When an investor launches a redevelopment, they often look to creative marketing ploys to attract consumers and tenants to an improved property. JLL is breaking the typical marketing mold with the debut of its Manhattan Village showcase, an exhibitor-first experiential promotion, at the International Council of Shopping Centers' (ICSC) Western Conference, held October 2nd to 4th in Los Angeles, California.
At the show, JLL is dedicating the front-section of its exhibition booth to introduce the thousands of show attendees to the progressive redevelopment of Manhattan Village with an eye-catching scene complete with an iconic beach bus, surfboard, and beach grass at the base. This new display is JLL's creative way to celebrate the local indoor-outdoor lifestyle and sophisticated casual charm of Manhattan Beach. JLL will be issuing a Manhattan Village Beach Bag as a promotional gift to bring the beach to guests.
Manhattan Village is a 44-acre, 573,000-square-foot mixed-use center serving Los Angeles County's affluent South Bay and Silicon Beach tech startup areas. At the heart of the redevelopment is a 53,300-square-foot expansion of curated open-air retail and restaurant space, adjacent to a fully renovated enclosed shopping center with an already strong tenant mix. A new full-service, upscale Macy's will replace the existing locations and become one consolidated 168,000-square-foot store. When complete, the new Manhattan Village will be a 648,000-square-foot indoor-outdoor shopping experience introducing a coastal-chic, casual but sophisticated atmosphere, embracing the allure and hometown feel of West Coast lifestyle.
"At Manhattan Village, we are reimagining one of southern California's most iconic centers, creating a place where neighbors and friends gather, shop and dine, expressing coastal living at its best," said Phil Friedl, JLL PDS Director for the West Coast. "This is our way of introducing the new Manhattan Village to the industry and sharing our team's excitement about the project."
The new Manhattan Village is situated in one of Los Angeles County's wealthiest zip codes at the high-traffic intersection of Rosecrans Avenue and Sepulveda Boulevard with some 125,000 cars passing the site daily. The quality of life achieved in this beach town setting has ranked it as the #2 Best Place to Raise a Family* in the Los Angeles area. Its highly-rated public schools and outdoor, healthy lifestyle continue to attract families with children. Some 27.6% of trade area households have children under age 18. As home to 'urban chic' professionals, major employers as well as national sports organizations have established a presence in this primary trade area.
JLL is currently managing and leasing Manhattan Village. The center is already home to several of the region's top retailers, including; Apple, Williams Sonoma, Pottery Barn, Pottery Barn Kids, Macy's, Sephora, Victoria's Secret, Tommy Bahama, Kiehl's, and California Pizza Kitchen.
The new development will open in phases, with full completion early 2020.