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Opened in 1962. |
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80 stores. |
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Anchors: Pavilions, Rite Aid |
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Key Tenants: Pier 1 Imports, TJ Maxx, Collections of Stein Mart, Petco, Starbucks and
La Salsa, Spectrum Health Club. |
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300,000-square-foot community lifestyle center located at Hawthorne Boulevard and
Silver Spur Road in Rolling Hills Estates. |
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Vacancy was hovering around 10%. |
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Shopper frequency was strong, but customers usually visited only one or two stores per visit. |
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There were gaps in the merchandising mix. |
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Center was showing its age and the overall architecture and monochromatic
color palette did not reflect the Spanish Colonial architecture prevalent
in the surrounding community. |
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A wood-slat covered atrium at the center was dated and appeared dark and uninviting. |
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Relatively small budget of $1.95 million allocated for renovation of entire center. |
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A design solution was created for the dark, covered atrium that removed the
old wooden lattice work and incorporated a series of eight blue canvas
banners that maximized sunlight while not overpowering tenant storefronts. |
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Focal points including new signage and wayfinding elements were added to
encourage cross-shopping and bring about a cohesiveness to the expansive
layout. |
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A new color palette, along with arched entries, customized paseos and
promenades, wrought iron railings, decorative tile work and faux windows
contemporized the look and feel of the center. |
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A remerchandising plan was implemented to enhance the mix of goods and
services and increase shopper traffic; new leases were signed for a nail salon,
upscale day spa and additional dining and fashion retailers. |
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Renovation was completed on time and under budget. |
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The center is now at 98 percent occupancy. |
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Stein Mart introduced a new concept store, The Collections of Stein Mart,
at the center and the tenant has exceeded sales goals. |
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Center sales are up 25% and currently exceed $400 per-square-foot. |
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Center has solidified its position as the premier community center in the area. |
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The center has heightened appeal in the eyes of customers and tenants. Tenants
who previously declined to locate at the center are now part of tenant roster.
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Renovation bolstered tenant confidence in management and the merchant's elected
to use Donahue Schriber's inhouse marketing team rather than operate as a
merchants association which has significantly increased business for
participating tenants. |
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