Firm retools sites for mixed use
By DAVID PENDERED
The Atlanta Journal-Constitution
Published on: 12/20/04
It seems a little odd that the most active retail developer in metro Atlanta has demolished so much property, but apparently that’s part of the job of creating new places for people to live and shop.
The Sembler Co. has razed more than 1.2 million square feet of office and retail space, said Jeff Fuqua, Sembler’s president of development. More than half of that was near Perimeter Mall, where Sembler tore down two former BellSouth office buildings.
“We feel like we’re an agent of change,” Fuqua said.
Sembler has nearly $500 million worth of construction under way in metro Atlanta, Fuqua said. It’s developing projects in burgeoning Henry County and Atlanta’s emerging intown neighborhoods, in the aging Perimeter area and in bustling Canton.
Along with building retail space, Sembler is the master developer of projects that are to provide about 1,200 new residences near its big retail developments.
The company is at the forefront of the trend in the region to retool sites that no longer suit their most recent use. In this regard, Sembler is akin to the company building the mixed-use Atlantic Station development on the site of a former steel mill adjacent to the Downtown Connector.
Sembler’s two ventures near Perimeter are significant redevelopments. Sembler is retooling both the old BellSouth site and Park Place, an aging retail and entertainment center.
The 42-acre office site is no longer a traditional corporate campus in one of the region’s first centers of sprawl. Soon it will be a development that takes the trend of mixing retail and housing to a new height — 27 stories, to be exact.
Its high-rise condo tower will provide about 220 units near a six-story building of about 330 rental units. The retail center is to be about 500,000 square feet, which would fill a third of Lenox Square.
Park Place will be updated and about 110 condos built on land that once served as parking.
The two projects are high-profile examples of Sembler’s strategic plan. The plan presumes that shoppers are tiring of traditional enclosed malls and would prefer to spend their time and money at places that seem more like the Main Street of a small town that shoppers either once experienced or might wish they had.
Shoppers visit these “lifestyle centers” 3.8 times a month vs. 3.4 times for a regional shopping center, according to a trade group, the International Council of Shopping Centers.
There’s a market reason behind the shift to lifestyle centers that goes way beyond the warm and fuzzy, said Kenneth Bernhardt, who studies consumer behavior and is regents professor of marketing at Georgia State University.
“They have become more popular because they respond to the consumer’s poverty of time,” Bernhardt said. “Ten or 15 years ago, consumers engaged in recreational shopping. People don’t have time anymore. The lifestyle concept provides the same mix of stores that one might find in a mall, in a more convenient environment where one can get in and out quickly.”
Sembler is adding a few twists to lifestyle centers.
First off, the company is packing a lot of stuff onto rather small sites. Sembler has convinced big tenants such as Target that they can thrive with less parking than they might prefer. For example, at Perimeter Center Place, where a SuperTarget is the anchor, Sembler is building 60 percent of the parking that would serve this size development in most suburbs.
One of Fuqua’s rivals marveled that he could get tenants to agree to that amount of parking. “My hat’s off to Jeff,” said David Witt, executive vice president with Selig Enterprises. “You have to be a tough negotiator to get below the [parking] a typical retailer wants.”
Retail and residences
Another twist is teaming with a residential developer to build lots of housing on these small sites. The sites’ small size means residents will be within 60 feet of retail at both Park Place and the Edgewood Retail District being built in Atlanta, on Moreland Avenue south of Little Five Points.
Lastly, the architecture and materials used in the projects often reflect the taste of nearby residents. Buildings in the development near Little Five Points will look a bit like those in Virginia-Highland, because that’s what residents wanted. In Buckhead, the redeveloped Lindbergh Plaza will look a little 1950-ish, because that’s the look favored by neighborhood leaders there.
Negotiations with intown neighborhoods typically are hard-fought. Residents often have their own ideas on the type of project they want, particularly as intown development takes off with a rising number of households with disposable incomes attractive to retailers.
“It took months and months of negotiations, and we won some battles and lost some battles,” said Sally Silver, a Buckhead resident who worked with Sembler on the Lindbergh Plaza project. “We had hoped to not get another big-box development. We wanted a more urban style. But we are getting some retail . . . that we don’t have now and which you can get to right off the street. We’re getting a residential component on Piedmont Road that we’re told will be built concurrently with the retail, and having it built concurrently is important to us.”
Talks continue, even though progress is so far along that the old mall has been demolished. Retailers still are battling for attention-grabbing signs, which residents don’t want.
Sembler is a survivor in the cutthroat world of retail development. And as the company grew, its founder rose to the top of Republican circles.
Mel Sembler started his retail development company in 1962; it’s based in St. Petersburg, Fla. All the capital stock is owned by the officers’ family, and financial details are closely held.
Over the years, Sembler has built more than 80 major shopping centers and more than 120 free-standing retail stores, according to the company’s reports. The firm focuses on the Southeast and has an office in Puerto Rico.
Mel Sembler is no longer active in the company business, Dun & Bradstreet reports. Instead, he has shifted his attention to promoting Republican causes. Sembler has served as national finance chairman of the Republican Party and currently serves as U.S. ambassador to Italy. During former President George Bush’s administration, Sembler served as ambassador to Canberra, Australia, and continued to serve the former president as a trustee of Bush’s presidential library foundation.
Sembler’s two sons work for the company, and both are listed as vice chairmen. Sembler’s two other board members are Fuqua, who joined the company 17 years ago, and Craig Sher, the president and CEO, who joined in 1984.
Fuqua said the company began moving away from traditional shopping center development and toward the lifestyle center approach about a decade ago. It hasn’t always been an easy path.
Retailers such as Target and Publix hate to reinvent the retail wheel when it comes to opening stores. They are comfortable with their own formulas for success, which include expansive parking.
“This whole urban thing is new to a lot of retailers, and the concept of changing their prototypes and parking requirements is new,” said Witt, whose big current intown project is anchored by a Wal-Mart. “We can try to convince them that the loading and parking will work [at lower levels], but they aren’t going to sign until their own people are convinced.”
Projects in emerging areas such as Little Five Points also can be a tough sell, Fuqua said. Part of his job is to convince retailers they can make a profit on untraditional sites — and to encourage them to act before a competitor, such as Wal-Mart, moves in.
Fuqua has engaged in these efforts for several years in Atlanta. In the late 1990s, he persuaded Target to open a two-story store in Buckhead, and it became almost a tourist attraction because of its escalators.
At another intown development, a complex anchored by Home Depot on Ponce de Leon Avenue, Fuqua says store revenues have exceeded expectations to the point that he wishes he could renegotiate the long-term leases.
Convincing arguments
“We have to show retailers that they can do well in nontraditional centers,” Fuqua said. “They find that they can do big volumes [and] that they’re able to park and load and get their stores open. And it’s not easy to get stores open in this [economic] environment.”
Sembler can afford to plow ahead because its chief managers don’t have a board to answer to — they are the board. Fuqua said more than 90 percent of developments are funded with Sembler’s equity, and traditional bank loans fill any gaps.
Fuqua wouldn’t say where in metro Atlanta the company might turn for its next project. He said a few spots had caught his eye, but the scant detail he provided was that they might involve tearing down old structures.
If intown proves to be the next Sembler site, the company can be expected to continue encouraging retailers to buck conventional wisdom. And in doing so, the company will be following through on the mission statement of its founder.
“There’s one thing we must always remember about shopping centers,” Mel Sembler said.
“The only constant is change.”