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Mall Redesign: Turning Greyfields into Goldfields Redeveloping obsolete shopping centers into mixed use villages Today’s Agenda • Mall redesign – Rationale for redevelopment – Obstacles – Opportunities – Design elements • Examples – Eastgate Mall – Winter Park Village – South Square Rationale for mall redesign • Aging malls becoming “greyfields” – 140 regional malls now at, another 200-250 becoming, greyfields (total 18% of all U.S. malls) (Greyfields Into Goldfields, CNU, 2001) – Vacant storefronts converted into other uses – Parking lots used for weekend used car sales – Anchor stores departed, sales in others lagging • Older mall investments becoming unprofitable, drags on their neighborhoods What is causing obsolescence? • Competition from: – newer malls with better design & access – on-line shopping – revitalized downtowns – big box & power centers • Sterility of parking/auto-centered design • Return to main street attraction for retail • Change in consumer tastes & preferences (see Bobos in Paradise) Obstacles to redevelopment • Difficulty of: – convincing owners to make radical change – enlisting public support & funding for redevelopment – overcoming zoning & other regulatory restrictions – selling bankers & brokers on (unproven) mixed use concepts Revelopment opportunities • Mall site pluses: – Strategic location – Large land assembly – Good access – Potential for converting some existing structures – Infrastructure in place – Chance to revitalize surrounding small area Mall redesign elements • Adapt existing site plan elements: – axes, nodes, entrances – buildings, parking area, & infrastructure • Add new elements: – residential & office uses – civic & educational uses – transit, walkways, bikeways (connect to neighborhoods) – outdoor rooms & activity nodes Eastgate Mall Redevelopment • Eastgate, 1960s suburban shopping mall, declined after larger 1990s mall, Hamilton Place, opened • New Chattanooga mayor called for plan to revitalize Brainerd area in 1997 • Consultant team: Dover Kohl (plan), Walter Kulash (traffic), Robert Gibbs (retail) • Planning study funded 80% private, 20% public Eastgate Planning Process • Week long public design charrette held by regional planning agency • All citizen team plans were prodevelopment • Mall owner convinced by charrette to redevelop • Final plan included announcement of first implementation projects • Plan designed for implementation in phases responding to market demand Eastgate Plan • Creates new town center by turning mall inside out, adding street grid with new on- street office, retail, residential buildings • Parking (50 acres) used for town square, parks, housing, civic buildings • Adjacent arterial (7 lanes, no sidewalks) humanized • Phased redevelopment: mall buildings gradually replaced by traditional building types Eastgate & neighborhood, 1998 Original Eastgate Mall as of 1998 Typical closed mall surrounded by paved parking fields Note: North is down on this drawing Eastgate In Our Generation New east west road cutting through mall building 2nd square-- residential New Brainerd Town Square Eastgate Intermediate Stage North is up on this drawing New small scale plazas & buildings create outdoor rooms Old mall buildings split by new road with facing buildings Eastgate outdoor rooms Eastgate construction 1999 Eastgate Final Stage Note new outdoor rooms, human scale buildings, streetscapes Eastgate Tenant Mix Note: North is up Residential square Eastgate success story • Master plan adopted by city in 1998 • In first 9 months of redevelopment: – property bought for $30 mil, refinanced for $52 mil – new town square & 3 defining buildings built – mall released empty department store as telemarketing center – shopping center went from 25 to 90% leased Winter Park Village • Winter Park Mall built in 1960s to compete with Park Avenue, traditional main street • However, Park Avenue grew stronger while mall sales declined & tenants left • Park Avenue became known as “main street that killed the mall” (but NOT the Village!) • In 1997, mall redevelopment plan done by consultants (same group as Eastgate) Park Avenue, traditional main street, Winter Park, FL Winter Park Village Current • 39.4 acre site with 520,000 s.f. constructed: – 100,000 s.f. office (19.2%) – 60,000 s.f. residential (11.5%) – 360,000 s.f. retail (69.2%) • restaurants • bookstore • multiplex cinema • shops • grocery – 2400 parking spaces (on street & surface lots) Winter Park Mall 1997 Winter Park Village 1999 Winter Park Village 1999 Winter Park Village Final Stage South Square redevelopment • Anchors away! Southpoint opening in 2002 will pull major stores from South Square • “Reinventing the Mall” charrette held 9/29- 10/1, 2001; 240 registrants • Collaboration between CURS & DAD (www.durhamareadesigners. com) Top citizen preferences • Mixed use • Educational uses • Farmers market • Transit station • Turn Chapel Hill Blvd • Life-cycle housing into real boulevard • Walking/fitness trail • Housing: apts, • Connect to community sing.fam., townhouse • Central square • Free (daylight) the • Courtyards stream • Pedestrian bridge over • Performing arts center 15/501 • Add water to site Existing South Square Mall North is down Enclosed mall Parking deck Chapel Hill Blvd Phase 1, South Square Lake/detention pond/park New residential square New main street Phase 2, South Square South parking deck replaced with housing & extended park New entry dropoff Buildout, South Square retail/hotel/office North parking deck replaced with housing plaza New boulevard & entry road Retail, mixed Mass transit use stop, parking deck South Square Proposal • Become more town-like: – fine grain mixed uses (office, retail, housing) – public outdoor rooms, square, parks, sidewalks – residential above street level businesses – decentralized ownership – public streets and blocks with facing buildings – human scale, based on 5 minute walk – neighborhood connections – parking first mid-block & on street, then decks Greyfield Malls: Summary • Urban areas age and decline naturally • Foresighted planners and developers can reverse the tide, with citizen involvement • Obsolete malls are opportunity areas for mixed use infill and smart (re)growth • Learn from Eastgate, Winter Park Village, & South Square!
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