Retailers targeting baby-boomer kids

Real Estate Weekly, August 31, 1994 by Lois Weiss

In fact, one of the bidders for an interim usage of the New York Coliseum was Original Ventures' Kid's Place, basically an indoor mall and entertainment complex for children that would combine everything from dentists to virtual reality to retailers and television studios in one enormous site. While New York City got bogged down in negotiations and other plans for the site, other cities are already begging for the prototype.

Kurnit foresees an expansion of retailers like that combining major entertainment-type venues with some programming geared to adults. "We will see more indoor sports centers and more integrated concepts," he said, including combinations of fitness clubs.

The $60 million, privately-funded Chelsea Piers renovation into ice rinks, gymnastics facilities, jogging, mountain climbing, basketball courts, a golf driving range and roller-blading rink combined with outdoor spaces, film studios and restaurants will be the first such mega--concept in New York, and many of its activities will be geared towards kids.

Over at Lincoln Square, the largest sportsclub in New York at 160,000 square feet is being constructed in conjunction with Reebok. That company will be running the space in addition to its own retail store. With golf driving, mountain climbing, jogging tracks and more, the place will appeal to children of all ages.

Discovery Zone is also such a venue for children. "Discovery Zone is a playground for the 90s," said Kurnit. "These are safe, clean activities for kids and parents together."

The company is adding to its nationwide chain of 200 indoor family gymnastics

centers and is making an aggressive and rapid expansion into New York City. Dean Insalaco, vice president of New Spectrum, who represents Discovery Zone, says they are opening in Manhattan, The Bronx, Staten Island and Brooklyn. One lease was just signed in a space at Eighth Avenue and 23rd Street, over an old Lamston's.

"Some are in old movie theaters, some in malls and some free standing," Insalaco said. "The landlords are receptive, and the community is receptive."

Gymboree, once strictly renters of under-used church community rooms, is also operating free-standing locations. "They were talking about doing something on the Upper West Side," said Fox. "The only thing that stops the entry in Manhattan is coming up with size and rent and zoning."

Venues like Discovery Zone and Sportime USA offer birthday parties, but many boutique shops are springing up that are geared only towards parties. These include Squiggles, where the guests make spin-art T-shirts; Little Rembrandt, where the children paint plaster casts of puppies and super heros; and Kreative Kids of Elmsford, which just leased its second shop in Stamford. Represented by Harry Bennett & Associates, the owners offer a variety of party plans with combinations of arts and crafts projects and food choices.

Dezerland, the spectacular 200,000 square-foot party space in Chelsea owned by Michael Dezer for the past dozen years, has been operated as a full-time party space for three. "The demand for a facility such as it is now was so huge that we've turned into just a haven for kids," says manager Nancy Levy.