Jackson Bell
With the unveiling of the Media City Center's new name, the first
stage of a face-lift to the aging mall has been completed, officials
said.
Officials from Irvine-based Crown Realty & Development, the
building's owner, and the city at 10 a.m. Friday will celebrate the
mall's new identity: Burbank Town Center.
"Now that it is the Burbank Town Center, people know that it is
the center of downtown," said Jim O'Neil, executive vice president
for Crown Realty. "And in the retail world, 'town center' has been
used by other malls, so it'll be good for name recognition."
The unveiling marks the completion of the first of three phases to
renovating the 12-year-old mall.
The first phase, which began in October 2003, cost about $7
million and included a complete overhaul and enhancement of the
1.2-million-square-foot mall's Magnolia Boulevard entrance. More
natural materials, such as stone, were used to make the building more
inviting.
Enhancements during that process were a P.F. Chang's China Bistro
that opened on the second level in May, and a Pasta Pomodoro that was
added on the opposite side of the entrance.
The second phase included revamping the mall's lower floor to make
room for Bed Bath & Beyond, along with other retailers that require
more space. It will also include additional escalators and more
facade makeovers. It is expected to be completed in June.
"We're hoping to enhance the mall to make it more vibrant and
realize its full potential," O'Neil said.
During the ceremony, Crown Realty is expected to donate money to
the Burbank Police Officers Assn. to go toward the National Law
Enforcement Officers' Memorial in Washington, D.C.
Afterward, the public is invited to listen to live jazz from 10:30
a.m. to 1:30 p.m. in the mall's center court, followed by Island
Vibes performing calypso music from 2 to 6 p.m. Jazz and calypso will
again be played from 10:30 a.m. to 6 p.m. Saturday, and the American
Harp Society will perform from 4 to 6 p.m. Sunday.
And "Money Back Days" returns to the mall Friday and will run
through Nov. 24. Shoppers who spend $250 or more at the mall's retail
shops and restaurants may redeem their receipts at the mall for a $25
gift certificate.
One of Los Angeles County's biggest malls, the Burbank Town Center
has three levels and has Macy's, Mervyn's, Sears and Sports Chalet as
anchor tenants. Crown Realty purchased the mall in March 2003 for $10
million from Pan Pacific Retail Properties Inc.
Eighty percent of downtown property owners agreed last year to
contribute more than $4 million during a five-year period to pay for
parking and sign improvements, as well as promotions.
