Bedrock CEO says troubled Tower City mall will become a 'marketplace'

Michelle Jarboe - Crain's Cleveland Business - July 15, 2021

 

 

"During an interview this week, Bedrock CEO Kofi Bonner said the company now plans to transform the space into a "marketplace," home to a mix of local and national retailers, pop-up shops, restaurants and a wide range of events. He described the concept as something much broader than a mall, a sort of supersized market hall where entertainment will be a key feature. ... Asked about CityBlock, Bonner was noncommittal. 'It's an interesting concept that has a place, but I don't know that it's necessarily specific to the marketplace,' he said. He characterized the marketplace strategy as Bedrock's long-term plan for the mall. ... Bedrock isn't ready to discuss its plans for the broader area around Tower City, where company executives, planners and public officials have talked about improving the pedestrian experience, reimagining streets and transit stops and adding green space."

 

Interesting concept.  I hope they can make this work.  An ever increasing downtown population should be an asset to this.  

So basically... keep it what it is 😆

 

I am all for this plan but it would be nice to see Bedrock really put the time and money into making this work and work right... I think getting Amtrak and CVSR into Tower City is the true game changer here and I hope that Bedrock realizes that.

 

@KJPDo you know if there is any continued momentum on the CSVR / Amtrak fronts?

6 minutes ago, mrclifton88 said:

So basically... keep it what it is 😆

 

I am all for this plan but it would be nice to see Bedrock really put the time and money into making this work and work right... I think getting Amtrak and CVSR into Tower City is the true game changer here and I hope that Bedrock realizes that.

I hope I am wrong but I really wonder whether they have any real interest "to put the time and money into making this work and work right".  My impression is that they just don't know what to do even though they have owned the property for a very long time and really don't want to taking any huge risks (in other words invest a lot of money).  So basically they decided that have this "mall infrastructure"...it won't cost much to market it with a "new concept" so let's see what happens.  Many of the vague answers regarding a grander vision also leads me to this conclusion.  I hope we don't have a Forest City situation where they just get worn out owning the mall.

25 minutes ago, mrclifton88 said:

 

@KJPDo you know if there is any continued momentum on the CSVR / Amtrak fronts?

 

Nothing definitive from Amtrak (not surprising since they don't yet know what the federal funding situation will be in the next five-year surface transportation reauthorization). However there is still momentum regarding CVSR which could put 100,000+ annual boardings at Tower City's Riverview property.

Thank god. City Block always seemed like a terrible idea to me. If Bedrock can revive the mall to even half of what it was it would be an absolute game changer for downtown. 

This sounds like marketing boilerplate, not an actual plan.  But I like the idea of keeping Tower City a publicly accessible retail destination more than I liked the idea of turning it into an atrium for some sort of vague office space.  So at least there's that.

Though it is similar to "The Avenue" mall concept, I like it and hope it works. 

28 minutes ago, Pugu said:

Though it is similar to "The Avenue" mall concept, I like it and hope it works. 

Putting in all those high-end retailers at The Avenue was a mistake IMO. That might work in Beachwood, but not in downtown Cleveland.

16 minutes ago, skiwest said:

Putting in all those high-end retailers at The Avenue was a mistake IMO. That might work in Beachwood, but not in downtown Cleveland.

Maybe not ALL high-end retailers but how about putting in a few like in Crocker Park - with all the new residential places that have popped up in the last 5 years or so, wouldn't SOME of the high-end retailers make sense? If you're living in Playhouse Square, East Bank, Tower City, (and maybe NuCLEus in the near future, fingers cross), etc. why would you want to drive to Beachwood to shop? Just some thinking out loud here. I HOPE that the art/entertainment idea coupled with maybe a a restaraunt/bar or two drives traffic this way. It's a cool vision and hopefully it revitalizes this place! :) 

57 minutes ago, Pugu said:

Though it is similar to "The Avenue" mall concept, I like it and hope it works. 

 

25 minutes ago, skiwest said:

Putting in all those high-end retailers at The Avenue was a mistake IMO. That might work in Beachwood, but not in downtown Cleveland.

 

It should not be high-end or only high-end---it should be a mix of many shops and the retail spaces should be made much smaller, which makes a business less likely to fail (lower overhead) and if it does, creates a smaller gap than a giant closed store.

Love the proposed idea! Really hope it happens. In my opinion, Tower City has some of the most untapped potential of any building in downtown Cleveland. With as much out-of-town traffic as it gets, it should serve as a great resource and representation of the city. 
 

I think retail can work downtown and I think this type of concept (mixed retail with blend of entertainment) is the way to go.

Also, I always thought Tower City’s retail strategy should be to create a unique shopping experience that can’t be found in the suburbs. With that in mind, why not go after a few big name retailers and market TCC as a place where they can try out experiential and other concept stores? Could be one way to set it apart.

With more apartments being leased in Terminal Tower and the SW HQ and old HQ most likely to be redone into apartments this feels like a perfect storm to have this plan work.

I had always really liked the idea of CityBlock because of the potential huge economic impact. But the fact Bedrock couldn’t make it work suggests they never had the kinds of major tech tenant sign ons that would have been needed to actualize the potential. In light of that fact, I’m over CityBlock.

 

Two significant observations about this plan. 

1. TENANTS STARTING IN SEPTEMBER. Ya know, the month after next month. That is huge because it mans this is real and happening.

 

2. Yes, this is essentially a mall, but the plan seems to fix Tower City’s biggest problem, which was that there was no reason to go there. Bland retail, a pretty normal movie theater, and average to subpar restaurants. Unless you live downtown, there was never a reason to go to Tower City unless you happened to be there already. The idea here seems to be unique storefronts. Bring in retailers, food, or entertainment that doesn’t already exist in four other malls across the county. If they can pull that off (in light of the growing downtown population as alluded above), I could really see Tower City becoming a fun place to visit in and of itself, not just because you took the rapid or went to Jack and happened to be there already. I think a mix of high end and mid/low end retail is great, so long as most of the tenants are unique to the metro.

43 minutes ago, skiwest said:

Putting in all those high-end retailers at The Avenue was a mistake IMO. That might work in Beachwood, but not in downtown Cleveland.

This is not the same downtown that was in Cleveland 25 years ago. Back then, downtown couldn't even support a grocery store. The downtown population has tripled. The new residents need high end retail.

^Yes, I know. I was referring to Forest City doing it in the early 90s. Some limited high-end retail would probably be more successful now since there are more residents living downtown.

 

Edited July 15, 20213 yr by skiwest

They should follow the Denver Union Station model - unique Cleveland centric restaurants, coffee shops, stores, etc. They could also add a large COhatch or similar space for people looking for a place to do work. If they can get Amtrak onboard, TC could really shine again. They bones are already there.

 

https://unionstationindenver.com/

14 minutes ago, urbanmyth said:

They should follow the Denver Union Station model - unique Cleveland centric restaurants, coffee shops, stores, etc. They could also add a large COhatch or similar space for people looking for a place to do work. If they can get Amtrak onboard, TC could really shine again. They bones are already there.

 

https://unionstationindenver.com/

Great idea, I like it! Also, I second your “bones” comment. I wasn’t a huge fan of the CityBlock proposal because of how much they were going to change the interior of building. Glad to see that this proposal- at least judging by the visuals we have on it- will keep the building’s architecture and character intact.

I'm very curious to see what will be done with the movie theater. I'd love to see a movie theater return, but if not, I'm sure there are all sorts of interesting creative uses that could be explored. 

15 minutes ago, Ethan said:

I'm very curious to see what will be done with the movie theater. I'd love to see a movie theater return, but if not, I'm sure there are all sorts of interesting creative uses that could be explored. 

Agreed. I think a movie theatre would be the best option but they could get creative with it. Maybe a designated theater for international films, or perhaps for films made by Cleveland State Film & Drama students? Lots of possibilities. 

Long term, have to think the viability of this sort of thing would really, really benefit from developing the riverfront and Scranton Peninsula and making Tower City a central component of a well designed pedestrian network.  Hope there's enough of a market already there now, but seems like a something downtown can really grow into over time.

2 hours ago, fuel1411 said:

Maybe not ALL high-end retailers but how about putting in a few like in Crocker Park - with all the new residential places that have popped up in the last 5 years or so, wouldn't SOME of the high-end retailers make sense? If you're living in Playhouse Square, East Bank, Tower City, (and maybe NuCLEus in the near future, fingers cross), etc. why would you want to drive to Beachwood to shop? Just some thinking out loud here. I HOPE that the art/entertainment idea coupled with maybe a a restaraunt/bar or two drives traffic this way. It's a cool vision and hopefully it revitalizes this place! :) 

On the national retailer front, I think hitting the H&M, Zara, etc. part of the market would probably tap into a demand that is currently lacking. I see a lot of people lament how hard it is to just buy basic items like pants and dresses. It would be great to have a focus on local retailers that hit the same price points on those items but that may require a level of nuance that Bedrock is not going to apply to tenant selection. I think actual high-end retail will continue to be difficult. I doubt another Brooks Brothers would perform sustainably, but maybe something matching or just downmarket of Banana Republic would do better.

Oh no, not another retail discussion.....

In before the mod cleanup: Uniqlo please.  

I’m not sure I quite understand the concept they are pitching. But if it saves Tower City and breathes new life into it, I’m all for it

I'd be happy if Tower City filled up with a mix of national retailers (TJ Maxx, Old Navy, etc.) and some local retailers. It doesn't need to be high end. It would be nice to have a nice mix and somewhere to pop into during the workweek if I needed a belt or shirt.

Don't know if Bedrock has the expertise and even the desire to create retail from scratch (doubt it) but if l were them l would start the pitch to Target and go from there. While downtown retail is tough in most cities now l think with 20,000 and counting living in downtown Cleveland a City Target could actually make a go of it. Plus they could act as an anchor store to get others to follow. 

 

We all agree Tower City has great retail bones. It just needs something of a sure thing to kickstart the next retail phase and l think a City Target makes the most sense to start with. At this point l think it's more up to Target to pull the trigger but Bedrock needs to pitch them hard. Good luck!

29 minutes ago, cadmen said:

Don't know if Bedrock has the expertise and even the desire to create retail from scratch (doubt it)

This is something innovative Bedrock did in Detroit. https://detroitisit.com/bedrock-retail-pop-ups-detroit-shopping/

29 minutes ago, Growth Mindset said:

This is something innovative Bedrock did in Detroit. https://detroitisit.com/bedrock-retail-pop-ups-detroit-shopping/

 

I think there are more and more retailers willing to participate in pop ups if they can get the right rent deal.  Many are doing this very thing in vacant stores over the holiday season.  https://www.journal-news.com/news/ugg-pop-shop-opens-monroe-offers-opening-event-contest/WdgBPgPn9R7BtO0oNRbrfP/ 

 

If Bedrock can pull it off, it would be very good for downtown residents and workers to at least have options.   

 

I wonder if they plan on renovating tower city at all. It has a worn down feeling that makes it not an attractive place to be.

1 hour ago, cle_guy90 said:

I wonder if they plan on renovating tower city at all. It has a worn down feeling that makes it not an attractive place to be.

I don't understand this comment.  It still practically glimmers from good care. 

It has been very well maintained over all these years.  Only the storefronts lack life, and the overall design is classy and timeless.

Edited July 15, 20213 yr by ExPatClevGuy

23 minutes ago, ExPatClevGuy said:

I don't understand this comment.  It still practically glimmers from good care. 

It has been very well maintained over al these years.  Only the storefronts lack life, and the overall design is classy and timeless.

You're not wrong, but as of a few weeks ago it is undergoing massive repairs. In the context of those, his reply makes perfect sense. Hopefully they will be completed soon and the building will be returned to its former splendor. 

47 minutes ago, ExPatClevGuy said:

I don't understand this comment.  It still practically glimmers from good care. 

It has been very well maintained over al these years.  Only the storefronts lack life, and the overall design is classy and timeless.

My comment was overstated. Run/worn down are not the right words. But I do think there needs to be more life breathed into it by way of renovation. It could potentially be the lighting, lack of people, and a few other factors affecting my perception. I’m also thinking especially of the food court area and a few stores I was in (that may have since closed down).

Edited July 15, 20213 yr by cle_guy90

It appears that they already have a few local retailers lined up.

 

Apologies for my repetitive posting, but another thought that popped into my mind: does Bedrock still plan on turning Prospect Avenue into a park/pedestrian space?

1 hour ago, BuckeyeNative said:

Apologies for my repetitive posting, but another thought that popped into my mind: does Bedrock still plan on turning Prospect Avenue into a park/pedestrian space?

No need to apologize, post away!

13 hours ago, BuckeyeNative said:

Apologies for my repetitive posting, but another thought that popped into my mind: does Bedrock still plan on turning Prospect Avenue into a park/pedestrian space?

I'd rather see a park/pedestrian space along the river.

Cleveland Scene's sense of wit will never cease to amaze - I got a good laugh out of this. I hope all you do as well. (I DO hope that this plan succeeds, but the writers NEO snark is well founded): 

https://www.clevescene.com/scene-and-heard/archives/2021/07/16/tower-city-mall-owner-pivots-from-calling-their-mall-a-mall-to-calling-it-a-marketplace-excitement-brewing

Edited July 16, 20213 yr by fuel1411

Um, one thing about the drawing.

 

That giant black rig (sound & lights?) suspended from above would benefit from modification to something a little more sleek, discreet, and 21st Century.

Could it be be brass or white, or less obnoxiously oversized?  It will look completely incongruous and actually stupid even to folk who aren't particularly design minded.

 

The drawingmay be a a conceptual mock up, but it doesn't look very well conceived or particularly pro from the multi-million dollar outfit that's pulling this together.  🍺 - Belch! 😆

Edited July 16, 20213 yr by ExPatClevGuy

5 minutes ago, ExPatClevGuy said:

That giant black rig (sound & lights?) suspended from above would benefit from modification to something a little more sleek, discreet, and 21st Century.

Could it be be brass or white, or less obnoxiously oversized?  It will look completely incongruous and actually stupid even to folk who aren't particularly design minded.

Not sure what that is, but yes, it is quite unsightly.  I hope they are not planning to have pop music blasting away constantly.

Unpopular take (don't hate me):

 

I like the idea of it becoming a mall again - provided the right tenants and layout are chosen

27 minutes ago, YABO713 said:

Unpopular take (don't hate me):

 

I like the idea of it becoming a mall again - provided the right tenants and layout are chosen

This might be a popular take. 

39 minutes ago, YABO713 said:

Unpopular take (don't hate me):

 

I like the idea of it becoming a mall again - provided the right tenants and layout are chosen

I think proper retail here is great, especially a City Target and some clothing stores; that said, you could have a good sized mall here AND a business incubator. There’s plenty of space.
 

I do like the idea of experiential activities in the facility. That brings people in. 
 

And of course getting Amtrak and the CVSR here are the big opportunities

 

3 minutes ago, Boomerang_Brian said:

I think proper retail here is great, especially a City Target and some clothing stores; that said, you could have a good sized mall here AND a business incubator. There’s plenty of space.
 

I do like the idea of experiential activities in the facility. That brings people in. 
 

And of course getting Amtrak and the CVSR here are the big opportunities

 

 

I can't tell you how often my wife and I would utilize a train ride to CVNP - we drive there 3-4x a month and live in Ohio City

Just now, YABO713 said:

 

I can't tell you how often my wife and I would utilize a train ride to CVNP - we drive there 3-4x a month and live in Ohio City

It would also be very popular with tourists.  Cleveland visitors can get a quick getaway to the park and park visitors can get a quick trip to the city. This seems like a no brainer. 

4 hours ago, skiwest said:

I'd rather see a park/pedestrian space along the river.

I’m torn about whether I’d prefer the Prospect Park proposal, but I do think that type of space along the river is important regardless (would this fall under Vision For The Valley?). 

 

Hopefully they still plan on implementing that as part of their Riverview development. 

3 hours ago, YABO713 said:

Unpopular take (don't hate me):

 

I like the idea of it becoming a mall again - provided the right tenants and layout are chosen

 

I've been thinking about this since I posted it. 

 

Does anyone know of a mall being converted into like a neo-urban / European open space... (I apologize, I have a very limited architectural and planning vocab)

 

What I'm envisioning is retail on the lower levels, trees, plants, benches in the middle --- and walkways with a bike path (it could be climate controlled but open up ends to each other in the summer and good weather. Each shop / restaurant would have custom frontage, but abide by an overall aesthetic.

 

On the above levels would be apartments, condominiums, but blended in a way that incorporates it into the feel of the shops below. 

 

I'm 1/100th as creative as most of you... but my overall point is... why not try to integrate the mall in with the city outside of the doors. Encourage bikers - build infrastructure that allows bikes/scooters and pedestrians to coexist. 

Today the Planning Commission adopted the Vision for the Valley Plan (full report). There weren't any specific details about Tower City/Bedrock in the VFTV, but here's a section from an article in Crain's by Michelle Jarboe on the plan:

 

"Haviland described the document as a playbook, one that's not meant to derail projects that are already underway or negate preexisting planning efforts. ... But across the river, behind Tower City, there's an opportunity to reimagine a stretch of waterfront that's currently 'a vast sea of asphalt and parking,' said Matt Hils, an OHM principal. ... OHM solicited input from property owners including Bedrock, the Detroit-based owner of the mall at Tower City and much of the parking along Collision Bend, to come up with ideas for reviving that space. Conceptual images show mid-rise office, residential and mixed-use buildings along Canal Road, an expansive riverfront park and ribbons of greenery sloping from West Third Street and Ontario Street down to the water."

 

 

 

Again nothing  much new here (many of the graphics from the plan had already been shared with the public), but the finalized Vision for the Valley is worth a read. The VFTV can demonstrate how much Tower City and Bedrock's plans could affect this entire section of the flats, and how development along the river could boost Tower City. If Bedrock builds the proper connections south of/below Huron towards the river, it could help catalyze the development of the Flats South/Stones Levee, Scranton and Columbus Peninsulas (which are all within a 10/15 minute walk). The Marketplace could be a commercial center (and entrance to downtown) for the new developments along the water, further increasing the number of people passing through the building.

 

"Let's plant a big lawn everywhere there isn't a building or a planned building!"