Shopping Centers Today

MAR 2015

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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M a r c h 2 0 1 5 / S C T 5 C E N T E R S T A G E Local touch artegon Marketplace offers a place for local artisans By Barbara Thau A r t e g o n M A r k e t p L A c e gives the quirky local merchants, artists and crafters that typically pop up at farmers markets and fairs around the country a more permanent home. the 1.1 million-square-foot shopping center, which opened in november and replaced the Festi- val Bay Mall, is an effort by Artegon Market- place owner paragon outlet partners to help redefine the traditional orlando, Fla., shop- ping experience. to that end, the firm came up with the Village, the artisan marketplace that is at the heart of the retail complex. this 280,000-square-foot space in the midst of the shopping center comprises nearly 200 artisanal shops offering such merchan- dise as clothing, jewelry, home decor items, electronics and specialty foods, mostly from central Florida–based vendors. At the pe- rimeter of the mall are 10 national retailers, including Bass pro Shops and Fuddruckers. Baltimore-based paragon outlet partners has developed six outlet centers since the firm's establishment in 2010, and has three under construction. Artegon Marketplace's industrial design marks a departure from orlando's local vibe, says thearon Scurlock, the shopping cen- ter's general manager. "there's really nothing else like it in orlando," said Scurlock, explain- ing that the company eschewed any overde- signed Disneyesque concept in favor of an "ur- ban, clean feel," using exposed-concrete floors, brick columns and corrugated metal girders. the Village's tenant mix reflects the same types of independent merchants that can be found at such singular retail centers as Se- attle's pike place Market or new York city's chelsea Market. the stores, which measure between 100 and 200 square feet, are in- tended to offer unique and regional fare. the merchants include Dolce Art Boutique, which sells handmade jewelry and accessories from local artists inspired by the Wayuu peo- ple of Venezuela and colombia; Florida Soap company, a shop offering handcrafted, vegan and bath-and-body products; and Vagabond traveler, which sells handmade leather goods. Artegon Marketplace houses sellers that usually stick to farmers markets and other such seasonal venues, thus giving them "an opportunity for a year-round retail space," Scurlock said. Village spaces range from $1,200 to $2,300 per month, and retailers that produce merchandise in Florida give the mall a percentage of revenues in lieu of rent. the leases run for six months or 12 months. the target audience of the center, which is located on International Drive, the area's main tourist strip, is those 60 million tour- ists who flock there throughout the year. the idea is to showcase Florida-sourced items and goods, says Scurlock. "We have a lot of artists, unlike a traditional mall," he said. And that is the whole point, he says. "our customers are looking for an alternative to the mall — they've been to the gap," he said. "the malls serve a purpose and always will, but there is a strong movement toward [patronizing] local retailers and handmade offerings." the popularity of buying local applies as much to merchandise as to food, Scurlock notes. "people are looking for something that is less commercialized," he said, "and feels more authentic." SCT +1 646 728 3800 Fax: +1 732 694 1730 www.icsc.org Editor in Chief eDMUnD MAnDer +1 646 728 3487 E D I T O R I A L Managing Editor BrAnnon BoSWeLL +1 646 728 3488 Copy Chief DAVID S. ortIZ Copy Editor krIStY eLDreDge Art Director John D. LeWIS Contributing Editors SteVe BergSMAn MArÍA BIrD pIc" JoeL grooVer Beth MAttSon-teIg SteVe M c LInDen reBeccA MeISer noeLLA pIo kIVLehAn BArBArA thAU eLYSe UMLAUF-gArneAU Bennett VoYLeS A D V E R AMIe LeIBoVItZ +1 773 360 1179 aleibovitz@icsc.org SUZAnne tAngUAY +1 646 728 3475 stanguay@icsc.org SALLY StephenSon +1 847 835 1617 sstephenson@icsc.org Production Coordinator DAVID StAckhoUSe +1 646 728 3482 dstackhouse@icsc.org I C S C O F F I C E R S Chair man roBert F. WeLAnetZ, crX, cSM President and CEO MIchAeL p. kercheVAL Vice Presidents VIncent A. corno, crX kAren FLAVeLLe MArtIn A. MAYer kenneth A. M c Int Yre Jr., crX MArk A. SchUrgIn John A. StrAchAn Secretary-Treasurer DonALD c. WooD Publisher rUDoLph e. MILIAn, crX, cMD, cSM For article reprints, call (866) 879-9144 or contact sales@fostereprints.com S H O P P I N G C E N T E R S T O D A Y SCT (ISSN 0885-9841) is pub lished monthly. VOLUME 36, ISSUE 3 © 2015, International Coun cil of Shop- ping Cen ters, 1221 Avenue of the Americas, New York, NY 10020-1099; phone, +1 (646) 728 3800; fax, +1 732 694 1730. All rights reserved. Periodicals postage paid at New York, N.Y., and ad di tion al mailing offces. Sub scrip tions $70 per year; Canada and other foreign $99. Single-copy price $20 (December issue $30). For subscription information call +1 727 784 2000. POST- MAS TER: Send address changes to Shopping Cen ters Today, Sawida Worley, 1221 Avenue of the Americas, New York, NY 10020-1099. Publications mail agreement No. 41482022, return undeliverable Canadian addresses to PO Box 503, RPO West Beaver Creek, Richmond Hill ON L4B 4R6.

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