Twelve Oaks Mall Expansion
After 30 years in operation, Twelve Oaks Mall in Novi, Michigan wanted to underscore its major importance as a premier shopping center and to reinforce its status as the center of choice in Southeastern Michigan. Shoppers in its affluent trading area had long requested opening a Nordstrom on the mall property.
Taubman Centers, Inc. – which owns and manages Twelve Oaks Mall – expanded the shopping center with a new wing, anchored by Nordstrom and 40 additional stores. Securing a Nordstrom served as the catalyst for the strategic expansion. The project was completed in late September, 2007, to overwhelming acclaim and much excitement, but several obstacles first had to be overcome.
The economy of Southeast Michigan had been lackluster for the past few years as the domestic auto companies confronted increasing competitive pressures. Thousands of workers had been laid off, thereby negatively impacting the economic base of metro Detroit. Questions remained – is this a good time to expand retail opportunities in a challenged region?
At the same time as the opening of the Nordstrom wing expansion, a possible shutdown of the state of Michigan government loomed. We had to determine how the media’s focus could shift to our agenda and how to generate awareness about the addition of a 5th anchor and 40 new stores at an existing shopping center in metro Detroit. Anticipated media topics would be “Why Michigan?” “Why open in a troubled economy?” “How can business expect to thrive?”
Despite the economic concerns, much enthusiasm and anticipation in the community surrounded the grand opening of the Twelve Oaks Mall expansion. Leadership at Taubman Centers, Inc. felt so strongly about new retail opportunities in Southeast Michigan, that the company invested several million dollars to open a new outdoor shopping complex in mid-October, 2007 on the region’s east side – The Mall at Partridge Creek. Nearly a decade had passed since a new mall was introduced to the region – with the latest project being the opening of Great Lakes Crossing in the late 1990s. Research confirmed that consumers were seeking new outlets in which to shop and spend.