Managers plan to make changes at Forrestal Village

In an attempt to improve its economic viability, Forrestal Village, a Plainsboro outlet mall, will be modified for the third time in 15 years.

Managers of the University-owned property plan to fill current vacancies with professional services that will draw potential shoppers.

It is hoped that those visiting doctors, dentists, lawyers, architects, insurance agents, stockbrokers and health clubs will also stop at retail stores.

The changes, approved last month, required the University to alter the lease.

A food court, along with stores such as Nine West, Famous Footwear, S&K Menswear, Workbench Furniture, Vitamin World, Bass Shoe and Casual Corner Outlet are currently located in the traditional buildings that line the two pedestrian-bare streets.

Both the University and Plainsboro Township approved plans to reduce retail space from 200,000 to 90,000 square feet and use the remaining space for businesses.

"The University demanded that there be some retail, not solely an office complex, first and foremost because it was designed to function as an amenity for the rest of Forrestal," said David Knights, director of marketing for Princeton Forrestal Center, a private firm responsible for developing the property.

Plainsboro Township required that the first level be filled entirely with retail stores rather than offices.

However, the township views the upcoming changes as a short-term fix. "The township keeps pushing for a more comprehensive study. It is such high quality architecturally that it needs to be repositioned in the community," said Michael La Place, Plainsboro's community development director.

Tim Ticciolo, store manager at Nine West, said "there are hardly ever people walking by." The busiest time of the day is between 12 and 2 p.m., when local office employees are on their lunch break, he said.

Like many merchants in the Village, Ticciolo said he supports any plan that will bring more people to the mall.

Leonard Brown, senior sales manager at S&K Menswear, said, "We don't have any busy times of the day — the mall is just so desolate."

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Many attribute the Village's failure to its vulnerability to poor weather, lack of visibility from Rt. 1 and unsuccessful marketing. The proximity of larger outlet centers and the poor economy have also hurt sales.

"We need an icon, a named major retailer like Wal-Mart or Target, or a movie theater, but it's not feasible because they're right down the road," said Brown. "It's really sad, because it's just such a beautiful mall."

The mall was originally conceived as a high-end shopping center by Scott Toombs, a Connecticut developer. The $140 million project opened in 1987 but was seized in 1991 by the Bank of New York, which brought in The Gale Co. to manage the mall.