Shopping Center Business

MAY 2016

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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Page 118 of 358

CENTER REVIEW 114 • SHOPPING CENTER BUSINESS • May 2016 will commence this summer. Hense ex- pects the construction to last roughly 18 to 24 months, depending on Stony Point's leasing activity. INCREASE DWELL TIMES Like most retail owners, Starwood Re- tail hopes to keep Stony Point's shop- pers, diners and moviegoers on-site for a maximum amount of time. Cinébistro and the mall's high-profile tenant roster and dining options draw the consumer in, but Starwood Retail wants to draw them out as well. "Much of the center already engages the outdoors. With our redevelopment plan, we are seeking to go even further with that theme than what was originally intended," says Hense. The redevelopment project includes significant changes to Stony Point's east and west sides, where the bulk of the redevelopment will take place. The east side will house a large amount of green space, including Triangle Park, which is intended to feature fountains, experi- ential art and upscale seating including heated benches. The east side of the project will also feature an entertainment venue with a stage for summer concerts that will transform into an ice-skating rink in the winter months. "We're constantly challenging our- selves to innovate and come up with ideas that may not have been introduced to a mall setting," says Hense. On the west side of the mall, the re- development is expected to include a new bocce ball court, fountains, tables, a courtyard, fire pits and rocking chairs. Stony Point is also a dog-friendly property that allows shoppers to bring their leashed dogs to the outdoor amen- ity spaces and select shops. The mall features disposable waste bags and "dog comfort stations" throughout the project. "This is an outdoor, 12 months out of the year kind of environment in Richmond, and we want Stony Point to accommodate that," says Hense. "We need to provide shade in the summer and heaters in the winter, as well as com- fortable areas of respite and other ame- nities that are appealing year-round." ENHANCED SHOPPING EXPERIENCE Before shoppers ever step foot into a store or restaurant at Stony Point, Star- wood Retail wants guests to be able to park and walk through the development with ease. That's not always the case as it stands now. "We're going to create much better pedestrian and vehicular flow and cir- Increasing customer dwell times through amenities like new public spaces, is the goal of Starwood Retail's reinvestment at Stony Point Fashion Park. Outdoor dining areas and open public spaces are being created as part of the investment.

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