Trenholm Plaza Repositioning Brings a Better Feel and Increased Sales

Columbia, SC – Trenholm Plaza -

Edens & Avant knew they had a gem in Trenholm Plaza, it just needed cleaning and resetting.   Their $8 million retail repositioning plan has been a winning proposition for everyone resulting in a 25% increase in sales in a period of one year after the completion of the first phase of the project. Before renovation and re-tenanting Trenholm Plaza had annual sales of approximately $60 million/year.  The shopping center’s sales increased to approximately $75 million for 2009 and are expected to climb to $85 million this year.

Recapturing the Gathering Place

Trenholm Plaza had “once been the place to see and be seen,” said Lyle Darnall, VP of Development for Edens & Avant.  “But over time we had lost some of that.”  Built in 1960 Trenholm Plaza was Forest Acres’ downtown, a place where local residents could meet, chat and interact as well as shop.  Darnall pictured the redevelopment achieving the same feeling of a ‘gathering place’ that Trenholm had had before.

“We had in mind a redevelopment that would return Trenholm Plaza to a central point of interaction and enjoyment for the neighborhood – something more than just a shopping destination,” commented Darnall. “Shopping areas should be places to get together with friends and family, as well as for purchases whether that’s dining outdoors, relaxing in the open areas, or meeting for a glass of wine.”

Phase I – Main Street Look and Feel

The first phase of the redevelopment began in the second half of 2008 with the intention of finishing in time for the holiday shopping season.  Extensive exterior renovations were completed.  To restore the center’s allure Edens & Avant completed new pedestrian walkways with lush landscaping, teak benches and revamped lighting.  Ninety native trees were added as well as a re-circulating fountain.  The center has a unique design element as well, a “green screen” covered with Confederate Jasmine, a flowering vine native to South Carolina.

Phase I concentrated on exterior updates and improvements to the main building of the 187,000 SF shopping center and was complemented by major interior renovations by anchors Publix and Fresh Market.  Urban Nirvana expanded their space and more outdoor seating was provided for Starbucks and the Original Pancake House.  Hooligan’s, the UPS Store and Foline Vision Center, all tenants in the smaller building, planned to move to the main building.

Edens & Avant added many other improvements as well.  Mahogany replaced the dated aluminum storefronts giving the center a richer, more upscale look.  The new storefronts serve as a dominant design feature and add tenant individuality.  “We want to bring back the eye-level shopping experience to the shopper…adding more of a Main Street look and feel,” said Darnall.

But Edens & Avant kept efficiency in mind as well, reusing as many existing building materials as possible while at the same time replacing old mechanical units with more energy efficient models.  The center’s re-lamping involved utilization of a local vendor and locally supplied lamps as well as full replacement with energy efficient products at a time when the local economy like the national economy was beginning to tumble.  Using a local vendor helped keep renovation funds circulating in the local economy.

Most importantly, Edens & Avant brought in new tenants to upgrade and round out the tenancy and image of the center, the most important of which is an upscale Italian eatery, Rosso Trattoria Italia, operated by local restauranteur Kristian Niemi, to cater to the growing target audience in and around Forest Acres.  Edens & Avant signed SOAK Nail salon as well, a great compliment to the expansion of Urban Nirvana Hair Salon.  The continued presence of the U.S Postal Services office in the center gives it even more of an ‘old downtown’ feel combined with a new and sophisticated look and tenant presence.

Phase II – The Finishing Touches

Phase II was scheduled for 2009.  While economic conditions might have scared off other developers, Edens & Avant tailored their plans to keep the project on track while adjusting to market realities.  Instead of demolishing the 13,000 square foot building slated for renovation in Phase II they redesigned their plans to keep that building, renovate it, and bring in new tenants.  Hooligan’s Deli, which had been in the center for 29 years and had planned on moving to the larger building renovated in Phase I agreed to stay and anchor Phase II.  Additionally, Chipotle Mexican Grill, a perfect compliment to the other upscale food retailers in both parts of the center was signed in August 2009 and opened this year.  Most recently a Pilates Studio, and B.E.E. Maternal, an elegant and affordable boutique for maternity wear and Bumble Boutique, a children’s clothing store have opened as well.  At present the center is 80% occupied, a formidable feat in this current retail environment.

The repositioning of Trenholm has been a win/win for everyone.  Tenants have seen sales increase, ownership has successfully upgraded its asset, the community got a new meeting place both more like the ‘downtown’ it was originally envisioned to be and as modern and upscale as the community it serves.  To Edens & Avant’s credit all this was accomplished during one of the most difficult economic periods in the history of both the region and the nation.  Furthermore the job was done with an eye towards energy efficiency, job creation and the highest levels of building quality.

“Most importantly,” says Darnall, “ We are already seeing people gather.  It’s been a wonderful transformation to watch.”

Edens & Avant (www.edensandavant.com) owns 140 shopping centers in 14 East Coast states and is one of the leading retail real estate companies in the nation. Founded and headquartered in Columbia, the Company’s portfolio consists of neighborhood, lifestyle and power centers, with many located in infill locations in urban markets. Edens & Avant has regional headquarters in Boston, Washington, D.C., Atlanta and Miami.