Thank you for sharing!

Your article was successfully shared with the contacts you provided.

VIERA, FL-Using a formula of intertwining local community affairs with retail sales, Atlanta-based Cousins Properties Inc. has broken ground on The Avenue Viera, a planned $57-million, 415,000-sf open-air shopping center that already is 51% reserved by national retailers.

The 58-acre project in the 40,000-acre master-planned community of Viera is expected to open in fall 2004, says Joel Murphy, president of Cousins’ retail division. About 85 merchants are expected to fill the retail space of the venture which also will include restaurants and a one-acre urban park as its centerpiece.

Retailers who have committed space to date include Belk, Rave Theaters, Abercrombie & Fitch, Talbots, Jos. A. Bank, Carlton Jewelers and Yankee Candle.

The Avenue Viera is Cousins’ fifth Avenue project. The others are The Avenue East Cobb, The Avenue Peachtree City and The Avenue West Cobb in three Atlanta suburbs; and The Avenue of the Peninsula in Rolling Hills Estates, Los Angeles County, CA.

Murphy calls the Viera undertaking “special.” He says, “The early key retailer commitments will ensure that the center appeals to a broad range of Brevard County residents, offering not only great shopping, but also entertainment, dining and even an urban park.”

Murphy says the key to Cousins’ successful Georgia and California ventures is “becoming an integral part of our surrounding community.” He says The Avenue Viera “will seek to meet that goal by giving friends a place to meet for lunch or dinner, giving families a place to spend an afternoon or evening and giving the community a place to gather.”

The Cousins leasing strategy for its Avenue-brand products includes “placing traditional mall merchants in upscale, open-air centers alongside select local merchants and specialty restaurants,” Murphy says.

Cousins’ portfolio consists of ownership interests in 13.9 million sf of office and medical space; 2.1 million sf of retail; and 300 acres of prime land for future commercial development.

Want to continue reading?
Become a Free ALM Digital Reader.

Once you are an ALM digital member, you’ll receive:

  • Unlimited access to GlobeSt and other free ALM publications
  • Access to 15 years of GlobeSt archives
  • Your choice of GlobeSt digital newsletters and over 70 others from popular sister publications
  • 1 free article* every 30 days across the ALM subscription network
  • Exclusive discounts on ALM events and publications

*May exclude premium content
Already have an account?

Dig Deeper

GlobeSt. NET LEASE Fall 2021Event

This conference brings together the industry's most influential & knowledgeable real estate executives from the net lease sector.

Get More Information


Join GlobeSt

Don't miss crucial news and insights you need to make informed commercial real estate decisions. Join GlobeSt.com now!

  • Free unlimited access to GlobeSt.com's trusted and independent team of experts who provide commercial real estate owners, investors, developers, brokers and finance professionals with comprehensive coverage, analysis and best practices necessary to innovate and build business.
  • Exclusive discounts on ALM and GlobeSt events.
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com.

Already have an account? Sign In Now
Join GlobeSt

Copyright © 2021 ALM Media Properties, LLC. All Rights Reserved.