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BY LIZ SHAW
Special to the Journal
"It's really fertile ground," said Lara Hood, marketing director for University Village. She was explaining the site's past as a nursery and a pasture, but she easily could have been referring to the Village's successful renovation.
The results of the over $10 million renovation of the neighborhood shopping center are positive. University Village's gross sales increased 25 percent and sales at specialty stores are up considerably. "We had a great Christmas," said Tom Croonquist, director of development at University Village.
Barnes & Noble managers also were pleased with the performance of their store during the holidays. Small merchants report an increase in foot traffic and say customers are buying more. There is also a sense of optimism about future sales among the shop owners.
Demographics suggested the center had such potential. The neighborhoods surrounding University Village contain a high number of homeowners, which translates into stable and potentially dedicated customers. The housing density projected volumes of shoppers and the well educated, well heeled population in these neighborhoods has significant levels of disposable income. Even before the remodel there was a steady cadre of local, loyal shoppers.
"How could we have missed? The location was closer to the communities we were serving," says Stephanie Hare, assistant manager at Barnes & Noble. The nation's largest bookstore chain was the first national chain to sign up as a new tenant. The chain committed to build a 47,000-square-foot store, their largest at the time, because Seattle has one of the highest per capita levels of book readership in the country. "Once again, how could we miss," says Hare.
The standard formula for a successful shopping center is the right stores, the right merchandise, ample parking and complementary stores. The addition of Barnes & Noble, Eddie Bauer, Gap and Gap Kids and three other stores in the old Lamonts building have added a contemporary flavor to the center.
Two new restaurants have not detracted from sales at the existing restaurants. All restaurants report increased sales and surrounding merchants are seeing more foot traffic and sales in the evening because of new restaurants. Starbucks' and Barnes & Noble's evening hours also are a contributing factor.
"I love the renovation," says one Village shopper, Iris Newman, a fisheries consultant. "I read in those comfy chairs at Barnes & Noble. The stuff at Eddie Bauer. It's just yummy. One night, I had a glass of wine at the wine bar at the Italian restaurant. I started talking to the woman next to me and she shared her dinner with me!"
Getting the right mix of stores is a delicate balance that seems to work at University Village. What the standard formula ignores is the role of architecture.
Zimmer Gunsul Frasca, (ZGF) was hired to develop a master view of the University Village. ZGF's design team worked closely with architects associated with some of the stores. "There was lots of dialogue and interaction with other architects," said Dan Huberty, partner at ZGF.
Both ZGF and Croonquist were determined to break up the monolithic look of the village. Several of the storefronts were remodeled. The new facades have a higher false front, like those in a western movie. The former Lamonts building now has a clock tower, exterior detailing and over 30 new openings. It is stepped-back, creating depth and visual interest.
Croonquist saw potential for a village square by expanding the existing courtyard. "We took black asphalt parking spaces and made a place where families can have fun," says Croonquist. The space is bordered by the refurbished Lamonts building, and a new 12,000-square-foot pavilion which was angled to create an enclosed space.
Considerable effort was directed to the village square, envisioned as a gathering place by the owner and the design team. While other malls are installing big screen TVs in their food courts to encourage lingering and increased spending, University Village has created inviting and interactive opportunities.
The 16,000-square-foot outdoor square includes comfortable seating and potted plants. "We wanted a centerpiece" says Robin Randall, project manager at ZGF. The three bronze cows and a box turtle perform that role. Children of all ages pet and climb on the creatures. When the animals were unveiled at the opening ceremony, "kids ran up to them and sat on them. They loved them," says Lara Hood. They were sculpted by Georgia Gerber, who designed "Rachel" the pig at the Pike Place Market.
It was Stuart Sloan, the owner of University Village, who suggested cows in homage to the history of the site as pasture land and to the Foremost Dairy. The box turtle references when the site was swamp land. The sculpture is aptly titled "Coming Home."
At the edge of the village square, a children's play area is rarely empty. It is 18 feet by 30 feet, and equipped with small slides and cars. "It's so crowded, we're thinking of expanding it," says Croonquist.
Along one of the edges of the village square is the new clock tower. At the base of it, is a quote from Abraham Lincoln and a small stage. "We backed into putting in the stage because it was the right thing to do," says Croonquist.
There are other subtle efforts that reflect the developers' desire to create a community atmosphere. Sidewalks are wider. Mature trees, rather than little scrawny ones, are used, at considerable cost because the water table is so high. Flower and plant beds had to be raised, and irrigation and drip systems installed. Old fashioned lights line the walkways. New signs present a new logo and symbol.
With additional renovations planned in the future, merchants hope University Village will retain its village-like quality.
"We don't want to become another Bellevue Square. It really has a neighborhood feel," says Karen Hadley of Viva. The commitment to retaining that village feel is echoed by the center's management.
The QFC will move from its present location to the Foremost Dairy site on August 7. The new store will be 66,000 square feet, almost double the Village QFC's current size. It will house boutiques including a florist, coffee shop and a bank.
A master use permit has been submitted for development of the present QFC site. Known as the West Building, its footprint will remain essentially the same. There will be a second story, increasing the space to 50,000 square feet. Some of the new tenants have hired their own architects. GGLO is the architect of record.
"(West Building) is an important site, and it definitely will not be a movie theater or a box retailer. We don't have the parking stalls for a movie theater. The new tenants will be a mix of national and local tenants, similar to the current mix at University Village," Croonquist said. It is scheduled to open for business in 1997.
The now-vacant bowling alley site, which has never been part of the University Village, is scheduled to be an Office Depot.
There is an interest in daylighting the now submerged creek that runs through University Village. Ravenna Creek Alliance has conducted several studies, and Metro will complete its study in the fall of 1996.
"We support the notion of a creek, but are waiting for technical proof from the Metro study," Croonquist said. The price tag of such a project is likely to be big. The creek passes through five pieces of property whose owners would have to bear the cost of relocating site utilities. Also University Village would lose valuable parking spots.
So far University Village has not lost any parking spots to the renovation, but some shoppers must spend a longer time finding a spot before zipping into Starbucks for a latte, a sign of success for University Village.
Design team:
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