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Feature Article, December 2005
Steiner Redevelops Center For Hampton Roads
Coliseum Mall set to become Peninsula Town Center.
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Steiner + Associates is redeveloping Coliseum Mall in Hampton, Virginia, into Peninsula Town Center.
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In recent years, Columbus, Ohio-based Steiner + Associates has proven its versatility and dynamic, leisure- and entertainment-accented translation of New Urbanist themes. Whether greenfield or urban infill, redevelopment or new construction, successes have resulted from hitting the right notes with the tenants, consumers and communities the company serves. In these projects, Steiner says, the shopping experience has regained its sense of place, adventure and discovery, all tailored to the needs of the modern-day consumer. Through a steady stream of new projects, Steiner + Associates is building upon and sustaining its legacy of developments like CocoWalk in South Florida; Easton Town Center in its hometown of Columbus, Ohio; and Zona Rosa in Kansas City, Missouri.
One of Steiner + Associates' newest projects is the $200 million Peninsula Town Center, a complete ground-up redevelopment of Hampton, Virginia's Coliseum Mall. Groundbreaking is set for early 2006 with an opening scheduled for fall 2007.
The Peninsula, says Steiner + Associates President Barry Rosenberg, will be for all practical purposes a brand new project.
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Peninsula Town Center is expected to open in fall 2007.
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“By the time we are done taking down the existing 1.35 million-square-foot enclosed mall, the only building still standing will be the 174,000-square-foot Hecht's Department Store,” said Rosenberg. “And that building, which will continue to house Hecht's, will be completely remodeled before Peninsula Town Center opens.” At more than 900,000 square feet, Peninsula Town Center will be a synergistic mix of retail, office, residential and recreational space. Described by Steiner + Associates as “a meeting place,” Peninsula Town Center will feature both open-air and enclosed spaces, tree-lined walks, fountains and parks.
The project, which will be anchored by Hecht's, Barnes & Noble and JC Penney's new single-floor platform, will also feature a multiplex theater, themed restaurants, several entertainment venues and more than 300,000 square feet of specialty retail.
“Work, play, shopping and home are once again compatible — better yet, mutually nurturing,” says Rosenberg. “Our projects are designed to accommodate the automobile but also encourage pedestrian activity. Our goal is to make the shopping experience efficient, exhilarating and memorable, whether the customer visits our property for 10 minutes or 10 hours.”
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Peninsula Town Center will be anchored by Hecht's, JC Penney and Barnes & Noble. The project will also feature a multiplex theater, themed restaurants, several entertainment venues and more than 300,000 square feet of specialty retail.
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Peninsula Town Center is located directly off Interstate 64. More than 500,000 people live in the immediate area, with nearly 1.5 million consumers within a 30-minute drive of the site. Located on Chesapeake Bay, Hampton is home to Langley Air Force Base and NASA's world-renowned Langley Research Center. Steiner's projects, with a sense of community and efficient mixed-use development patterns, have proven to generate solid economic returns, Rosenberg adds. Based on initial projections of the Hampton market, Rosenberg expects non-department store sales at Peninsula Town Center to exceed $200 million by 2009.
Including Peninsula Town Center, Steiner + Associates is currently developing or redeveloping more than $1.2 billion of “New Urban Town Center” space. Current projects include The Greene in Dayton, Ohio (opening 2006); Bayshore in Milwaukee (opening 2006); Phase II of Zona Rosa in Kansas City (opening 2007); Phase III of Easton Town Center in Columbus, Ohio (scheduled to open in 2007); and Arlington Town Center in Arlington, Texas (scheduled for delivery in 2008).
— Randall Shearin
©2005 France Publications, Inc. Duplication or reproduction of this article not permitted without authorization from France Publications, Inc. For information on reprints of this article contact Barbara Sherer at (630) 554-6054.
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