Caruso Wins First Round of Mall Wars
Sep 15, 2004 3:20 PM
The outdoor lifestyle center has defeated the enclosed mall-at least in Glendale, Calif. On Tuesday night, voters in the southern California city narrowly approved three measures that would allow renowned developer Rick Caruso to build his $264 million Americana at Brand outdoor mall.
The vote follows months of a heated campaign between Caruso and General Growth Properties, which funded the petition for a referendum election on the mall and owns the nearby Glendale Galleria.
Opponents to Caruso's 265,000-square-foot-center said the proposed mall does not fit in with area business and would cause traffic jams. The Americana will include retail, restaurants, movie theatres and a two-acre park in the middle of the city.
"The voters saw through General Growth's campaign of misinformation, deception and outright lies and perceived it for what it was-an effort to head off competition," said Rick Caruso in a press release, CEO of Caruso Affiliated, which will develop the mall.
It is estimated that Caruso spent $1.8 million in direct mail, print ads and television commercials to defend his project, while General Growth spent $1.5 million in its opposition campaign.
General Growth wasn't immediately available for comment.
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