By Michael Feldman
Citing the pandemic and a dispute with its insurance companies, Century 21 announced in September it would file for bankruptcy and liquidate all its stores
It’s not known whether more retail will occupy the Century 21 space overlooking the Morristown Green when the going-out-of-business sales end and the store shuts down.
But malls around New Jersey are making a case for not giving up on bricks-and-mortar retail, which still can offer something you cannot experience online.
And I don’t mean COVID-19.
Retail experts say malls need to ramp up entertainment to entice people to leave their couches. That was happening around the Garden State prior to the pandemic, and malls are banking on this fun factor to draw customers back when the COVID coast is clear.
Let’s start with the Woodbridge Center. This mall is anchored by Boscov’s, Dicks Sporting Goods & JCPenney. In my opinion, it’s New Jersey’s first mall reconfigured for the digital age of shopping.
Dick’s came to Woodbridge Center in 2004, bringing a golf simulator, fishing license registration, bike assembly, and prep for paintball competitions. In 2017, the mall welcomed New Jersey’s first Dave & Busters store, with tons of the best arcade games, high quality food and billiards.
Last year the mall added a Seaquest Interactive Aquarium, something you can experience only in person. A Wegmans store is only four minutes down Woodbridge Center Drive. I have been to Dave & Busters at Woodbridge Center, and I’ll tell you it’s doing well.
Now let’s go to Westfield Garden State Plaza in Paramus. This mall is the state’s second largest, and it’s kept up with changing times in a different way. It’s really crowded, and it’s worth the trip.
Over the years, Unbai-Radmamco Westfield, the owner, has made some smart investments to one of New Jersey’s first malls, which also is among the most profitable in the country.
In 2007, the Westfield Garden State Plaza opened an “entertainment lifestyle precinct” that includes one of the nicest AMC theaters I have ever seen: 16 screens with recliners, and Dolby Cinema, which projects movies with dual 4K projectors in HDR for lifelike colors and detailed imaging. Dolby Atmos sound immerses with speakers above, under and around you.
The theater also features IMAX with Laser At AMC, with cutting edge audio and specialty projectors to ensure a memorable evening.
There also is a Grand Lux Cafe, Jamba Juice, and a Vans shoe store, along with a new parking deck and 10 specialty stores.
But the most ambitious addition to the Westfield Garden State Plaza is a recently announced multi-year plan to create a mixed-used town center, with apartments, office space, public parks and more stores, restaurants and a public transit center.
This would start by transforming anchor spots vacated by the closing of JCPenney, Best Buy’s move to the nearby Outlets At Bergen Town Center, and Uniqlo’s relocation to Paramus Park. These spaces are scheduled to receive 20 new shops, premium dining, and health and fitness studios.
The final phase of this project calls for a residential neighborhood, with tree-lined streets and a promenade and public park leading to a plaza and joined fields. This plan is scheduled for completion by mid 2022.
Let’s look next at the Ocean County Mall in Toms River, near the shore towns of Lavallette, Seaside Heights and Seaside Park, Mantoloking, Point Pleasant and Sea Girt.
This mall’s busy season is summer. The Simon Property Group, which also owns the Rockaway Townsquare and Livingston malls, announced plans to transform the Ocean County Mall into a lifestyle center after Sears closed in 2018.
Starting last December, the mall has added LA Fitness, Ulta Beauty, BJ’S Restaurant & Brewhouse, Homesense and Five Below. A play space called “Play” has opened near the JCPenney store and a redesigned mall entrance, where Sears used to be.
Another shore venue to watch is the Let’s Go to Monmouth Mall in Eatontown, convenient to Long Branch, Monmouth Beach, Highlights, Sea Bright, Asbury Park, Bradley Beach, Avon By The Sea, Belmar and Sea Girt.
Like the Ocean County Mall, this one is busiest in summer. For years, Let’s Go to Monmouth has tried to redevelop and rebrand itself as The Heights At Monmouth, a mixed-use town center with the tagline live, work and play.
Eatontown officials recently approved these plans, which include a fresh entrance by the Boscov’s store, a large number of experiences, a women’s- and pediatric health center run by RWJ Health, apartments, new parking and refreshed interiors.
Apartment dwellers here should expect an easily walkable and bikeable site. Monmouth Mall’s re-designers envision it as a dating hotspot, perfect for dinner and drinks. Years ago the mall added AMC Theaters, Barnes & Noble and Shake Shack. Construction of The Heights amenities have not begun, presumably because of the pandemic.
Monmouth’s sister mall, Willowbrook in Wayne, started its reboot in 2015 with an upgraded food court and renovations to the Macy’s and Bloomingdale’s wings, and a wing that formerly had a Sears store.
Dave & Busters opened in February 2018, followed last year by P.F Changs and a Cinemark Theater 2019. Last month, Willowbrook’s owners submitted an application to the Wayne Planning Board for a BJ’s WholeSale Club in the former Sears space.
Those plans have yet to be reviewed; with a Costco already at Willowbrook, there might be pushback.
Six minutes north from the Westfield Garden State Plaza on Route 17 is Paramus Park, owned by the same people behind Willowbrook and Monmouth Mall.
Immediately after Paramus Park lost Sears in 2018, Stew Leonard’s, a Norwalk, CT- based supermarket with in-store experiences, announced it would open its first New Jersey location at the mall.
It’s an homage of sorts to Paramus Park, which was built on a former celery farm. Stew Leonard’s is dairy-themed, with interactive animatronics and a layout that makes you walk around the whole store.
There is a really great cafe section. The Paramus Stew Leonard’s is expensive, but definitely merits a visit, especially for the cafe.
Ninety minutes south of Paramus Park is the Cherry Hill Mall, one of the nicest in southern Jersey. Since the Pennsylvania Real Estate Investment Trust (PRIET) purchased the mall it has seen many renovations and new tenants, including high-end luxury stores like Crate & Barrel.
The Cherry Hill Mall is home to New Jersey’s only Fatburger location, and Happy Returns, where customers can exchange unwanted items bought online. PRIET has some financial trouble, but if its sells this mall I think the innovation can continue under a new owner.
Last but not least, there is American Dream. This massive shopping / entertainment complex in East Rutherford probably is the world’s biggest and best answer to online shopping.
Owned and operated by Triple 5 Group, which is behind Mall of America and the West Edmonton Mall, American Dream is 70 percent entertainment and 30 percent retail.
It features Nickelodeon Universe, a year-round indoor theme park featuring TMNT Shellraiser, a Gerstlauer Euro-Fighter roller coaster with the world’s steepest drop, beating Takabisha at Fuji-Q Highland in Japan.
There’s also The Shredder, a Gerstlauer Spinning Coaster themed to Teenage Mutant Ninja Turtles, billed as the world’s tallest and longest free spinning coaster.
America Dream also boasts a Dreamworks Waterpark, with record-breaking water slides with Dreamworks Animation themes. There is an indoor ski slope, called Big Snow American Dream, and Angry Birds Themed Mini Golf.
Kid Zania is a role- playing city where kids can learn about the real world. Other attractions include a Legoland Discovery Center, a Sea Life Aquarium, an NHL-sized rink, Lucky Strike Bowling and Instagram Moments, areas designed for social media photography.
If you get hungry, American Dream offers three food halls, including a kosher hall. There are numerous restaurants and an H Mart, a Korean American Supermarket chain.
American Dream also has an impressive retail collection, with luxury brands such as Saks Fifth Avenue, Hermes, Gucci Louis Vutton. Brands new to northern Jersey include Primark, Asics and It’s Sugar.
Budget-friendly brands are part of the mix, too. American Dream looks like a one-of-a-kind destination, and a sure hit with NFL fans coming to MetLife Stadium next door. Who would not want to stop here for a bite before the game, or maybe visit after to explore record-breaking roller coasters, water slides and a bit of shopping.
Add it up, and you can see that malls can continue to thrive, but only if they are willing to put in the work to create experiences that cannot be found online.
It’s a lesson that should not be lost on any retailer with eyes on Morristown’s Century 21 building. While you can’t shoehorn a mall into this 132,000-square-foot space, you still can attract shoppers–if you’re clever and make things fun.
Michael Feldman of Greater Morristown is fascinated by retail. He also enjoys theme parks, water parks, home audio and video, NFL football and cars.
The opinions expressed above are the author’s, and do not necessarily reflect those of this publication.
Good to see positive comments reflecting a new attitude towards potential new development in Morristown and highlighting much of what Morristown offers for residents, shoppers, employees and visitors already. I have found that the owner of much of the property on West Park place has a tendency to take his time deciding future plans for his properties but in the end his projects benefit not just his company but the Town in a positive way.
The corner of Park Place in my opinion, could be a key link towards uniting the now separate areas of the Green, Speedwell Ave and Schuyler Place, all benefitting from the Dalton Garage which provides parking and access for all those areas. With the new development of recreational and public spaces on the 1776 building site and the Green providing a peaceful respite in the midst of our most heavily trafficked area, this site could be redesigned to accomplish far more than simply duplicating nearby uses, while even with additional stories that do not exceed the Park Square building, could add even more architectural character to what is now an out of date brick box style. The original medallions used as an excuse to keep the old structure could be attractive additions to another building with more character.
An international food emporium, similar to Eataly?
Could be a walkable shopping source for local apartment dwellers and a shopping and eating destination for others.
Forget retail. People’s buying have changed.
Morristown should maximize on the sector that has proven itself to be an attraction with longevity,
Food and Beverage!
Make Morristown the home for a variety of culinary delights. No need to add any liquor licenses.
Just ensure a cooperation between the Town and perspective concepts starting or doing business in Morristown easier.
Morristown could be the “food hall” destination of North Jersey.
With a variety of unique storefronts or collective space ( Century21), Morristown could be a year round attraction.
The existing bars that want to expand should be given that opportunity.
There is plenty of parking and alternatives could also be developed.
All the new developments in Town and all the ones on the drawing board will seek food and beverage.
Its an opportunity that should be considered.
The Town, Morristown Partnership, Parking Authority and any other agencies should all meet to discuss this potential Town saving initiative.
I find that the parking situation is able to support a new big box retailer but I think that the Big Box business model is outdated and is no longer trustworthy for a long term solution. So I think that urban planners should divide that space to allow smaller mom and pap shops to thrive after covid is over. I find that the parking situation is will be able to help the growth of a locally inspired food court on the lower levels just to fill the space up with areas that will be easily leased to private vendors.
Boscov is the obvious choice since it is a discount store which would help the lower paid people just as Century 21 did.
Commentary: As Morristown ponders what’s next for Century 21 space, it can learn from New Jersey’s 21st-century malls By Michael Feldman
The author of this in depth, very detailed article has it exactly right…..his words below:
“Add it up, and you can see that malls can continue to thrive, but only if they are willing to put in the work to create experiences that cannot be found online.
It’s a lesson that should not be lost on any retailer with eyes on Morristown’s Century 21 building. While you can’t shoehorn a mall into this 132,000-square-foot space, you still can attract shoppers–if you’re clever and make things fun.” Hopefully the Morristown Administration, and its lightweight but well paid planner won’t rush for more money but will make and take time for a well considered and best plan for Century 21.
“
Terrific article, Kevin, written by Morristown contributor, Michael Feldmar, very thorough, very detailed, and very informative written with the ability to see today’s world and the world beyond Covid..Let’s hope our reactionary, anything goes redevelopment Administration also has the foresight and intelligence to see the future and heed some of these wonderful ideas..Stores will come back, folks like to out and shopping and the Morristown Green deserves to be respected and not downsized by gigantic buildings…Once again, with this administration, it will be most likely be a case of “follow the money,” not the ideals of proper, expert planning.
A Target would be great- unlikely- but great!
Target!
downtown Target!
Terrific article and encouraging to read the insights of a young contributor. We do need entrepreneurs who know how to sell “experience” and town officials willing to support mixed-use development: retail/residence/public recreation space. Imagine a walking, par-course connection from the “basement” of Century 21 under Speedwell to HQ plaza “mall.”
I can’t think of any other stand-alone, large format retail store that is outside of a mall/strip mall and in a town center. That building was vacant for years until Century 21 came along. We can hope that another one comes along someday, but that seems a long shot, as many retailers are going out of business and/or reducing footprints. The best bet may be to immediately pursue an Epstein’s type redevelopment.
I suspect condos/apartments for this space’s future