CASE STUDY: Gardens on El Paseo

Palm Desert, California

We created the first open-air lifestyle center in the upscale resort town of Palm Desert, California.  While this popular vacation destination offered many amenities, it lacked a community focal point where people could gather, shop and enjoy desert culture and style.  Gardens on El Paseo met this need when it opened in 1998 boasting 200,000 square feet of retail and ample space for cultural events and community activities.

The Opportunity

Shopping is always listed as the top leisure activity for vacationers.  Palm Desert is one of the most popular resort destinations in Southern California with over 3 million visitors each year.  Yet despite its popularity, Palm Desert suffered from a lack of high quality retail.  Moreover, it lacked a community focal point.  In early 1997, we were given an opportunity to address these shortfalls and acquire an entire block in the town’s main fashion district.

The Vision

Our vision for Gardens on El Paseo was to create a retail oasis where local could feel at home and tourists could discover the region’s unique culture and heritage.  The master plan called for 200,000 square feet of retail on two levels, a 1,000 car parking structure all packaged in an inviting atmosphere that celebrated desert culture and style.  It also featured space for events such as art exhibits, concerts and community gatherings.

The Challenges

The project faced two key challenges. First, retailers had to be convinced that the emerging “lifestyle center” format could be as successful as more traditional enclosed malls.  Second, the center was located in a resort town – meaning that marketing efforts had to reach beyond the community and to the area’s over 3 million annual visitors.

The Result

Gardens on El Paseo opened in 1998 anchored by Saks Fifth Avenue and other upscale retailers such as Brooks Brothers, Ann Taylor, Talbots, Tommy Bahama and Williams-Sonoma.  The center’s award-winning design also housed popular local and regional tenants and many of the over 50 retailers have reported higher than expected sales.  Numerous community events are also held there every year and it is widely considered to be one the premier lifestyle centers in the United States.