Transforming Normal
Fairmount Properties and One Main Development create a transformative community development in Normal, Illinois.
Randall Shearin

One Main Development and Fairmount Properties are planning a $75 million mixed-use development in Normal, Illinois.

In Normal, Illinois, home to Illinois State University, Champaign, Illinois-based One Main Development and Cleveland-based Fairmount Properties have partnered to develop a series of mixed-use buildings. The $75 million development consists of three mixed-use buildings, totaling over 390,000 square feet — 90,000 square feet of retail, 203,600 square feet of office/commercial space, and 95 residential condominiums. The first building, Uptown 1, broke ground in September 2007. The second building, Uptown 2, will break ground in September 2008, and the third, Uptown 3, in September 2009. Located within walking distance to the university, the retail in the project will consist of a mix of unique specialty shops, restaurants and service uses.

Most projects of this scale are being developed in large to mid-sized communities, with a focus on urban centers or outlying suburban lifestyle centers. One Main Development and Fairmount Properties have found that success is not about the size of the community, but, rather, the readiness of the community to embrace a different way of living, dining, working and recreating.

“This specific project may not appeal to your typical retailer,” says Randy Ruttenberg, principal of Fairmount Properties. “The space will appeal to regional retailers looking to reach a niche market which includes creative and active individuals with disposable wealth.”

Fairmount and One Main are changing the way the area appears by a process they term transformative development. Transformative development simply means taking a community and changing the nature, function or condition of the area — and, in this case, for the better. One Main and Fairmount Properties want to put the critical pieces in place to contribute to this initiative. One Main Development and Fairmount Properties believe in transforming communities, and find that common belief to be the motivation behind their strong partnership.

The Uptown development consists of three separate mixed-use buildings that will contain 90,000 square feet of retail, 203,600 square feet of office and commercial space, and 95 residential condominiums.

Development is not just about erecting a building. It’s about taking a community on the edge of change and adding just the right elements to set into motion a burgeoning social movement. It’s about providing a mechanism, a meeting place of sorts, for community involvement and belonging.

“When you bring people together, you start to see exciting things happen — more jobs, high recruitment/retention rates for employers, and an overall increase in economic activity,” says Mike Royse, president of One Main Development.

Communities all over the nation are experiencing population changes. People who live in suburban areas are increasingly frustrated with long commute times to the city, traffic and parking challenges, higher cost of living and the like. These factors are causing people to rethink how they live and, as a result, more people are leaving the suburbs and moving back into the cities. Individuals and families are considering areas where they can work and live to avoid excess gas consumption. Concerned about the environment and sustainability, people are using up less physical space and fewer natural resources. Downtown communities, whether large or small, are experiencing revitalization. Through revitalized urban areas, people of all ages now have even more options for entertainment, art and culture, making cities more desirable places to live.

And, people are leaving large cities altogether for small city environments where exciting alternatives now exist. One can have the conveniences of a small town (great schools, low crime rates, lower cost of living, and better place to raise a family) with the amenities of a large city (art, culture, entertainment). One Main Development and Fairmount Properties believe the smaller cities are the new “urban” centers of the future.  Responding to the changes in living, One Main Development and Fairmount Properties feel that Normal, Illinois, is a great environment to experience this transformation. Mixed-use developments have the potential to solve many living challenges — not just in metropolitan areas but in small cities as well. 

One Main Development recently experienced great success with its first project, One Main Plaza, in Champaign, Illinois. Located in downtown Champaign, One Main Plaza was the first mixed-use building in the area and the first new construction in Champaign’s downtown in 20 years. Before the project began, there were a few skeptics. But, 3 years after the building completion, the area is bustling with activity. People of all ages, backgrounds and interests come to downtown Champaign. It’s become a center for commerce activity in the daytime and an entertainment district at night. In addition, the interest led to a future mixed-use building across the street, also being developed by One Main Development. This building will be nine stories, and will also include retail, office and residential space.

“The community has whole-heartedly embraced our success with One Main Plaza,” says Jon “Cody” Sokolski, CEO of One Main Development. “We believe we’ve reached the tipping point, and from here the community will grow in leaps and bounds. We can’t wait to reach the same point in Normal. The town of Normal is ready, we’re ready, and the project will prove to be a huge success.”

Fairmount Properties has a significant amount of experience developing on or around university campuses.  The business model employed by Fairmount Properties utilizes colleges and universities as the anchor within its projects in much the same way all retail developments draw upon a significant anchor as a demand generator. Fairmount Properties considers a college or university to be the quintessential non-retail demand generator which provides a development with a stable and secure source of demand. Beginning with the mixed-use University Circle project at Case Western Reserve University in Cleveland, the firm has developed exciting and multi-faceted projects throughout the Midwest and is pleased to lend its experience to the Uptown Normal project.

Since its inception nearly 10 years ago, Fairmount Properties has been responsible for 12 projects in four states aggregating over $200 million with two mixed-use developments currently under construction totaling 1.6 million square feet.

One Main Development and Fairmount Properties came together specifically to develop the Uptown Normal project. But, the two organizations have found they share the same vision, giving back to the community and working diligently to make a difference. Both organizations together are committed to transforming small communities across the nation.

Normal, Illinois, was top of mind for the developers because it reflects a creative class environment. The community is greatly influenced by education because of the close proximity to the Illinois State University as well as three other community colleges in the area. In addition, Bloomington-Normal (Bloomington is the sister city to Normal) has several large employers that create an environment ripe for business relationships and creative thinking. And, with the addition of the Children’s Discovery Museum in Uptown Normal and the Bloomington Center for the Arts, the community has a strong arts and entertainment district. The Uptown project responds to the needs of the community, while at the same time, will spur economic growth for the region.

A strong Uptown area will help the university recruit top professors and students from around the state and the country. A thriving community is a critical part of the equation — a partnership of sorts. The university provides the social dynamic necessary to create a successful mixed-use development and bring the creative class to experience the retail, hospitality and living environments. The new development enriches the environment, making the area a better place to live, work and play.

“We believe Uptown is an example of the ‘market’ of the future,” says Wayne Aldrich, Uptown Development Director for the Town of Normal. “We’re a community with large opportunity. We couldn’t be more excited to see Uptown 1, 2 and 3 get started and to see the outcome of our renewal plan at work. Already, we’re seeing the business district transforming into a true community amenity and regional destination, and these projects add so much to the excitement.”

The Uptown project is a result of a comprehensive renewal plan prepared by the Town of Normal. Addressing the needs of the community, the Town of Normal has an aggressive growth model aimed at improving the Uptown area and making the area a destination for people all over East Central Illinois.

“The vision of city staff and council members is amazing. They truly see and believe in what this community will be in 10 years or more,” says Ruttenberg. “We’re excited to share their vision and join them in making Uptown the place we all know it can be.”

The town of Normal recognized that a strong Uptown will help Illinois State University recruit and retain top talent from around the state and region, as well as a diverse student base. As a result of the comprehensive planning behind the effort, the community has embraced the growth and is looking forward to the completion of construction. In addition to the three mixed-use buildings, the plan also calls for a multi-modal transportation center, a circular intersection and gateway plaza, significant infrastructure and street improvements as well as a 229-room Marriott Hotel, which broke ground in December 2006. Also, the Town has applied for LEED ND status for a portion of the business district in Uptown which includes the circle intersection where Uptown 1, 2 and 3 will be located.