South Mall's Revitalization: A New Lease of Life for Shoppers and Tenants
A Mall's Makeover: The Story of South Mall's Rebirth
In a heartwarming turn of events, South Mall, once a forgotten shopping destination, is now buzzing with renewed energy and excitement. With the recent openings of Giant and Burlington, this 400,000-square-foot shopping center is experiencing a much-needed revival, attracting both shoppers and potential tenants.
Shoppers' Delight: The Giant and Burlington Experience
Jean Gundry, a resident of Emmaus, had not been a frequent visitor to South Mall. However, her recent visits to the brand-new Giant supermarket have left her with a positive impression. "It's brand new and clean," she remarked, expressing her enthusiasm for the modern and well-maintained space.
Teresa Fernandez, an Allentown resident, shared similar sentiments. She found the new Giant to be more organized and diverse compared to its predecessor on West Emmaus Avenue. Giant, which opened its doors on November 21, offers a wide range of products, including produce, meat, seafood, dairy, sushi, floral services, a bakery, a hot food bar, and even alcoholic beverages. Additionally, shoppers can take advantage of the in-store pharmacy and 10 on-site fueling spaces, making it a one-stop destination for all their grocery needs.
Burlington, a national discount retailer, joined the South Mall family on November 1, offering a vast array of products, from apparel and shoes to beauty products, accessories, home decor, and toys. Jennifer Loch, an Allentown resident, praised Burlington for its accessible layout and great deals, while her husband, Jacob, mentioned that the improved traffic flow at South Mall might encourage him to visit more often.
Revitalizing South Mall: A Journey of Redevelopment
The story of South Mall's revitalization is a fascinating one. Owned by Nicholas Park Mall LLC, the shopping center has undergone several redevelopments over the decades. Purchased from Pennsylvania Real Estate Investment Trust in 2014, South Mall began its journey in the 1970s and has witnessed the rise and fall of many tenants, including Bon-Ton, Hess's, Weis, Cave Brewing Co., and Stein Mart.
Today, South Mall boasts a diverse range of tenants, such as A1 Japanese Steakhouse, Bath & Body Works, Fine Wine & Good Spirits, Ross Dress for Less, and S & D Soulicious Cuisine. James Balliet, president of the leasing agency James Balliet Property Group, which operates under Keller Williams Real Estate, highlighted the challenges and advantages South Mall has experienced throughout its operations.
One of the mall's biggest perks is its desirable location, offering easy access from local highways and neighborhoods. Balliet explained, "In our world, it's called 'drive time.' Within a 30-minute drive time, you can reach a lot of people."
However, Balliet believes that the enclosed mall setup is outdated and can be a hurdle. He explained that not being able to access stores directly from the parking lot can be a deterrent in many situations, emphasizing the need for compelling retailers to make it work.
Despite these challenges, Balliet is confident that the recent upgrades, particularly the opening of Giant, have transformed South Mall's trajectory. He believes that these openings have not only attracted potential regional and national retailers but have also increased customer foot traffic. Balliet described Giant and Burlington as the biggest openings since the days of Bon-Ton and Stein Mart, which closed in 2018 and 2020, respectively.
The Future of South Mall: Reinventing for Success
Looking ahead, Balliet emphasized the importance of continued innovation and adaptation. "It all comes down to traffic," he said. "In the retail world, it's all about getting people to the mall, and that's what Giant and Burlington are doing right now."
Even on a chilly Tuesday afternoon, the increased foot traffic at South Mall was evident as Giant store manager Mike Ramos spoke to The Morning Call. Ramos, a graduate of Easton High School, began his journey with Giant as a cashier around 2007 and previously managed the Emmaus Avenue store. He shared his love for interacting with people from all walks of life, finding joy in learning about different cultures and how they relate to his own.
Ramos expressed his delight at the positive feedback from shoppers and social media users. "They love the Giant," he said. "It's good for the community, and it's connected to South Mall, bringing more people back to the area."
Mary Kreit, the store manager at Burlington, has been with the chain for about five years and previously worked at a Burlington store in Pottstown. Kreit, a graduate of Emmaus High School, used to shop at South Mall and sees it as a great opportunity for the retailer, especially during the holiday season. She emphasized the importance of people, both employees and customers, in the success of the business.
Cathy Gorman, the manager of Salisbury Township, expressed her delight at the revitalization of South Mall, especially with the openings of Burlington and Giant. She highlighted Giant's sponsorship of the township's Light Up Night event at Franko Park, emphasizing the economic benefits the mall brings to the area.
"We're grateful and happy to have Giant and Burlington on board, filling up some space and bringing life back to the mall," Gorman said.
A Call for Discussion: What's Your Take on South Mall's Revitalization?
And here's where it gets interesting: Do you think South Mall's revitalization is a success story? Or is it just a temporary boost? What role do you think the new tenants, Giant and Burlington, will play in the long-term success of the mall? We'd love to hear your thoughts in the comments below! Feel free to share your opinions and engage in a friendly discussion about the future of South Mall.
