REAL ESTATE

Victoria Gardens, Rancho Cucamonga, California

BY CSA STAFF

Victoria Gardens will break ground on a full streetscape renovation encompassing 1.19 acres of the center along its Monet Avenue, according to Melina Ferraez, director of marketing for Victoria Gardens.

The renovation will include the refurbishment of exterior building facades, the widening of sidewalk areas to accommodate new outdoor patio dining, the introduction of parklets, as well as a newly designed plaza area, which will include a street art program. In addition, the redevelopment will introduce modern landscaping, linear concrete pavers, updated lighting and new streetscape furniture.

“As the leading shopping destination in the Inland Empire, with more than 170 retailers, it has always been Victoria Gardens’ mission to keep our shopping center as modern and fresh as possible for our guests,” explained Ferraez. “This means that, in addition to housing the latest fashion retailers and restaurants, we also maintain a modern physical design for our center.”

According to Ferraez, the overall design of the redevelopment will focus on five key elements, including:

Sustainability: The center will install LED lighting and drought-resistant landscaping, and will extend the area’s sidewalks using porous pavers.

Street-scene dining: The Monet Avenue redevelopment will result in a vibrant street scene that features patio dining areas that open up to main pedestrian walkways.

Connectivity: Monet Avenue will offer several hot spots with free Wi-Fi, and the center is installing several charging stations where shoppers can plug in phones and tablets.

Parklets: The introduction of parklets will offer shoppers a place to stop, chat, and recharge both their phones and themselves while deciding which store to visit next.

• New retailers: Victoria Gardens will focus on bringing in several new fast-casual dining restaurants and cafes, which will be incorporated into the active outdoor patio areas. In addition, the center will focus on adding new contemporary fashion retailers that will complement its current fashion and beauty offerings.

“By incorporating these five elements, we will continue to position Victoria Gardens as the leading center in the area,” Ferraez said. “Through the application of a new tenant design criteria, and by implementing these edgier, pedestrian-oriented design interventions, Monet Avenue’s renovation will be more than just a retail renovation project. It will spark an organic and modern evolution of the center.”

According to Ferraez, this renovation project will serve as the prototype for the rest of the center as it grows and matures.

She explained: “Design interventions are targeted to build upon existing strengths and appeal to new markets, such as our growing Millennial shopper demographic. The addition of fresh colors and forms to the existing historic framework of Victoria Gardens, as well as the introduction of modern design elements, will transform Monet Avenue from a Main Street into a ‘Great Street,’ as a modern, entertainment-focused lifestyle district that is activated both day and night.”

The redevelopment will begin in April 2015, with an estimated completion date of November 2015.

Victoria Gardens is co-owned by Forest City Enterprises and QIC and is managed by Forest City Enterprises. It is a 1.5 million-sq.-ft. open-air, regional town center located in Rancho Cucamonga, California, at the intersection of I-15 and Foothill Boulevard. It is anchored by Macy’s, J.C. Penney, AMC Theatres 12, Bass Pro Shops Outdoor World and the Victoria Gardens Cultural Center, and features more than 170 premier shops and restaurants. In addition, the center features the unique Rancho Victoria Food Hall, as well as 40,000 sq. ft. of Class-A office space.

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MARKETING/SOCIAL MEDIA

Brown Shoe Company to change name, add men’s line

BY Marianne Wilson

St. Louis — One of St. Louis’ oldest public companies and one of the nation’s most diverse footwear companies, Brown Shoe Company, is putting a new foot forward and changing its name to “Caleres,” a Latin word that means “passionate, to glow.” The Brown name, however, will live on in a new men’s footwear business called Brown Shoe Bootmakers that the company plans to launch in 2016.

The new moniker, which takes effect at the conclusion of the company’s annual shareholders’ meeting on May 28, is part of a rebranding campaign to better position the company’s brand portfolio, which includes some 1,200 Famous Footwear and Naturalizer stores. (The stores will continue to operate under their respective banners.) The logo will incorporate Brown Shoe’s “Star-Five-Star” mark, which the company has used since 1885.

In addition to its store banners, Brown’s portfolio includes such fashion-forward brands as Sam Edelman, Franco Sarto, Vince, Via Spiga, Diane von Furstenberg, and Fergie Footwear.

“Our new brand identity reminds us of the legacy we must preserve as we build for another century of progress,” Brown Shoe CEO Diane Sullivan said in a release. “Part of that identity is our name and mark, and these two elements demonstrate the passion behind our 137-year-old success story and help set the benchmark for the continued importance of fit to our future.”

The company described its new men’s footwear business as taking “an artisan but rugged approach to men’s shoes.”

“Our rebranding initiative, and the launch of our men’s footwear business, help position us as a company with both a proud legacy and an ambitious global vision,” Sullivan said. “Our passion for fit, our dedication to craftsmanship, and our business savvy are part of our legacy, while our vision helps fuel our future. And, as always, the consumer will remain at the center of everything we do.”

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News

Sam’s plays hardball with Texas football fans

BY CSA STAFF

Texans love their football so what better way to drive traffic at the opening of a new Sam’s Club in Austin than enlisting some of the game’s biggest legends and rising stars.

Sam’s opened a new club in Austin on April 16 and to turn up the heat in a market accustomed to warehouse club shopping the retailer drafted notable players to appeal to fans of every generation.

The most notable was clearly Mr. Cowboy himself, legendary Hall of Fame defensive tackle Bob Lilly who anchored some of franchise’s greatest teams of the 60’s and 70’s. In addition to Lilly, also on hand was former Texas Longhorns quarterback Vince Young, best remembered for a standout college career and leading his team to a thrilling national championship victory over USC that Texas fans will never forget.

Another former Longhorns quarterback who participated in grand opening festivities was current Washington Redskins quarterback Colt McCoy. And if that was enough football talent to satisfy Texans Sam’s brought in former Longhorns offensive tackle Kasey Studdard. With the new club in Austin, a market in which Sam’s has five clubs, it now operates 648 clubs throughout the U.S.

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