SouthBridge: A Gateway to Downtown's Renaissance
08.03.2008
Publication: Scottsdale Airpark News; August 2008
by Elizabeth Hughes
Ask real estate developer Fred Unger to describe the culinary scene at SouthBridge nd his answer reveals a lot about the overall project, opened late 2007.
"When you try to create an area that's got something for everybody, you want to have a good variety of options. So, Peter (Kasperski) is doing a wonderful eclectic Mexican restaurant (Mexican Standoff) - which is very popular right now. Italian is always popular and DIGESTIF fills that bill. We wanted to have something hip and trendy that was also fashion- and runway-oriented, so that became Canal. We have the 'white table clothed,' higher-end, fine dining restaurant and that is The Estate House. And with people working and living here, you want to be able to - from early in the morning to all day - pick up a coffee, a muffin, or lunch, takeout, or a quick grab-and-go, so The Foodbar is that place," states Unger, who adds enthusiastically that each restaurant is a one-of-a-kind, found only at SouthBridge.
As early as 2001, Spring Creek Development (of which Unger is Founder and President) entered talks with the City to redevelop the parcel that is now SouthBridge and includes The Mix Shops. A high-end MXD (mixed-used development) with 120,355 square feet of office, restaurant, and retail, SouthBridge sits on approximately two acres south of the Arizona Canal and north of Stetson Drive. The property looks onto - and is lined by pedestrian bridge to - The Waterfront, another newly-minted MXD in Downtown's multibillion-dollar rebirth.
However successful the Waterfront is, SouthBridge has its own vibe. Whereas the Waterfront hosts national brand stores, SouthBridge is banking on small, one-off destinations. Like its array of "something for everyone," non-franchise restaurants, its retail is built around one-of-a-kind destinations with diverse appeal. Essential to SouthBridge's potential long-range success with the masses is the pedestrian element.
Adds Unger, "I would hope that the whole SouthBridge area becomes a unique district with one-of-a-kind stores and shops and activities that just keeps getting better and better as the Downtown continues to evolve with more boutique hotels, more urban living communities, more of everything that makes the city important. (And) with the price of gas these days, someone could live down here and walk to work and walk to a variety of life's necessities and pleasures."
Unger entered the planning for SouthBridge with two visible successes in the market. Spring Creek was responsible for both Royal Palms Resort & Casitas and Hermosa Inn. Royal Palms, which Unger acquired in 1995 and transformed into a stunning Mediterranean villa, now ranks among the elite draws in the Valley. (Destination Resorts acquired it in 1998). Hermosa Inn, restored by Unger's team from the former home and studio of cowboy artist Lon Megargee, now stands as a stylish throwback to Arizona's past.
Collaborators like Kasperski also contribute to the SouthBridge cachet. The popular oenophile pens a column for Phoenix magazine when not tending to his Scottsdale restaurants like Cowboy Ciao or giving interviews to the likes of Food & Wine. Kasperski's Mexican Standoff eventually will be joined by two of his other ventures at SouthBridge - Shell Shock and Sea Saw. Also on the horizon, and spearheaded in part by Kasperski, is Savor Scottsdale. A Downtown celebration from Oct. 23-25, 2008, the event will entice visitors to the area to experience the "Sizzle, Sip, and Swizzle" of the City. Notables in the attendance reportedly will include Chef Jacques Pepin.
Also instrumental to SouthBridge was Jennifer Croll, the thirty-something fashion entrepreneur with boutiques in Scottsdale and her native Northern California. Unger tapped Croll to assemble cool retail options for shoppers seeking not just merchandise, but the experience of shopping. Croll adds that The Mix not only fosters that high-end experience, but affords discerning shoppers a chance to connect with the designers and store owners.
The City's role in the development includes essential infrastructure. With a donation of land by Unger, the City built public parking under SouthBridge. The City also relocated electric and sewer utilities from the existing alley adjacent to Arizona Canal to the street (Stetson Drive) to accommodate the parking construction.
Regarding SouthBridge, Robin Meinhart, Downtown Liaison for the City of Scottsdale says, "Without a doubt, the most important contribution of SouthBridge to the long-range vision of the 1984 Downtown Plan was to reinforce the Marshall Way Downtown pedestrian and trolley connection that was created by the Marshall Way bridge across the canal. The City has had a long-term vision to create a central organizing spine through Downtown that effectively links all the downtown specialty retail and art gallery districts with the Fashion Square regional shopping mall."
Meinhart continues that the Arizona Canal itself was the major impediment to linking the two regions. Today, the canal is effectively bridged. Unger adds that he sees SouthBridge as the gateway to 5th Avenue, Marshall Way, the Arts District, and classic Old Town.
In an iconic scene from Field of Dreams, Shoeless Joe Jackson urged Kevin Costner on with the mantra, "If you built it, they will come."
Now up and running, the question remains: Are the consumers trailing in to support it? Bolstered by the publicity and crowds of Super Bowl XLII, the short answer is yes. Unger recalls that Canal, for example, hosted throngs of affluent visitors last week, including VIPs like President Bill Clinton. The longer answer is more complex.
A Mix tenant as of March 2008, Oh My Dog! Boutique owner Jackie Bacha says, "I have been so fortunate that the response has been so positive. People are saying they have never seen a dog boutique like Oh My Dog before. This was the exact reaction I was going for."
Bacha, whose canine boutique offers everything from designer duds to spa treatments for dogs, also says that her neighbors are eager to collaborate on promotions and specials, all geared to drive cross-traffic at The Mix.
Also at The Mix is Angelic Grove, a high-end boutique specializing in wedding and event decor. Angelic Grove owner Angela Karp observes that while opening during a recession has been a challenge, the company has won business on the event side out of state (in Las Vegas and L.A., for example.) Karp continues, "The dynamic group of people that came to SouthBridge to open stores within The Mix was fantastic. When Jennifer Croll asked us to be a part of it, we couldn't resist."
Nestledown owner Laura Weaver, whose business specializes in fine home items, says of her new location, "The store's opening was concurrent with the Scottsdale/Phoenix Fashion Week events, which were followed by the Scottsdale participation with the Super Bowl celebrations. The entire two months were an exciting opening for us all!"
Weaver continues that the location and consumer response has been favorable overall. Weaver adds that just being a part of Downtown's "renaissance" is a major plus at this early stage.
Unger is frank about the timing of SouthBridge's opening during an economic downturn that has left consumers timid. He says, "Right now, things are slow here (in Scottsdale) because of the recession and the summer, but we have a very strong lineup of events like Fashion Week (this fall). And it's still very exciting to see all of this come alive, and hopefully, this entire area - including the art galleries - will continue to grow and improve and do well and will collect tax receipts and make this city go."
<< back