Back to the loop

San Antonio Express-News Park North developers aim for vibrant retail and nightlife at former Central Park Mall.

by Melissa S. Monroe

EXPRESS-NEWS BUSINESS WRITER
04/19/2008
SATURDAY
Business
01C

It's not uncommon to find residents of Wedgwood Apartments traveling several miles to find a bit of entertainment.

Buses carrying the senior citizens of Wedgwood -- located at 6701 Blanco Road -- can be found at the Lincoln Heights shopping center, Alamo Quarry Market or even the Wal-Mart at Jones Maltsberger Road.

Now the buses won't have to go far, with Park North in their backyard at Loop 410 and Blanco Road.

The new retail development, formerly Central Park Mall, is so close to them that a few dozen residents recently went to the apartment building's roof to watch the demolition of a building at Park North.

"They are so very excited about it," said Kelly Shaw, a community manager for Wedgwood, apartments for people 55 and older. "They want me to build some type of walkway over there, and I say, 'You are going to start donating, right?"'

While developers say Park North will appeal to all ages, they are hoping the retail development will be hip enough to lure shoppers who now head to other parts of town for their nightlife.

Some of Park North's offerings that developers are banking on to appeal to a younger crowd include an Alamo Drafthouse Cinema, a comedy club, a pizza shop and a sports store.

Some tenants already at the 1 million-square-foot shopping center include the Lion & Rose British Restaurant & Pub; La Madeleine Bakery, Café & Bistro; FedEx Kinkos; and Quizno's. In October, a Super Target will open, and the development will also include an Aloft hotel, which is a part of the Starwood chain.

"We wanted to create a hipper atmosphere that's cutting-edge with neon lights," said Park North developer Mark Granados, managing partner of HPI Real Estate Services. "Here, you can go to a comedy club, go see a movie and watch a sporting event. We want to bring the action back around the inner loop."

Most nearby residents, Granados said, typically head to Huebner Oaks and Northwoods shopping centers.

Castle Hills Mayor Marcy Harper had only one complaint about the project -- it's not in Castle Hills, so the small city won't get a tax revenue benefit.

"This project, bordering Castle Hills, is an asset to our residents. With the increasing cost of gasoline, congestion and construction of the major thoroughfares, this center provides easy accessibility and is adjacent to Wedgwood," Harper said.

Park North's location was also a big factor for the new Alamo Drafthouse theater and restaurant, said one of its franchise owners, Chris Hoegemeyer. The company has a location at Loop 410 and Texas 151 and was looking for a central location to add a new theater.

Hoegemeyer said on average, each theater attracts about 300,000 visitors a year, and the Park North location should be just as popular.

"The majority of the people come to us on the weekend, and we will be able to attract a lot of people to the area," he said.

The new location will be the Drafthouse's first to have 900 stadium seats and nine screens.

The theater will also be attached to a courtyard where visitors can go before the movie.

Executives at la Madeleine de Corps Inc. feel that Park North is exactly where they need to be to lure customers.

The new store offers many of the same items as its other restaurants, but it also has a take-out option for those on the go.

"Our customer base kind of shifts throughout the day," said Phil Costner, chief operating officer at Dallas-based La Madeleine. "We tend to be the first meeting of the day. And those moms who are out shopping and running errands find it a nice respite during the day."

Wedgwood's Shaw said that on Sundays, a group of residents already head to the new La Madeline because it offers a different atmosphere from their usual Jim's hangout.

As for Park North's Granados, his vision of making the center the hot spot for the surrounding community is finally coming together.

"Over the next 20 years, if you don't revitalize the inside of Loop 410, it will lose its place," he said.

mmonroe@express-news.net

Express-News Business Writer Creighton A. Welch contributed to this report.