Western Real Estate Business magazine covers the multifamily, retail, office, healthcare, industrial and hospitality sectors in the Western United States.
Issue link: https://westernrealestatebusiness.epubxp.com/i/818922
www.REBusinessOnline.com Western Real Estate Business • May 2017 • 63 Fashion Meets Music The center will also receive new programming and programming space when it debuts in 2019, cour- tesy of Scott Sanders, Westfield's new creative head of global entertain- ment. This Grammy-, Emmy- and Tony-award winning Broadway, film and television producer will curate the events at centers like Valley Fair, drawing from his experience produc- ing musicals like "The Color Purple," internationally televised events like the Super Bowl halftime show and the programming of Radio City Mu- sic Hall. Westfield event facilities have played host to appearances and live performances by Lady Gaga, Scarlett Johansson, John Legend and Rihanna, among others. Valley Fair's event and entertain- ment space is being designed from the ground up to accommodate perfor- mances, concerts, award ceremonies, food festivals, movie premieres, film screenings, fashion shows and charity events. "Essentially, everything from large- scale ticketed events to intimate and exclusive cocktail parties for VIPs," Hecht explains. "Given Valley Fair's location in the heart of Silicon Valley, we believe that the new events and entertainment space we are creating on the property will be an ideal en- vironment for large-scale tech events — including product launches, con- ferences and demonstration show- rooms." With monster office campuses oc- cupied by the likes of Apple, Twitter, FitBit, GoPro, Pandora Media, SanD- isk, Netflix, SolarCity, Cicsco Systems, eBay, Yahoo and Zynga nearby, an in- vestment in flexible, functional event space is not a bad idea to remain pro- active among this tech elite. Fashion Meets Wellness This elite demographic not only val- ues its careers and technological ap- plications, but fitness as well. That's why Westfield Valley Fair is integrat- ing a variety of health and wellness amenities that can enhance the office campuses' on-site facilities, provide a reason to go off-site or supplement these facilities when employees are out of the office. "A distinct focus of the property's new retail lineup will be on health and wellness amenities," Hecht says. "This includes gyms, spas, yoga class- es and micro-fitness training, as well as athleisure fashion and activewear brands." These new additions will comple- ment existing tenants like Athleta, Champ Sports, Saje Natural Wellness, Mainland Skate and Surf and Sports Fever, along with healthy dining op- tions like Frujuice, Jamba Juice, Sush- irrito, Tokyo Japanese Lifestyle and Loving Hut Vegan Cuisine. Valley Fair's newest eateries will reflect current popular dining trends, including open-air spaces, locally sourced ingredients and social set- tings. "Westfield is rolling out new ur- ban dining districts at Valley Fair that combine gourmet restaurants, open-air cafés, innovative street food concepts, fresh food marketplaces, and rooftop wine and cocktail bars," Hecht notes. "We have found that by providing exceptional dining experi- ences, Westfield properties can truly diversify their appeal to a broader clientele, while simultaneously giving our shoppers more reasons to come to Westfield more often — and then ex- tend their dwell times when they do visit." While Westfield attempts to stay ahead of the curve and on-trend with today's consumers, the company is ultimately hoping its efforts will al- low Valley Fair and its other proper- ties to become well-diversified desti- nations that remain active from open to close. "We are determined that Valley Fair become not just the best desti- nation in Silicon Valley for upscale apparel shopping, but that it become engaging and relevant as a social destination as well," Hecht says. "A place where visitors will be able to come any time of day, every day. In other words, Valley Fair will become a place not just to shop on the week- end, but to come in for anything from an early morning workout at the gym to a late-night concert — where you can enjoy everything from a coffee with friends to an amazing entertain- ment experience." n $7,000,000 PALM RIDGE SAN DIEGO, CA | 23,094 SF | CMBS $10,000,000 ALMADEN SQUARE SAN JOSE, CA | 89,174 SF | LIFE COMPANY $38,000,000 RETAIL CENTER CHULA VISTA, CA | 374,645 SF | LIFE COMPANY D E N V E R S E A T T L E L A S V E G A S L O S A N G E L E S P H O E N I X S A N D I E G O S A N F R A N C I S C O O U R R E C E N T R E T A I L T R A N S A C T I O N S northmarq.com RECON ICSC 2017 Attendees: Visit us at booth FP15 in the Finance Pavilion NORTHMARQ CAPITAL, LLC - NE VADA LIC. #3728 Pepper is a four-foot humanoid con- cierge robot made by Softbank Robotics America that engages with Valley Fair customers through greetings, dances and Q&A; sessions. In addition to more common area space, Westfield Valley Fair will also have space that can be programmed for regular performances, concerts, award ceremonies, food festivals, fashion shows and other events.