Branson's Big Break
HCW Development and Urban Retail Properties are creating Branson Landing, a mixed-use center that will provide an anchor for this vacation haven in Southwest Missouri.
Randall Shearin

An overview of the amphitheatre area at Branson Landing.

Branson, Missouri, has had a mystique about it for the last 20 years. While many people have heard about Branson, most in the shopping center business have never been there. Located about 50 miles south of Springfield, Missouri, on the edge of the Ozarks in the southwestern part of the state, Branson isn't exactly on the beaten path. Branson, however, holds a secret: it is home to 49 theaters and when night falls, they perform 120 different shows, everything from family music acts to comedy to Broadway-style productions.   The town's theaters and playhouses attract more than 7 million visitors to this town of 7,000 annually. There are 22,000 hotel rooms in greater Branson. As a result, Branson has turned into an amazing destination — one where the retail industry has barely scratched the surface.

Retail at Branson Landing will be themed by districts, each with its own anchors.

Shopping Center Business recently visited Branson Landing and met with key officials with the city and the development to discuss its impact. While in Branson, SCB met with Dan Lennon, vice president of marketing of the Branson Chamber of Commerce; Ross Summers, president and CEO of the Branson Chamber of Commerce; Terry Dody, administrator with the city of Branson; Todd Hiepler, general manager of Branson Landing; Jason Westrope, project manager of Branson Landing; and Linda Antus, director of marketing, Branson Landing. Shopping Center Business also spoke to Ross Glickman, CEO of Urban Retail Properties Co., and Rick Huffman, president of HCW Development Co.

The idea for Branson Landing was spawned by Branson-based HCW Development, who has developed a lot of commercial property around Branson. Being so in touch with the market and seeing its growth — Taney County is the third fastest growing county in the state and neighboring Christian County is the fastest growing county in the state — led the city and HCW to believe that the timing was right for a convention center, hotel, condo and retail project along the waterfront downtown. Other supporting facts included the fact that the school system has doubled its enrollment over the past 10 years and that Branson now has the third largest timeshare population in the country.

Hilton Hotels will operate two hotel properties at Branson Landing.

“The meetings and conventions market is starting to come to Branson,” says Lennon. “With the new convention center, we will have a larger venue that can support the association market and a number of different size meeting markets.”

WET Design, the firm who designed the water feature at the Bellagio Hotel in Las Vegas, has designed the water feature at Branson Landing.

“We know, once we get a traveler here, 80 percent of the time they will come back,” says Summers. “If we expose the business traveler to what we have to offer, it is a huge road into bringing them back.”

With its land in place, the city went out for bid for a new developer, and HCW won the contract. HCW, needing retail expertise, brought in Chicago-based Urban Retail Properties as a development consultant. Urban is also handling the leasing and tenant coordination of the project, and will manage Branson Landing after the project opens in May.

The development of Branson Landing has created other interest in Branson. In 2005, the city had a record year in interest by outside development. Historic downtown Branson is also under a renovation, inspired by Branson Landing.

“The renovation will be done so that the theming between the historic section and the new Landing will be compatible,” says Summers.

Branson Landing is a $420 million mixed-use project designed to bring scale to the booming vacation destination in Southwest Missouri.

“In a town that's known for entertainment, we intend to have the entire ambience be more than the brick and mortar, more than the shops and restaurants,” says Antus. “The entire Branson Landing project is going to have dynamic lighting and sound, together with strolling atmosphere characters creating an entertaining experience, so that every corner of Branson will be all about entertainment.”

Dody estimates that Branson Landing will be the third anchor to the city. The first, he says, is Silver Dollar City, an entertainment and amusement attraction that has been a part of the city seemingly since its foundation and the second being its live music and theater business.

A view of Branson Landing from the amphitheatre.

“The demographics of the local population combined with the fact that there are millions of people visiting Branson over the course of the year create an incredible opportunity,” says Ross Glickman.

The retail is divided into six districts. The Wharf, anchored by Joe's Crab Shack, features water-themed retailers and restaurants. The Neighborhood, has fashion-themed retail, as do Uptown and Downtown districts. The Country features home-oriented retailers like Yankee Candle and Bass Pro Shops, and has a lodge-like feel; and The Station features the Belk anchor and has additional retailers like Rack Room Shoes. The price point is from popular to moderate; Branson Landing's retail is not outlet retail or high-end.

“A lot of the tenants had never been to Branson before,” says Glickman. “We had to take them to this unique tourism market and show them how it operates. The retailers who are locating at Branson Landing understand the market and what it will take to succeed there.”

Also integrated above part of the retail component is a condominium development. Demand has been strong for the one-, two- and three-bedroom units for sale at Branson Landing. The upscale units are designed as vacation and permanent homes that have easy access to the shopping, dining and entertainment, as well as lakefront activities. Owners have the option of placing their units in the Hilton-run “condotel” that will rent the units on a nightly and weekly basis.

“Branson Landing is really a destination that will bring a younger demographic to Branson,” says Rick Huffman. “The restaurants in the project will also be something of an attraction to Branson. New also to the city will be the convention market, combined with the shopping aspect; it's the first time we've had that all in one place.”

Part of the allure of Branson Landing is the town square of the project. Since Branson Landing will be built as a new extension of historic downtown Branson, it will act as a town center for the city. At the center of Branson Landing are synchronized $7.5 million water attractions, designed by WET Design, the same firm that designed the fountains at The Bellagio in Las Vegas. The synchronized water attractions will perform alternately every 45 minutes daily and nightly every 20 minutes with the addition of fire to the waterfront fountain.

“The town square aspect of the project was one of the selling points to the public,” says Dody. “Branson has never really had a town square or a social gathering area. We have the waterfront, but access to it has been limited over the years and the number of people that you could get there at one time was very limited. The town square of Branson Landing will hold 5,000 people at one time. An amphitheater will provide visitors with a spectacular view of the water attractions and will provide a gathering place for the city.”