Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/739734
26 S C T / N O V E M B E R 2 0 1 6 S T O R E F R O N T S W hen Jeff Pedersen, CEO of Momentum Indoor Climb- ing, went scouting for spaces for his first large-scale in- door climbing gym in 2004, he decided the perfect location would be a recently shut- tered movie theater at what was then called South Towne Center, in Sandy, Utah, near Salt Lake City. The shopping center has been renamed The Shops at South Town. Pedersen, himself an avid rock climber, says he liked the mall's central location as well as the square footage, easy parking and "in- credible freeway visibility." And Salt Lake City has been dubbed "America's climbing city" for its vast array of trails and cliffs, but Pedersen surmised that this, by itself, would probably not be enough. "We knew we had to attract new custom- ers," he said. "If we were going to thrive, we couldn't just count on existing rock climbers." A shopping center, with all those droves of curious, let's-stop-by-there shop- pers and diners, seemed to him to be the perfect fit for his business concept. The problem was that the mall's owners did not see things that way. "I think our business model was too foreign to the landlord," Pedersen said. He persisted, though, even to inviting the shopping center's senior managers over for a climbing session. The managers loved the experience, and a few months afterward invited Pedersen and his team back to the negotiating table. "They got excited about having a different sort of tenant and thought it could give their prop- erty an edge," Pedersen said. Still, converting a movie theater into Momentum Indoor Climbing brings fun and adventure to shopping centers By Beth Mattson-Teig CLIMBING SALES ENTERTAINMENT size from 900 to 2,200 square feet, and if the store is large enough, it will also house spe- cial events such as classes in wine-pairing, or in painting or yoga — with wine-sipping be- ing a key element in any case. Over the past seven years, Deer Creek Winery has re- ceived inquiries from nearly 50 shopping center owners across Pennsylvania, by Brooks' estimates. "They not only see that we have retail stores," said Brooks, "but they [also] like the way we have it merchan- dised, and [they like] our staff." B e c a u s e P e n n s y l v a n i a liquor laws allow up to six stores per winery and no more, Deer Creek is now at maximum size within the state. But the company could opt to expand to neighboring Ohio, New York and other states. Meanwhile, the cur- rent stores have helped propel growth, fueling product sales and driving traffic to the main winery. Deer Creek, which now has nearly 50 employees, added an eight-room bed-and- breakfast to the main winery. Leasing inquiries may be di- rected to Denis Brooks, co-owner, at denis@deercreekwine.com. S C T