Stores prepare to open in Opry Mills

The Opry Mills Sun & Ski store / Sanford Myers / The Tennessean

Written by Andy Humbles | The Tennessean

Frank Carroll remembers going back into Opry Mills in the days after the May 2010 flood and looking at about five feet of water in Sun & Ski Sports.

As the store’s manager, he saw an uncertain future for the business and for the popular mall and tourist destination off Briley Parkway

“I thought Sun & Ski would find another location, but for a time I thought they might tear Opry Mills down.’’

“It’s one of those last vestiges from the flood … the one building that’s still hurting,’’ Carroll said.

But as the holiday season approaches, a handful of stores, including the once-devastated Sun & Ski, are preparing to get back in business even though the grand reopening of the mall won’t occur until March 29.

Sun & Ski plans to reopen Nov. 18, the same day the mall’s movie theaters have announced they will officially open the doors for the holiday movie season. Dave & Buster’s and VF Outlet announced intentions to open in 2011 as well, though specific dates haven’t been announced.

Opry Mills’ reconstruction, when finished, could provide a tangible and moral comeback from the historic flood that was especially hard on businesses and homes in the Donelson community of Davidson County.

“For this area the reopening of the mall is the final piece of closure for the flood,’’ said Phil Claiborne, Metro councilman for the area. “That aside, there is the economic advantage of people coming back to the theaters, and then gradually reopening after the first of the year. Like a kid waiting for Christmas and seeing the decorations go up.’’

Holidays are target

Consumer confidence is still low and indicators aren’t overly optimistic heading into the holiday shopping season, said Middle Tennessee State University professor of marketing Tim Graeff.

But the four businesses opening in November could do fairly well without the rest of the mall open because of other Christmas and holiday activities in the Opryland area such as the Rockettes, ICE! and Louise Mandrell’s Christmas Dinner Party.

“It’s near the hotel, the lights, there are other reasons people are going to be there,’’ Graeff said. “You go (to another event) and you take in a movie or go to Dave & Buster’s. It’s not a mall in the middle of nowhere. The whole area acts as a mall.’’

Being up and running for the holiday movie season is why Regal Cinemas Opry Mills Stadium 20 and IMAX targeted opening in 2011. There are also preview events Nov. 14-16, which includes $2 movies, $2 popcorn and $2 drinks for local charities.

All of the businesses that plan to be open in 2011, including Bass Pro Shop, will use their exterior entrances until common areas of the mall are open.

“In any retail facility, and this facility, developers like to get anchors in to get foot traffic and others excited,’’ said Robbie Arrington of Regal Cinemas. “We are an anchor and believe by us opening now that will help spur continued development and other tenants moving in.’’

Opry Mills opened in May 2000. By 2009, the mall generated about $217 million in gross revenue and provided more than $4.8 million in sales tax revenue to Metro.

Joyce Steinbrook, who lives about four miles away, believes the mall’s return will positively impact property values.

“You don’t realize how much you miss something until it’s gone,’’ Steinbrook said.

Bass gets company

There has been one store open for more than a year at Opry Mills — Bass Pro Shops, which has an outside entrance.

Carroll, who has traveled for Sun & Ski helping open other stores since Opry Mills closed, has watched Bass Pro Shop and believes the traffic they’ve had operating by itself is “a positive sign.’’

“We feel business has been good without traffic from the mall, but we’re excited to have the tenants back to draw more folks who are not our normal customers,’’ Bass Pro Shops general manager Greg Cole said. 

“The movie theaters and restaurants (being closed) have impacted our evening business.’’

For the businesses opening in 2011, Carroll expects a curiosity factor and buzz will help even without a complete mall, while the movie traffic will be a significant influence.

The basic layout of the mall will be the same, spokeswoman Lauren Horsley said.

But the movie theater area will have changes in its lobby, layout and outer walls according to Arrington.

New stores that have been announced include Coach Factory Store, Calvin Klein, Tommy Bahama Outlet, Talbots, Chico’s, White House Black Market, Under Armour Factory House and The LEGO Store. A kids soft play area is among new family entertainment options.

Forever 21 is returning with an expanded space of more than 53,000 square feet. Other stores returning include Saks Fifth Avenue OFF 5TH, Banana Republic Factory Store, J. Crew Factory, Brooks Brothers Factory Store, Ann Taylor Factory Store, Victoria’s Secret, Tommy Hilfiger Company Store and Off Broadway Shoes.

Rainforest Café and the Aquarium Restaurant are coming back, as well as the food court and entertainment stage.

The mall did not comment about the amount of space that has been leased.

“When it opens, the ladies in the family will come out more,’’ Bass Pro Shop customer Sam Brown of Joelton said, referring to his wife and married daughter.

Construction began last spring after an agreement was reached with lenders to finance rebuilding of the mall during litigation with insurers over what will be paid for the flood loss.