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242 LectMallRedesign


  • pg 1
									 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
  – overcoming zoning & other regulatory
  – 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
  – 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
  – 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%
     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
• 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)
• Phased redevelopment: mall buildings
  gradually replaced by traditional building
Eastgate & neighborhood, 1998
     Original Eastgate Mall as of 1998
Typical closed
mall surrounded
by paved
parking fields

Note: North is
down on this
           Eastgate In Our Generation
New east west
road cutting
through mall
                                  2nd square--

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
Eastgate outdoor rooms
Eastgate construction 1999
                 Eastgate Final Stage

Note new
outdoor rooms,
human scale
                 Eastgate Tenant Mix
Note: North is

       Eastgate success story
• Master plan adopted by city in 1998
• In first 9 months of redevelopment:
  – property bought for $30 mil, refinanced for $52
  – 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
                           •   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

New residential

New main street
                 Phase 2, South Square

South parking
deck replaced
with housing &
extended park

New entry
                Buildout, South Square
North parking
deck replaced
with housing

New boulevard
& entry road

                                                 Retail, mixed
  Mass transit                                   use
  stop, parking
         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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