General Growth Manage Luxury Malls?
Chicago, IL-based General Growth Properties (GGP) experienced in
dealing with luxury malls? GGP, which owns both the Natick Collection and the recently
completed Natick Collection
also owns other properties
to what has been built on the former-Wonder Bread parcel. Tysons
Galleria, located in McLean, VA; Northbrook Court, located in
Northbrook, IL; and Ala Moana
Center, located in Honolulu, HI; are three luxury malls that GGP
operates. These three malls
have fared differently over the years, and it would seem fitting that
their successes and
failures show whether what we now have in Natick will be successful.
In May 2006 and April 2007, I visited Northbrook Court. For a mall
pictures, click here.
In August 2006, I visited Tysons Galleria. For a mall profile and
pictures, click here.
In order to see what the other centers offer, let's compare the Natick
Collection with Tyson's Galleria, Northbrook Court, and Ala Moana
Collection & 2007 Expansion
D.C. (10.5 mi)
|The Town of
Natick is located near the center of Boston's affluent MetroWest
suburbs, and shares a border
with wealthy suburbs such as Wellesley, Weston, Wayland, Dover, and
|McLean is a
small community located to the Northwest of Washington, D.C in some of
the most affluent suburbs of the city. The area surrounding McLean
serves as home to many government officials.
Northbrook is located in the heart of Chicago's wealthy North Shore,
bordering many other wealthy communities, such as Glencoe, Winnetka,
and Highland Park.
industry in Honolulu is tourism, and the Ala Moana Center caters to
that purpose. The center's affluent lean in tenants is more a
reflection on the mall's clientele than on the local area.
renovated in 2006, creating an elegant look to a mall that exemplified
the 90's. Luxury wing added in 2007.
brought European styling to the formerly industrial-styled mall.
renovations brought the mall new styling inside, along with the
addition of a Marshall Field's (now Macy's) anchor store.
renovations added Neiman Marcus, current expansion will be completed
by 2008 and will add Nordstrom and more retail to the center.
Macy's, Lord & Taylor, J.C.
Penney, Nordstrom, and Neiman Marcus.
Neiman Marcus, and Saks Fifth Avenue
Taylor, Macy's and Neiman Marcus
Pizza Kitchen, Friendly's, Sel de la Terre, Metropolitan Bar &
Grill, Finale Dessert, The Cheescake Factory. Also features a full food
P.F. Chang's China Bistro and Prime Blue coming soon.
Cafe, Daily Grill, Lebanese Taverna, Legal Sea Foods, Maggiano's Little
Italy, P.F. Chang's China Bistro, and The Cheesecake Factory
Cafe, P.F. Chang's China Bistro, Stir Crazy, Johnny Rockets, The Palm,
Di Pescara, and Magic Pan. Also features a full food court.
Bubba Gump Shrimp Co., California Pizza Kitchen, Genki Sushi, Island's
Fine Burgers & Drinks, Jackie's Kitchen, Kirin Restaurant, Kyoto
Longhi's, Morton's The Steakhouse, Panya Bistro, Rokkaku, Romano's
Macaroni Grill, Ruby Tuesday, along with a full food court.
Natick, set to open in 2008, will add condominiums to the project, and
an upscale hotel will be built in the coming years.
Galleria is able to claim it's own luxury hotel, as a Ritz-Carlton
hotel is located on the mall premises.
|At the center
of Northbrook Court is the Tree House, a large playhouse for children
inside the mall.
Centerstage, located at the center of the mall, features live
entertainment for shoppers.
public relations effort got everyone talking about the mall when it
opened on September 7th. Whether it will continue to be a regional draw
is yet to be seen.
thriving in the current economy, as wealthy shoppers have money to
spend. The mall offers a blend of high-end stores inside. Tysons
closely models the Natick Mall Expansion, as, adjacent to Tysons
Galleria is Tysons Corner, not owned by GGP, which acts as a "normal"
mall for the area.
Court is currently having problems getting shoppers into the mall, as
the stores inside the mall are not targetted to the correct audience.
Despite the success of it's main anchors, Northbrook is changing the
retail mix inside the mall in order to further focus on it's target
shopper, the 38-year old woman.
facility opened to target locals, Ala Moana Center is doing strong
business targeting tourists. The mall has changed ownershop many times;
not surprisingly, it has a poor interior flow as a result of poorly
built expansions. While former anchor Liberty House was able to block
Nordstrom on the first time around, the store is under construction and
is expected to broaden the mall's appeal and further enhance it's
Northbrook Court and Tysons Galleria both have P.F. Chang's China
Bistro locations. The upscale Chinese food restaurant chain has one
location in Downtown Boston, and will open at the Natick Collection in
Northbrook and Tysons also both have Corner Bakery Cafe restaurants,
but nothing has
been said as to rumor an opening at the Natick Mall; after all, the
company has no presence at all in the Greater Boston area.
GGP's Vice President of Development, Jim Grant, noted that Natick was
"in need of a good upscale restaurant" in a Globe article about
Filene's. If he was referring to the town, he'd be kind of wrong (Legal
Sea Foods is a sneeze away in Framingham, Skipjack's is in Natick), but
if referring to the mall, he has a point. He pointed out three names:
McCormick and Schmick's, P.F. Chang's China Bistro, and Maggiano's
Little Italy. At this point, only P.F. Chang's has signed a lease, but
there are openings available in the J.C. Penney building and The
Promenade lifestyle center addition.
Tyson's Galleria is adjacent to Tysons Corner, the mall that spawned
the Galleria. Tysons Corner houses one of the first two Apple Store
locations. On July 16, 2005, an Apple Store opened at Northbrook Court.
Northbrook Court is closer to another Apple Store than the Natick Mall
is to The Mall at Chestnut Hill. An Apple Store opened at the Natick
Collection expansion on September 7th.
August 22, 2005 -
think about food from a mall food court, burgers, cinnamon buns,
chinese food are the usual candidates. But what about a place that
sells only crepes? Turns out a Magic Pan crepe stand is opening at
Northbrook Court. Magic Pan was at one time a national chain, but died
out in the early-90's. A reincarnation of the chain by Chicago-based
restaurant group Lettuce Entertain You brought a stand to the
America in Bloomington, MN, and now one is opening in Northbrook
tomorrow. The Chicago Tribune has more information about the restaurant
Back to From Wonder Bread to the Natick
Collection 2007 Expansion
2008 Framingham/Natick Retail and Tardiff.net. All Rights Reserved.