Remodel Sparks Renaissance at Blackhawk Plaza Despite Recession

For Danville resident Bill McBride, Saturday morning at Blackhawk Plaza has become something of a family ritual. 

"We come every Saturday and feed the ducks and go to music class at Music Together," said McBride, who was chaperoning 3-year-old Ryan and 2-year-old Julie on a recent Saturday. "We like to go to the toy store and eat our peanut butter and jelly sandwiches at the playground."

Such a family experience is just what the owners of the plaza, CenterCal Properties, LLC, are shooting for. The 250,00o-square-foot plaza, which has struggled in the past with its off-the-beaten track location four miles from the freeway, is offering new attractions to bring in visitors.

"There's been a renaissance at the center since the recent remodel," says CenterCal marketing director Ashleigh Tharp. "We added the playground, improved the aquatic area with the addition of swans and ducks, and provided grassy areas where people can sit and enjoy the weather. We're also organizing lots of events, especially for children."

CenterCal Properties, which owns six shopping centers in California, Oregon, Washington and Idaho, purchased the Blackhawk Plaza in 2004.  They completed a multi-million dollar facelift in summer 2009 that included new exterior facades, enhanced lighting, fireplaces, and comfortable couches and armchairs for outdoor seating.

"This has been a really good year for the plaza," says Tharp. "Retail revenue is up over last year, even in January, which is typically a slow month."

The center is also nearing full occupancy. Ten new shops and an art gallery opened in 2009 and a yogurt shop and gardening center are slated to open within the next month.

"Occupancy is one of the best ever," says Tharp. "Since construction was completed, we have brought in three new restaurants, a spa just opened last week, there's a new gym, lingerie shop, book store, a new dry cleaning shop, and Tuttimelon, a frozen yogurt shop, will open next month."

Carlos Largaespada is the general manager for Blackhawk Crunch, a new gym featuring a Ride Studio and a Kids' Crunch Area. Largaespada says Crunch is thrilled to be part of the Blackhawk Plaza.

"It's a really tight community that has been really welcoming," says Largaespada.

He says Crunch already has successful gyms in San Francisco and saw the East Bay as an untapped market.

"Our new investors, the New Evolution Fitness Company, are located in the East Bay and knew that Crunch's philosophy of making fitness fun would be a great fit for this demographic," says Largaespada.

He says Crunch plans to expand nationwide, especially on the West Coast.

"Even in these tough economic times, Crunch doesn't view a gym membership as a luxury, but as a necessity," says Largaespada. "Those that really value their health know this as well."

Tuttimelon, which opens later this month at Blackhawk, also thought the plaza would be a good fit for its premium frozen yogurt and gelato, according to the company's business director Roy Lam.

"We picked Blackhawk Plaza because we believe our brand images and premium products fit perfectly with the demographic and upscale environment that the center has to offer," says Lam.

He says that, regardless of downturns in the economy, customers still demand first-class product and service.

"We believe our superior products and, most importantly, our customer-oriented culture, will be a great fit for the neighborhood," says Lam.

Danville Destination

Blackhawk resident Rochelle Leininger, who lives within walking distance of the plaza, was shopping on a recent Saturday for a birthday gift for her mother-in-law.

"I love to walk here," said Leininger, who had her English bulldog Lady Grace in tow. "Visually it's stunning. We walked here last night for dinner and a glass of wine at Stomp wine bar. It's a nice European way of living. It's great for kids too."

The lakes, waterfalls, fountains and lush landscaping make a unique backdrop to the plaza's courtyard shops and restaurants.  The plaza is also home to the Blackhawk Auto Museum, an affiliate of the Smithsonian, and the Blackhawk Gallery, run by the Alamo-Danville Artists' Society, and a Century movie theatre. Draeger's gourmet food market opened in 2007 and there are service stores too, including hair styling, cosmetic surgery, dentistry and the recently opened Tassajara Cleaners.

Adapting to Economy

Eric Olea owns the California Living store, which sells furniture and accessories with a Tuscan/Mediterranean flair, mostly made in California.  He says the architecture and atmosphere at the Blackhawk Plaza remind him of Italy.

"The plaza is probably the most gorgeous north of L.A.," says Olea. "It's amazing with the beautiful lake and the pleasant outdoors."

He says that the downturn in the economy has affected all businesses, including his furniture store.

"With homes going into foreclosure, people aren't going to be thinking about buying furniture," says Olea. "You have to wise up and make changes."

While Olea says his great customer base and repeat business has kept him "busy and successful," he has also started importing some furniture and now offers free interior design consulting – a service he used to charge for.

"Offering free consulting has increased my business," says Olea. "So I will continue that even when times are good."

Rowena Morgan, owner of Music Together, which offers music classes for young children and their caregivers, has noticed a downturn in new business this year, but says her established clients continue to sign up for classes.

"Music Together is an investment in the young child and the demographic of Danville recognizes the value of early childhood education and the exposure to fun, quality activities," says Morgan.

She says of all the classes that Music Together offers in the area, the Blackhawk studio is the most popular location.

"It has the added bonuses of the Doodlebug toy store, the Read book store with its children's corner, the play structure and lots of places to eat or hang out," says Morgan. "The ducks and swans are always a winning attraction too!"

Olivia Anderson, who works at Doodlebug, agrees.

"This is the perfect place to spend a day with children," says Anderson, who believes management is taking the plaza in the right direction.

"They're taking it up a notch," she says. "We're looking forward to the warm weather and the outdoor concerts."

Tharp recognizes that, while Blackhawk is an affluent area, everyone is cutting back.

"We've adjusted ourselves accordingly," says Tharp, citing new direct mail offers, savings books, happy hours, special kids' menus and free events that bring customers to the plaza.

Specials in Store

Thorp says this year's free summer concerts, which traditionally attract an audience of 6,000 each week, include Tina Love, Beach Boys tribute band Papa Doo Run Run and a Michael Jackson tribute.

Other events include the 33rd Annual ADAS Spring Art Show through March 28, with works by East Bay artists. The Blackhawk Spring Celebration is on March 27 with games, raffle prizes and live entertainment. Visits with the Easter Bunny are ongoing through April 3.

"We are introducing lots of family-friendly events, including partnering with local libraries and the bookstore," says Tharp. "A portion of the proceeds is donated to the library."

It's not all about the kids, however.

"At the end of May, we are introducing Girls Night Out," says Tharp. "There will be special offers from retailers and drink specials. It's a night to get out with the girls, leave the men at home and have a Cosmo!"

Blackhawk Plaza is located at 3454 Blackhawk Plaza Circle, Danville. For more information, directions and hours of operation, visit www.shopblackhawkplaza.com.