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Turnaround plan for Crossroads Mall focuses on Hispanic community

Owners of Oklahoma City's Crossroads Mall are modeling a revitalization project after La Gran Plaza, a shopping mall in Fort Worth, Texas, that was near empty in 2004 and now is nearly 95 percent leased. The mall features a mix of shops, restaurants and services that appeal to Hispanic consumers.
by Jennifer Palmer Published: March 27, 2013

A plan to transform the near-abandoned Crossroads Mall into a thriving hub for the Hispanic community has begun.

Mall owners are looking to revive Crossroads Mall, at Interstate 240 and Interstate 35, much like La Gran Plaza in Fort Worth, Texas, a now-thriving shopping center that nine years ago was just 10 percent leased.

A key part of that plan includes the mall owners hiring Jose Legaspi, who developed La Gran Plaza and runs a California commercial real estate company that specializes in transforming ailing malls into Hispanic community centers.

It took three to four years to turn Le Gran Plaza around, but Legaspi said other malls have been revitalized in just six to 18 months. Eighty to 90 percent of shoppers there are Hispanic.

He said the demographics are there for the Oklahoma City project to succeed. Legaspi looks for malls that have 120,000 to 150,000 Hispanic residents in the surrounding market and, in many cases, the mall attracts shoppers from 30 miles or more.

“The Hispanic community tends to feel loved and invited when they are approached by a shopping center, so people will drive very far to get there,” he said.

Raptor Properties LLC, a group of investors that purchased Crossroads Mall from the federal government in September 2011, on Wednesday announced the purchase of the former Dillard's department store and hinted at the new vision for the mall.

Robert Ruiz, marketing director for Raptor Properties, said Legaspi “will be implementing a mode similar to La Gran Plaza.”

The South Oklahoma City Chamber of Commerce is hosting a trip to Fort Worth on Thursday for businesses involved in the Envision 240 project, said Elaine Lyons, chamber president. They plan to stop at La Gran Plaza, as well as meet with people involved in the redevelopment of the Camp Bowie District and Magnolia Avenue. La Gran Plaza is the former Seminary South Shopping Center.

Lyons said chamber officials are excited about the plans for Crossroads Mall and would like it to be an anchor for the I-240 corridor.

“We hope it will become a destination for not just our community, but the state,” she said.

The new name of the Oklahoma City mall, its tenants, detailed plans for the property and architectural renderings will be unveiled April 24, Ruiz said.

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by Jennifer Palmer
Investigative Reporter
Jennifer Palmer joined The Oklahoman staff in 2008 and, after five years on the business desk, is now digging deeper through investigative work. She's been recognized with awards in public service reporting and personal column writing. Prior to...
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