Mall
Makeover
The face of retail real estate is changing across
the United States and the world. Today, the new design and construction of shopping venues
involves the creation of lifestyle destination centers, or entertainment specialty
projects, that offer patrons much more than just shopping and many reasons to choose that
destination.
There are still myriads of old-fashioned malls, many of them in prime
locations and with great potential even though their sales may be lagging because they are
based on the older, shopping-only model. Rather than fade into retail history as the newer
lifestyle centers are being built around them, many of these malls are presaging an even
newer trend they are being renovated and converted into facilities that combine shopping
and opportunities to spend leisure time.
The Flatley Company of Braintree, Massachusetts, owner and manager of
the existing Village Mall in Canton, MA, is in the midst of an intensive renovation
campaign for the property, located at the intersection of Route 27 and Washington Street
and just off Routes 128, 95 and 138. The site is also known as Cobbs Corner.
| The conversion of the Village Mall into the “Village Shoppes” is a retail renewal project in a key location at the confluence of three towns - Canton, Sharon and Stoughton. The site is being transformed from an enclosed mall into a cohesive collection of village shops, hosting a mix of major retailers and smaller, specialty stores in a very convenient, aesthetically pleasing plan. The renovation involves the removal of more than 50,000 sq.ft. of retail space at the core of the existing mall in order to reconfigure the center into an open-air lifestyle center. |  |
The new facility will continue to cater to the
three surrounding, affluent communities. The new architecture will convey the feeling of a
village square, reminiscent of a classic New England downtown area. The facades will be in
keeping with traditional New England materials and the signage will be redesigned with the
same sensitivity to the region.
The Flatley Company purchased the shopping center, then named the
Tri-Town Mall, in 1977, and by 1979 had completely rehabilitated it with new brick
facades, interior stores and office space, renaming it the Village Mall. At the time, it
was a major boost to the community. Another welcomed expansion and renovation took place
in 1984, when Caldor joined the center. There were several subsequent, smaller
improvements made to the center over the years. However, the current effort is the most
aggressive and distinct renovation since the original facelift in 1977.
“We are literally razing the roof,’ “ says Thomas J.
Flatley, founder and president of The Flatley Company, adding that this is a major
repositioning of the property. “We are removing the front facades and opening up the
interior mall to the outdoors. We are bringing the faces of the stores right out to the
public. By opening it up, we are making the center more extroverted, rather than
introverted.”
The roof was removed in May 1999 and major construction is continuing
throughout the summer months. Retailers are expected to be opening by the end of the year
and into the beginning of 2000.
Elizabeth Furnelli, vice president of leasing, says, “We are familiar with our market
area. We have been listening to the public and we have a clear sense of what their needs
are. Primarily, they want convenience. They also want an area that reinforces their sense
of community. Combining this knowledge with our knowledge of the retail industry and
national trends, we feel that we have developed an extremely viable plan for the continued
success of this center well into the next century. This aggressive revitalization is a
rebirth for the mall as well as for Cobbs Corner. We know that this project is important
to the community.”
Furnelli continues, “This is a premier location that has a lot of
vitality and a powerful attraction. We have been meeting with retailers from all over the
country for more than two years in order to develop the right mix of tenants. Retail
development is complicated, and the mixture of tenants is critical. Bigger is not always
better. We have to be very selective about who we choose as tenants and make sure that
they complement one another. Just because a major retailer wants to be there does not
necessarily mean that it is in the best interest of the long-term goals for the
center.”
The Flatley Company is still in negotiations with possible tenants.
Company officials say they are talking to national and regional retailers as well as
quality specialty shops. “Ultimately, there will be the same amount of retail space
that we have now, but it will be reconfigured in a more pleasing and welcoming
format,” says Furnelli. “This will be what we call a lifestyle center,’
built to meet the needs of contemporary families.”
Plans show that the traffic flow and island configurations at the new
center will be laid out to allow better access to the stores and shorten the walking
distance for shoppers. Retail space is being completely redesigned in order to accommodate
and optimize the facilities for both shoppers and tenants. Featured at the center of the
new shopping area will be an outdoor, gazebo-styled structure. Furnelli describes it as
“an oasis where people can have a cup of coffee, talk and simply enjoy the
area.” There will also be brick and canopied pedestrian walkways that will serve the
purpose of outdoor common areas.
Flatley adds, “This is a new era for retail. There are new
challenges that face everyone in the shopping center industry. There has been a big change
in the direction of retail development. You have to make everything as convenient as
possible for shoppers. Families are busy, and convenience is paramount. This project will
give us excellent positioning in a highly competitive retail market.”
Flatley thinks that many regions are overbuilt but that there is
currently a renewed focus on older, more established centers in smaller communities.
“In Canton, we will be creating a true village feeling because we want our neighbors
to feel a part of this project,” he says. “Shopping centers have become more
than just a retail forum. They have become a place for the community to come
together.”
For more information, contact Thomas Flatley, president,
or Elizabeth Furnelli, vice president of leasing
for the shopping center division, 781-848-2000.