NEWARK, CA—Rouse Properties, Inc., a nationalowner and operator of regional enclosed malls, plans to transformits NewPark Mall located in Newark, CA, into oneof the East Bay's leading retail, entertainmentand dining destinations.

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“Our repositioning of NewPark will create the East Bay's premierretail, dining and entertainment experience and will significantlystrengthen the mall's competitive position in the market. NewParkenjoys a prime location along the heavily traveled I-880, in astrong and growing trade area, and is complemented by an attractivelineup of existing tenants” said AndrewSilberfein, president and chief executive officer of RouseProperties. “With strong demand from leading national retailers fora flagship presence in this market, we are confident our plannedimprovements will make NewPark the East Bay's go-to destination toshop, socialize, dine or enjoy a movie.”

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Rouse has executed leases for 140,000 squarefeet with leading restaurant and entertainment tenants,including a 12-screen AMC Theatres location featuring both IMAX andAMC Prime auditoriums. The 55,000 square foot theatre will alsofeature stadium seating with plush power recliners and will serve awide variety of delectable food and drink options. Toby Keith'sI Love This Bar & Grill, the country-westernmusic themed restaurant, and John's IncrediblePizza will also be key attractions as part of the newentertainment promenade. All three of these leading destinationtenants will be accessible from the Mall's interior and through itsexterior entrances. The building improvements, new enhancedentrances, new tenants' trade dress and bold signage will createdramatic site lines from the adjacent high-traffic I-880freeway.

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The second key part of the redevelopment is the proposedRestaurant Pavilion, which involves thereconfiguration of the south facing side of the Mall. This willcreate unique glass enclosed new exterior facing restaurant spaceswith exterior patios on both levels. The main entrance andgathering area will be reconfigured and expanded. Plans include theaddition of a dramatic glass entrance providing site lines throughthe Mall's center court to the entertainment venues on the northside of the Mall. New vertical transportation will activate theupper level and improve the accessibility for the retail andentertainment tenants.

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In addition, Rouse plans a substantial interior renovation ofthe mall to enhance the overall shopping and social environment inkeeping with the trade area's affluent and tech oriented customers,including new flooring, upgraded lighting and amenities and amodernized food hall/court.

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Mayor Alan Nagy of Newark, CA added, “We are excited tocollaborate with Rouse Properties on the revitalization of NewParkMall to create a thriving retail center that will yield greatbenefits for the City of Newark and better serve the shopping,dining and entertainment needs of the local community.”

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To finance the revitalization of NewPark, Rouse and the City ofNewark entered into an Economic IncentiveAgreement in support of Rouse's redevelopment plans whichare intended to attract high-quality, new-to-market tenants. Underthe agreement, Rouse will be reimbursed for a portion of itscapital costs through a share in increased sales tax revenues.

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Rouse Properties is collaborating with Berkeley's award-winningE|L|S Architecture and Urban Design on theproject. ELS is well regarded as a leader in retail and mixed-usedesign, having worked on the renovations of StanfordShopping Center in Palo Alto, EastridgeMall in San Jose, Pioneer Place inPortland, OR, and Glendale Galleria in SouthernCalifornia.

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Construction is expected to commence by summer2014. NewPark Mall and its retailers will remain open forbusiness throughout the duration of the project.

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David Phillips

David Phillips is a Chicago-based freelance writer and consultant with more than 20 years experience in business and community news. He also has extensive reporting experience in the food manufacturing industry for national trade publications.