The Future of the Geico Campus: A New Chapter for Friendship Heights
Big changes are on the horizon for Friendship Heights. The 26-acre mid-century modern campus that Geico Insurance called home for decades is now set for a major transformation — and it could redefine this section of Montgomery County. If you are thinking of downsizing to the Friendship Heights area to a condo building like the Willoughby or the Elizabeth or the Carleton, you may be curious if the neighborhood will change over the next few years. What will happen to the green space on the Geico campus and all those beautiful trees.
Last week, the Montgomery County Planning Board approved an amendment to the long-standing redevelopment plans for the site at 5260 Western Avenue. The change? All office space has been removed from the project, paving the way for residential and community-focused development instead.
From Corporate Campus to Connected Community
When Geico announced earlier this year that it would relocate its headquarters to downtown Bethesda, many wondered what would become of its long-time Friendship Heights property. Now, with Thursday’s unanimous approval, the vision for the site is taking shape — one that prioritizes housing, green space, and walkability over office towers.
According to Bob Harris of Lerch Early & Brewer, representing Geico in the redevelopment, this project is one of the most significant in Montgomery County:
“When complete, the project will provide housing in an urban, Metro-oriented, walkable environment and breathe new life into the Friendship Heights area. We’ve lost retail there. We’ve lost some vitality. We want to attract younger families. Townhomes, as opposed to high-rise condominiums, help to do that.”
A Look Back at the Original Plan
The original 1999 preliminary plan called for:
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810,000 square feet of office space
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300 multifamily units
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200 townhomes
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A sports field and public park
The newly approved amendment removes the office component entirely and extends the plan’s validity for another ten years, until June 13, 2036. This allows Geico and future development partners more time to coordinate and finalize the next phase.
What Comes Next for Friendship Heights
At this stage, no site plan has been submitted. Geico is actively seeking a development partner who will take over the property and shape its final design. Planning officials have made it clear that the original 1999 vision likely won’t be the one that’s ultimately built.
This redevelopment comes as Montgomery Planning continues work on the Friendship Heights Sector Plan, a new long-term vision for the area that focuses on revitalization, mixed-use growth, and sustainability.
As part of this transformation, the plan also calls for dedicating Brookdale Neighborhood Local Park—currently owned by Geico and leased to Montgomery Parks—fully to the Parks Department.
Community Response: Optimism and Concerns
Local residents and organizations have weighed in with both excitement and caution.
Many, including the Brookdale Citizens Association and the Greater Bethesda Chamber of Commerce, support the shift toward housing, noting its potential to reinvigorate retail, dining, and community life near the Friendship Heights Metro.
However, some community leaders — including the Village of Friendship Heights and Little Falls Watershed Alliance — raised concerns about tree preservation, stormwater management, and protection of the property’s historic mid-century architecture.
Sarah Morris of the Watershed Alliance urged that any future development “fit into the landscape and celebrate the environment,” while Village Vice-Chair Francine Klein called for more creativity in reimagining the site to better reflect 2025 community needs.
A Vision for Renewal
Despite differing perspectives, one thing is clear: Friendship Heights is at a turning point. With the Geico site poised for redevelopment, there’s a tremendous opportunity to bring new life, new residents, and renewed vitality to an area that has seen its share of retail closures and slowdowns in recent years.
As plans evolve and a development partner steps forward, all eyes will be on this prime corner of Western Avenue and Willard Avenue — a space that could once again become a vibrant hub for living, shopping, and connection in Friendship Heights and Bethesda.
Want to Stay Updated on Bethesda and Friendship Heights Real Estate?
As Bethesda continues to evolve, keeping up with redevelopment projects like this can help you make smarter real estate decisions — whether you’re buying, selling, or downsizing.
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FAQs
Q. Where is Geico moving to as part of these changes?
A. Geico is moving to more modern work space in downtown Bethesda.
Q. Which buildings overlook the Geico campus now?
A, The Willoughby, the Carleton and 4620 N Park overlook the Geico campus in addition to several rental buildings in Friendship Heights.
Q, Which condo buildings near the Geico campus have washers and dryers?
A, If a washer and dryer in the unit are important, you should consider the Elizabeth, the Carlton and 4620 N Park,