Southridge Mall: Change or die

So, we were asking, is the mall dead?

Southridge Mall in Greendale may be thinking "change or die" at this point. As the attached story contends, the failing economy will not be kind to castles of consumerism - - and that's not to mention the fact that the entire mall culture and format is steadily losing appeal across the country. Just watch that peculiar walk that people use in malls; it's the "mall zombie" near-shuffle and accompanying glazed-over expression common in these soul-sucking theme parks.

The pedestrian-friendly Greendale is right next door, and the mall's stakeholders will surely create some connectivity if they're wise.

How sadly ironic that in the print version of FranklinNOW, the Southridge Mall piece faces a story about the grandmother who was struck and killed by a car in the Southridge parking lot, along with two of her grandchildren. This unfortunate woman was attempting to navigate space that is openly hostile to anyone not enclosed in a vehicle. 

See also "The future of Southridge Mall foretold?"

BREAKING NEWS: Via Metro Milwaukee Today - Steve & Barry's will close its remaining stores, making a huge section of Southridge Mall a husk.  

The GreendaleNOW story is in the extended.

While Greendale and Simon Property Group officials cannot predict the future of Southridge Mall, they are one step closer to a plan that could at least bring the outlook into focus.

At a Nov. 17 meeting, the Planning Commission and Community Development Authority — in the company of representatives from Simon, which owns the mall, and Sears, one of its anchor stores — interviewed three firms vying to complete a retail district master plan for the 37-year-old shopping center.

The group heard proposals from Planning and Design Institute in Milwaukee, and RTKL Associates and Pappageorge/Haymes, both of which have offices in Chicago.

From how Southridge might be linked with downtown Greendale and the rest of the village, to which types of development — for example, housing, office or recreational — could be feasible for the mall property, the firms offered suggestions in their proposals, but didn’t get into specifics.

Much of what can be done at the mall will depend on input from its stakeholders, planners said.

The village already has sent two letters to property owners at the mall and surrounding areas, such as Southridge Plaza and the U.S. Bowling Congress, inviting them to participate in the firm selection and planning process, Village Manager Todd Michaels said.

As the plan progresses, mall lease holders and other stakeholders also will be invited to participate, he said.

So far, the firms seemed to agree that Greendale’s existing pedestrian pathways could be used to forge a stronger connection to the village center’s collection of shops.

“You have this wonderful emerald necklace of green spaces and pedestrian connections,” said Brian Peterson, principal with PDI. “We think it’s imperative that … we connect (Southridge) into that network.”

Because of the ambiguous economy, representatives of all three firms also agreed that now is a good time to be planning, rather than developing, in the retail world — especially through the rare collaboration of a property owner and municipality.

Simon’s involvement will be critical in advancing redevelopment, Village President John Hermes said.

Simon’s spokesman could not immediately respond to calls for comment. However, Scott Richardson, senior development director for Simon, said at the meeting that Simon was primarily there to observe. He mentioned that the company would be willing to provide resources such as its market research department to assist in the planning process.

Officials deferred decision on the firm until Dec. 1. Ultimately, it will come down to which proposal offers the best value, Michaels said.

Plan cost estimates submitted by the firms range from $96,000 to $230,500. Under the 2008 budget, the village has allocated $180,000 in general fund balance and CDA dollars to be spent on the plan.

“For us to spend $180,000 to preserve the value of a possibly $150 million property, including the mall and its anchors, it’s a small price to pay,” Michaels said.

When it comes to each group’s individual strengths, PDI highlighted its thoroughness and emphasis on public involvement. Pappageorge/Haymes reviewed its experience on projects that re-create historic charm, and RTKL’s partner, Economics Research Associates, emphasized its previous work with Simon on the Mall of America in Bloomington, Minn.

PDI already has been selected to complete the village’s separate comprehensive land-use plan, per state Smart Growth requirements.

Comments

[Bryan Maersch]

I am going to say this because it is what many neighbors and others are saying about Southridge.

SOUTHRIDGE HAS BECOME MITCHEL STREET

It is the stomping grounds for Hispanic Gangs. Most stores are geared Spangish.

No one in the southwest suburbs likes going there anymore.

[J. Strupp]

I disagree. No one likes shopping at Southridge because it's not a one-stop destination anymore. The consumer can drive to Mayfair and do all of their shopping in one swoop, if they must. The design of Mayfair mall is cumbersome and horribly designed but offers the retailb outlets suburbanites demand. This holds true regardless of economic conditions.

Southridge doesn't have the sufficient mix of retailers to be considered a one-stop destination. Not anymore at least.

I'm skeptical whether the re-development of Southridge mall will bring about the quality retailers necessary to ensure it's success.

[John]

I firmly believe that the sorts of businesses and retailers that the area needs to remain (become?) a vibrant community with real public space will NOT respond to another enclosed mall. The Bayshore configuration is the wave of the future, and that is surely in the cards for Southridge if they have their collective heads screwed on right.

[Bryan Maersch]

Josh I guess that is why Mayfair is doing so well....

http://www.biztimes.com/daily/2008/11/11/mayfair-mall-owner-may-headed-for-bankruptcy