Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Westfield's Garden State Plaza Renovates to Drive Growth

Ethan Chernofsky
June 6, 2019
Westfield's Garden State Plaza Renovates to Drive Growth

·    The Westfield Garden State Plaza is getting an upgrade

·    Mobile data shows the center is already a powerful draw for visitors when they have time to spare

·    The new upgrade will focus on enhancing that strength while driving more daily visits and extending dwell time

The Westfield Garden State Plaza – the top shopping center in New Jersey, and one of CNBC’s top ten in the US – is getting a major upgrade.

Unibail-Rodamco-Westfield said it will begin remodeling the inside of the center to add more chef-backed eateries, entertainment for families and health-and-wellness tenants. The project will even include the launch of a new residential space, office building and hotel alongside public parks and open green space – all expected to be completed by 2022.

According to Unibail-Rodamco-Westfield’s US President Jean-Marie Tritant, the renovation will help the shopping center maintain its leadership in a rapidly changing landscape. The goal is clear – increase dwell time.

To break down the move and analyze its potential impact, we compared the Westfield Garden State Plaza to its closest competitor, The Outlets at Bergen Town Center, the top-ranked shopping centers in New Jersey.

Westfield’s Current Strength - Weekends and Holidays

The Westfield Garden State Plaza is the dominant force among the two, driving significant visits throughout the year. From January 2017 through April 2019, the center received 23.6% more visits than the Outlets at Bergen Town Center.

The current strength of the Westfield Garden State Plaza is its ability to draw visitors during high shopping times and vacation periods. The center enjoyed a jump of nearly 79% above their baseline average during the last two weeks of December in 2017 and an average increase of over 70% during the same period in 2018.

This indicates that the center has established itself as a destination worth visiting when individuals have time to spare. By comparison, The Outlets at Bergen Town Center saw a baseline increase of only 4% in 2017 and less than 1% in  2018.

This phenomenon is also reflected in the distance visitors travel to visit the centers. 73.5% of OBTC customers come from within 10 miles, 13% more than WGSP. By creating more reason for people to live and work nearby, they can drive greater traffic to the fitness centers and restaurants that can serve as focal points for a visitors daily routine.

This difference is especially significant as the two centers compete within nearly identical trade areas.

Upgrading Their One Weakness

What makes the current renovation of the Westfield Garden State Plaza so significant is that it aims to strengthen the center’s destination appeal while addressing very a specific weakness – growing midweek and morning traffic.

While the Westfield Garden State Plaza sees very high percentages of its visits on Friday and Saturday (18.1% and 28.9%), it sees its lead over The Outlets at Bergen Town Center drop dramatically during the middle of the week.

The push to include fitness centers, residential areas, and office space is aimed at increasing dwell time, but will also push more regular, mid-week visits.

These activities also tend to drive traffic during non-peak periods for the Westfield Garden State Plaza. The Westfield Garden State Plaza see 39% of its overall visits from 6-11pm, as opposed to The Outlets at Bergen Town Center which sees less than 29% during that time period.

The Outlets at Bergen Town Center also sees a larger percentage of its visits coming earlier in the day with 18.1% between 10am-1pm, a 20% increase over that time period for the Westfield Garden State Plaza.

Conclusion - Driving Down Time Buzz

While the Westfield Garden State Plaza already serves as a strong draw for visitors willing to travel to make the visit. The new renovation offers a powerful opportunity to complement this existing strength with a strong capacity to drive stronger midweek and midday visits. The combination of these strengths could unlock the full potential of a shopping center already considered one of the strongest in the US.

Unibail-Rodamco-Westfield is not a customer and was not consulted for this article.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
Why Are Specialty Grocers Thriving in 2023?
The CAVA Craze: A Location Intelligence Perspective on the Mediterranean Marvel
How Will Primark’s US Expansion Impact Target?
All Eyes on Eyewear
Northwestern U.S. Grocery Dive
Return of the Lunch: Salad Chains Are Thriving
Retail Media Networks – Off the Beaten Track
Bet Your Bottom Dollar: Discount and Dollar Stores Drive Foot Traffic
Ulta & Lululemon: Discretionary Spending On The Up
The Score After Q1: Sporting Goods Chains
Who Uses NYC Airports: Biting Into The Big Apple’s Main Transport Hubs
Off Price: Strength in The Face of Retail Challenges
Visits Improve for Home Improvement
Walmart, Target & Wholesalers in Q1 2023 – The Return of Mission-Driven Shopping?
Department Store Roundup: Q1 2023 Office Index: April 2023 Recap Mall Index, April 2023 – A Rebound on the Horizon?
How Will Bed Bath & Beyond’s Bankruptcy Impact the Retail Space?
Buffet Restaurants: Filling Up on Foot Traffic
Thrift Stores: Vintage Visits Drive New Age in Apparel
The Windy City: A Hub of Post-Pandemic Opportunity
Diving into Dining Traffic - Q1 2023
Bring On The Joe
A Dollar (or more) For Your Thoughts: Five Below and pOpshelf
Dining Out With The Cheesecake Factory
Retail Foot Traffic Recap – March 2023
Digging Into 2023: McDonald’s and Chipotle Update Office Index: March 2023 Recap
How Did Key Retail Categories Perform in Q1 2023?
Northeastern USA Grocery Dive
Movie Theaters Storylines for 2023
Ollie's Bargain Outlet: Discounters are Evolving
Leveraging Brick-and-Mortar Retail in 2023
America’s Evolving Work Patterns: A Deep-Dive into New York and Chicago Mall Index March 2023
Tuning Into Record Stores
Five Franchises To Watch in 2023
What’s Next For Domestic Tourism?
It’s Showtime! Movie Theaters in the Spotlight
5 Limited Time Offers (LTOs) Driving Restaurant Traffic
Department Store Deep-Dive: Belk
Regional Grocery Chains Staying Ahead of the Competition
Five Chains that Rightsized for Success
Unlocking the Potential of Offline Retail Media Networks
Dining Out With Darden
What’s in Store for Self-Storage?
Nike & lululemon Update: Strong Performance Amid Expansion Plans
Many Ways to Win: Midwest Grocery Deep Dive
Retail, Reinvented: The Rise of the Pop-Up Shop
Navigating a New Normal in Business Travel & Commutes Office Index: February 2023 Recap
Retail Categories Staying Strong in Volatile Environment
Ulta Beauty: Poised for Success into 2023 Mall Index February 2023: Reasons for Continued Optimism
Catching Up With DICK’s & Hibbett
The Miami-Dade Arena: An Advertising Slam Dunk
Car Washes Revving Up Visits
Tuesday Morning and Sunrises in Home Furnishing
Dining & Valentine’s Day Recap
2023: The Year of the Discount Store
Aldi’s Success Highlights Growing Demand for Value Groceries
5 Retail & Service Categories Holding onto Pandemic Gains in 2023
Visitor Insights from Super Bowl 2023
2023 First Look: Home Improvement Update
How Are Target, Walmart, and Wholesale Clubs Faring in 2023?
Department Store Deep-Dive: Nordstrom
Off-Price: Taking Off in Uncertain Times
Checking in On Middle-Class Hubs
Who Attends the Super Bowl? Office Index: January 2023 Recap
Focusing On Fitness: Q4 and January Recap Mall Index: January 2023 – Returning Mall Normalcy?
Location Intelligence Insights Into Concert Attendance
Winning Dining Strategies for 2023
In-N-Out Burger: What to Expect as the Brand Moves East
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Migration Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In’s Q4 2022 Quarterly Index Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023 Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap