Eastgate Consumer Mall

Eastgate Consumer Mall was a shopping mall on Indianapolis's east side, located at the intersection of Washington Street and Shadeland Avenue. It began as Eastgate Shopping Center, an open-air retail development constructed in 1957. The project was conceived by Eastgate Corporation, a group of Indianapolis businessmen led by real-estate developer Albert L. Frankel, whose research identified the intersection as a promising retail location because of expected population growth and the surrounding concentration of industrial activity. The original center assembled several established department-store anchors. Sears, JCPenney, and H. P. Wasson and Company were among the principal tenants, with Wasson's being the first confirmed occupant after announcing plans for its store in 1954. The center's initial open-air format reflected the prevailing suburban shopping-center model of the period, combining large department stores with smaller shops and surface parking. Competition from newer enclosed malls in the Indianapolis area prompted a major format change. In 1972, Eastgate was enclosed in an effort to improve its competitiveness, particularly against developments such as Washington Square Mall. The property was subsequently renovated under the ownership of Equitable Life Assurance of America, which announced improvements including new flooring and carpeting, added greenery, and exterior work. A further redevelopment in 1981, commonly described as taking place in 1982, changed the mall's commercial emphasis toward off-price and outlet retailing. Melvin Simon & Associates, the predecessor of Simon Property Group, carried out the repositioning. The revised tenant mix retained some craft-oriented stores and Burlington while seeking to attract value-conscious shoppers through discount and outlet merchandise. This strategy reflected the property's difficulty competing with newer and more modern regional shopping destinations. After years of decline, tenants were notified in March 2004 that the mall would cease retail operations on June 30 of that year. The former mall was later repurposed rather than demolished. In 2008, Lifeline Data Centers acquired the facility and adapted it for industrial and data-storage use. The Indiana Department of Public Safety used part of the building in 2010, reportedly for an emergency-related function, before leaving in 2013. That same year, Lifeline partnered with Chicago-based New Generation Power International on a planned one-megawatt solar installation at the site. Eastgate therefore represents a retail property whose commercial life progressed through three principal phases: open-air shopping center, enclosed mall, and outlet-oriented mall, followed by industrial reuse.

Eastgate Consumer Mall originated as Eastgate Shopping Center, an open-air retail project built in 1957 on Indianapolis's east side. Its site at Washington Street and Shadeland Avenue was selected by Eastgate Corporation, a consortium of local businessmen headed by developer Albert L. Frankel. The group regarded the intersection as a strong retail location because it was close to projected residential growth and a substantial industrial area. Washington Street was also part of US 40, giving the center a significant transportation connection. Planning activity preceded construction by several years. H. P. Wasson and Company announced in 1954 that it intended to build a store at the site, making Wasson's the first confirmed tenant. When the center opened, it included major department-store anchors such as Sears, JCPenney, and Wasson's, supported by smaller retail units and the conventional surface-parking arrangement associated with postwar suburban shopping centers. The center's original format became less competitive as Indianapolis gained newer enclosed malls. In 1972, Eastgate was converted from an open-air center into an enclosed mall. The change was intended to provide a more controlled shopping environment and to help the property compete with developments including Washington Square Mall. In 1975, the then-owner, Equitable Life Assurance of America, announced additional work. The plans covered new flooring and carpeting throughout the concourses, landscaping and greenery inside the mall, and improvements to the exterior. Eastgate underwent another important change in the early 1980s. A renovation led by Melvin Simon & Associates, now known as Simon Property Group, redirected the mall toward off-price and outlet retailing. This repositioning attempted to distinguish Eastgate from newer full-price regional malls by emphasizing discounted merchandise and value shopping. Craft stores and Burlington remained part of the tenant mix, but the change did not reverse the property's longer-term decline. In March 2004, mall tenants were informed that the property would close for retail business on June 30. The closure ended Eastgate's run as a shopping destination. The building was subsequently retained and adapted for other uses rather than simply abandoned. Lifeline Data Centers purchased the facility in 2008 and used it for data-storage and industrial purposes. In 2010, Lifeline permitted the Indiana Department of Public Safety to occupy part of the building, reportedly as an emergency center; the department departed in 2013. The site continued to acquire a non-retail role in 2013 when Lifeline partnered with New Generation Power International, a Chicago-based company, on a plan to install a one-megawatt solar farm. Eastgate's history consequently illustrates the changing economics of American retail real estate: a postwar open-air center became an enclosed mall in response to competition, was repositioned as an outlet property, closed after years of decline, and ultimately found new life through industrial, public-sector, data-center, and renewable-energy uses.

• 2013

  Solar installation partnership

  [1]Eastgate Consumer Mallen.wikipedia.org

  Lifeline and New Generation Power International partnered on a planned one-megawatt solar farm at the former mall.

• 2008

  Facility is repurposed for data-center use

  [1]Eastgate Consumer Mallen.wikipedia.org

  Lifeline Data Centers purchased the former mall and adapted it for industrial and data-storage purposes.

• 2004

  Retail operations end

  [1]Eastgate Consumer Mallen.wikipedia.org

  Tenants were notified in March that the mall would close on June 30 after years of decline.

• 1982

  Outlet-oriented redevelopment

  [1]Eastgate Consumer Mallen.wikipedia.org

  Melvin Simon & Associates renovated the property and shifted its commercial focus toward off-price and outlet stores.

• 1975

  Renovation plans are announced

  [1]Eastgate Consumer Mallen.wikipedia.org

  Equitable Life Assurance of America planned interior and exterior improvements, including new finishes and added greenery.

• 1972

  Open-air center becomes an enclosed mall

  [1]Eastgate Consumer Mallen.wikipedia.org

  Eastgate was enclosed to respond to competition from newer malls in the Indianapolis area.

• 1957

  Eastgate Shopping Center opens

  [1]Eastgate Consumer Mallen.wikipedia.org

  The open-air shopping center was constructed at Washington Street and Shadeland Avenue in Indianapolis.

• 1954

  H. P. Wasson and Company announces a planned Eastgate store

  [1]Eastgate Consumer Mallen.wikipedia.org

  Wasson's announced plans to build a store at the future shopping-center site, becoming the first confirmed tenant.

A neighborhood and suburban shopping center that was later repositioned as an enclosed, value-oriented outlet and off-price mall.

• Department stores · 1957

  Department-store retail

  The original Eastgate center was anchored by Sears, JCPenney, and H. P. Wasson and Company. These stores supplied broad general merchandise, apparel, household goods, and other consumer products typical of mid-century department-store shopping centers.

• Value retail · 1982

  Off-price and outlet retail

  Following the early-1980s redevelopment, Eastgate emphasized discounted and outlet merchandise. The repositioned tenant mix included Burlington and craft-oriented stores, reflecting an effort to compete through value pricing rather than through the full-price department-store model of newer regional malls.

• 2004

  Close the mall to retail customersOther

  Background

  After years of decline, the property was no longer sustained as a viable shopping mall.

  Action taken

  Tenants were notified in March that Eastgate would close for business on June 30, 2004.

  Aftermath

  The building was later reused for industrial and data-center purposes rather than continuing as a retail mall.

  Source

• 1982

  Reposition the property as an outlet-oriented mallStrategy

  Background

  The enclosed mall continued to face pressure from newer retail developments and needed a differentiated tenant strategy.

  Action taken

  Melvin Simon & Associates renovated Eastgate and shifted its focus toward off-price and outlet stores.

  Aftermath

  The property retained craft stores and Burlington, but the repositioning did not prevent a later decline and eventual retail closure.

  Source

• 1972

  Enclose the shopping centerStrategy

  Background

  Newer enclosed malls were developing in the Indianapolis area, increasing competitive pressure on Eastgate's original open-air format.

  Action taken

  The property was converted from an open-air shopping center into an enclosed mall.

  Aftermath

  The conversion extended the property's conventional mall life, although Eastgate later required further repositioning as competition and retail conditions changed.

  Source

1. 1Eastgate Consumer Mallen.wikipedia.org