SAN JOSE – San Jose’s Santana Row is driving a slew of new merchants poised to expand the choice of shopping and dining options at the iconic mixed-use hub at a time still marked by coronavirus-related economic uncertainties.
Nike Live is the first of the new wave of retailers to open its doors on Santana Row. According to Federal Realty, the developer and main owner of Santana Row, Hot 8 Yoga, Arc’teryx, Vuori, Dumpling Time, and Momosan Ramen & Sake will all be opening in the coming weeks and months.
The new group of vendors is in part triggered by the longstanding chess game by Santana Row to position itself as a target center that offers unique experiences and entertainment alongside shops and restaurants.
In a world shaped by a number of considerations emerging from the coronavirus, the physical layout of Santana Row could be an important drawing map, according to Federal Realty, the center’s developer and principal owner.
Dumpling Time Restaurant on Santana Row in San Jose. The restaurant offers handmade dumplings. // Santana Row
“The most obvious result from COVID is the consumer’s drive to open-air centers,” said Jeffrey Kreshek, senior vice president of Federal Realty and head of leasing efforts for the west coast real estate company.
Federal Realty has decided to turn the uncertainties and protocols of the coronavirus into a possible formula for long-term success on Santana Row.
“We used COVID as an opportunity to decide what has to be relevant for the next 10 years,” said Kreshek. “We take full advantage of this opportunity. We’ve probably added more brands with COVID than any other year with the project. “
Santana Row’s status as an open air hub creates an environment that is fundamentally different for visitors from a typical closed shopping mall.
Vuori store on Santana Row in San Jose. Vuori clothing integrates fitness, surf, sports and the arts and is based on the Californian lifestyle. // Santana Row
“Open-air centers are more about the experience, about spending a Friday evening there and doing something else later on the weekend,” said Kreshek.
Federal Realty views Santana Row as a mixed-use neighborhood that resembles a neighborhood with shops, restaurants, entertainment centers, open spaces, apartments, offices, and hotel facilities.
“Santana Row really is the main drag for this part of San Jose,” said Kreshek. “Santana Row acts as a downtown street. There are big rooms, small rooms, shops and restaurants like you see in a downtown area. “
People walk near a Faherty store on Santana Row in San Jose. Faherty is a family run clothing store for men and women. // Santana Row
The Nike Live Store opened on Thursday. The store offers a state-of-the-art and digital Nike concept that appeals to local customers. Nike Live has been described as a stationary app.
“This is the only Nike Live in the Bay Area,” said Collette Navarrette, Federal Realty West Coast director of marketing.
Among the other retailers slated to open on Santana Row this year:
– Hot 8 Yoga, June 2021. Hot 8 Yoga offers a wide variety of classes for a range of yoga and exercise needs.
– Arc’teryx, June 2021. Arc’teryx is a design company that sells outdoor apparel and climbing gear.
– Vuori, June 2021. The Vuori clothing store integrates fitness, surf, sports and the arts influenced by the California lifestyle.
– Dumpling Time, Fall 2021. This restaurant offers unique products like handmade dumplings.
– Momosan Ramen & Sake, November or December 2021. Introduced by Masaharu Morimoto, an “iron chef” and Japanese master chef known for his innovative and distinctive cuisine. The restaurant offers Morimoto’s ramen and yakitori izakaya concepts.
Hot 8 Yoga Site on Santana Row in San Jose. The fitness dealer offers classes in yoga and other training styles. // Santana Row
“We have been working on this approach for outdoor and adventure centers for the past ten years. With COVID, our strategy was to take a deep breath and see that this is the plan that got us here, ”Kreshek said. “This was not the time to give up on this plan. It was time to lean into this plan. Our motto is to stay calm and stick to the plan. “
The executives at Santana Row are spurred on by the new leases and expect to attract even more dealers shortly.
“We have six or seven other deals we’re working on right now,” said Kreshek.
In addition, according to Federal Realty representatives, potential restaurants, retailers, and other vendors are becoming increasingly interested in Santana Row.
“We’re getting more calls than ever before,” said Navarette.