Watermark Clearance Center

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WaterMark Place is a 185,000 square-foot outlet mall on Alabama Adventure Parkway which opened near the Visionland amusement park in 2000.

The $19 million center was developed on behalf of the West Jefferson Amusement and Public Park Authority by the Greensboro, North Carolina-based CMC Group, headed by Colin Coyne. The authority leased the land to CMC for $1 a year in exchange for an agreement to receive 4% of gross receipts form the center. Coyne moved his company to western Jefferson County during the development of the project.

Mayor of Fairfield Larry Langford, who chaired the authority, predicted that the successful opening of the center would enable it to secure a line of credit important to the amusement park's survival. He had previously expressed hopes the outlet center's successful completion would enable construction of a proposed $72 million VisionQuest Aquarium near Dolonah Quarry Lake. Another planned development, Harold Gilchrist's Entertainment Zone, was to have added a 14-screen cinema, 40-lane bowling alley and a jungle-themed restaurant to the area.

The town of Vance, which was also looking for the development of an outlet center, filed a lawsuit to prevent the authority from subsidizing a retail development. The suit was unsuccessful.

Originally to be called the VisionLand Outlet Center, the name was changed in order to reduce the possibility that customers would assume the center was closed during the park's off-season. Due to slow leasing, financing from Colonial Bank was withdrawn during construction, causing work to stop until Wachovia Bank agreed to continue funding the project. The T.E. Stevens Construction Company built the center. The original opening date of October 1999 was pushed December, then to April 2000, then to Labor Day, and eventually to November.

WaterMark Place opened with 28 stores on November 11, with Fairfield mayor Larry Langford helping direct traffic at the entrance. Several other outlets opening in the weeks following. Initial sales figures through the holiday season were impressive. Though business dropped off in the Spring, the center, managed by Kathy Morris, boasted 34 stores and an estimated $29 million in sales after its first year. A food court was added in July.

In 2003, construction of the Cedar Hill Interchange provided direct access to VisionLand Parkway from I-20/59. In 2004 Bayer Properties became the center's leasing agent.

Tenants

  • Westpoint Stevens (2000–)
  • Duck Head (2000–)
  • Levi Strauss & Company (2000–)
  • Polo Ralph Lauren (2000–)
  • Tommy Hilfiger (2000–)
  • Bass Company Store (2000–)
  • Oshkosh B'Gosh (2000–)
  • Harry and David (2000–)
  • Wilson's Leather (2000–)
  • Banana Republic (2000–)
  • Liz Claiborne (2000–)
  • The Gap (2000–)
  • Van Heusen (2000–)
  • Reebok (2001–)
  • KB Toys (2001–)
  • Etienne Aigner (2001–)
  • Daniel's Pizza with Purpose (2001–)
  • Harvester Bread Company (2001–)
  • Marvel City Burgers (2001–)
  • Steel Works Barbecue (2001–)
  • Nautica (2004–)
  • Casual Corner (2004–)
  • Boateng's Cajun Creations (2007–2010)

References

  • Tomberlin, Michael (August 16, 1998) "Outlet enthusiasm: Obstacles don't worry outlet mall developer." Birmingham News
  • Pierce, Phil (July 9, 1999) "Shops to underwrite aquarium: VisionLand's new outlet center anchors plan to build VisionQuest." Birmingham News
  • Pratt, Ted (September 23, 1999) "VisionLand's outlet center will be colorful and upscale." Birmingham News
  • Plott, Bill (January 6, 2000) "Outlet mall may open Labor Day." Birmingham News
  • Goldman, Adam (April 21, 2000) "Outlet mall fell short of leases bank officer says: CMC Group couldn't sign enough retailers." Birmingham News
  • "VisionLand mall developer finds financing" (June 1, 2000) Birmingham News
  • Nesbitt, Charles (September 20, 2000) "Outlet mall resets opening, drops "VisionLand" from name." Birmingham News
  • Goldman, Adam (November 12, 2000) "Outlet mall comes together: Builders, retailers rush toward debut on Saturday."
  • Gordon, Robert K. (November 19, 2000) "Shopper swarm new outlet: WaterMark Place opens 28 stores."
  • Bryan, Kim (December 20, 2000) "Shopping magnet WaterMark Place getting high marks from shoppers." Birmingham News
  • Couch, Frank (November 7, 2001) "WaterMark greets first birthday with goals beaten, growth planned." Birmingham News
  • Tomberlin, Michael (March 28, 2004) "Bayer Inc. to lease out VisionLand area mall." Birmingham News
  • Gorden, Robert K. (September 25, 2008) "Sluggish economy, store closures, stalled expansion swamp WaterMark Place, but Bessemer retail center stays afloat." Birmingham News
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