The Boulevard, Surprise Pointe's first-phase tenants includeUltraStar Cinemas, Howie's Game Shack a PC and Xbox gaming centeroperator; the Play Factory and an indoor play and party facility. Avariety of restaurants, from fast food, to casual dining, are alsoin place in the center at Waddell and Litchfield Roads. The secondphase, Boulevard 300 is scheduled to open in November 2008, andwill include a bowling alley with a specialized food and drinkordering system.

David Glimcher, president of Glimcher Ventures Southwest, saysthe concept behind the Boulevard is to bring together entertainmentand dining to one location, much as the lifestyle concept broughttogether various complementary stores in retail centers during thelate 1990s. The entertainment centers will be from 250,000 sf to400,000 sf and will serve high-end to middle-incomedemographics.

"What we're trying to create is a confluence of multiple typesof entertainment in one location," Glimcher remarks. "It includesfood. It includes a movie theater. It includes laser tag, an arcadeand other entertainment-based restaurants." Some of the projectswill also have hotels tied in with them, he adds.