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

In a statement, Roddy Bates, co-owner of Raptor Properties, said he and his business partner Mike Dillard are confident about the new direction being planned for Crossroads Mall. “After garnering much support from our local and state leaders, we look forward to revealing our new partner and the redevelopment plan we have implemented,” he said.

Raptor Properties on Tuesday purchased the former Dillard's property, a three-level, 194,538-square-foot anchor on the south side of the main mall. Crews expect to begin demolishing the interior of the store next week.

Fort Worth mall takes a ‘holistic approach'

La Gran Plaza features national chain retailers such as Burlington Coat Factory, Ross Dress for Less, Sonic and Foot Locker. But most of the mall's eateries and shops are Hispanic merchants. It has gone from 10 percent occupied to 93 percent leased, said Legaspi, president and owner of The Legaspi Co. The company purchased the Fort Worth mall in 2004 after studying the demographics of the surrounding community and determining Hispanic consumers were underserved.

Like a traditional mall, there are shops and restaurants, but also medical and dental service providers and an incubator space available for Hispanic entrepreneurs. Perhaps more important, Legaspi said, is the focus on community, with free music on the weekends, children's activities and holiday celebrations.

“I think it's a recognition of a consumer base that is untapped,” he said. “We take a very holistic approach.”

Crossroads Mall already has begun marketing to the Hispanic community, with Hispanic-themed events at Christmas and one planned for Easter this Sunday. There are more than 30 tenants at Crossroads Mall, including national retailers Victoria's Secret, Journeys, Frederick's of Hollywood and Rue 21.

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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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