At Channel Magazine we love highlighting business success. When that business success has a big impact on the community, we love it even more. That’s exactly what’s happening at Glenfield Mall. Around four years ago the mall marketing team approached us to get their message to the wider North Shore area. As a result, Channel Magazine Publisher Aidan Bennett was dispatched to interview mall owner Dallas Pendergrast of Ladstone Group. They talked about the exciting plans that she and her husband Ross had for the mall that was overdue for some TLC. Since that time we have observed wonderful things happening at Glenfield Mall, so it was time for Aidan to catch up once again with Dallas Pendergrast and inform our readers about the wonderful rejuvenation of this important local community facility.
Dallas and Ross Pendergrast have a strong history of rejuvenating shopping centres. So it is no surprise that they are achieving wonderful things with Glenfield Mall. Prior to purchasing Glenfield they had done great things with Pakuranga Plaza, the Rialto Centre in Newmarket and another dozen or so buildings in the Auckland CBD.
The Pendergrasts purchased the mall in late 2015, and it was in early 2016 that I went along to chat with Dallas about the plans they had for the mall. Their new Glenfield Mall branding had just replaced the existing tired branding and they had some ambitious plans for the mall. Dallas explained that they saw huge potential for the mall due to the anticipated growth in the area. She also loved that they had some solid retail brands like Countdown, The Warehouse and Farmers – she called them the ‘big three’. Dallas made it clear that she and Ross were committed to spending a good amount of money on the rejuvenation.
Fast-forward four years since they purchased the mall and what they have achieved is sensational. The mall has been transformed and foot-traffic has been increasing year-on-year. This has been during a period when retailing has never been tougher. The mall is totally subscribed in terms of space to let to retailers, and expansion is being talked about as they have added interest from national brands. Fit-outs are currently under way on four new stores that will open over the next few months, and there is a waiting list.
Countdown once had two supermarkets at Glenfield Mall. They now have just one and they are apparently trading ahead of what they were doing with two. It is in the top six Countdowns in the country. Briscoes took over the space where the second supermarket was and they have fitted in well; there is a new Cotton On Megastore that is trading well ahead of budget; Bed Bath & Beyond have tripled in size; SpecSavers have doubled in size; the foodcourt has also had enhancements, with PizzaHut and Zambrero added; and Viki Vietnamese is a popular new restaurant that has been recently added to the mall near the Glenfield Road entrance.
Dallas Pendergrast says as well as improving the look of the mall and getting the correct mix of tenants, they have put a great deal of effort into marketing and promotions.
“We cater for a young demographic here,” says Dallas. “They are looking for things to do so we are constantly providing options for them. We have a great play area for the children and believe we have the best school holiday programme in New Zealand. We are constantly looking outside the square. And every weekend there is something on in terms of entertainment to appeal to our customers.
“An example of the effort we go to is the upcoming investment we are making in our new Christmas decorations. Our visitors will love our ‘magical’ theme; it will be a real talking point. We are also going to have something very special for Halloween this year. It is becoming popular but safety of the kids is an issue. We are going to have Halloween at the mall here where the youngsters can trick or treat our mall tenants who will be really engaged. So parents can be confident their youngsters are in a safe environment.
“We are focused on collaborating with our tenants with our promotional activities. all aimed at bringing in the foot traffic that they need to do well. Our job is to bring people to the mall, then it is up to the retailer to ensure they satisfy those people.”
Recent promotions have seen a visit by Rachel Hunter to launch her book Tour of Beauty. There has been a Talent Quest for kids; Zambrero have had their free 'Taco Creations’ events, when children get to make their very own tacos. Pizza Hut have their free 'Make your own Pizza’ events where children get to top their very own pizza. Zoo Ventures is a free School Holiday Activity where children get a 30-minute interactive educational session with an exotic pet. Awesome Weekend FUN means there’s something on every weekend: Face Painting, Paw Patrol, Hungerball Soccer Games along with our Bouncy Castle!
Glenfield Mall kids club is called Mallstars, packed full of fun for the mini mall visitor. Under five year-olds can enjoy the Stay n Play programme. Every Wednesday between 10am and 12 noon there are organised FREE activities for under five year olds in Centre Court. No bookings are necessary, youngsters can just come down, join in and meet other local families. This is in association with Kuddles, Barnardos and Porse, Dallas says.
“We love teaming up with local organisations to utilise the mall and provide informative and interesting activity for our visitors. We obviously have a great venue with strong foot-traffic so this can be a win-win.”
Look out for two new food offerings being added to Glenfield Mall over the next two months. Buns & Rolls is a new concept from the same people who own the popular TokTok Restaurant in Takapuna. Shingle Inn is another exciting new addition. They are one of Australia's oldest café chains, with around 50 outlets, and have chosen Glenfield Mall for their first store in
New Zealand.
As a result of the commitment Dallas and Ross Pendergrast have made to Glenfield Mall it has really become ‘the hub’ of the community in Glenfield. Dallas is keen to see the mall play a part as the official town centre. It is something she has been talking to Auckland Council about.
Channel Magazine congratulates the Pendergrasts on what they have achieved with Glenfield Mall. Vibrant commercial centres are important for the community.
