Downtown Gets Facelift Shop by
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By Ed Moosbrugger
April 16 -- Steve Madden Shoes on the Third Street Promenade
recently reopened after closing its doors for about a month
for remodeling. Neighbor Puma reopened in mid March after shutting
down for about two months to redo the store. The Jewel Shop
is undergoing a month of remodeling, with plans to reopen by
April 15.
These store improvements on the Promenade, and others planned
for Downtown, give evidence of the willingness of retailers
to make major financial commitments to continue to thrive. In
addition, new stores coming into Downtown are making major investments
in their stores.
With the high rents, it’s not easy to shut down a store
for a month or two, not to mention the investment in the remodeling
itself.
Stores are doing it for a variety of reasons, including image
and keeping up with the competition. Chain stores are remodeling
partly because the Third Street Promenade is such a well-known
location that caters to people from all around the region and
world.
“They want to make sure their store is
represented in the latest and greatest format,” said Robert
O. York, a consultant to the Bayside District Corp., which oversees
Downtown. “They want to make sure they have the best version
of whatever they have to offer.”
Many retailers realize that the Promenade is a high-profile
venue, and in many cases store sales are exceptional, York said.
And part of the reason is stores are “keeping it exciting
for customers,” York said.
Steve Madden Shoes reflects what’s happening. Business
already was doing well before the recent remodel to update the
store, said Shakirah Battle, assistant manager.
Customer reaction apparently has been good.
“They
love it,” Battle said.
Puma has ample motivation to keep its Promenade store on the
cutting edge of what it has to offer because it plans a major
store expansion in the United States and around the world. It
helps to show its best in a major venue such as the Promenade.
For the Jewel Shop, the investment in remodeling is especially
significant because it’s one of a dwindling number of
independents Downtown, especially on the Promenade.
“We need a new look for the store,” said Tony Ayoub,
owner of the store that opened in 1974. “I think the Promenade
needs a facelift now.” His remodel includes changing the
exterior so people will have a better view of the inside of
the store.
Ayoub is strongly committed to the area.
“We’re
staying,” he said, “I love Santa Monica. I’m
going to be the last one (independent) to leave the Promenade.”
And how is he able to keep going while other independents are
closing or relocating because of high rents?
Ayoub attributes it to customer service that bring locals back
and a strong business from tourists. Reflecting the importance
of tourists, Jewel Shop has had major advertising exposure in
the official visitors guide of the Santa Monica Convention &
Visitors Bureau.
More remodeling is on the way.
The MAC Cosmetics store on the Promenade, which opened in November,
is tentatively scheduled to close in October for a major remodel
that will take two to three months, said Bill Child, who manages
the store.
The present layout is just temporary, and MAC plans to remodel
the store to bring it in line with its other stores.
“Their intention is to make it more of a flagship store,”
York said.
Meanwhile, business has been good and growing steadily, Child
said.
The MAC plan of opening with future intentions to improve the
store isn’t unique.
“Some went in and didn’t
have time to do a full remodel,” York noted.
Clarks Shoes on the Promenade, for example, remodeled the interior
and now plans to change the exterior.
In addition to the remodeling of existing stores, Downtown Santa
Monica is experiencing major changes from new stores, and it’s
not limited to the Promenade.
BoConcept, a Danish furniture store chain, is remodeling the
former Tower Records space on Santa Monica Boulevard for its
first company owned store in California. That will add to Downtown’s
expanding array of home furnishings stores, including the expanded
Design Within Reach next door and the new West Elm store around
the corner on Fourth Street.
Back on the Promenade, Forever 21, an apparel chain, will open
a two-level flagship store in the space formerly occupied by
two stores and Gotham Hall, York said.
Other changes are in the works or have been completed recently.
“The good news is that people are still doing well
and want to reinvest even if it’s not in the lease,”
York said. “It’s fortunate that Santa Monica continues
to do well so stores reinvest.”
SANTA MONICA HOTELS posted a 0.8 percent decline in occupancy
rate in January to 78.4 percent, while the average room rate
rose 6.7 percent from a year earlier to $255.93, according to
a report by PKF Consulting. |
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“They
want to make sure they have the best version of whatever they have
to offer.” Robert O. York |
“I
think the Promenade needs a facelift now.” Tony Ayoub |
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