Irvine Company’s $100 million in spending on Fashion Island in the next 18 months includes money for merchandising, branding, marketing and helping shoppers.
Last month, the company detailed spending for a new building and other improvements to the mall next to its Newport Beach headquarters.
Fashion Island also is ramping up what it calls its hospitality model of service, according to Keith Eyrich, president of Irvine Co.’s retail properties.
“What I’m focused on is when the upturn starts, Fashion Island will be in top shape,” Eyrich said.
The mall has enhanced its training, including of its ambassadors, who now will walk people to their destination if they are lost.
All other staff, including janitors and gardeners, is being trained on how to be more helpful to shoppers, Eyrich said.
“Every member of the staff is in the hospitality business,” he said. “They’re all part of the cast that is striving to make the guest experience here memorable.”
The mall is improving its signs, paying attention to size, letters and overall readability.
Noel Davies of Davies Associates, a Beverly Hills sign designer, is coming up with the signs.
Fashion Island also is continuing its push to bring in big-name retailers.
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Michael Stars’ hat, sunglasses: retailer opening in Fashion Island, one of many changes set for mall |
Britain’s Topshop, part of Arcadia Group Ltd., is an example of the kind of store it’s courting.
The mall has set up a tempor-ary leasing area near Bloom-ingdale’s.
Stores opening at Fashion Island this fall: Michael Stars, a women’s sportswear boutique, and True Religion, known for its jeans.
7 For All Mankind, another jeans store, also recently signed a lease.
In restaurants, Fashion Island is targeting smaller outdoor cafes and chef-driven restaurants, especially res-taurants that are not in the area already.
Branding and marketing also are keys to the renovation, Eyrich said. The mall’s new marketing materials will be designed to express coastal, casual elegance and use photography of iconic landmarks.
Some of the physical changes to the mall include a new 83,000-square-foot building, which will be home to gourmet grocer Dean & DeLuca and Dick’s Sporting Goods.
Near Macy’s, 4,000 square feet of retail space will be added, and Nordstrom is slated to open in April.
The mall will take on a more Italian flavor with its architecture, lighting, fountains and brick pav-ing. The renovations will include a 45-foot hand-carved granite fountain, inspired by a fountain in Rome, and an Italian-style pavilion.
The outdoor dining area near Atrium Court, which includes a 24-foot water wall, is finished.
The renovation is the most significant makeover of the mall since 1987.
Mini Growth
Crevier BMW in Santa Ana is tops in sales for the year through May for the Western region’s 22 dealers.
Crevier sold 379 Minis out of 5,255 total for the 12 months through May.
For all of 2008, 5,477 Minis were sold, an increase of about 30% compared to 2007.
Nationally, Crevier was one of the top 10 BMW dealers in 2008 and one of the top 5 in the Western region. Nick Alexander Mini in Los Angeles was the Western region’s biggest dealer in 2008.
The combination of the Mini Cooper’s looks and economy,it gets 36 miles per gallon,is helping to boost sales.
Mini is one of the few auto brands that will be opening dealerships next year.
Woodcliff Lake, N.J.-based Mini USA is opening 17 dealerships in 2010,none in Orange County, which has two Mini dealers: Crevier and Irvine BMW.
Mini is betting the shift to smaller cars will be permanent.
“We feel there’s definitely a change that’s happened in the industry,” said Nathalie Bauters, spokeswoman for Mini USA.
Poverty Prevention
Irvine Spectrum Center and Active Ride Shop, which has a store in the Spectrum, are hosting The Give Event, a concert to benefit Washington’s Krochet Kids International and Santa Monica-based Friends of Toms.
Both nonprofits work to fight against poverty.
The event will be held July 18 at 5 p.m. at the Giant Wheel Court. Some of the musicians performing include Dustin Kensrue of Thrice, the Daylights and the Crash Kings.
