The Belz Factory Outlet Mall Lost But Not Forgotten

The Smart Growth Initiative’s guide for revitalization and redevelopment of older areas fits well on the City of Lakeland’s eye sore – the Belz Factory Outlet Mall. This mall, owned by Gilad Development Inc., based in Woodland Hills, Calif., is long overdue its revival. It is one of those ‘functionally obsolete’ commercial structures, patiently waiting for a new wave of business or a thorough redevelopment.

The business is long on decline, and even though plans for turning the mall into a multi-functional town center were presented back in 2004, nothing has been done. In 2008, the Lakeland Design Review Commission approved a new plan, changing the face of the mall into a train station motif and turning the sea of asphalt into a greatly landscaped area, including a lake. A plan for a 25,000 square foot mall addition was also included. Once again, nothing has happened since.

With curiosity, I contacted the owner of the mall, Gilad Development Inc., asking for their plans for this area. Even though it is a corporate policy to keep their plans secret, the ‘between the lines’ answer was that there is a plan to bring life back to the empty building. Newly remodeled, the mall would still remain a shopping center. Being left with a question ‘Why?’, I said goodbye.

The location of the 80,000 square foot property is ideal. It is nested on the I-40 interstate and Canada Road exchange, with a mature wooded area surrounding it. In this past- famous vibrant place, which was in its hey day, visited by 2.5 million shoppers a year, only a handful of retailers remain. The anchor store, Old Time Pottery, is still present, along with Van Heusen, The Memorabilia Store, Overstock Merchandise and a few others.

The indoor mall is accompanied by a strip mall development, which is also greatly in decline. Center Point Church bases itself in one of the large shops at the strip development. A large sea of parking surrounds the development, reminding visitors of a once viable destination. The economic life in this area is virtually non-existent.

The Belz Outlet Mall, created in 1979, is considered the first, fully enclosed factory outlet mall, constructed in the United States. Once popular, these enclosed malls offered protection from weather elements and secure shopping environment to its customers. However, as the trend changed, newly constructed malls were becoming multi-use mall facilities, including offices, hotels and atrium shops. The Belz mall had none of these amenities.

Since 2006, only one enclosed mall has been built in the United States. Even over the multi-functionality of designs (restaurants, movie galleries, and recreational activities), the trend of malls continues to decline and today, many ‘dead malls’ sit unused for many years, waiting for restoration or demolition. Once again it is fashionable to build open-air malls. The question rises, what to do with large mall complexes, such as the Belz Factory Outlet Mall? The malls advantage is its prime location along the major artery. It is easily accessible and visible off of the intestate.

As Ellen Dunham-Jones points out, ‘The primary trend in mall retrofitting is the tear-down of most or all of an aging enclosed mall and its replacement with a mixed-use town center development.’ The Belz Factory Outlet Mall, no longer profitable, could still support regional retail. Turning it into a mixed-use neighborhood retail facility, with included civic activities, such as a local performance center, could create a lively place. The proposed redevelopment should target all age and occupation groups, while promoting the feel of a community. The City of Lakeland, incorporated by 1977, is stretched out and has only scattered pockets of residential cohesion. A centrally located place, where the community could come together, would be desirable. While promoting sustainability and connectivity, the Belz outlet mall could become a landmark.

Lake Forest

Directly south of the mall site is located a new development by Belz, called Lake Forest. Currently put on hold due to the economic situation, the 128-acre project is to become a green New Urbanist node. The plan includes a variety of approximately 500 housing units, a small hotel, and commercial and office space. This development forced the widening of Canada Road, a major connector to the I-40 interstate, to four lanes. Designed on the old Lakeland International Raceway, the Lake Forest development could support the retail existence of the Belz Factory Outlet Mall.

Based on my conversation with the Lakeland Chamber of Commerce, communication among involved parties, Belz Enterprises and the Gilad Development Inc., is desirable and both are willing to cooperate. By including the Belz outlet mall into the overall design of the area, this could become a center for the entire City of Lakeland. Since Lakeland does not have any downtown area per se, the development of a vibrant, up to date town center in this strategic location could gain public interest once again.