With vacant commercial lots and shuttered storefronts standing as stark reminders of America’s recession, the number of neon “open” signs still shining throughout the Oak Creek Factory Outlets mall in the Village of Oak Creek (VOC) reminds residents that their small town has shown enormous economic resiliency. Located on Highway 179 near the southern entrance to the VOC, Oak Creek Factory Outlets has long been the first shopping destination available to tourists commuting from Phoenix, and during the mall’s heyday, it housed national clothing brands like Geoffrey Beene, Tommy Hilfiger and Van Heusen.
During the depths of the economic downturn, however, the impact of ongoing roadway construction caused the Oak Creek Factory Outlets to lose these longtime tenants, along with household goods supplier Kitchen Connection and custom furniture distributor Casa de Sedona. Just three years ago, with more than 35 percent of its highly visible units vacant, many residents of the area believed that the entire outlets center was destined to be condemned and razed. Today, the empty shop space that darkened the outlet mall has been filled by the entrepreneurial courage of local business owners, and occupancy rates in the VOC’s signature shopping center have shot upward in spite of lingering financial uncertainty.
One of the success stories to emerge from the Oak Creek Factory Outlet mall’s revival can be found among the quaint nooks and crannies of Cobblestone Antiques & Sweets, where owner Barbara Cypher has showcased a delightfully diverse assortment of curious collectibles, vintage treasures, and authentic antiques for more than two years.
“I ran a booth at our sister-store, Sweet Pea Antiques in Camp Verde, and things went well enough there that I knew I wanted to open my own store someday,” she said. “The choice was between Sedona and the Village, but what put the Outlets over the top for me was the walk-in traffic.”
Cypher was a resident of the VOC before opening Cobblestone Antiques & Sweets, and she knew from firsthand experience that the Oak Creek Factory Outlets were due for a robust reemergence. She did the market research herself, and ultimately decided in May of 2010 to base her new business in the beleaguered shopping center, which at that time was still struggling to attract and retain tenants.
“I studied the other retail centers in the area, and you just can’t find customers walking around like you see here,” she said. “Even when times were pretty tough, you could always rely on a steady flow of customers coming in from the highway, and I think that’s because we have excellent parking facilities here.”
The impressive display of native Navajo artwork, nostalgic icons of Americana, and independent collections of everything from Tibetan trinkets to handcrafted furniture lends Cobblestone Antiques & Sweets a distinctly worldly vibe, one befitting Sedona’s reputation as a desired destination for international travelers. While her medley of miscellany is undoubtedly intriguing, it is the genuine enthusiasm Cypher exudes when touring the store that captures a customer’s heart, and even when visitors decline to make a purchase, they always seem to leave wearing a newly found smile.
One local business owner who witnessed the drop in occupancy that hammered the Outlets, and the vibrant renewal currently taking place there, is Michael Eich of The Worm bookstore. A landmark of the Sedona business scene for more than 20 years, The Worm occupied a loft-like location in Uptown Sedona before making the move to the Outlets over eight years ago, and Eich has watched as neighboring businesses come and go.
“Between the recession and the poorly planned highway construction a few years ago, we were really hurting here at the Outlets,” he said. “Shoppers from West Sedona formed a habit of going to Cottonwood during the construction project, and that’s been a hard habit to break.”
Eich has been encouraged by the current groundswell of local business being conducted at the Outlet malls, and he praised Doug Fielding, a partner in the firm who controls the shopping center, for remaining flexible in the face of adversity.
“By leasing to local ‘Ma & Pa’ shops in addition to traditional chain outlets, business here has definitely picked up,” said Eich. “The monthly art shows also help greatly and I’ve noticed a distinct upsurge in walk-in traffic when the shows are held. I’d love to have one every weekend.”
The combination of enterprising local entrepreneurs and tourists flocking to sample their wares has transformed the Oak Creek Factory Outlets, infusing the area with the unmistakable energy of unbridled commerce. Following its departure, the Kitchen Collection outlet has returned to provide the shopping center with a much needed retail anchor, and standbys like The Gap and Famous Footwear have weathered the financial storm.
Locals who crave cultural expression have flocked to the Canyon Moon Theatre, a community performance troupe that has called their corner of the Outlets home for more than six years. Diners have delighted in sampling the menu at the Marketplace Café, as the new ownership of Ken Rouse has reinvigorated the restaurant, providing live music, nightlife, and a farmer’s market on Saturdays. Even artisans who can’t yet afford to lease a permanent space have capitalized on the Outlet mall’s renaissance, with a bustling art show in the parking lot affording them the opportunity to display their work to thousands of passersby on a monthly basis.
Although a return to maximum capacity has not yet been reached at the Oak Creek Factory Outlets, the shopping center is ahead of the curve when it comes to economic recovery. Tourists from around the world spend their day, and their money, at the outlets, while locals offer loyal patronage, giving storeowners like Cypher and Eich a real reason to remain optimistic and hope for better days ahead. FBN
Written By Jonathan Zaun