Project Information
Description of Entry
The Mall at Rockingham Park is the largest shopping center in the state of New Hampshire, situated about 30 miles north of Boston and 2 miles north of the Massachusetts/New Hampshire border. The property is the premier shopping destination in northern New England, attracting visitors from the greater Boston area and the Merimack Valley. Beginning in 2013, Simon Property Group tasked CREATE Architecture Planning & Design and Pepper Construction with transforming the Mall at Rockingham Park and reinvigorating the mall experience for today’s shopper and well into the future. The resulting fresh, brighter and modern design includes new tile and a butt-glazed rail system replacing the dated, heavy brass railing that previously defined the mall. New FF & E and millwork add texture and touches of comfort for the mall’s patrons. The reimagined Dining Pavilion provides an elevated dining experience with a mix of banquettes, communal tables and traditional seating, offering guests spaces to relax and recharge during their visit. Along with a complete interior renovation, CREATE redesigned the five entrances including a dramatic, new two-story entrance that reinforces the mall’s timeless aesthetic. The new design sets the precedent for the look and feel of the mall for years to come.
Shopping Center Information
Type of Project
Super-regional Center
Other
N/A
Physical Characteristics of Project
Mall
Other
N/A
Total Acreage of Site
2308680
Total Acreage of Site
| Before Renovation / Expansion | After Renovation / Expansion | Net Difference: plus or (minus) | Number of Levels |
| 2308680 | 2308680 | 0 | 2 |
Other Uses: Office
Other Uses: Hotel
Other Uses: Residential
Other Uses: Residential
0
Other Uses
N/A
Other Uses
0
Trade Area/Cachement Area Information
Project Trade Area
Suburban
| Population of Primary Trade Area | Population of Secondary Trade Area | Annualized percentage of shoppers anticipated being from outside of trade area (e.g., tourists, conventioneers) |
| 482114 | 458718 | 25.3 |
Retail Information
Total Retail Space
1024482
Total Acreage of Site
| Before Renovation / Expansion | After Renovation / Expansion | Net Difference-Plus or (minus) |
| 1024482 | 1024482 | 0 |
Gross Leasable Area (small shop excluding anchors)
381165
Gross Leasable Area (small shop excluding anchors)
| Before Renovation / Expansion | After Renovation / Expansion | Net Difference-Plus or (minus) | Total Number of Retail Stores (excluding anchors) |
| 381165 | 381165 | 0 | 147 |
Total Number of Retail Stores (including anchors)
152
Major Tenants
Lord & Taylor – Anchor Department Store 158,594 sq.ft.
Macy’s – Anchor Department Store 162,990 sq.ft.
JC Penney – Anchor Department Store 121,106 sq.ft.
Sears – Anchor Department Store 121,637 sq.ft.
Dick’s Sporting Goods– Anchor Specialty Store 78,990 sq.ft.
Parking Information
Number of Parking Spaces Provided
4719
Deck Parking
Yes
If deck parking, list vehicle capacity and number of levels of parking structure and briefly describe how structure connects to center.
Parking Garage 1
667 spaces
2 Levels
Directly to the center's south side. Allows access to the mall via the Lord & Taylor or Macy’s at ground level and via overhead pedestrian bridges.
Parking Garage 2
715 spaces
2 Levels
Directly to the center's southeast side. Allows access to the mall through Macy’s and/or a primary mall entrance at ground level and via overhead pedestrian bridges.
Parking Garage .3
895 spaces
2 Levels
Directly adjacent to the center's east side. Allows immediate access to a primary mall entrance, JC Penney, Sears and Dick’s via ground level and/or overhead pedestrian bridges.
How many parking space are required by code?
4303
Development Schedule
Original Project Opening Date
8/1/1991
Official Project Opening Date
8/1/1991
Current renovation expansion opening date
10/1/2014
Professional Recognition
Development Company
Simon Property Group, Inc.
Owner
Joint Venture with Simon Property Group and Institutional Mall Investors – Miller Capital Advisor, INC and Canada Pension Plan Investment Board
Production or Executive Architect
CREATE Architecture Planning & Design, PLLC
Graphic Designer
Huie Designs
Lighting Designer
37 Volts
Landscape Architect
N/A
General Contractor
Pepper Construction
Management Company
Simon Property Group, Inc
Finance Company
N/A
Summary
Entry Summary
Describe the characteristics of the project you are submitting for an award.
The Mall at Rockingham Park, located in Salem, New Hampshire, is the state’s largest shopping center and the predominant shopping destination in northern New England. The center’s location within a few miles of the Massachusetts state border draws shoppers across the state line and throughout the greater Boston area to take advantage of no sales tax on nearly all products sold in New Hampshire. Although one of the highest sales performing centers in the nation, the mall had not been renovated since its 1991 opening and was in need of a refresh in order to solidify its premier status well into the future. The comprehensive renovation focused on upgrading the look, feel and comfort of the center to enhance the shoppers’ experience and provide an exceptional community environment. The finished work was cohesive and integrated with the mall architecture. The floors shine with rich finishes, the carpets look custom, the handrails lighten the space and create optimal sight lines. The dining experience has been elevated, and seating/respite areas provide ample opportunities for guests to relax, recharge, and linger, extending their visit. All entrances were redesigned, along with a new, fully ADA accessible entrance which provides direct access to the Dining Pavilion as well as upper level shops and services.
In what ways do you feel that other developers can benefit from your experience?
- The Design/Build partnering process between the Architect and General Contractor that was put in place for this redevelopment project assured maximum success with minimal exposure. A “hit list” of design objectives was established at the onset, so that all parties were fully aware of the Developer’s goals.
- A maximum construction budget was also outlined as a not to exceed. From that point, the A & E and GC team were charged with the task to produce a site specific, unique and aesthetically pleasing conceptual design that identified both objectives. The project, however, was not value-engineered and design did not suffer in the process. Quite contrary, by mandating the Architect had an equal, not subservient role in the Design/Build partnership, they continued to push the envelope and work with the General Contractor on determining what was affordable and where dollars could best be spent to achieve maximum results. The Design/Development director maintained a strong role in the entire process, ensuring that the goals of the corporate vision were maintained.
- Equally important to the process was the direct involvement of the Developer’s local and regional representatives. They were relied upon as the market experts who best understood their shoppers’ desires, the property’s nuances, and ultimately are tasked with operating and maintaining the facility for years to come.
Was this project a public-private partnership or joint effort with a governmental entity? If so, what is the name of that agency, and what was the nature of their involvement in the project?
This project was not a public-private partnership or joint effort with governmental entity.
Describe the financing involved in the project.
N/A
If you had this project to do over again, what would you do differently? Why?
The entire team agreed the project accomplished everything the Developer wanted. It was noted an “ideal project” by all parties (Developer, A & E, GC, Mall Operations). Many aspects exceeded expectations and have been incorporated into other renovation projects. Even the very best projects have some element of wishful hindsight. A small cosmetic deck renovation would have been a bonus as well as incorporating creative opportunities for tenant presence on exterior signage, something that is currently under consideration post-renovation.
Renovations / Expansions
Explain why the owner decided to renovate or expand. Include a description of the existing conditions prior to renovation or expansion (physical conditions, sales, tenant mix, vacancy factor and the like)
- Originally constructed in 1991, the center had never been renovated in its 24 years since opening. During that time, additional competition opened in the market. In 2012, the mall added a luxury anchor, introducing the first Lord & Taylor in New Hampshire. The renovation was part of the Developer’s overall strategy to reinvest in its premier properties -- creating a distinction between the mall and its competition by providing an unparalleled experience for guests, solidifying the Mall at Rockingham Park as the predominant destination for fashion, better assortments, discovery and community for northern New England.
- The goals of the design were established early by the developer, identified and recognized by the Design Team and implemented in the creative response.
- 1. Create an Icon without being boastful
- 2. Create an identity for another 20 years.
- 3. Create an impact to completely transform what you see.
- 4. Emphasize bone structure.
- 5. Be fashion forward.
- 6. No clichés.
- 7. “De-bling and de-brass,” - the schematic design mantra.
Describe how the renovation or expansion altered those conditions.
- The Design Team tackled the process from the first visual point of impact to the property. Pylon and Monument Signs were redesigned to make the passerby aware that something new had occurred. Once on site, all internal vehicular wayfinding was replaced to match the new theme. Hardscaping improvements for both visual and textural notifications at entry points were created.
- Original tensile fabric canopy structures, evoking that “festival market” popular in the early 90’s design motif, were replaced with architectural metal panels on the garage and at all entrances to the mall, all of which were redesigned and renovated.
- A family-friendly, fully accessible ADA Mall Entrance was added to provide direct entry to the center’s Dining Pavilion, and easy access to the upper level center court, dining and service areas. The former Food Court was previously accessible only by ascending a long, narrow stairwell from the parking lot. The food experience was completely overhauled. Cafeteria-style seating was replaced with custom banquettes, soft seating for small gathering and gondolas with charging appurtenances conducive for individual laptop work.
- The renovation added an upgraded style and elegance to the common areas, more in keeping with the better retailers that had joined the center.
- Due to the New England climate, the mall is truly a hub for locals and the design welcomes you to linger and stay for the day.
What do you believe to be the key reasons for the success of the project? Why?
- The most critical component of the project’s success was the coordination between the Developer, A & E, Operators and GC. Every detail was vetted to be sure that it met the Developer’s goals of creating an ideal result that addressed both form and function.
- From the onset and throughout the project, there was an overall willingness to look at design opportunities differently, listen to “what if” scenarios, and collaborate together to come up with creative solutions.
- The GC committed to a GMP from concept designs and thorough conversation of the Design Team’s thought process, which assured no cost overruns. As all projects evolve, opportunities present themselves and the GC never stood their ground on design changes. When items such as re-lamp existing lights to offset the cost of a custom central fixture or grander decisions such as eliminating a desired, second internal convenience elevator at Center Court and instead providing a new ADA accessible entry to the Dining Pavilion, a separate charrette was allowed to evolve, which stemmed from conversation to a sketch to reality. Since all partners were always aware of each element from concept to completion, and included in all dialogue, nothing became a surprise to any party. The key reason for its success was indeed the team
How did you determine the business success of the project? (Cite 'before' and 'after' statistics to back up the claim.)
- From a Developer’s perspective, the project was a success because it met all objectives. However, the ultimate measure has been the feedback from mall retailers, customers, and the community.
- The new Dining Pavilion entry has been embraced by shoppers and is now the number one entrance to the mall.
- The upgraded center and enhanced shopper experience have been catalysts in stimulating sales levels warranting the expansion of Apple, and attracting highly desired retailers such as Michael Kors and LuluLemon.
If the center was kept open during construction, explain what measures were taken to ensure shopper safety and main shopper traffic, and what impact the work had on business.
- Keen planning and coordination ensured that the renovation project was executed so that it did not adversely affect those visiting and operating at the center. Safety was a top priority. Over 90% of the work was conducted at night to avoid interaction between construction and the mall’s retailers and guests. For major construction zones, hard barriers were installed to keep customers away from construction work. Floor transitions were utilized as the flooring was removed and new tile was installed. Signage directed customers around the construction areas. During exterior construction, temporary fences, which allowed for large-scale renderings of the final outcome, segregated the work area from the customers.
- Ultimately, business grew during the construction period due to the excitement that was created throughout the process and a daily commitment among the team to inspecting and ensuring that the center was ready to receive its guests.
In addition to the physical improvements, what ancillary measures were taken to enhance the center?
A holistic approach was taken with the renovation to not only make physical improvements, but also to enhance and elevate the overall experience and perception of The Mall at Rockingham Park. This was accomplished with a focus on creating curb appeal with signage, landscaping, colored lighting to support key themes and music, providing comfortable seating with charging capabilities and connectivity throughout the center, conducting a thorough review of the music levels, editing the common area spaces, implementing a new fashionable branding strategy with signage that is attractive, clear, and concise, and most importantly, empowering all front-line and management personnel to take a customer-first philosophy and always try to anticipate the customer's needs and proactively approach to offer assistance even before requests are made. The goal of all of these efforts combined is to create a comfortable, enjoyable, and memorable shopping experience.
Describe any new marketing and/or re-leasing approaches successfully implemented during the period.
- The public was informed with updated directional and progress signage, a dedicated website landing page, and social media updates.
- Branded signage was used to support and highlight key retailers.
- ·Images of the “old” mall were displayed to contrast and illustrate the impact of the new improvements.
- The mall hosted an elegant, private celebratory event to show gratitude to key community constituents for their support, and a mall-wide event with fashion, entertainment, and prizes for the community.
- In terms of leasing, emphasis was placed on attracting retailers that aligned with the property’s strategy of elevating the perception of the center and reinforcing its dominant market position. During this period, Apple expanded its store and brands such as Michael Kors, Vera Bradley, Lululemon and Starbucks were added to the mall’s desirable retail mix.
No
If yes, at what level?
Describe the project's central approach to sustainability such as energy and water use, the internal environment, pollution, transport, materials, waste, ecology and management processes.
N/A
Supporting Marterials
Documentation
Tenant Mix / Merchandising Plan
Maps / Floor Plan
Photo Gallery
Audio / Video
Project Information
Description of Entry
The Mall at Rockingham Park is the largest shopping center in the state of New Hampshire, situated about 30 miles north of Boston and 2 miles north of the Massachusetts/New Hampshire border. The property is the premier shopping destination in northern New England, attracting visitors from the greater Boston area and the Merimack Valley. Beginning in 2013, Simon Property Group tasked CREATE Architecture Planning & Design and Pepper Construction with transforming the Mall at Rockingham Park and reinvigorating the mall experience for today’s shopper and well into the future. The resulting fresh, brighter and modern design includes new tile and a butt-glazed rail system replacing the dated, heavy brass railing that previously defined the mall. New FF & E and millwork add texture and touches of comfort for the mall’s patrons. The reimagined Dining Pavilion provides an elevated dining experience with a mix of banquettes, communal tables and traditional seating, offering guests spaces to relax and recharge during their visit. Along with a complete interior renovation, CREATE redesigned the five entrances including a dramatic, new two-story entrance that reinforces the mall’s timeless aesthetic. The new design sets the precedent for the look and feel of the mall for years to come.
Shopping Center Information
Type of Project
Super-regional Center
Other
N/A
Physical Characteristics of Project
Mall
Other
N/A
Total Acreage of Site
2308680
Total Acreage of Site
| Before Renovation / Expansion | After Renovation / Expansion | Net Difference: plus or (minus) | Number of Levels |
| 2308680 | 2308680 | 0 | 2 |
Other Uses: Office
Other Uses: Hotel
Other Uses: Residential
Other Uses: Residential
0
Other Uses
N/A
Other Uses
0
Trade Area/Cachement Area Information
Project Trade Area
Suburban
| Population of Primary Trade Area | Population of Secondary Trade Area | Annualized percentage of shoppers anticipated being from outside of trade area (e.g., tourists, conventioneers) |
| 482114 | 458718 | 25.3 |
Retail Information
Total Retail Space
1024482
Total Acreage of Site
| Before Renovation / Expansion | After Renovation / Expansion | Net Difference-Plus or (minus) |
| 1024482 | 1024482 | 0 |
Gross Leasable Area (small shop excluding anchors)
381165
Gross Leasable Area (small shop excluding anchors)
| Before Renovation / Expansion | After Renovation / Expansion | Net Difference-Plus or (minus) | Total Number of Retail Stores (excluding anchors) |
| 381165 | 381165 | 0 | 147 |
Total Number of Retail Stores (including anchors)
152
Major Tenants
Lord & Taylor – Anchor Department Store 158,594 sq.ft.
Macy’s – Anchor Department Store 162,990 sq.ft.
JC Penney – Anchor Department Store 121,106 sq.ft.
Sears – Anchor Department Store 121,637 sq.ft.
Dick’s Sporting Goods– Anchor Specialty Store 78,990 sq.ft.
Parking Information
Number of Parking Spaces Provided
4719
Deck Parking
Yes
If deck parking, list vehicle capacity and number of levels of parking structure and briefly describe how structure connects to center.
Parking Garage 1
667 spaces
2 Levels
Directly to the center's south side. Allows access to the mall via the Lord & Taylor or Macy’s at ground level and via overhead pedestrian bridges.
Parking Garage 2
715 spaces
2 Levels
Directly to the center's southeast side. Allows access to the mall through Macy’s and/or a primary mall entrance at ground level and via overhead pedestrian bridges.
Parking Garage .3
895 spaces
2 Levels
Directly adjacent to the center's east side. Allows immediate access to a primary mall entrance, JC Penney, Sears and Dick’s via ground level and/or overhead pedestrian bridges.
How many parking space are required by code?
4303
Development Schedule
Original Project Opening Date
8/1/1991
Official Project Opening Date
8/1/1991
Professional Recognition
Development Company
Simon Property Group, Inc.
Owner
Joint Venture with Simon Property Group and Institutional Mall Investors – Miller Capital Advisor, INC and Canada Pension Plan Investment Board
Production or Executive Architect
CREATE Architecture Planning & Design, PLLC
Graphic Designer
Huie Designs
Lighting Designer
37 Volts
Landscape Architect
N/A
General Contractor
Pepper Construction
Management Company
Simon Property Group, Inc
Finance Company
N/A
Summary
Entry Summary
Describe the characteristics of the project you are submitting for an award.
The Mall at Rockingham Park, located in Salem, New Hampshire, is the state’s largest shopping center and the predominant shopping destination in northern New England. The center’s location within a few miles of the Massachusetts state border draws shoppers across the state line and throughout the greater Boston area to take advantage of no sales tax on nearly all products sold in New Hampshire. Although one of the highest sales performing centers in the nation, the mall had not been renovated since its 1991 opening and was in need of a refresh in order to solidify its premier status well into the future. The comprehensive renovation focused on upgrading the look, feel and comfort of the center to enhance the shoppers’ experience and provide an exceptional community environment. The finished work was cohesive and integrated with the mall architecture. The floors shine with rich finishes, the carpets look custom, the handrails lighten the space and create optimal sight lines. The dining experience has been elevated, and seating/respite areas provide ample opportunities for guests to relax, recharge, and linger, extending their visit. All entrances were redesigned, along with a new, fully ADA accessible entrance which provides direct access to the Dining Pavilion as well as upper level shops and services.
In what ways do you feel that other developers can benefit from your experience?
- The Design/Build partnering process between the Architect and General Contractor that was put in place for this redevelopment project assured maximum success with minimal exposure. A “hit list” of design objectives was established at the onset, so that all parties were fully aware of the Developer’s goals.
- A maximum construction budget was also outlined as a not to exceed. From that point, the A & E and GC team were charged with the task to produce a site specific, unique and aesthetically pleasing conceptual design that identified both objectives. The project, however, was not value-engineered and design did not suffer in the process. Quite contrary, by mandating the Architect had an equal, not subservient role in the Design/Build partnership, they continued to push the envelope and work with the General Contractor on determining what was affordable and where dollars could best be spent to achieve maximum results. The Design/Development director maintained a strong role in the entire process, ensuring that the goals of the corporate vision were maintained.
- Equally important to the process was the direct involvement of the Developer’s local and regional representatives. They were relied upon as the market experts who best understood their shoppers’ desires, the property’s nuances, and ultimately are tasked with operating and maintaining the facility for years to come.
Was this project a public-private partnership or joint effort with a governmental entity? If so, what is the name of that agency, and what was the nature of their involvement in the project?
This project was not a public-private partnership or joint effort with governmental entity.
Describe the financing involved in the project.
N/A
If you had this project to do over again, what would you do differently? Why?
The entire team agreed the project accomplished everything the Developer wanted. It was noted an “ideal project” by all parties (Developer, A & E, GC, Mall Operations). Many aspects exceeded expectations and have been incorporated into other renovation projects. Even the very best projects have some element of wishful hindsight. A small cosmetic deck renovation would have been a bonus as well as incorporating creative opportunities for tenant presence on exterior signage, something that is currently under consideration post-renovation.
New Developments
Explain what specific design and construction problems were solved or how new standards in the areas of design and construction were established.
Describe what you feel to be the key reasons for the success of the project (environmental enhancements, space utilization, construction costs, and the like).
Was the developer required to make an investment in the community? If so, explain what had to be done and what the impact was on the community.
Sustainable Design
Is your project ISO, LEED, ARUP or BREEAM certified?
No
If yes, at what level?
Describe the project's central approach to sustainability such as energy and water use, the internal environment, pollution, transport, materials, waste, ecology and management processes.
N/A
Supporting Marterials
Documentation
Tenant Mix / Merchandising Plan
Maps / Floor Plan
Photo Gallery
Audio / Video
Description of Entry
The Mall at Rockingham Park is the largest shopping center in the state of New Hampshire, situated about 30 miles north of Boston and 2 miles north of the Massachusetts/New Hampshire border. The property is the premier shopping destination in northern New England, attracting visitors from the greater Boston area and the Merimack Valley. Beginning in 2013, Simon Property Group tasked CREATE Architecture Planning & Design and Pepper Construction with transforming the Mall at Rockingham Park and reinvigorating the mall experience for today’s shopper and well into the future. The resulting fresh, brighter and modern design includes new tile and a butt-glazed rail system replacing the dated, heavy brass railing that previously defined the mall. New FF & E and millwork add texture and touches of comfort for the mall’s patrons. The reimagined Dining Pavilion provides an elevated dining experience with a mix of banquettes, communal tables and traditional seating, offering guests spaces to relax and recharge during their visit. Along with a complete interior renovation, CREATE redesigned the five entrances including a dramatic, new two-story entrance that reinforces the mall’s timeless aesthetic. The new design sets the precedent for the look and feel of the mall for years to come.
Size of Store
Company Name
Architect
Designer
General Contractor
Type of Merchandise
Opening Date
If Renovation, Store's Original Opening Date
Store's Renovated Opening Date
Summary
Retail Store Design
Provide detailed information on the design concept, including background on the reasons for the concept, its development and impact on store image and sales performance.
Describe the integration of interior, storefront and merchandise displays.
Describe the specific materials used in creating the new concept.
If this is a renovation, describe the impact on sales. If this is a new store, comment on sales performance to date versus the planned performance.
Total cost per square meters including design, leasehold improvements and fixtures.
Documentation
Floor Plan
Audio / Video
The Mall at Rockingham Park
Category
Renovations/Expansions > Retail projects over 500,000 sq. ft. of total retail space
Description
99 Rockingham Park Blvd.
{03079 Address#projectAddress.City}, New Hampshire 03079
,
Winner Status
- Finalist