THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Thursday, June 13, 1996 TAG: 9606130409
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY STEPHANIE STOUGHTON, STAFF WRITER
DATELINE: NEWPORT NEWS LENGTH: 51 lines
The owner of Patrick Henry Mall on Wednesday announced plans for $40 million in upgrades that include adding two department stores and expanding existing anchors like Proffitt's.
The Newport News mall is the latest to defend itself against new shopping centers being built across Hampton Roads and others undergoing massive renovations.
When complete, the mall will grow from 550,000 square feet to 925,000 square feet. Construction is expected to begin later this year and be finished in the fall of 1997.
``Everyone's trying to capture more market share and do what they can to capture more sales,'' said Christine Menna, spokeswoman for Crown American Realty Trust, the mall's owner.
Military Circle Shopping Center in Norfolk and Virginia Beach's Pembroke and Lynnhaven malls have been renovating or expanding. In Norfolk, plans are under way for MacArthur Center, an upscale mall that is expected to open in 1998.
Another large competitor may be on its way. The owner of Hampton's Coliseum Mall wants to build an upscale mall at the northwestern tip of Newport News.
Despite the growing competition, Menna says she doesn't think Newport News has too many retailers - a national trend that has disturbed some retail analysts. She points to rising sales at Patrick Henry Mall and growth in surrounding areas.
``There's a tremendous amount of traffic,'' said Courtney Williamson, manager of The Limited apparel store in Patrick Henry.
Retailers like Williamson have been eagerly awaiting the construction ever since Johnstown, Pa.-based Crown American first announced plans for a smaller expansion two years ago.
``The scope of our project has changed considerably since we first announced plans to expand Patrick Henry Mall in 1994,'' said Mark Pasquerilla, president of Crown American Realty Trust.
Crown American would not release the names of two department stores that will join Proffitt's, Leggett's and Upton's. But speculation has centered on two chains: Hecht's and Dillard's.
In addition to the new department stores, Patrick Henry Mall also would get 25,000 square feet of new retail space and a larger parking lot. Upton's would be relocated. The mall's theater and existing department stores also would be expanded.
Patrick Henry Mall opened in 1987. It generated about $36 million in sales in 1995. After the expansion, mall officials expect that figure to grow to $75 million. by CNB