Get ready for a major makeover at the struggling Simi Valley Town Center. Alberta Development Partners and owner Walton Street Capital are planning an $87 million project, which not only includes the addition of a previously announced movie theater but demolition and reconstruction of 22,000 square feet of the mall. The Town Center totals about 637,000 square feet. The big ticket item for the renovation is Studio Movie Grill, which will open a nearly 37,000-square-foot, 10-screen theater. The upscale Dallas chain offers in-theater dining and drinks. Alberta of Greenwood Village, Colo. plans to tear down the west end of the mall, which will include relocating about five shops. It will then build the area out with more trendy offerings, such as a Buffalo Wild Wings and other restaurants. “The first phase (of the redevelopment) is Studio Movie Grill and Buffalo Wild Wings,” said Bryan McFarland, a principal with Alberta. “And though we are not prepared to announce any specific new restaurants, several great operators are evaluating the property.” McFarland added that the redevelopment of the mall will include the construction of a parking lot and valet drop-off space near the theater. The tenants currently leasing space at the west end of the mall by the theater were shifted to the other side earlier this year to make way for the new parking lot and larger retail and restaurant tenants. The mall has commitments from a 22,000-square-foot women’s retailer, a 10,000-square-foot cosmetic retailer and a 6,000-square-foot jewelry retailer that plan to become tenants within the coming year. McFarland opted not to release the names of these stores yet because the deals are not set. In an effort to increase customer traffic, Alberta received approval from the city to erect two digital signs along the 118 freeway. “The tenants I mentioned above will not commit to Simi Valley Town Center without these signs as there is zero visibility to the center from the 118,” said McFarland. “The new retailers require the digital sign platform to announce their presence at the property and to promote their brands.” The open-air mall, located at 1555 Simi Town Center Way, was opened in 2005 and is currently anchored by Macy’s. But after years of subpar performance, the center is hoping the theater will spark a turnaround. “I think customers will be overwhelmed (by the new theater),” said Jeffrey DiJulius, Town Center general manager. “Studio Movie Grill is a great concept, has Surround Sound and serves beer, wine and food.” Yummy Yogurt If you happened to visit a Menchie’s Frozen Yogurt outlet last month, you would have noticed an unusual flavor: Cinnabon Classic Cinnamon Rolls. And it was enough of a success that if you missed it, the flavor will be back again next fall. The Encino frozen yogurt chain teamed up with Cinnabon Inc. to offer the flavor, which was the first time the Atlanta-based chain had ever extended its brand to yogurt. The deal originated with Menchie’s Chief Executive Amit Kleinberger, who is a big fan of the buns, reaching out to Kat Cole, president of Cinnabon. “I’ve always liked Cinnabon and since I can remember it has been one of my favorite treats,” said Kleinberger. “So Kat Cole and I brainstormed and brought to life this partnership.” Cole was not made available for comment, but Dave Mikita, the company’s vice president of foodservice partner management, said it was easy to work with Menchie’s. “Cinnabon is a brand whose taste translates well to yogurt (and) Menchie’s is a brand we admire,” he said. Menchies has been growing rapidly and now operates more than 400 stores. The company plans to continue its partnerships with national brands. This winter and early next year it plans to partner with Hershey Co. to produce a chocolate frozen yogurt. Staff Reporter Champaign Williams can be reached at (818) 316-3121 or [email protected].
