Makeover Magic

Vegas Strip Mall Undergoes Revamp

by Tony Illia

The Desert Passage Mall in Las Vegas is undergoing a $50 million makeover and will shed its ornate Moroccan theme for a sophisticated, contemporary look.

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The $300 million, 475,000-sq.-ft. retail center opened at the northeast corner of Las Vegas Boulevard and Harmon Avenue in August 2000, next to the Aladdin Resort & Casino, but the Sept. 11 attacks caused sluggish sales that prompted its developer, Chicago-based Trizec Properties, to sour on the property.

It eventually sold the mall to Boulevard Invest LLC, a joint venture between Tri Star Capital and RFR Holding of New York, in December 2003 for $240.5 million or $506 per sq. ft.

The new owners are initiating a transformation that will make the shopping complex more competitive, while aligning itself more closely with the Aladdin's $750 million Planet Hollywood re-branding effort.

Flagship Construction Co. of Las Vegas is the general contractor. The mall is being renamed the "Miracle Mile Shops" as part of the project's re-branding effort. It will additionally connect with new Planet Hollywood. The center will open in April.

"It's been overthemed to a degree, and that has been a detriment," said David Edelstein, the mall's co-owner. "Given what's being built around us, it's time for us to make a change."

The new façade will have 40-ft.-tall LED billboards that wrap around the top of the building for a Times Square look. Streaming electronic signage will be perched 60-ft. above the plaza level and feature synchronized audio as well as brightly colored metal paneling and lighting.

Locally based YESCO is the sign contractor, and Bombard Electric Co. Inc. of Las Vegas is the electrical contractor.

The 28,000-sq.-ft. exterior will have a dramatic glass curtain wall with exposed steel I-beams - the largest measuring 33 in. deep and 130 ft. long.

The outdoor entrances are being reconfigured with three new escalators and an 8-ft.-tall, 80-ft.-long backlit water wall.

There will also be a 55-ft.-wide, 60-ft.-tall "chandelier," an iconic EIFS element, pitched 32 ft. above the ground. The Friedmutter Group and Gensler of Nevada, both of Las Vegas, are the project architects.

"It's a de-theming for more of a clean, contemporary look," said Bob Delve, project manager with Gensler. "We are brightening the interior with lighting and coloring, and redoing the signage, kiosks and wayfinding systems for better orientation."

Mall upgrades include 150,000 sq. ft. worth of refurbished common areas with new stone and carpet flooring that makes walking more comfortable.

There will be larger glass storefronts, and the valet and parking entrances are being streamlined and widened for better access.

A more user-friendly, interactive wayfinder system is being added to the horseshoe-shaped mall that forms a 1.25-mi. loop. There are 170 specialty stores and 15 restaurants and entertainment venues inside the center.

Obstacles during construction have included tight site constraints, little staging area and constant pedestrian traffic.

"The mall has never closed so we've had to carefully phase our work," said Nancy Paolino, Flagship's vice president of business development. "It has meant doing much of work at night and closely coordinating with our subs and suppliers."

Desert Passage currently sees about 51,000 shoppers daily and does $640 per sq. ft. in sales.

New York-based RKF Associates and the Related Group handle the mall's leasing, with Chicago-based Urban Retail Properties as the property's third-party management company.

"[The mall] won't be heavily themed, but it will be a little more sophisticated and entertaining," Edelstein said. "We are clearly defined as a middle-market retailer with mass appeal."

The strategy has worked well, resulting in 50 new leases during the last 12 months, including restaurants and retailers such as Trader Vic's, Pampas Churrascaria (a Brazilian steakhouse), Urban Outfitters and a NASCAR store. Other new tenants include Benetton, Marciano, Ben Sherman, BEBE Sport, Max's Cafe, Sin City Brewing Co. and The Coffee Bean & Tea Leaf.

Mall construction will see 200 people during the peak of construction activity.

Key Players

Owner: Boulevard Invest LLC
Architect: Friedmutter Group; Gensler of Nevada
General Contractor: Flagship Construction Co.
Engineers: Locsha Engineering; TLCP of Phoenix;
RHR Consulting Engineers
Subcontractors: Bombard Electric Co.; YESCO; Statewide Fire Protection; CWS Contractors; Giroux Glass; Everhart Roofing

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