Americana on Brand
Americana on Brand
Seven years ago, Rick Caruso, a major developer in Southern California with a Midas’ touch, was engaged in a battle against a ballot referendum set by the General Growth Properties. The war waged was against his “return to glamour” project, a $400 million retail and residential development called, “The Americana”. The reason for the heated conflict was because the Americana would be built directly across the Glendale Galleria, the second largest mall in Los Angeles County, which is owned by General Growth Properties.
Last year though, a civil court jury awarded Caruso $89 million in damages and compensation because it found that General Growth Properties acted with, “malice, oppression or fraud” when they “illegally attempted” to block The Cheesecake Factory, who is associated with Caruso Affiliated Holdings from moving into the Americana. Coincidentally, as news of the scuffle broke out, the restaurant chain’s stock climbed.
Flash forward and May 2nd, 2008, the Americana debuts its opening ceremony complete with showgirls and male models transporting guests in golf carts. Some of those guest included Gov. Arnold Schwarzenegger and Jay Leno. The Four Tops, the Temptations, Natalie Cole and even Tony Bennett performed. Who would have thought that this once overlooked area, a few minutes away from Pasadena, would be visited by such a Hollywood crowd, let alone thousands from all of Los Angeles?
Central Square
Almost a week later, I found myself entering the massive complex situated in the middle of the once sleepy town Glendale. I couldn’t help but wonder if I was somehow transported to Main Street Disneyland or Lucerne, Switzerland, because of how perfect and detailed everything was. If you’ve been to “The Grove” in the Fairfax District of Los Angeles, (also owned by Caruso) you know what I’m talking about although, this is on a grander scale. It really created a feeling of comfort and splendor which was evident on all the visitors smiling faces. Once I was inside, I realized that Caruso and Affiliated intended this reaction from us. It was surreal and picturesque…everything from Mr. Roger’s trolley that circles the court center to the pristine cleanliness of the architectural design. The cafés and restaurants with their sidewalk seating only lend themselves to more of that Euro dream trip and all those high-end retail boutiques only make you wish you had a purse full of traveler’s checks. Lacoste, Guess by Marciano, Juicy Couture and Stuart Weitzman are just some of the 75 boutiques that inhabit the mall. The dreamlike scene even comes with a soundtrack to further the hypnotic process. (I’m not kidding; speakers are strategically laid throughout the 15.5 acres of retail heaven so everyone is walking in step to the same song.) You truly are bubbled in from the rest of the world here.
As I continue my tour, I see a large area of manicured grass called “the green” …and I mean GREEN! No variations of the color…just perfect green with a yoga instructor to go with it (they offer public yoga on Sundays). In the middle of this along with the dancing fountain stands an 18 foot, gold leafed statue, a replica of “The Spirit of American Youth”. At this point I’m waiting for Rod Serling to appear around the corner and the Twilight Zone’s theme to replace Frank Sinatra’s “I’ve got you under my skin”, which is 
playing on the speakers. Instead, as I’m taking pictures, low and behold, Mr. Caruso himself appears in a sharp suit and tie looking every bit the part. He greets me and carries on his rounds like one of the original Rat packers cruising Las Vegas.
The Americana also offers an 18-plex Pacific Theatre and 238 apartments and 100 condos ranging in price from $700,000 to 2.4 million. You might ask, “who wants to pay so much for a condo in a mall” and to that, Caruso’s team will entice you with 24 hour concierge service along with a lap pool, full service spa, private fitness club and on site oil change, auto care and car washing just to name a few.
As I exited the Americana, I realized that I was now entering the regular city humdrum. I’ll definitely be back soon. My hat’s off to Caruso and Affiliated and to all those who helped create this, in their words, “lifestyle center”.
Filed under: Real Estate Stories
When I first went to the Americana I thought it had been there forever. He did do a great job but it is a little like Disneyland or better yet Vegas here we come.