THE Entertainment, Shopping & Dining destination of Palm Springs!
Desert Fashion Plaza is located in downtown Palm Springs California. Anchored by Saks Fifth Avenue, a 192 room Hyatt Regency hotel and 79 stores, the project had lost its second primary anchor, I. Magnin, when the I. Magnin chain closed. Excell Realty acquired the property in 1997 for the purpose of redeveloping it.
The resulting plan included renaming the center the "Palm Springs Promenade," the removal of the roof from the common areas, the creation of numerous outdoor patios and dining areas, and leasing to new tenants including: A 2,500 Seat Live, Broadway Theater; a 3,000 seat, state-of-the-art stadium seating Cineplex; national and regional theme restaurants; a micro brewery; night club; and even more specialty retail. A center European style courtyard was planned with live jazz groups playing center stage weekly, a syndicated jazz radio show broadcasting from the courtyard every night. An aggressive plan to create a new "Great Place" - an anchor to downtown Palm Springs, an exciting retail, restaurant and entertainment destination that would anchor a sense of "having arrived" at the "Centerpoint" of the Palm Springs Valley.
Biegel & Co was hired to co-ordinate the overall redevelopment plan including the renaming of the center, architectural team selection and management, creation and implementation of the marketing plan, and anchor and sub-anchor tenant negotiation including a 3,000 seat live theater and nationally recognized theme/entertainment restaurant tenants.