Opinion: Branson Landing on the right track

My wife and I strolled through CityPlace, hands locked, amid palm trees, gloriously singing fountains and upscale shops.

I don’t think we even bought anything during that honeymoon excursion before boarding a cruise ship. But we made a memory, and the destination had much to do with it.

CityPlace, a $600 million shopping and residential development in West Palm Beach, Fla., was my first taste of an outdoor lifestyle shopping center. Five years later, CityPlace is still my favorite shopping center.

The outdoor lifestyle theme is sweeping across the country. It made its presence known in the Ozarks in 2003, when Simon Property Group-owned Battlefield Mall launched a multimillion renovation with outdoor lifestyle stores as the impetus. The second phase of that project is evident on the Glenstone Avenue side, where one new tenant has been announced: J. Buck’s Restaurant.

Branson Landing opened in the same vein, and to much fanfare, May 26. I had my first experience the next day – another family outing.

Now, I’m not a shopping center aficionado by any means. My wife, that’s a different story. But I do enjoy the atmosphere and the time spent with family strolling through these outdoor malls. We now seek them out when traveling.

Compared to other outdoor centers that I’ve visited, Branson Landing leaves something to be desired. The biggest disappointment is a lack of heavy-hitter retailers. The power stores are missing: No Pottery Barn. No Banana Republic. No Restoration Hardware. No Cheesecake Factory.

In fairness, only half of Branson Landing’s tenants are open. More will open June 16.

Branson Landing scores high in aesthetics. The look is unique to the area, and the feel is of quality craftsmanship.

That might be enough to make the Landing a success. After all, good vibes usually lead to good sales, which is where this lifestyle center idea was born.

Here’s how Branson Landing stacks up against other centers I’ve visited:

1. CityPlace, Palm Beach, Fla. – Nice mix of specialty retailers and residential townhomes, apartments and live/work lofts; $110 million office tower is under construction. (www.cityplace.com)

2. Fashion Island, Newport Beach, Calif. – Pacific ocean views and pristine landscaping; typifies Orange County. (www.shopfashionisland.com)

3. Country Club Plaza, Kansas City – One word: authentic; it was developed in 1922; love the Spanish architecture. (www.countryclubplaza.com)

4. Oakbrook Center, Oakbrook, Ill. – Huge; has all the names and then some with six department stores and 160 retailers in suburban Chicago. (www.oakbrookcenter.com)

5. The Summit, Louisville, Ky. – Kid-friendly and clean; nice layout. (www.thesummitonline.com)

6. Branson Landing – Scores high on aesthetics, family and relaxation atmospheres; falls short on quality of shops and romantic value; it may move up the list after more stores, the boardwalk and water features come on line. (www.bransonlanding.com)

7. Town Center Plaza, Leawood, Kan. – Great shopping and dining power; lacks pizzazz. (www.towncenterplaza.com)

8. Zona Rosa, Kansas City – K.C.’s latest; has a copycat feel, but I’ve got to credit its live music and farmer’s market. (www.zonarosausa.com)

On a scale of 1 to 10, with 10 being the best, here’s how I rate Branson Landing: Aesthetics: 8; Family atmosphere: 9; Fun: 7.5; Quality of shops: 5; Relaxation: 10; Romanticism: 5.

Street reaction

Three comments I heard strolling through Branson Landing:

“I think it’ll do OK because there’s nothing to do in Branson but Silver Dollar City,” a man said into his cell phone.

Another told his family, “There’s not much to do at night in Branson, so everyone will be here.”

“They had to Branson-ify it,” as the trolley passed by with a guitar-playing, country-music singer on board.

Also heard: White House Black Market, the upscale women’s clothier, is opening a Springfield store in September at Battlefield Mall, according to a saleswoman at the Branson Landing store.

Appreciative congrats

Since SBJ published the story on my promotion to editor, my inbox has filled up with congratulatory e-mails and voicemails. How affirming!

And if I haven’t replied, bear with me. It’s been a furious pace.

I’ve grown up professionally in front of many of SBJ’s readers. Lisa Slavens of Big Brothers Big Sisters reminded me at SBJ’s recent 40 Under 40 event of our initial meeting. I was a young reporter – literally one month on the job – covering the first months of Wonders of Wildlife operations, where she did public relations and special events at the time. We both remember the interview like it was yesterday. I also remember interviewing Denis Schmidt, WOW’s group sales specialist at the time, for that story, “Museum, staff grow together.” Schmidt now is an SBJ cohort, working as ad representative.

While I have not yet responded to each congratulatory expression, I will – and I look forward to working more closely or meeting altogether.

I’ve also received some interest for the focus group that will be forming this summer. That’s helped me get a list of interested candidates started. I’m looking at an inaugural meeting in July. Send me a note or give me a call if you’d like to be considered.

I plan on holding these meetings monthly to review the most recent four issues. I want to know what the group read and didn’t read, liked and didn’t like, as well as suggestions for improving the paper.

Eric Olson is Springfield Business Journal editor.