Circle spotlight

The new Mall at University Town Center will have big name retailers such as Saks Fifth Avenue and Macy’s.

But merchants on St. Armands Circle believe they have something different to offer customers, which will keep the shopping district competitive even with the buzz surrounding the new mall.

Dreamweaver owner Eric Seace, for example, said his boutique offers approximately 14 trunk shows each year that the featured designer attends for about three days, spending as many as five hours with customers over food and champagne.

“That’s the kind of thing that malls don’t do,” Seace said. “We have designers that aren’t so mainstream, and we offer things that aren’t offered in a typical mall. Malls can’t compete with the level of service we provide.”

The new mall is scheduled to open Oct. 16, and while St. Armands merchants know they’ll face new competition, they’re focused on what makes the Circle unique. The St. Armands Circle Association will hold its fifth annual “Taste of St. Armands” event the next day, which organizers hope will draw attention back to the Circle.

Retail consultant Robert Gibbs, whom the city of Sarasota hired in April to study the optimal mix of businesses in four key areas, discussed the potential impact of the mall in July during a St. Armands neighborhood presentation.

“For the first six months, people fall in love with the mall, then they get tired of it,” Gibbs said. “You will see an impact, but the demand will still be there for additional retail.”

Yvonne Schloss, owner of Sunglass Express Optical, expressed a similar sentiment.

“I think there are online people, St. Armands people, mall people,” she said. “I think there’s plenty of pie for everybody.”

Schloss also believes that the new mall could expose new people to the area who might also visit the Circle.

“We still kind of feel that it’s the place to come to,” said Jack Peffley, manager at Marcello Sport. “We have the ambiance, we have the unique stores. We have about 30 stores that have been under the same ownership for nearly 30 years. That’s a pretty sizable number for an area of this size.”

Peffley said the Circle is upgrading its facilities. He has noticed at least three buildings being painted recently. Many landlords are updating their storefront signage and awnings.

In August, Daiquiri Deck owners Troy Syprett, Russell Matthes and Matt Grover described their plans to expand their second-story restaurant into the first floor to the Longboat Observer and cited the importance of keeping storefronts updated, due to increased competition from the new mall.

Gibbs emphasized that point in his presentation as well.

“We think it's time for your storefronts to join the 21st century. They're tired and tattered looking — especially in comparison to the mall.”

“The mall will raise expectations — people will look back at current storefronts and say they look tired.

We’re recommending the city consider upping the design standards to ones that are more current for this time period,” he said.

Gibbs described St. Armands’ appeal to tourists.

“The mall isn't going to appeal to everyone, especially tourists,” he said. “They'd rather shop here — they're going to want a cocoon.”

Peffley described the Circle’s many unique features, including its historic John Ringling statues, ambiance and history.

“If your Aunt Nelly came down from the North to visit, would you bring her to the mall or would you bring her to St. Armands?” he said. “We know people will still bring Aunt Nelly.”

Shop talk
The following businesses that have St. Armands locations are also confirmed tenants for the new Mall at University Town Center:
• Boston Proper
• Brighton
• Chico’s
• Lilly Pulitzer
• SOMA
• Starbucks
• Tommy Bahama
• The Walking Co.
• White House Black Market

Taste of St. Armands
The fifth annual Taste of St. Armands will take place from 5:30 to 8:30 p.m. Friday, Oct. 17, in St. Armands Circle Park, featuring more than 15 restaurants. The event benefits All Faiths Food Bank, so attendees are asked to bring a bag of nonperishable food. Cost is $35 in advance; $40 the day of the event.

Volunteers are needed both to help with setting up and during the event. For information, call 388-1554.