Shopping Center Business

MAY 2017

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

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CENTER REVIEW 108 • SHOPPING CENTER BUSINESS • May 2017 from retail, to restaurants and bars. "We really wanted to bring Austin to The Do- main and to Domain NORTHSIDE," says Billy Osherow, principal of retail at En- deavor Real Estate Group. "There were a handful of local Austin retailers and restaurants at Phases I and II, but really no more than the token number. First, we committed and planned for Rock Rose Street to really serve as a critical mass of space so we could recruit and assemble a great group of best-in-class, beloved Austin restaurants and retailers all in one street." Rock Rose Street contains seven dif- ferent buildings that are roughly 95 per- cent leased. Nearly 80 percent of the tenants on Rock Rose are true, local, Austin-owned restaurants and retailers. "Almost 75 percent of Rose Rose is de- voted to dining concepts," says Osherow. "It's fun — we gave an enormous amount of flexibility to the tenant's creative teams and architects to put their own personal- ities into their spaces. We broke the rule- book as it relates to developer restrictions on signage, patios and storefront facades. It's been incredibly successful; the food and beverage results so far are spectacu- lar, and we have this collection of great, Austin tenants that are now represented at The Domain." With Domain NORTHSIDE, Endeav- or also sought to provide the burgeon- ing tech community — with nearby and on-property office space occupied by the likes of FaceBook, Amazon and IBM — a live, work and play sense of community "In the morning, we have people at 6 a.m. going to CorePower Yoga or Soul Cycle to work out, or they're walking their dogs or grabbing a bite to eat and a coffee for breakfast," says Newberg. "Late into the evening, the bars are closing up, and peo- ple are walking to go home. It really is a 21 hour-per-day community." Newberg notes that the company hired seven different architects to de- sign the buildings that comprise Do- main NORTHSIDE in hopes of giving the property a lived-in feel. "The feel is much more urban and street retail than it is suburban shopping center, and that was important to us," says Osherow. "We have real streets that you can drive down and the architecture varies dramatically between buildings. There are big patios for the restaurant spaces and rooftop pa- tios for some of the larger restaurants and bars on Rock Rose. It's new construction, but it feels very authentic." With this phase of development, En- deavor also wanted to incorporate public gathering spaces. "With this latest phase, we were able to look at Phase I and deter- mine what it was that we did really well, and what we could've done differently or better," says Newberg. "One of the issues we identified was a lack of great public space. At NORTHSIDE, we created a nearly one-acre, open community area, which has six restaurants that open onto a large park with a 9,000-square-foot grassy area surrounded by a bunch of hardscape where people can congregate. The valet drops off there, so while people are wait- ing for a table at the nearby restaurants, the kids can run around and play." "We have a really unbelievable collec- tion of retailers and restaurants that are very unique," says Osherow. "It's been a multifaceted effort to bring a lot of au- thenticity, personality and soul to Domain NORTHSIDE. That has been the mantra we've been trying to stay true to from the very beginning." SCB From left, Jeff Newberg and Billy Osherow of Endeavor Real Estate Group. Domain NORTHSIDE is anchored by Whole Foods Market, Restoration Hardware and Nordstrom.

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