So Scottsdale Magazine

The Next Beverly Hills

05.05.2007

ONE OF THE MOST AMBITIOUS PROJECTS TO BE HAD LATELY WILL SOLIDIFY SCOTTSDALE'S POSITION AS A FASHION CAPITAL AND GIVE US ALL SOME SERIOUSLY GREAT REASONS TO NOT ONLY VISIT OLD TOWN SCOTTSDALE, BUT TO SHOP, SHOP, SHOP.

Ladies, prepare to get your fashion fix. Downtown Scottsdale is poised to become the ultimate shopping destination when The Mix opens next month. The brainchild of Jennifer Croll, local retailer extraordinaire, The Mix is a collection of 30 exclusive boutiques found in only one place on the planet-SouthBridge.

WHAT IS SOUTHBRIDGE?

If you haven't heard of SouthBridge, it's a good thing you've now been properly advised because the $150 million project-encompassing a four-acre stretch along the southern canal banks from Scottsdale Road to west of Goldwater Boulevard-is set to revitalize the formerly mundane landscape of downtown into a vibrant, pedestrian-friendly destination bridging Scottsdale Fashion Square and the new Scottsdale Waterfront to the historic 5th Avenue shopping district. Not your typical shopping/dining/residential/office development, SouthBridge developer Fred Unger has pulled together an impressive team of architects, restaurateurs, contractors and financiers to transform his dynamic urban village concept, complete with bustling "high-fashion boutiques, independent shops, internationally renowned cuisine, lively cultural festivals, art, and the romantic charm of a waterfront park," into reality. The first phase of the project, slated to open in the coming months, is comprised of four dynamic buildings housing retail and restaurants on the lower floors, and topped with office condos. It draws inspiration from the late 1800s, when farmers cultivated grapes during Scottsdale's infancy. Unger, the man behind the meticulous restoration of the Royal Palms and Hermosa Inn, wanted the architecture of SouthBridge to loosely represent the stages of the winery process from pressing to packaging. Hence, each building has a distinctly different look setting it apart from the others. "We wanted this property to have the appearance as if it were built over time by different owners, contractors and architects," says Unger, who strove to create a natural-looking transition from the new Scottsdale Waterfront project directly north across the canal from SouthBridge to the older established shopping district of 5th Avenue, which abuts the new development.

THE FASHION FIT

Yet, while Unger knew exactly what he wanted as far as the look and feel of the development was concerned, it wasn't until Jennifer Croll unexpectedly walked in to his office two years ago and pitched him her retail vision for SouthBridge that Unger fully recognized the project called for a unique retail model to set it apart from the competition. "She told me she had a desire to do something along the lines of Fred Segal in Beverly Hills," says Unger. "I, of course, had no idea what that meant so we got on a plane and went to Beverly Hills and she showed me what she was talking about. I immediately thought it was a great idea." "I knew we needed to change everybody's idea of downtown shopping in one big bang," Croll explains.

UNIQUE, BOUTIQUE SHOPPING

Drawing from Los Angeles-based Fred Segal's concept of multiple-leased shops showcasing unique, high-end wares, and the experiences of operating her own successful boutiques around the country, Croll set out to fashion The Mix into an eclectic array of shops that celebrate the independent spirit and inter-connectedness of retailing. "We've seen the industry change. Shoppers want small-town America. They want unique, one-of-a-kind boutiques that celebrate the local talents," she says. Nary an Ann Taylor or Banana Republic in sight, Croll's plan for The Mix meant avoiding recognizable, cookie-cutter chains and opting for a hand-selected group of high-end tenants drawn from local talent that know how to draw urban dwellers and visitors alike to their unique merchandise. "What we're doing here is bringing the best-of-the-best in boutiques. I was strategic in that that I picked different people operating the best stores in Glendale, Chandler, North Scottsdale, and surrounding areas," says Croll, who actively found retailers that would complement different facets of the shopping experience, but would operate in The Mix with a twist on the original concepts they established elsewhere. For instance, among the 30 boutiques, Mahsa will have a space with very highend shoes and handbags, along with more couture than she's doing in other stores, according to Croll. Moody Blues and Heidi Boutique will also have stores within The Mix, although operating under different names. A variety of unique furnishing stores, interactive experiences, and fine dining served by SouthBridge's seven distinctive restaurants, interspersed throughout the property, further enhance the shopping experience. While Croll will operate three stores within The Mix including Wingman, Cici & Bell, and Rocks, "As far as the fashion, many of the retailers I've brought in are my own competitors. We decided to go in and share lines and do a real collective that will make it a fabulous destination point for shopping," she says. Croll has also been cognizant of adding retailers that bring unique experiences and quality of life to customers. For instance, to take advantage of the beautiful landscaping and lush environment the city plans on creating along the banks of the canal, Croll plans on having a bike shop to rent out bikes.

With 95% of the retailers involved women-owned, Croll sees the opportunity for their shared vision in making The Mix a global destination. "It's the antithesis of competitiveness. Everyone involved is absolutely passionate about making the downtown fantastic," she says, "we're all team players and very charity minded." Indeed, one of the most unusual concepts is the nonprofit Plays Club, a store specifically geared to raise money for charities. The store will be filled with glass lockers that throughout the year 12 local athletes will fill with signed memorabilia available for purchase. The proceeds are then passed to charities of the player's choosing.

For Katie Wilson, owner of Garage, A Body Shop for Kids, joining The Mix collective complements the hip, urban, Europeanstyle her store is all about. With exclusive children's offerings, her boutique is providing the unique children's component to the project, as well as a VIP lounge for kids, and a candy bar complete with stools for children to enjoy a variety of sweets. She was approached by Croll, who urged Wilson to submit a résumé of sorts-detailing her store's style, approach and vision-to ascertain if Wilson's establishment would fit The Mix. Obviously, it did. After four years at The Borgata, Garage is the first store operating under The Mix moniker. Opting to lease space across from SouthBridge for the time being, rather than waiting for the project's late spring opening, Wilson has already seen her business positively change and expects her store to flourish once happily ensconced in The Mix project. "This is going to be a whole new animal here. The combined energy of the restaurants, the retail, The Mix, will be great. It's going to be a destination where families can hang out," she exclaims.

MIXING IT

Besides featuring of-the-moment women's and men's fashions and accessories, children's wear, jewelry and home furnishings, and toy shops, it's the extra amenities and details planned for the space that really sets it apart. Men's clothing will be showcased throughout The Mix, with space for pool tables and plasma televisions tuned in to sports. Meanwhile, ladies can sip a signature SouthBridge cocktail while previewing current fashions sashaying down a catwalk dissecting the über-hip Canal bar. Fashion shows, exclusive shopping rooms and private events will only add to the feeling of fabulousness. Unger says his shopping district of chain-free shops extends to the restaurants. Each eatery will be chef-driven and none will be part of a celebrity chef's restaurant empire. While Unger will design and own three of the restaurants, Peter Kasperski, the chef-du-jour behind Cowboy Ciao, Sea Saw and Kazimierz World Wine Bar, in addition to the Star Spangled Tavern and Barouque lounge at DC Ranch, will be overseeing four of the remaining restaurants. Kasperski will move his Japanese restaurant Sea Saw to the project, along with creating a new seafood concept named Shell Shock. Mexican fare can be had at Mexican Standoff, and Digestif will feature Italian rustic cuisine, according to Unger. Strategically designed within the property, each restaurant takes full advantage of the Valley's enviable weather and stunning views of Camelback and surrounding environs. Interesting verandas and massive picture windows, coupled with open-air European-style courtyards, are an integral part of each restaurant's visual charm and ambiance. Unger is quick to point out that this concept doesn't pose competition to surrounding retail and dining; rather it complements the old and the new elements. "I'm hoping we bring a lot of the energy currently on the north side of the canal to the south side and that the energy will keep flowing through the downtown. "By the end of the year, when you walk around, it's going to be amazing. The walkway bridging the canal will be romantic and interesting with benches, lights and things to see," says Unger. The public areas will complement the unique architecture, stores and restaurants of SouthBridge and will certainly be a huge draw to the area.