The ambitious Atlantic Yards development, a colossal urban transformation project spearheaded by Forest City Ratner, has long been a subject of intense scrutiny and debate. Beyond the gleaming Barclays Center and the promise of future residential towers, a pivotal question arises concerning the revitalization of existing community assets. Specifically, the future of the Atlantic Terminal and Atlantic Center malls, stalwart retail anchors in Downtown Brooklyn for decades, now stands at a fascinating crossroads. Could this massive urban renewal project offer a much-needed “silver lining” for these established, yet somewhat ‘tired-looking,’ shopping destinations? This inquiry delves into the strategic rethinking underway for these malls, aiming to reposition them as integral components of the emerging, holistic Atlantic Yards neighborhood.
MaryAnne Gilmartin, a prominent figure then with Forest City Ratner (now Brookfield Properties Retail Group), articulated a clear vision for the malls’ evolution, describing it as an “obvious opportunity.” The presence of the Barclays Center, a major entertainment and sports venue, along with the impending rise of new residential towers, presents an unprecedented chance to integrate these retail hubs more fully into the fabric of a vibrant, modern urban district. The core challenge, as Ms. Gilmartin highlighted, involves a delicate balancing act: broadening the malls’ demographic appeal without alienating their loyal, established customer base. For years, the Atlantic Terminal and Atlantic Center have served a diverse local population, known for their accessible offerings and practical retail mix. The task now is to infuse them with a contemporary energy, attracting new residents and visitors while still valuing the community that has sustained them.
Discussions regarding the malls’ future encompassed a wide array of possibilities, with Ms. Gilmartin noting that “everything [short of razing the building] is on the table.” This comprehensive approach signals a profound commitment to transformation. A significant part of this overhaul involves reimagining the malls’ physical appearance. The existing “dreary, uninviting brick facade,” a descriptor often associated with the older generation of urban malls, is a prime candidate for a significant makeover. Such an aesthetic upgrade would not merely be cosmetic; it would aim to create a more welcoming, modern, and aesthetically pleasing environment that aligns with the upscale aspirations of the broader Atlantic Yards development. Beyond the exterior, internal renovations, improved common areas, enhanced lighting, and potentially new architectural elements could transform the user experience, making the malls feel more contemporary and inviting. The goal is to move beyond mere functionality to create engaging spaces that encourage longer stays and offer more than just transactional shopping.
The economic landscape surrounding the Atlantic Yards project provides a compelling incentive for such ambitious renovations. The surrounding area has witnessed a significant uptick in commercial real estate values, with retail property owners in the vicinity beginning to see “big numbers.” This burgeoning market confidence is a direct result of Downtown Brooklyn’s ongoing renaissance, fueled by extensive new development, increased population density, and enhanced infrastructure. Peter Ripka, a veteran in retail leasing who helped secure the original tenants for the malls, expressed optimism, stating that the malls, which have “always been a success,” are “just going to get better and better.” This perspective underscores the inherent strength and strategic location of these retail assets. The rising property values and the influx of new residents with diverse spending habits create a fertile ground for investment, making a comprehensive revamp not just desirable but economically justifiable. The malls are uniquely positioned to capitalize on the increased foot traffic and disposable income generated by the surrounding residential and entertainment venues.
The transformation of the Atlantic Terminal and Atlantic Center is inextricably linked to the broader success of the Atlantic Yards ecosystem. The Barclays Center, as a world-class arena, serves as a powerful magnet, drawing millions of visitors annually for concerts, sporting events, and cultural spectacles. These visitors represent a significant opportunity for the adjacent malls, offering potential new customers before and after events. The retail strategy will likely aim to capture this transient audience, perhaps through specialized offerings, experiential retail, or convenient dining options. Furthermore, the residential towers planned for the Atlantic Yards site will introduce thousands of new residents directly into the neighborhood. This influx of a new, potentially more affluent and diverse demographic necessitates a retail environment that caters to a broader range of needs and preferences, from daily essentials to luxury goods and services. The vision is to create a symbiotic relationship where the malls enhance the overall appeal of the residential component, and residents provide a consistent customer base for the malls. This integrated approach is key to fostering the “holistic neighborhood” concept envisioned by the developers.
The redevelopment of the Atlantic Terminal and Atlantic Center also reflects the larger evolution of Downtown Brooklyn itself. Once primarily a commercial and governmental hub, Downtown Brooklyn has undergone a dramatic transformation into a vibrant mixed-use district, attracting businesses, residents, and tourists alike. New office towers, luxury condominiums, and improved public spaces have redefined the area’s character. For the malls to remain relevant and competitive, they must align with this contemporary urban identity. This involves more than just a fresh coat of paint; it requires a strategic rethinking of tenant mix, incorporating popular brands, local businesses, diverse dining options, and potentially even public-facing community spaces. The goal is to evolve from traditional shopping centers into dynamic urban retail destinations that serve as community anchors, meeting points, and cultural contributors, thereby complementing the broader revitalization efforts across Downtown Brooklyn.
While the opportunities are immense, the path to achieving this revitalization is not without its challenges. Managing the disruption caused by extensive renovations, ensuring seamless operations during the transformation, and effectively communicating changes to both existing and potential customers will be crucial. Furthermore, striking the right balance between attracting new demographics and retaining the loyalty of long-standing patrons requires careful planning and community engagement. The competition from other burgeoning retail corridors in Brooklyn also presents a formidable challenge, necessitating a truly unique and compelling value proposition for the Atlantic Terminal and Atlantic Center. Nevertheless, with significant economic incentives and a clear strategic vision, the developers appear well-positioned to leverage the Atlantic Yards project into a catalyst for the malls’ resurgence, transforming them into modern, attractive, and economically robust retail destinations. The ongoing State Liquor Authority hearings for the Barclays Center, a practical step towards operationalizing the arena, also signify the continuous, multi-faceted progression of this ambitious urban endeavor.
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Forest City Mulls What’s Next for Atlantic Terminal and Atlantic Center [Observer]
Photo from Dumbo Books of Brooklyn