The Village at Orange, a neighborhood mall struggling to keep up with rival regional centers, is embarking on a $20 million makeover that includes adding destination retailers and restaurants.
This week mall owner Vestar revealed the latest slate of tenants coming to the decades-old mall: Petsmart, The Habit Burger Grill, Buffalo Wild Wings, Jimmy John’s, Noodles & Company and Home Goods, the household division of TJMaxx.
Vestar, which bought the mall in 2013, said it’s also trying to attract fashion retailers like Forever 21.
“We want to bring in stores that offer the surrounding communities the most reasons to shop at the mall and not drive past to other shopping areas,” said Jeff Axtell, an executive vice president at Vestar.
The repositioning of the mall, anchored by Sears, Walmart and JCPenney, includes revamping key entrances, common areas and landscaping. Cost Plus and Red Robin are upgrading their locations, while Party City is relocating to a larger space.
Axtell said the makeover is slated to be complete by early 2016.
The mall generated $1.67 million in taxable sales to the city of Orange in 2014, down from $1.69 million in 2013.
Retail consultant Gregory Stoffel said adding popular restaurants are an improvement, but the mall still lacks a solid a fashion mix.
“The fact that they are adding Buffalo Wild Wings and Habit is good. Anytime you add decent food, it helps the center,” said Stoffel, a shopping center strategist at Irvine-based Stoffel & Associates.
But, with the Brea Mall and MainPlace in Santa Ana nearby, Stoffel said “any real serious fashion shopping is going to go in different direction.”
He said the Village would get a lift by adding a fashion-forward retailer like Forever 21.
Earlier this week, that scenario appeared plausible.
Vestar had posted conceptual plans on its website that added Forever 21 and a 16-screen movie complex, configured in the existing space for longtime anchor JCPenney.
When asked about the plans, Vestar spokeswoman Kimberly Daskas said the conceptual drawings for The Village were posted in error. After the inquiry, drawings were removed from Vestar’s site.
“Incorrect content was temporarily being displayed on our company website. This content has been removed,” Daskas said in an email.
JCPenney spokesman Joey Thomas told the Register the department store has “no plans” to close its Orange mall location, which is 7 miles from the JCPenney at MainPlace.
Vestar has “no ability to add a theater on our property,” Axtell said, adding that Vestar does not own the JCPenney and Sears properties.
As for Forever 21?
“We would love them, but we have no commitment from them,” Axtell said. “We are trying to attract that type of retailer.”
The so-called erroneous Village plan did reveal a few truths: the relocation of Party City and the addition of Home Goods, Noodles & Company, Buffalo Wild Wings, The Habit and Petsmart.
More tenants are on the way as interior upgrades are made, Axtell said.
Vestar acquired the 855,728-square-foot mall in 2013 with an eye for revitalizing the north Tustin Street shopping center, whose last major upgrade was in 2004. Last year the developer secured a $45 million loan to cover the acquisition, as well significant upgrades.
“We feel that the center has struggled in the past and that with our investment and the opening of new stores, it will regain its relevance in the community,” Axtell said.
New brands appear to be targeting a younger demographic.
Home Goods, slated to open in November, is replacing the shuttered Old Navy. Buffalo Wild Wings, opening in October, is moving into the former Oggi’s full-service space near Walmart.
Earlier this year, Oggi’s relocated to a smaller mall space. The San Clemente-based company is testing a new build-your-own pizza concept, Oggi’s Pizza Express. The fast-casual brand features several craft beers on tap – a booze program designed for Gen Y diners.
Another millennial brand, the fast-growing Colorado sensation Noodles & Company, is slated to open soon. It replaces Famous Dave’s BBQ next to Panera Bread.
Vestar owns and operates various shopping centers in the West including The District at Tustin Legacy.
Register staff writer Hannah Madans contributed to this report.
