A variance request by Developers Diversified Realty Corp. for additional signage along Pavilion Parkway to help draw needed customers will be considered by the Fayetteville City Council at its Dec. 3 meeting.
The Nov. 16 request by DDRC Regional Property Manager Don Jurenek noted the need of retailers along the nearly one-mile stretch of Pavilion Parkway to have their businesses identified in the attempt to help offset the recessionary reality being experienced by retailers.
In his Nov. 16 letter Jurenek said many retailers are told by customers that they did not know where the particular store was located inside the large shopping area. Jurenek also noted that the Pavilion is home to 75 retailers in 44 unique buildings.
“The proposed situation that this request addresses is a latent one. It was created with the development of Phase III nine years ago, and tenant complaints have fallen on deaf ears from two prior owners. With the current economic difficulties, neither existing nor potential tenants are excited about being over a half-mile from the entrance and without directional signage. The problem has been in the center since conception, but the current economic crisis has exacerbated the problem,” Jurenek said.
“With the current and projected economic difficulties, the more available, convenient and accessible a retailer may be has a direct affect on customer traffic, customer satisfaction, spending and profitability,” Jurenek said.
The proposed monument signs would aid patrons attempting to locate retailers within the Pavilion area, according to city planner Linwood Robinson.
Robinson said the proposed monument signs would be located on 10 landscaped island sites along Pavilion Parkway and primarily at intersections that lead to stores within the complex.
The sites for proposed sign construction have been reviewed by city staff and selected by the Fayette Pavilion management, Robinson said.
There are currently eight monument signs located along Pavilion Parkway. The 10 requested signs would be exact replicas of the existing directional signs currently located along parkway, according to the proposal.
Robinson said the signage would stand approximately six feet in height and contain 20 square feet of total copy area. The structures would be located in such a manner so as to not impede vehicular traffic or create line of sight issues for drivers, he said.
City planning staff is recommending approval of the request.
A nationwide property owner and management group, the Ohio-based DDRC in its Sept. 30 Quarterly Financial Supplement showed the pavilion retailers with an annualized rent of $11.072 million. The Fayette Pavilion, in which DDRC has a 15 percent ownership, was acquired in 1997, according to the report.
Jurenek in the Nov. 16 letter also noted a number of vacancies at the Pavilion totaling more than 50,000 square feet. Among those businesses no longer operating locally are Thomasville Furniture, Just for Feet, World Market, Washington Mutual, Tea Dragon and Fayette Candle Factory.
“To make matters worse, several have given notice of non-renewal of leases or are in default for economic reasons,” Jurenek said.
The quarterly report also showed the lease expiration dates of the some of the property’s tenants. Among those were Old Navy and Toys R Us in 2010, T.J. Maxx and Marshall’s in 2011, Sports Authority, Ross Dress for Less and Jo-ann Stores in 2012, Bed Bath & Beyond and Best Buy in 2013, Belk in 2015, Publix, Walmart, Hudson’s Furniture, PetSmart and Dick’s Sporting Goods in 2016, H.H. Gregg and Cinemark in 2018 and Kohl’s in 2022.
