It's time to say goodbye to that oh-so-familiar but terribly tacky blue-and-green umbrella. Once welcoming shoppers to Fashion Square Mall, the outdated sign has been replaced by a modern-looking silver-and-gray square. And the new sign perfectly depicts the Jeffersonian appearance that Simon Property Group, Fashion Square's owner, is aiming for with its mall makeover.
As you walk underneath a construction overpass on your way into Belk, it's hard to miss the square yellow signs declaring "caution, irregular surface." In addition to unstable walkways, the tile floors and jewelry kiosk in the center of the mall have been replaced with cement, wires and construction tools surrounded by long strips of danger tape.
The 30 gumball machines at the mall's entrance, thankfully, still are intact, and the loud, obnoxious sounds usually associated with construction work are relatively absent.
In fact, besides a few changes in scenery -- such as large dome ceilings and new modern tiled floors -- the mall's construction remains practically nonexistent to the outside world.
This discreteness probably can be attributed to the way the work is being handled.
"They only do the construction at night and in sections, a little at a time, so it doesn't impede on our merchants' business," Mall Marketing Director Misty D. Parsons said. "I come to work everyday and something new has happened."
Although the $8.5 million renovation project only started in January of this year, Parsons said it should be finished at the end of October. "It's really neat to see how quickly they can do things," she said.
Although additions probably will not include any new shopping stores, Parsons did mention the possibility of a new sit-down restaurant in the mall's parking lot and another food stand inside the mall.
Besides the new eateries, though, the renovation is "more or less cosmetic, due to the center's age," Parsons said. "It wasn't ugly -- just old -- and it needed to be more customer-friendly and brighter."
Although Fashion Square has a monopoly on the Charlottesville mall scene, Parsons said Simon wants "this to be a place they're proud of." And with a slogan like, "simply the best shopping there is" to uphold, Simon has quite a bit to change.
"We don't want to have the attitude that people will come here anyway," she said. "Because they won't -- they'll drive to Richmond. We want people to want to bring their families here and spend time here."
Charlottesville resident Laurie Haan Abraham looks forward to the changes. Originally from Cleveland, Ohio, Haan Abraham said shopping in Charlottesville doesn't compare to her home town.
"It's considerably different -- very limited, not as good stores," she said of Fashion Square.
When she first came to the center 12 years ago, "it seemed like it went back to the '50s."
But so far, Haan Abraham said she likes the improvements.
"I think the renovations are beautiful," she said. "I like the added lights."
One of her only complaints, however, is the lack of fountains in the mall.
"I wish there was water in the mall," Haan Abraham said. "A lot of people fought for having fountains, and I know that the seniors at the senior center and in the retirement community near here really wanted water somewhere. I'm really disappointed they didn't listen to them."
She also voicedconcerns about the restricted use of the family restrooms located at the mall's entrance.
"I think it's ridiculous we don't have access to restrooms," she said. "I hate to speak for the seniors, but my mom lives at Branchlands, right around the corner. Those people come here and walk everyday and it's such a disturbance for them to not have someplace handy to be able to use the restrooms."
According to Parsons, though, most mall patrons have not had too many complaints. With the biggest problem being an excess of dust, she said merchants and customers have been very supportive.
"I think that even though it's an inconvenience currently, they know it will be great when it's finished," she said.
She added how happy the new entrance sign has made her and the rest of the mall staff.
"When we found out our signs were coming down, we just jumped for joy!" Parsons said.
Proudly unfolding her own original blue and green umbrella from the mall's grand opening in December of 1980, she explained that the umbrellas were given away at the time as gifts to all new customers.
"When my husband's aunt showed it to me, I said, 'I've got to have that,'" she said with a laugh. "I don't know the significance of the umbrella, but we're glad to see them gone."
To celebrate the project's upcoming completion, the mall will host a grand re-opening celebration Nov. 8, 9 and 10. Incorporating the event into the mall's annual Santa festivities, Parsons described it as "a family oriented celebration of entertainment and shopping."
"We want to get people out here to get a second look, and I think they will be really surprised," she said. "It will also be a 'thank you' for bearing with us."
In addition to a variety of entertainment, such as jazz trios, face painting and children's characters, Parsons said there will be a promotional gift given away at every hour of the weekend.
With prizes such as a 1966 Mustang Convertible, a $1,000 shopping spree and a five day Caribbean vacation for two, she expects a high attendance rate.
"There is going to be something going on in every court area of the mall, and none of the gifts are worth less than $250," she said. "Overall, we think that everyone's going to be really pleased."
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