If you did most of your Christmas shopping from your couch last year, Rosedale Center is looking at you.
Work began this week on a large-scale expansion and renovation project at the suburban mall that aims to give consumers an “experience” that will cut into the competitive edge online shopping has increasingly cashed in on over the years, according to mall staff.
“Our traffic has remained relatively consistent, but online shopping and retailing has grown over the years,” said Scott Michaelis, vice president and general manager of Rosedale. “The goal of this entire project is to … inspire our shoppers and give them an experience that they can’t get online … an experience they can only have here.”
The move follows investments made at other Twin Cities-area malls to stay relevant in the changing retail climate, Michaelis said.
Rosedale’s project will bring a new anchor tenant and 10 to 12 smaller retailers to the fleet of roughly 140 stores that lease space at Rosedale.
Von Maur will add high-end fashion to the mall’s cast of anchor tenants, which include Macy’s, JCPenney and Herberger’s. The department store will take up the majority of the 150,000-square-foot, two-story addition being built onto the shopping center.
No names were dropped about the slate of smaller retailers being considered for the additional space, but Michaelis did offer a hint on the type of stores shoppers might encounter.
“Leading into a fashion department store, I think smaller boutique stores would be a nice complement,” Michaelis said. “We also have a couple corner locations that might be suitable for a coffee shop.”
CLASSY, MINNESOTA UP-NORTH FEEL
The renovation will update the mall’s interior by adding more comfortable spaces for shoppers to relax, mall staff said. New charging stations will also offer the opportunity for consumers to check their email or charge their cellphones.
The most noticeable change will be improvements to the store’s site lines, Michaelis said.
“It’s going to feel much more open, warmer. … It will be a classy feel but with a Minnesota, up-north, type of feel,” Michaelis said.
Each anchor tenant will represent one of the state’s seasons. Herberger’s will have a “harvest court,” for example, complete with a fall color-palette and complementing art work.
“We wanted to up our game and improve the experience but not lose (Rosedale’s) strong connection to the Minnesota community,” Michaelis said.
The mall will stay open throughout construction, and much of the work will take place at night in order to minimize the impact on shoppers.
Interior renovations started this week and are expected to wrap up in time for holiday shopping next year.
Construction of the addition will start next year and open in 2018. Work on a new parking deck on the site is expected to be complete in November.
INVESTMENT PLEASES ROSEVILLE
Roseville city officials say they are glad to see the cornerstone of its retail sector taking steps to safeguard its success into the future.
“We have seen examples of what can happen to malls in other communities that don’t make investments. … They tend to go downhill,” said Roseville Mayor Dan Roe. “The business model for retail is changing and the environment is more competitive with the internet so it’s good to see Rosedale (making these changes.) … It will keep it viable going forward.”
Roseville city manager, Pat Trudgeon, echoed that.
“Rosedale is an important economic engine in our community so we are pleased to see them improving their site,” Trudgeon said.
Two new stores, White Barn and Build-A-Bear, recently opened at the shopping center.
Other economic activity is also under way in the suburb. A new Dunkin’ Donuts is under construction on Rice Street — expected to open in late fall — and a Lucky’s 13 Pub is moving into the former Old Country Buffet site on County Road B2. An Aldi grocery as well as a Denny’s eatery are proposed for the suburb’s Twin Lakes area. Senior living and lodging are also ramping up in the suburb. Two new hotels recently opened — a Hampton Inn and Home2 Suites — and two senior residential facilities are under construction.
OTHER MALL RENOVATIONS
Rosedale has maintained a strong position as a retailer, averaging $600 of sales per square foot, despite growing competition online, Michaelis said. The national average is about $475 per square foot.
Its overhaul and addition will be the most dramatic changes to take place at the mall since 2007, when it converted a Mervyn’s department store to what’s called The Plaza, which includes a theater, restaurants and stores. It was last remodeled in 1992.
The project follows renovations and expansions at Southdale in Edina, Ridgedale in Minnetonka and the Mall of America in Bloomington.
Rosedale would not release the cost of its plans.