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Downtown Plaza gets a facelift

by Brandon Darnell, published on August 24, 2010 at 5:16 PM

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Those who have been avoiding Westfield Downtown Plaza might want to take another look.

After kicking off a multimillion-dollar remodeling project last October, the shopping center has a new look and upgraded security. New planters, improved lighting and a more open feel mark a noticeable change to the mall.

“We are going to continue to make as many positive features to this property as we can,” said General Manager Russell Dougherty, adding that there is no set timeline for when the mall will be “done.”

“We think of it as a bunch of small projects,” Dougherty said. “We want to keep it fresh so shoppers will keep coming back.”

Much of the remodel work has focused on making the shopping center feel more open, well-lit and inviting.

Older can lights and standing light fixtures are being replaced by energy-efficient LED lights that provide better lighting in addition to being a green feature.

Shoppers will also notice that the fountains have been removed and replaced with tiled planter boxes created by an artist, with faux turf laid down between them to add color...and have even been used by shoppers for impromptu picnics, Dougherty said.

“The fountains drew a lot of pigeons,” Dougherty said, “but now I haven’t seen a pigeon in the area for six months.”

The once-massive concrete columns supporting the rotunda are now gone – leaving only the steel beams, which have been integrated into the architecture. The bases of the columns are still there, but they now serve as planters.

“It gives improved sight lines for our stores,” Dougherty said. “It also helps with the lighting. We’re using the interesting architecture that makes this site unique, cleaning it up and enhancing it.”

In a move to become more family- and health-friendly, the mall is now smoke-free throughout, and a new kids’ play area is featured in the rotunda.

Dougherty said the remodel has made the space more appealing and increased foot traffic, which he hopes will draw more stores, as the site is currently only about 65 percent occupied.

Another feature to keep customers coming through the doors is a stage featuring live music and hosting a Third Saturday event with the Sacramento News and Review consisting of a fashion show, temporary vendors and live music.

New signage is going up to direct shoppers to the second level, which has the majority of the empty spaces but still boasts numerous stores.

When the 24 Hour Fitness center is finished with its expansion, Dougherty said it will help liven up the second floor, which will likely also host Santa Claus during the holidays.

Security has been addressed, Dougherty said, and the mall has video surveillance as well as other upgrades. He added that Westfield is working with the Downtown Sacramento Partnership and the Sacramento Police Department to ensure the mall is a safe place.

“I think overall this is a welcome addition to Downtown Plaza from our perspective, since it’s definitely an attraction point for lots of folks downtown,” said Lisa Martinez, director of marketing and outreach for DSP. “Overall, it makes for a stronger retail area.”

Martinez added that, as a shopper, she notices a lot of the smaller details.

“Some of those smaller details speak volumes that the people care about the center,” she said.

Dougherty said he can’t comment on anything Mayor Kevin Johnson says about possibly selling the shopping center, but he said Westfield manages it no differently than any of its other properties and plans to keep upgrading the mall to keep it fresh.

Brandon Darnell is a staff reporter for The Sacramento Press.

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August 25, 2010 | 6:17 AM
Fresh? Hmm. I guess that's what they call it when they scrape the mold off the bread. Nice try, but I don't think I'll be packing my picnic basket quite yet.
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August 25, 2010 | 9:11 AM
Sure the renovations are nice, but there are still no stores in the mall.
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August 25, 2010 | 12:54 PM
I have been to a dead mall with no stores in the middle of a downtown - In Rochester, NY. It was depressing. Sacramento's downtown mall is not at all depressing and I shop and eat there frequently.

There are some empty storefronts but there are - I just counted - 61 stores and 13 dining options. All in a couple of blocks. Here is a link to their directory if you dont believe me:

http://westfield.com/downtownplaza/ourstores/

I think we can do better than a suburban style mall in the middle of our downtown, but for now the mall is not as bad as people seem to feel especially compared with the alternatives I have seen.
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August 25, 2010 | 8:25 PM
I agree Ben. If Westfield had built residences above initially, it would be in far better shape but at the time they bought and rebuilt it, no thought to that was ever given in big part because backward thinking lenders did not feel downtown was a place people would live and walk to work--just like the same attitude they had about midtown years before that.
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August 29, 2010 | 11:49 PM
I appreciate the perspective, Ben, but many of us compare the property to what it looked like a dozen years ago, and it is a horrible shrivel of what it once was. When I was there a few months ago to pick something up, I was shocked at the number of vacancies and I honestly did not feel safe there. I couldn't imagine most women would have been comfortable there either.

The improvements they have made sound good. Not great, but good.

It's a lot better than their doing nothing, which is what they have done for a long time.

Whether they are investing in a property they intend to keep or they are sprucing it up for sale to another party, it's a step in the right direction.
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August 25, 2010 | 3:42 PM
Lipstick on a pig...Banana Republic, Eddie Bauer, Bombay & Company, Anne Taylor, J. Crew and many others are gone. The space either remains vacant or was backfilled with B or C level tenants. We can do much better...
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August 26, 2010 | 11:03 AM
Go to deadmalls.com and you will see this is a huge trend worldwide, I'll say it again, hard times.
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edited on  August 27, 2010 | 1:53 PM
More Westfield BS. Astroturf, really? I personally don't think anything they have done is an improvement. It's more like a joke or finger to the city IMO. Maybe they should reconstruct it along the lines of Santana Row in San Jose? At the very least they should relocate the stairs and escalators to the sides and open up the center so it looks like a street again. Move the stupid kiddie playland to somewhere other than the middle of the street. Get rid of the food court and allow shops and restaurants to mingle as they do along a real street.
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August 31, 2010 | 11:24 AM
I have to say that it is hard for me to see where "multimillion"s of dollars were spent. on recent remodelling.

I don't dislike the mall, nor the idea of there being one downtown. I wish it well. it would be swell if the enterprise better succeeded, filling the empty storefronts with stores. That's not likely to happen, though, until the economy makes a big turn around in Sacramento
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