Bell Mar Includes Upscale Dining, Shopping

Friday, February 15, 2008

The Southwest Valley Republic- Erin Zlomek

Esterra Development's Bell Mar plaza going up near Bell Road and Avenue of the Arts will bring 72,000 square feet of commercial and office space to the area near West Valley Art Museum.

Offices will occupy about 20,000 square feet of the plaza, while standard commercial projects such as a bank, a nail salon and a pet grooming facility will occupy another 12,000 square feet. The project's crown jewel is a 40,000 square-foot semicircle visible from Bell Road that is slated for upscale shopping and dining.

A year ago, Esterra President Gary Arnold said he expected restaurants the caliber of a Houston's or P.F. Chang's to fill that space. However, during this week's presentation which welcomed about 50 commercial brokers and leasing agents representing possible tenants, Arnold down-graded that expectation to "fast-casual" restaurants.

To maintain a boutique feel, Arnold said he is going after smaller ethnic restaurants and chef-driven, concept eateries.

Arnold also said he hired Oase, a waterworks company, to install a laser lightshow water fountain that would be visible from Bell Road.

"The whole concept is to draw the eye," said Aleta Ruark, a broker with TAG commerical who is working with Esterra. "We have more than 70,000 cars watching us from Bell Road. This is one of the busiest intersections in Maricopa County.

Esterra set up a deomonstration fountain at the museum this week. Brightly colored laser-light beams were projected through the fountain's water jets,making it appear as though the fountain was spitting colored water. Arnold said he plans to have "fountain shows: choreographed to soft music play at the plaza every hour.

Three giant ship mast will go up near the fountain. When the sun is high, the ship's sails should shade shoppers.

The plaza's location marks the east entrance to Surpise on Bell Road, and the mast and fountain are likely the first landmarks visitors will see when entering the city.

At this week's presentation, Arnold also revealed that the plaza would be one of a few in the Valley that uses an underground heating system to accomodate outdoor diners in the winter. Traditionally, restaurants use stand-alone heat lamps to achieve the same effect, he said.

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