Central Hall of Springfield Town Center
The Connection wrote today that Jeff McKay thinks Springfield Mall is actually going to begin turning into Springfield Town Center. They also published a couple of Vornado’s architectural renderings (which must be new, because the theater featured is not AMC as in the older ones):
According to the Lee District supervisor, who has worked closely with the developer and county officials to move the ball forward on the project, all of the mall’s interior tenants were given 90-days notice to vacate in March so the first phase of the renovation can begin July 1.
He said Vornado will leave anchor tenants Macy’s, Target and JCPenney open as the New York-based company guts and renovates the cavernous interior space, launching the first stage of plans to transform the 1973 suburban mall into Springfield Town Center.
THE FIRST PHASE, which is expected to take two years, includes construction of one central entrance instead of multiple entrances, and the addition of a state-of-the-art movie theater and food court.
“No one will be happier to see this move forward. We will pop open the champagne for this,” McKay said.
Later phases of the renovation – expected to take about 10 to 15 years – will complete the town center look, with a mix of upscale retail and commercial development, a 225-room hotel, pedestrian plazas, recreational facilities, 2,000 residential units and transportation improvements.
Movie Complex
I don’t know about you, but my level of optimism about this project is now dependent on actually seeing something good happen. I don’t consider tossing out the tenants to be a positive step in and of itself – I want to see construction.
What ho! Vornado Realty Trust has an opening!
Marketing Director, Springfield Town Center (Springfield Mall redevelopment)
Vornado Realty Trust has an immediate need for a Marketing Director at Springfield Town Center in Springfield, VA. The existing Springfield Mall will soon undergo a major redevelopment which upon completion will become a grand new shopping environment. The Marketing Director will function as an important member of the mall management team and will be the on-site marketing lead during redevelopment and beyond. This position reports to the Director of Retail Marketing.
Specific responsibilities include but are not limited to:
- Media and community outreach.
- Create excitement for the project both during and after construction.
- Strategic planning and execution of mall events and marketing programs.
- Create new and innovative programs that will increase shopper traffic and sales.
- Author, update and manage annual marketing plan and budget.
- Regularly update and manage budget to approved levels.
- Provide ongoing reporting to Director of Retail Marketing.
- Support tenant marketing efforts to increase store sales. Build and maintain relationships with store managers. Obtain information on store sales and promotions and communicate them via mall signage, website, e-blasts and community partnerships.
- Work with mall management and customer service teams to communicate and operate marketing programs, event logistics and set-up.
- Merchandise vacant store windows and barricades in a timely and professional manner.
- Seek out opportunities and build community relationships with schools, charities, sports and cultural organizations.
- Produce and execute local public relations efforts.
- Manage and regularly update mall website.
- Build e-blast database and use to communicate merchant and mall sales, promotions and events.
- Manage the day to day operation of the Customer Service department.
- Coordinate with mall management and vendors to install and operate holiday décor, Santa and Easter bunny.
- Research, negotiate and purchase promotional items to be used for special events.
- Oversee and manage gift card program.
- Support mall leasing efforts.
Qualifications include:
- Bachelor’s degree
- Minimum 5 years of experience in marketing, promotions, and/or event planning
- Trade area familiarity
- Experience in a retail redevelopment environment highly preferable
- Strong communications skills and organizational ability
- Superior analytical and follow up skills
- Strong interpersonal skills with a positive team player attitude
- Must be willing to work evenings, weekends and holidays as needed
- Strong skills in Microsoft Word, Excel and PowerPoint
That post title comes with a question mark because we have been promised the renovation since the mall was purchased six years ago.
According to reports from tenants who received their lease-required 120-day notice on Monday, the Springfield Mall—with the exception of the anchor stores Target, Macy’s and JC Penney—will be gutted in July and rebuilt during the next two years around the anchors, with one central entrance.
The Fairfax Times reported that the owner of The Barber Shop and Company, Randy Dingus, said he received his notice and learned about the long-delayed renovation in a meeting with mall management.
“I was in shock,” Dingus said. “It was devastating news. Five years ago the mall told us it would be completing its renovations in sections and asked us to move to another part of the mall. We spent a fortune putting in a new store and now we have to take it back down and then move out completely. The mall pretty much told us ‘so long, see you later.’”
Vornado Realty Trust, the mall’s owner, and Michael Lowe, the mall’s general manager, did not return calls seeking comment.
“That news and that time frame is not inconsistent with what I’ve been told by Vornado,” said Fairfax County Supervisor Jeff McKay (D-Lee). “I know that leases were structured be able to complete the construction. A 10-year redevelopment of the mall, split into four phases, was scheduled to begin this summer,” McKay said.