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Week of September 28, 2000 |
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Dolphin Mall announces 100 tenants targeting Latin Americans By Marilyn BowdenDolphin Mall at Beacon Tradeport, due to open March 1, released a list of 100 new tenants that will join the 13 anchors previously signed. As a value-added mall with a number of retailers offering name brands at knock-off prices, similar to Broward County's Sawgrass Mills, the mall's marketing staff expects to capture a significant part of the Latin American tourism market, says Marketing Director Maria Llorca. In surveys conducted for the Greater Miami Convention & Visitors Bureau, 11.8% of Latin visitors to Miami-Dade said they had shopped at Sawgrass, said William N. Anderson Jr., bureau director of planning & research. "We expect that perhaps 40% of our shoppers will be tourists," Ms. Llorca said, "and a great part of them will be Latin." In November, she said, events introducing the mall to tour operators will be held in Argentina, Brazil and Chile as part of an ongoing marketing strategy aggressively targeting Latin America. Once the mall opens, she said, tourists will be courted via shuttle bus trips originating in Miami Beach, downtown and the airport area. "In the mall we will have many tourist-friendly amenities," Ms. Llorca said, "such as large-size lockers to hold luggage, currency exchanges and multi-lingual staff at the information booths." Signage will be multi-lingual as well, she said — where possible, using international symbols. The mall, co-developed by Michigan-based Taubman Centers and Swerdlow Real Estate Group, sprawls across 120 acres at the northeast corner of the Florida Turnpike and the Dolphin Expressway, about 4 miles due west of Miami International Airport. Its 1.4 million square feet of retail space will house more than 200 outlets, and dining and entertainment venues. Among tenants that have signed leases are a number of retailers new to Florida. They include Animal Mania, a Chicago-based collectibles store; Castaldi's, an Italian restaurant chain with opera-singing waiters whose nearest branch is in Charlotte, NC; the first US store for the Argentine Chispa de la Vida chain, which carries evening clothes; Christina Nicole, a Los Angeles-based women's clothier, and Epic Designs, a jeans store headquartered in Baltimore. Previously announced anchors included off-price outlets for Burlington Coat Factory and Saks Fifth Avenue. Quite a few more are among the newer entries. Bakers, Beltrame and The Bootery will offer discount footwear. Discounted children's clothing will be featured at outlets for Besitos Kids, Papaya Factory and Quiksilver, which specializes in skateboarding clothing. For adult fashions, there's European Fashion Warehouse, specializing in Italian menswear; Motherhood, carrying maternity fashions, and the first outlets ever for designers Giorgio and L'Uomo. Other outlet stores on the roster will carry off-price eyewear, art, perfume, jewelry, leather goods and travel accessories, mall publicists say. Among the mall's original lessees are Jeepers!, a 24,000-square-foot indoor, climate-controlled amusement park for children 12 and under; a 60,000-square-foot Dave & Busters food and entertainment court for adults, and Regal Cinemas Dolphin Mall 28, billed as the only 28-screen theater in the state.
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