This is an archived article that was published on sltrib.com in 2011, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.
West Valley City • It could be a real comeback story.
City economic-development officials say the once-declining Valley Fair Mall is attracting more customers, some stores there are reporting double-digit increases in sales and new businesses keep coming in.
Brent Garlick, West Valley City Redevelopment Agency administrator, said late last month that there has been a big increase in auto traffic.
In addition, Garlick said, national retailers are reporting big jumps in business and restaurants are doing well. The Olive Garden there is in the chain's top tier, meaning it does about $8 million to $10 million of business in a year, he said.
Valley Fair, which opened in 1970, had been fading for a long time, but a redevelopment push in recent years appears to be turning things around.
The mall has expanded to about 830,000 square feet from its original 600,000 square feet and the plan is for it to eventually grow into a 1 million-square-foot "super-regional shopping and entertainment center."
JP Swain, Valley Fair marketing manager, said 1.95 million vehicles came to the mall in the first six months of 2011, compared with 1.7 million during the same period last year.
The mall now has more than 120 stores, restaurants and services. Slated to open in the next few months are a Jamba Juice and a Sweet Tooth Fairy bakery, with Deseret Book moving to an outside spot at the mall and expanding to include an LDS Distribution Center.
In addition, an exterior fountain is being retooled to be interactive, Swain said. Once the work is completed, "people can run in and play in the water," she said.
Another boost could come in August with the scheduled opening of a TRAX station west of the shopping center and next to West Valley City Hall.
"We're excited about TRAX opening up so we can see how much we can grow," Swain said. "This is going to be another blip for us."
And a new Interstate 215 frontage road now under construction is expected to open in the fall, giving drivers direct access to the east side of Valley Fair.
Satterfield Helm, a Utah-based real-estate developer, bought the mall in 2005; New York-based Coventry Real Estate Advisors joined as a financial partner in 2008. Coventry III/Satterfield Helm Valley Fair LLC and an affiliate, Satterfield Helm Management, are handling its redevelopment and management.
Shopping center revival continues
R Valley Fair Mall, 3601 S. 2700 West in West Valley City, has been expanding.
In 2010, the restaurant and retailers that opened their doors were Petco, In-N-Out Burger, Frogurt, Sushi Monster, Pretzelmaker, Ross Dress For Less, NYPD Pizzeria, rue21, AT&T Spring Communications and Cafe Zupas.
So far in 2011, The Children's Place, Famous Footwear and Jimmy John's Gourmet Sandwiches have set up shop. A Deseret Book and LDS Distribution Center, a Jamba Juice and a Sweet Tooth Fairy bakery are slated to open in the next few months.
For more information, visit shopvalleyfairmall.net/.