Gulf View Square sports new feel, new stores

Old Navy opens in November, and other stores are coming. The mall is giving younger shoppers what they want.

By MICHELLE HURTADO

© St. Petersburg Times, published July 15, 2000

PORT RICHEY -- Well, it isn't Countryside or Citrus Park.

But Gulf View Square has been trying.

The mall is more than 20 years old, and certainly shows it, despite renovations finished last spring. Simon Property Group, the company that now owns the mall, updated the look by adding a food court and new decor.

Yet shoppers always want newer and better stores. And now they're starting to get what they asked for. Old Navy, a casual clothing store for men, women and children, is on its way.

"I think it's great that they're getting an Old Navy," shopper Brandy Rodeo said.

Although a lease has not yet been signed, construction is scheduled to begin Monday on the 21,692-square-foot store, with a planned opening date of Nov. 15, an Old Navy spokesman said. The store will be on the south end of the mall, near Sears.

Because of the size of the Old Navy story, many businesses in Gulf View Square needed to be relocated, said Ron Sikora, mall manager. This has caused a bit of confusion, as well as some agitation.

"They're playing musical chairs here," Dick Koenig, a patron, remarked with a chuckle.

But owners of the stores forced to relocate aren't necessarily amused.

"I'm upset that they keep telling me you're moving, moving, moving," said Michelle Palisi of Chocolates by Michelle. "I feel like a yo-yo in the mall, but I'm hoping it works. (Simon) is really trying to work with me." When Simon moves stores in the mall, Palisi said, it's usually beneficial and they make a deal to split the moving costs.

"It's a win-win situation for everyone," said Rob Ceresoli, owner of Breslers Ice Cream and Yogurt.

"We've done very well this year, exceeding our projections," Sikora said.

And the shoppers are happy, too.

"I like it a lot better now," said Herbert Clark, who regularly takes walks in the mall.

Additions have included Victoria's Secret last November, Hat World in May, and the just recently opened Vitamin World and Sam Goody, an expanded version of Musicland. Sam Goody had a grand reopening with local bands such as Harry Dash playing in the store recently. Other stores, such as Body Shop, GNC, Chocolates by Michelle, Tag Master, Fletcher's Music, Parks Dollar Store, Spencers, My Gift Cottage, Waldenbooks, and Merle Norman are adding to the excitement by moving and renovating. Spencers is planning on finishing Aug. 1 and having a grand opening at its new location soon after.

And although Kaybee Toy Store, Rolling Pin, and Footsteps are gone, and Team Choice will be leaving, new stores are being recruited. Plans for Pacific Sunwear, Gadzooks, and Gap, all younger-oriented clothing stores, are being negotiated. A scheduled mall merchant meeting Friday was to have discussed future store openings and plans for the mall's Web site (www.shopsimon.com).

Simon's marketing director, Kelly Lowrey, will be considering a creative advertising tactic of "Where Did the Store Go?" a takeoff on the "Where's Waldo?" theme that was suggested by Palisi. This and maybe footsteps leading to the moved stores are expected to help with the changes and confusion, as well as provide incentive to go and find the stores and prizes.

"The intent is to meet the needs of our shoppers; we'll continue our emphasis on securing new deals and renewing leases with existing stores," Sikora said. Due to changing demographics, that emphasis indicates targeting younger shoppers, but will still keep in mind its core older population.

"We'll always have our senior citizens, but we're competing with Countryside and now Citrus Park. We need a more diverse crowd to do that," said ice cream shop owner Ceresoli.

For the most part, everyone is enjoying the improvements to the mall, just with a few stipulations.

"I think it looks great, but they need to have a Limited Too store, because this area is changing," shopper Helen Morris said.

"The merry-go-round is one of the coolest things in the mall, but I hate that they lost the toy store," Jim Kempton and his daughters agreed.

Other suggestions included clothing stores for older ladies, another book store, an Eddie Bauer and other upscale clothing stores -- including some for kids and teenagers, more restaurants, and maybe a florist and a drugstore like Eckerd again.

"We're constantly looking for ways to improve," Lowrey said.

And when the construction and relocating is finished, life will be easier on the group perhaps hardest hit by the changes -- the delivery people.

"I have to deal with all the construction every day, finding the stores that keep on moving. It's a nightmare for us," said James Baxter, who works for United Parcel Service.

"I think what they've done to the mall looks great, though."

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