CASE STUDY: Bayfair Center

San Leandro, California

We successfully remerchandised and redeveloped an outdated regional mall in the growing town of San Leandro, California.  Our improvements dramatically improved the financial performance of the center and created a more dynamic retail destination for the community.

The Opportunity

In 2003, we identified an opportunity to acquire an aging 820,000 square foot regional mall in the growing community of San Leandro, California.   Despite the property’s poor performance it was well situated near a major public transportation stop.  The market was also underserved by its existing retail offerings.

The Vision

Our vision was to significantly remerchandise the tenant roster and add the big-box retail names that the community wanted.  We also wanted reorient many of the interior spaces towards the outside so that retailers were more accessible.  Significant improvements to the interior, signage and landscaping were also planned.

The Challenges

Our largest challenge was to change the image and reputation of the center within the San Leandro community and among retailers.  We wanted to transform Bayfair Mall into a more upscale, modern destination – a polar opposite of its reputation as an outdated, unsuccessful regional mall.  This challenge was shared by our corporate and on-site marketing team as well as our leasing team.

The Result

We began an immediate transformation of Bayfair Mall into Bayfair Center.  We added several new retailers, including Kohl’s, Bed Bath & Beyond and Old Navy.  We also added several pad sites.  Our improvements to the physical appeal of the property were also made quickly.  The changes were extremely well received by the community and retailers.  Our work at Bayfair Center earned praise from several local organizations, including the East Bay Business Journal.  We remain engaged in the project and are in the process of evaluating additional redevelopment options for the center.