Lake Elsinore Outlets Ready for Makeover
CEO Mike Garner of the Irvine-based management firm said the renovation is long overdue, because not much has been done to update the mall’s appearance. Meanwhile, he said, sales have been dropping and tenants leaving. “The Lake Elsinore Outlets mall was built back in the ’90s and it was kind of in the traditional mold of outlet centers,” Garner said. In other words, it featured a minimum of frills in keeping with its focus on discounted goods and was located in a somewhat isolated area away from existing commercial centers.
Recently, however, he said there has been a trend toward making such venues more attractive and inviting, citing the highly popular Carlsbad Premium Outlets as an example. “The outlet mall concept has changed,” Garner said. “They’re going much more upscale. … Things have evolved so that they’re coming more into the mainstream.”
What he and the architects want to do is create an environment befitting of Lake Elsinore’s slogan, “Dream Extreme,” a concept he called “Shop Extreme.” The slogan plays up the city’s reputation as a mecca for extreme sports such as skydiving, high-speed boating and motocross. “We can make it hip; we can make it young,” said HTH’s president, architect Mark Tweed.
As built, the mall stretches about a half-mile in a straight line along the west side of Interstate 15. The redesign, he said, will strive to introduce a more varied, comfortable experience with curving walk ways.