12 June 18 - July 1, 2011
Target from Page 1 Managing vacancy
“We know this is very challenging, especially for smaller businesses left there,” says City of Chandler Economic Development Director Christine Mackay. “But, we aren’t resting on our laurels. We are absolutely pounding the pavement, working direct outreach, direct mail, trade shows, cold calls, everything we can think of to fi ll our vacant centers.
“We hear from everybody that they’d like to have a Trader Joe’s on that corner. We’ve talked with the company many times, but they already have another store within a 10-mile trade radius. Now, if Trader Joe’s were to receive 5,000 calls from residents stating it’s what they want … we might get a different result.” “We want to assist the private mall owners by doing anything we can to help them,” says Chandler Mayor Jay Tibshraeny.
In his recent State of the City address, Tibshraeny talked about plans to aggressively pursue avenues to address vacant retail centers citywide.
“There is way too much retail to be absorbed quickly,” says Tibshraeny. “But, we are working toward innovative ways to fi ll up centers through alternative use, unique destinations or repurposing, like the move of Chandler Preparatory Academy into the former Smitty’s facility at Warner and Alma School roads.” Mackay points out that to truly fi x the issue, the city can’t take a just a Band-Aid approach, they must think long-term.
“The Bashas’ space is an odd size at 55,000 square feet, which makes it hard to fi ll,” Mackay says. “So, we’re looking at options like converting the space into a fi tness center; back-offi ce customer-care center; or bowling alley, indoor play-land or other family recreation facility.”
Community
www.SanTanSun.com
says Steve Backman, vice president of RED Development, the shopping center management company.
Submitted image
MAIN STREET: The new 135,000-square-foot Target store is incorporated into the Paseo Lindo lifestyle and retail village.
Mackay says the larger Target space should be easier to fi ll.
Embracing progress
“The new opening is a good thing,” assures Tibshraeny. Mackay agrees. “When Target fi rst approached us about the relocation, we resisted. But, they offered compelling arguments, and according to our own impact analysis, the move makes tremendous sense. It’s probably where Target should have been built 10 years ago.” Research shows the existing intersection was pulling customers from only a 3-mile radius and was competing with a Greatland Target just up the street. “The new location is easier to get to, more convenient and should drive revenue back into Chandler,” Mackay says.
According to Mackay, the new prototype store is larger than original Targets, but not as big as a superstore.
“Target will open fewer than 20 new stores across the country in 2011 and their eagerness to open a new prototype store now is a strong vote of confi dence for Chandler and the real estate market,”
Target conducts a lot of research before entering a market, and this store is ideally spaced between its other stores to better serve the Chandler customer, according to Backman. He says timing seems right for Target to open this new 135,000-square- foot store built on nine acres within RED Development’s Paseo Lindo lifestyle village, although fi lling additional retail
space there may take some time.
“To ensure success from the start, we collaborate with our retailers to determine when new projects will open,” says Backman. “We are hearing the most ideal time will be in late 2012 or 2013 but, already, a number of sit-down and fast-casual restaurants, fashion, teen and children’s apparel, and other complementary concepts have shown strong interest in Paseo Lindo,” says Backman.
“It will take all of us to win this thing,” Mackay concludes. “We encourage readers to share any of their ideas, thoughts or solutions. Some of our best concepts come from citizens.”
Visit
www.chandleraz.gov/ed to explore the status of city projects like the Target relocation. For details about the new Target at Paseo Lindo, visit
www.reddevelopment.com.
Ann N. Videan, APR, loves words and ideas. She writes copy and books and, as owner of vIDEAn Unlimited, LLC at www.
videanunlimited.com, supports visionary entrepreneurs by leading business tribes for writers, independent businesses, and word-of-mouth marketing enthusiasts. Contact her at
Ann@SanTanSun.com.
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