. A free...

Cost: Free

Where:
Mezzanine Gallery
Carvel State Office Building, 2nd Floor
820 N. French St.
Wilmington, DE  19801
View map »


Sponsor: Delaware Division of the Arts
Telephone: 302-577-8278
Contact Name: Roxanne Stanulis
Website »

More information

A winter warm up of colorful, vibrant paintings. Marlene Dubin - bold mixed media abstracts; Elaine Lisle - regional landscapes in oil; Mary Ann Weselyk – whimsical animals and still life...

Cost: free

Where:
The Station Gallery
3922 Kennett Pike
Greenville, DE  19807
View map »


Telephone: 302-654-8638
Website »

More information

The area’s largest sale of gently used books has been scheduled by the Wilmington branch of the American Association of University Women. The 49th annual Dollars for Scholars Used Book Sale, to...

Cost: free

Where:
Concord Mall
4737 Concord Pike
North Wilmington, DE  19803
View map »


Sponsor: American Association of University Women
Telephone: 302-428-0939

More information

This community-curated exhibition brings together three painters—Alan Soffer, Brian Dickerson, and Moe Brooker—who are attuned to harmonies and contrasts in abstract forms. Each artist...

Cost: Free with Museum admission

Where:
Delaware Art Museum
2301 Kentmere Parkway
Wilmington, DE  19806
View map »


Website »

More information

Glory of Stories introduces young visitors to art and the Museum through a story reading followed by an interactive tour of relevant works of art and a studio art project. This program encourages...

Cost: Free to Members, $5 per child and one adult free for Non-Members

Where:
Delaware Art Museum
2301 Kentmere Parkway
Wilmington, DE  19806
View map »

More information

By Simon Stephens (playwright of "The Curious Incident of the Dog in the Night-Time") Directed by Matt Pfeiffer REGIONAL PREMIERE! Amidst the bustle of a crowded London train...

Cost: Varies

Where:
Delaware Theatre Company
200 Water Street
Wilmington, DE  19801
View map »

More information

Meeting every Friday, Bayhealth Kent General Hospital, 640 s. State Street, Dover, 7:30 pm., Private Dining Room #3 in the basement. For those who have, or think they may have a gambling problem....

Cost: 0.00

Where:
Bayhealth Kent General Hospital
640 S. State Street
Private Dining Room #3
Dover, DE  19901
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Telephone: 800-855-2CALLGA
Website »

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A winter warm up of colorful, vibrant paintings. Marlene Dubin - bold mixed media abstracts; Elaine Lisle - regional landscapes in oil; Mary Ann Weselyk – whimsical animals and still life...

Cost: free

Where:
The Station Gallery
3922 Kennett Pike
Greenville, DE  19807
View map »


Telephone: 302-654-8638
Website »

More information

The area’s largest sale of gently used books has been scheduled by the Wilmington branch of the American Association of University Women. The 49th annual Dollars for Scholars Used Book Sale, to...

Cost: free

Where:
Concord Mall
4737 Concord Pike
North Wilmington, DE  19803
View map »


Sponsor: American Association of University Women
Telephone: 302-428-0939

More information

This community-curated exhibition brings together three painters—Alan Soffer, Brian Dickerson, and Moe Brooker—who are attuned to harmonies and contrasts in abstract forms. Each artist...

Cost: Free with Museum admission

Where:
Delaware Art Museum
2301 Kentmere Parkway
Wilmington, DE  19806
View map »


Website »

More information

Ronald Barron was principal trombonist of the Boston Symphony Orchestra from 1975 until 2008. He joined the orchestra in 1970 after being a member of the Montreal Symphony Orchestra, and also...

Cost: Free

Where:
Gore Recital Hall
110 Orchard Rd
Newark, DE  19716
View map »


Sponsor: University of Delaware Department of Music
Telephone: 130-283-12578
Contact Name: Megan Everhart
Website »

More information

Celebrate the 12th Annual Chinese New Year at the Delaware Art Museum! This celebration includes traditional Chinese art activities, artist demonstrations, a lion and folk dance, a Chinese yo-yo...

Cost: Free; donations accepted

Where:
Delaware Art Museum
2301 Kentmere Parkway
Wilmington, DE  19806
View map »


Website »

More information

By Simon Stephens (playwright of "The Curious Incident of the Dog in the Night-Time") Directed by Matt Pfeiffer REGIONAL PREMIERE! Amidst the bustle of a crowded London train...

Cost: Varies

Where:
Delaware Theatre Company
200 Water Street
Wilmington, DE  19801
View map »

More information

For this Saturday’s activity, visitors will have fun with fluid dynamics and hydraulics - Pascal would be proud! Visitors of all ages are invited to discover solutions to science and engineering...

Cost: Free with admission; Adults: $14, Children 6-14: $5, Children 5 and under: Free

Where:
Hagley Museum and Library
200 Hagley Creek Road
Wilmington, DE  19807
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Telephone: 302-658-2400
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Lights of Life Goes Disco Nights is Delaware’s premier breast cancer fundraiser to benefit the local programs and services of the Delaware Breast Cancer Coalition. Join us for a glamorous, fun...

Cost: *VIP $125.00; *Silver Mirror Ball $50.00

Where:
Dover Downs Hotel
, 1131 North Dupont Highway
Dover, DE  19901
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Sponsor: Delaware Breast Cancer Coalition
Telephone: 302-778-1102
Contact Name: Eliza Mohler
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The Newark Symphony Chamber Orchestra presents a performance of Johann Baptist George Neruda, Trumpet Concerto in E flat, with Wendell Banyay, Trumpet.  Also to be featured will be Gabriel Faure,...

Cost: 0 - $20

Where:
Newark United Methodist Church
69 E. Main St.
Newark, DE  19711
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