Arlington in Arlington. Tenant mix Stonebriar is positioned as a one-stop destination for both shopping and entertainment. General Growth recognized that today's customer is demanding a single source for shopping and entertainment. People don't want to make four or five stops to go out to dinner, a movie, stop at the home furnishings store and then hit The Gap.
Most families these days have two incomes and time constraints. "When they do go to the mall, they go with the whole family.
This enables them to go shopping, see a movie, have dinner and have additional entertainment options all in one place," Michaels says.
The five anchors at the center include Nordstrom, Macy's, Foley's, JCPenney and Sears. Stonebriar also features more than 180 retail shops such as Pottery Barn, Williams Sonoma, Restoration Hardware, Barnes & Noble, J Crew, Harry & David and Coach. "There are a lot of retailers that you would not have seen at a typical regional mall in the past," Michaels says.
"We have quite a few firsts in the market, and firsts in Texas," says Barb Nicklas, vice president of marketing at General Growth. Some of the notable firsts in the line-up include Galyan's Sporting Goods, Pottery Barn for Kids and Coldwater Creek. "We think we have the best assortment of retail, entertainment, food and the largest regional mall in the Dallas market," Nicklas says.
Stonebriar's tenant list resembles the who's who of retailers. "When you have a Macy's and a Nordstrom's in your line-up it affords you the ability to reach out and pull some finer upscale tenants into the mix," says Larry Howard, vice president, development for General Growth. "When you blend that with the entertainment that we've implemented into the project, it certainly creates a little different flair than what you see traditionally," Howard says.
The mall is being merchandised strongly towards children, the home, entertainment, and fashion with anchors such as Macy's and Nordstrom, he adds.
"Five years ago, or even three years ago, you would have had a mall anchored by four or five department stores, 300,000 sq. ft. of mall tenants and maybe one restaurant," Michaels says. "You certainly wouldn't have the combination of big box, restaurants and specialty retailers under one roof," he says.