Tullahoma, Tennessee
Serving as a regional shopping hub, Tullahoma has capitalized on the growth in the region by consistently focusing on retail recruitment
Tullahoma
Economic Development
Winston Brooks, executive director for the Tullahoma Area Economic Development Corporation (TAEDC), has a focus on specifically dealing in the sectors of retail, healthcare, innovation, aerospace, and workforce development.
Key Areas of Focus
Winston Brooks highlighted the benefits of Tullahoma Area Economic Development Corporation’s (TAEDC) decade-long collaboration with Retail Strategies. Since becoming the executive director three years ago, Brooks has worked closely with Retail Strategies to attract new retail businesses to Tullahoma, significantly impacting the local retail landscape.
The partnership focused on revitalizing the struggling Northgate Mall, which faced significant vacancies. Initiatives included installing major retailers like Publix, Big Lots, Hobby Lobby, Old Navy, and Five Below into previously vacated spaces. This redevelopment not only filled vacancies but also transformed Northgate Mall into a vibrant retail hub, enhancing Tullahoma’s reputation among retailers.
Beyond the mall, Retail Strategies played a crucial role in backfilling other vacant properties in Tullahoma, such as the Forrest Gallery area. They successfully introduced new stores like Ross and Planet Fitness, which replaced former Peebles and Hastings stores, respectively, contributing to the area’s retail revitalization.
Retail Strategies extends their role to representing TAEDC at retail real estate conferences, saving the corporation from significant investment in these events. Looking forward, Tullahoma is planning to expand its commercial space to accommodate more retail growth, with Retail Strategies positioned to assist in attracting new businesses even if they previously declined interest. This proactive planning showcases a commitment to continued economic growth and retail expansion.
Mall Redevelopment
The initial focus of Retail Strategies was helping to redevelop Northgate Mall. The mall was on life support in 2011 when Dillards closed leaving a large vacancy, with Kmart following suit in 2018.
TAEDC created a TIF in 2015 to fund the redevelopment of the mall, which ultimately helped Publix open in the vacated Dillards space. Retail Strategies assisted moving Big Lots and Hobby Lobby moving into former Kmart space, and securing Publix as an anchor tenant. Old Navy and Five Below then signed on to move into the original Big Lots.
Bealls, Bath & Body Works, Harbor Freight, Joann’s Fabric, ULTA Beauty, Petsmart, Marshalls, Hibbett Sports, and JCPenney also operate at Northgate Mall. The redevelopment took years to complete but changed the retail landscape in Tullahoma and gave the economic development team a good reputation with retailers.
Backfilling Vacancies
The Forrest Gallery area, another retail corridor in Tullahoma, had vacancies from a Peebles and Hastings. Retail Strategies attracted Ross to the market to fill the Peebles.
For the vacant music store, Retail Strategies targeted a Planet Fitness franchisee. They had put the market in front of the franchisee for years and the right property finally became available for the popular gym franchise.
Retail Conferences
& Training
Part of the partnership involves Retail Strategies representing TAEDC and various retail real estate conference throughout the year.
“Another benefit from this relationship is we don’t have to spend money going to all of the ICSC conferences – we’ve never had to invest dollars there. Retail Strategies goes to all of those events so we don’t have to,” explained Brooks.
Retail Live hosted its first Tennessee-based event in 2023 in Nashville. Brooks attended the conference and received educational programming from Retail Strategies prior to the half-day networking event.
“The training that Retail Strategies provides is great. We went through a Lunch and Learn training before Retail Live Nashville where they brought in Brooxie Carlton with the State of Tennessee as a speaker. We made several connections at that event and Retail Strategies taught us how to work that particular show.”
Future Outlook
& Retail Planning
Looking forward, Tullahoma is nearly at full retail capacity along its main corridor, pushing the city to explore new developments to expand commercial square footage. Recent introductions to the city have included commercial and residential/mixed-use developers, bolstering the city’s potential for growth. Additionally, plans are underway for a proposed 200-acre tract aiming to integrate more commercial space to attract new businesses and support the local economy.
“There are five or six retailers that we really want that aren’t here yet,” said Brooks. “We know they’re not in growth mode or have passed on the market previously. Our strategy is to work with the community and property owners on identifying the next site so that when the timing is right we can bring in those retailers that previously told us ‘no’.”
“When someone wants to do a deep dive on a specific property, I’m able to hand them off to Mill and I know he’ll handle the inquiry thoroughly,” Brooks explained.
Long-term Partnership Impact
Publix, Jimmy Johns, Planet Fitness, Kay Jewelers, Jersey Mike’s, Badcock Furniture, Aldi, Shoe Sensation, Sprint and Starbucks are all retail wins in Tullahoma.