I lived in Woodland Heights in the late 90's and it was frustrating the lack of retail in the area.
Then, I had to drive to Montrose or Galleria area to do my shopping and to run errands.
I guess most people that live in the Heights would rather drive, as I did then, then to welcome new retail/commercial development in the area.
My advise to the developer is to find a site on Washington Ave. or Near East End where they will be welcomed with open arms.