May 2, 2008

Will there be a grocer in Evergreen Village Square?

Kelly Erardi is “cautiously optimistic” there will be a grocery moving into the defunct Lunardi space. At an Involved Evergreen meeting on Wednesday, Apr. 23, Erardi, a vice-president for Shapell Industries, said a letter of intent had been signed that afternoon.

Left to right: Matt Wahlin, Secretary IE steering committee; Joanna Bateman, IE Steering Committee; Heidi Lee, IE Steering Committee; David Moy, IE Steering Committee; Rose Herrera, Chair IE Steering Committee; Kelly Erardi, VP Shapell Industries; Danielle Farran, President, Evergreen Village Square Business Owners Association and owner Secret Oasis Day Spa and Salon; Essi Mansoori, Owner Cleaners 4 Less, and Mike Keirstead, State Farm Insurance agent and leader of a community graffiti abatement effort for 14 years.

The deal is not done, but the unidentified grocer is interested in placing a 41,000 square-foot store in Evergreen Village. Shapell plans to invest in the improvements required by the grocer and that should lead to an opening. The details are sparse at this point; other that the party is an independent with 20 existing stores and is experienced in locating in trade areas similar to Evergreen.

The success of a new store and the continued development of other retail will depend on customer support. The neighborhood will have to shop and use the services of Evergreen Village Square if it is to reach its potential.

One obstacle apparently removed is that a City general plan amendment precludes any new grocery larger than 20,000 square feet being approved in Evergreen. There are already 11 competing grocery stores within a 3-mile radius of Evergreen Village Square.

Rose Herrera, founder and chair of Involved Evergreen, said, “This is the closest we’ve come to a replacement store so far.” There is a backup possibility so there’s a good feeling that the neighborhood will get the store they want. An estimated 150 people attended the meeting and Involved Evergreen was pleased with the turnout.

Erardi also mentioned that once a new grocery is in place, Shapell plans to proceed with phase two of developing the complex with additional office and retail space. Even though the ice cream shop has closed, another tenant may be interested, Erardi says, and deals are under way for more stores to open.

Christine Firstenberg, managing director, Metrovation, discussed her firm’s efforts to find a replacement for Lunardi’s. She presented the elements of trade-area analysis, those things a prospective looks at when considering a new location. Evergreen Village square has favorable demographics. Within a 3-mile ring, the population exceeds 100,000 people and has a median income of $137,000.

Involved Evergreen and the recently formed Evergreen Village square Business Owners’ Association are planning growth opportunities. The Farmers’ Market, a coordinated advertising and marketing strategy, and events such as movie night and cultural affairs are elements in creating a social center for Evergreen.