Quartier DIX30

Quartier DIX30 is a commercial lifestyle centre located in Brossard, Quebec, on Montreal’s South Shore. Its name refers to its position near the intersection of Autoroute 10 and Autoroute 30, two major transportation routes serving the region. The project was conceived as a suburban alternative to a traditional downtown district, combining retail, restaurants, entertainment, hospitality, offices, health services and recreational facilities in a large, walkable mixed-use environment. The centre is commonly called Dix 30 in French and has also been referred to as Distrande in English-language material. It is widely described as Canada’s first lifestyle centre, reflecting its emphasis on an open-air, urban-inspired format rather than a conventional enclosed shopping mall. The development was designed to serve residents of Brossard and surrounding communities while also attracting visitors from the wider Greater Montreal area. Its location gives it access to major roads, regional bus services and, following the opening of the Réseau express métropolitain, the Du Quartier station. Quartier DIX30 opened its first phase in September 2006 after a public launch led by Devimco, the project’s developer, and RioCan, its majority owner at the time. The initial phase represented an investment reported at approximately C$150 million and delivered about 400,000 square feet of commercial space with 78 boutiques and restaurants. A second phase followed in April 2007, adding approximately 40 retailers, including fashion, electronics and food-service businesses, as well as underground parking. The project expanded beyond its initial retail program. In autumn 2007, the Germain Group opened the ALT Hotel alongside an entertainment complex containing a live theatre and concert venue, spa and fitness facilities. Nearby development also brought larger-format and destination-oriented businesses, including office-supply, pet, hardware, automotive and general merchandise retailers. A private medical clinic opened in the area in 2012, broadening the centre’s service offering beyond shopping and dining. A further expansion phase began around 2009 and added a substantial number of shops, restaurants and complementary uses between the Bell Sports Complex, now known as the CN Sports Complex, and the Cineplex complex. By summer 2013, the project’s retail mix had been enlarged by the opening of Holt Renfrew’s off-price hr2 concept and the arrival of numerous fashion, accessories, beauty, technology and lifestyle brands. The broader expansion also included additional restaurants, banks, offices, hotel capacity, medical services, a toy retailer, live-entertainment facilities and heated underground parking. The adjacent CN Sports Complex was developed through a partnership involving the Montreal Canadiens and the City of Brossard. The facility includes two NHL-sized ice rinks, spectator seating, dressing rooms, an indoor soccer field built to FIFA specifications and a fitness centre. Although it primarily functions as a Canadiens practice facility, it is also available to the public and supports other sports organizations and academies. Quartier DIX30 occupies approximately 2.75 million square feet, or about 255,000 square metres, according to reference material. Its business model is based on destination retail and mixed-use placemaking rather than a single product category. The centre’s identity rests on combining national and international retail brands with restaurants, entertainment, hotels, professional services and recreation. It remains an active regional commercial destination, although the exact current tenant roster, ownership structure and operating metrics are not established in the supplied sources.

Quartier DIX30 emerged in the mid-2000s as a major commercial development in Brossard, Quebec. The project was associated with Devimco, which acted as developer, and RioCan Real Estate Investment Trust, which was identified as the majority owner during the project’s initial development. Rather than reproducing the enclosed regional-mall model, the developers planned a lifestyle centre intended to resemble an urban district. The concept combined pedestrian-oriented shopping streets and public spaces with restaurants, entertainment, hotels, offices, services and larger-format retail. The location was central to the project’s identity. Quartier DIX30 was built near the western corner of the intersection of Autoroute 10 and Autoroute 30, giving the centre its name and connecting it to major road corridors on Montreal’s South Shore. The development was intended to meet the needs of suburban residents who wanted access to a broad range of shopping and leisure activities without travelling into central Montreal. It also became a destination for visitors from across the metropolitan region. The first phase opened in September 2006 following a public announcement on September 14. Reference material describes the phase as a C$150 million project containing approximately 400,000 square feet of retail space and 78 boutiques and restaurants. The opening established the centre’s initial tenant base and introduced the lifestyle-centre format to the Canadian market at a substantial scale. Expansion continued rapidly. In April 2007, a second phase added roughly 40 retailers, including international fashion businesses, electronics stores and restaurant franchises. This phase also introduced free underground parking with entrances connected to Avenue des Lumières. During autumn 2007, the Germain Group opened the ALT Hotel, a design-focused hotel concept positioned around accessible pricing and contemporary comfort. The hotel was developed beside a new entertainment complex that included a 900-seat live theatre and concert hall, a spa and a gym. The surrounding district expanded with larger-format commercial and service uses. Reference material identifies office-supply, pet, hardware, automotive and general merchandise retailers among the businesses developed near the hotel and entertainment facilities. These additions helped Quartier DIX30 function as more than a fashion and restaurant precinct, giving it a broader regional-service role. A third development phase was described as beginning in winter 2009. The plan called for approximately 200 shops and restaurants, with construction between the Bell Sports Complex and the Cineplex Odeon complex. The project also involved adjacent land beyond the original agreement, including approximately 36 acres of nearby property according to a RioCan press release cited in the reference material. The exact boundaries and completion dates of every element of this phase are not established in the supplied sources. By summer 2013, the expanded centre had gained Holt Renfrew’s off-price hr2 store and a large group of additional fashion, accessories, beauty and lifestyle brands. Contemporary descriptions of this phase also mention new restaurants, banks, office towers, a hotel, a medical clinic, live-theatre facilities, a toy superstore and heated underground parking with approximately 2,000 free spaces. A private medical clinic had already opened in the area in 2012. Recreation became another important component of the destination. The Montreal Canadiens and the City of Brossard partnered to create the Bell Sports Complex, later renamed the CN Sports Complex. The facility was reported to have cost approximately C$30 million and included two NHL-sized ice rinks, seating for about 800 spectators, dressing rooms, an indoor FIFA-standard soccer field and a fitness centre. It serves primarily as a Canadiens practice facility while also accommodating public users, sports groups and soccer organizations. The completed project is described as occupying approximately 2,746,063 square feet, equivalent to roughly 255,118 square metres. It is served by Réseau de transport de Longueuil buses and by the Réseau express métropolitain’s Du Quartier station. These transportation connections reinforce its role as a regional destination. The supplied material does not provide a definitive current tenant list, current ownership percentages, executive roster, financial results or a precise chronology for every later expansion, so those details remain unconfirmed.

• 2013

  hr2 and additional brands join the centre

  [1]Quartier DIX30en.wikipedia.org

  Holt Renfrew’s off-price hr2 format opens alongside a large group of fashion, restaurant, banking, office and service additions.

• 2012

  Private medical clinic opens

  [1]Quartier DIX30en.wikipedia.org

  A private medical clinic opens within the broader Quartier DIX30 development.

• 2009

  Third expansion phase begins

  [1]Quartier DIX30en.wikipedia.org

  A further development phase is planned and begins construction, with a projected mix of approximately 200 shops and restaurants.

• 2007

  Second phase expands the retail offer

  [1]Quartier DIX30en.wikipedia.org

  The centre adds approximately 40 retailers and underground parking in April.

• 2007

  ALT Hotel and entertainment facilities added

  [1]Quartier DIX30en.wikipedia.org

  The Germain Group opens an ALT Hotel beside an entertainment complex with a theatre, concert hall, spa and gym.

• 2006

  First phase opens

  [1]Quartier DIX30en.wikipedia.org

  Quartier DIX30 opens its initial phase in September with approximately 400,000 square feet of retail space and 78 boutiques and restaurants.

• Du Quartier REM station serves the district

  [1]Quartier DIX30en.wikipedia.org

  The development is served by the Du Quartier station on the Réseau express métropolitain, in addition to regional bus services.

A large suburban lifestyle centre positioned as an urban-inspired, mixed-use destination for shopping, dining, entertainment, hospitality, recreation and services on Montreal’s South Shore.

• Retail destination · 2006

  Lifestyle retail district

  The core offering is an open-air, urban-inspired retail district containing fashion, accessories, beauty, electronics, home, pet, office-supply, general merchandise and specialty retailers. Its tenant mix has included both national and international brands, with the centre designed to provide the breadth of a regional shopping destination while retaining the atmosphere of a downtown commercial neighbourhood.

• Food and beverage · 2006

  Restaurants and food services

  Restaurants, cafés and food-service businesses are an important part of Quartier DIX30’s destination model. They complement the retail offer and help position the development as an evening and leisure destination rather than a place used only for daytime shopping.

• Hospitality · 2007

  ALT Hotel

  Opened by the Germain Group in 2007, the ALT Hotel brought contemporary, design-oriented accommodation to the development. It was presented as an accessible hotel concept intended to combine modern design and comfort with comparatively affordable pricing.

• Sports and recreation

  CN Sports Complex

  The CN Sports Complex, formerly known as the Bell Sports Complex, is an adjacent recreational facility developed through a partnership involving the Montreal Canadiens and the City of Brossard. It includes two NHL-sized ice rinks, spectator seating, dressing rooms, an indoor FIFA-standard soccer field and a fitness centre. It serves the Canadiens’ training needs and other public and sports users.

• Entertainment · 2007

  Entertainment complex

  The entertainment component includes a live theatre and concert venue with reported seating capacity of about 900, together with wellness and fitness facilities. It forms part of the centre’s broader effort to combine shopping with cultural and leisure activities.

• 2009

  Proceed with a third development phaseStrategy

  Background

  Following the opening phases, the project identified additional adjacent land and planned a major expansion between the sports complex and cinema complex.

  Action taken

  Advance a phase projected to include approximately 200 additional shops and restaurants and expand the development beyond the initial agreement.

  Aftermath

  Later expansion material describes additional fashion, restaurant, banking, office, hotel, medical and entertainment uses, although the supplied sources do not establish the completion status of every planned element.

  Source

• 2006

  Adopt an urban lifestyle-centre formatStrategy

  Background

  The project was developed for suburban residents seeking a downtown-style shopping and leisure experience on Montreal’s South Shore.

  Action taken

  Develop an open-air, mixed-use commercial district combining boutiques, restaurants, entertainment, hospitality, services and recreation instead of relying solely on a traditional enclosed-mall format.

  Aftermath

  The format established Quartier DIX30 as a large regional destination and led to subsequent phases adding retail, hotels, entertainment, health services and sports facilities.

  Source

1. 1Quartier DIX30en.wikipedia.org
2. 2Quartier DIX30 official websitequartierdix30.com