Unveiling the Past
In the heart of Roseville, Minnesota, Rosedale Center Mall, known simply as Rosedale, has long been a bustling hub of retail activity and community gathering.
The mall’s inception in 1969 marked the beginning of an era, with the Dayton Hudson Corporation bringing to life a sprawling shopping center to cater to the rapidly growing population of northern Ramsey County.
In its early years, Rosedale was anchored by iconic department stores, Dayton’s and Donaldson’s. The addition of JCPenney and Montgomery Ward in the 1970s bolstered the mall’s retail lineup, offering an array of shopping options to the increasing trade area population, reaching almost 2 million people today.
The 1990s ushered in a period of significant reinvention for the shopping center. A major renovation 1992 revitalized the mall, breathing new life into its infrastructure and retail offerings. Adding new retail spaces and constructing two parking garages were vital components of this transformation, enhancing the convenience and experience for shoppers.
Embracing Change and Expansion
The turn of the new millennium saw Rosedale Center continuing to evolve and innovate to meet changing consumer demands. 2005 was a milestone, with demolishing a vacant east anchor making way for a new open-air lifestyle wing.
Named the Plaza at Rosedale Center, this expansion was anchored by an AMC theater, marking a shift towards experiential offerings and diversifying the mall’s appeal to a broader demographic.
Rosedale didn’t stop there. A decade later 2015, the shopping center announced another significant expansion project. This effort, which opened in 2018, included the addition of a Von Maur department store and a new parking deck.
Despite removing 369 current parking spaces for the expansion, the new parking deck resulted in a net gain of 81 parking spaces, a thoughtful strategy to accommodate the increasing visitor count, which now boasts 14 million annually.
However, the changing retail landscape was not without its challenges. The closure of all Herberger’s stores in 2018, including its Rosedale location, was a stark reminder of the evolving retail scene. The departure of this anchor store left a void in the mall, signifying the need for adaptation and resilience.
Rising Above Challenges: Resilience and Resurgence
Undeterred by adversity, Rosedale showcased its resilience. Even in the face of the George Floyd protests in 2020, which led to looting and damage, the shopping center bounced back. Today, Rosedale’s sales and foot traffic exceed pre-pandemic levels, proving its enduring appeal to the community and its essential role as a retail and social hub.
Rosedale Center’s ability to adapt and innovate is evident in its current developments. The former Herberger’s site is being transformed into Dick’s Sporting Goods store, a testament to the mall’s commitment to meet changing consumer needs.
This new store, set to open at the end of 2024, promises to offer more than the typical Dick’s Sporting Goods store, potentially including features like a rock climbing wall and golf hitting bays. This addition to the mall is expected to draw more shoppers and further diversify the mall’s offerings.
The redevelopment efforts extend beyond the mall’s interior. Standalone drive-thru restaurants for Panera Bread, Shake Shack, and Raising Cane’s have been built atop underused parking areas around the mall’s property, providing shoppers with more dining options.
This multiphased redevelopment and expansion project aims to strengthen the mall’s productivity, availability, and leasing throughout Rosedale, thereby enhancing the overall shopping experience for visitors.
Before the construction begins at the former Herberger’s site, around 50,000 square feet of underperforming retail and restaurant space in the southern wing of the mall is being demolished. This move is expected to connect Dick’s to the rest of the mall and improve overall productivity.
Rosedale Center’s management team is continuously working to bring in new tenants that will enhance the mall’s offerings. They announced Hollister Co.’s return in late summer and hinted at other exciting arrivals in the future.
As part of these ongoing efforts, the mall management is also exploring opportunities to fill vacancies, including spaces previously occupied by the Granite City Food & Brewery and Starcade. The focus is on being selective and strategically choosing new tenants to keep the mall interesting and continually draw people’s attention.
Rosedale’s future is shaped by its debt-free status and full and stable ownership. It allows the mall to continually reinvest in the project, replace weaker tenants with stronger, more relevant ones, and upgrade the merchandising.
This approach helps ensure that Rosedale Center in Roseville, Minnesota remains a dynamic and vibrant shopping destination, adapting to its customers’ changing needs and preferences while staying true to its rich history.
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