Southridge eyes revamp of mall interior

From the outside, Southridge Mall in Des Moines looks like an updated shopping center with new stores and a fresh, inviting appearance.

Inside it is struggling to find its niche, with empty storefronts and lackluster offerings. Mall officials are convinced a revival of the interior is just around the corner.

"We are working on a plan," said Norm Forge't (pronounced For zhay), the mall's manager. "We are looking to mix it up inside of the mall and bring to Southridge what the neighborhood needs and what the city needs. The exterior is doing great. Now the question is how do we feed the interior?"

The formerly enclosed mall, which turns 40 this year, has been transformed into an open-air shopping center. It has a courtyard and outdoor access to most stores, including Marshalls, rue21, T-Mobile, Sprint, Foot Locker, GNC, Maurices, Shoe Carnival and Kay Jewelers. The newest tenant, Party City, opened in December.

The recent exterior upgrade has been positive for the mall, which has struggled to compete with the metro's other three major shopping centers: Jordan Creek Town Center, Valley West Mall and Merle Hay Mall.

There are other positives: Anchors Sears, Younkers and Target remain in place, and the property has several out-parcel tenants, including Hy-Vee, Midas Muffler, Midwest Mattress, New China Buffet, Petco and Toys R Us.

One of the newest changes inside the mall is the departure of The Ice Ridge, an indoor, synthetic skating rink. Forge't said the mall wants to bring something "new and fresh" into that space and decided to ask the skating rink to leave.

Ice Ridge owner Burton Powley is scrambling to find a new location for his business, which he said brought shoppers to Southridge. "We had a lot of customers coming here, which was driving traffic to the mall," Powley said. He had open skating, lessons and birthday parties at the rink.

Forge't said the mall is looking for a combination of new businesses, including retail, community services, restaurants and more.

"We want the mall to remain retail. The idea is to get another key player for the interior," he said.

Southridge's owner, Santa Monica, Calif.-based Macerich Co., is working on finding new tenants, but Forge't declined to name anyone.

"We don't want any false hopes on anything," he said. "We don't have anything concrete yet."

Macerich, whose principals include Des Moines natives Arthur and Edward Coppola, is committed to making the mall successful, Forge't said.

Kenny Kuss, manager of the Sears store at Southridge, said traffic has increased at the mall, especially on the weekends, since the exterior renovations and additions were completed. He would like to see more retailers, specifically restaurants.

"Anytime you add foot traffic to the mall, that is a good thing for us all," he said.

The mall's interior needs a basic face-lift as simple as paint and new carpet, said Robert Welborn, owner of Shag, a T-shirt, body jewelry and accessories shop that has been at the mall for seven years.

"What the mall needs is a restaurant to help make it a destination," he said. "It also needs more clothing stores and youth-oriented places."

Southridge has many non-retail businesses and services, including Des Moines Area Community College, the Animal Rescue League, a martial arts academy, churches and others. Forge't said additions could include more non-retail offerings.

More immediate on the mall's agenda is making repairs to a leaking roof and some other maintenance issues, he said. There is also a long-term plan to build multifamily housing on the mall property. Forge't said he would like to see upscale market-rate apartments.

"It's time to bring in something fresh and new," Forge't said. "No conversation is off the table."