Anchored by Shoprite in a 3500sqm store, the R220 million Elim Mall will, for the first time, bring comprehensive, targeted convenience and fashion shopping to the doorstep of Elim residents, 80% of who have to shop in other cities. The first phase 17 500 sqm single-level shopping centre features 50 stores of market-matched retailers. Twin City has also acquired adjacent land as part of the joint venture, which allows it to extend the centre up to 45000sqm GLA.
Twin City Development is owner of retail developments such as Blue Haze Mall in Hazyview, Twin City Mall in Burgersfort and Twin City Mall Bushbuckridge.
Set to open in September 2012, the mall design has acknowledged the importance of commuter transport systems and has incorporated a taxi rank with 72 bays, serving over 110 taxis, a bus drop off and collection area and 884 mall parking bays. Part of the development will also be the construction of a new Engen filling station.
"We have chosen a suitable location at a bustling intersection, with high traffic volumes and excellent exposure, at the cross roads to Louis Trichardt, Giyani and Levubu, contributing to considerable flow past the site," says Johan Visagie of Twin City.
Extensive research undertaken by Retail Network Services (RNS) before the development of Elim Mall revealed a marked service gap in specific retail facilities for local residents, as many people currently leave Elim to shop in Louis Trichard because their retail needs are not being met locally.
"There are some complementary retail facilities nearby, so the new mall will be an extension to the current limited retail offering in Elim. It provides the opportunity to introduce tenants not currently available in the area," explains Gavin Tagg of RNS. "The addition will provide critical mass to the node and promote its enhanced attraction and popularity."
RNS is a full-service specialist retail leasing company, which ensures that the tenant mix is crafted to suit each centre's unique footprint. It has had success in centres such as Pan Africa Shopping Centre in Alexandra, Edendale Mall in Pietermaritzburg, Mdantsane City in East London, Tsakane Mall in Springs and Jabulani Mall in Soweto.
"Research has confirmed that the area has a considerable amount of customers and this is expected to grow at 4% a year," says the company's national leasing manager, Jonathan Tagg. Elim Mall is also situated across the road from Elim Hospital, with its 400 bed capacity which generates substantial inflow with patients and visiting families. "This is an extremely busy intersection and is where all the commercial activity of Elim and surrounds is present."
The size and retailer mix at Elim Mall will assist in limiting the current outflow of shoppers to areas such as Louis Trichard and Giyani, which is currently calculated to be 78%. The first phase has almost an 80% national tenant mix, with Shoprite as main food anchor. RNS is in advanced tenancy discussions with numerous other national retailers.
In addition to keeping retail spend within Elim; the development of the mall will also contribute to job creation and economic empowerment within the community, on an ongoing basis. More than the numerous jobs created for the ongoing operation of the mall, a centre of this size usually generates many retail job opportunities, depending on tenant needs. The developers encourage retailers to hire from the local community.
During construction, some 140 workers will be employed on site at peak production and, wherever feasible, these will be local sub-contractors.
