Eastfield Mall reinvents itself in aftermath of pandemicDate: 5/4/2022 SPRINGFIELD – The bustling activity of malls and their traditional retail hubs remained on pause during the initial stages of the coronavirus pandemic. In COVID-19’s aftermath, the Eastfield Mall is gearing up for a new chapter in its life cycle as malls across the country embrace a new economic reality.
Reminder Publishing spoke to Eastfield Mall Manager David Thompson and Marketing Manager Jessica Burroughs about the mall’s role as a COVID-19 testing site, it’s involvement in a lawsuit with the now-departed theater chain Cinemark, the incorporation of Diem Cannabis and the mall’s future business model.
COVID-19 Testing Site
While retail spaces remained shuttered, the Eastfield Mall took on a newfound role as a COVID-19 testing site in August 2020.
Thompson shared that the mall became an ideal location when American Medical Response (AMR) searched for another local testing center alongside the Eastern States Exposition.
“They fell in love with the building and the logistics of it all,” said Thompson. The location soon became one of the biggest testing sites in the state, testing thousands of people daily as new COVID-19 variants emerged throughout 2021.
Implementing the testing center was not without its difficulties. Thompson described the first day of operation as a “nightmare” as AMR and the mall endured a “big learning curve.” Soon after, the two sides formed a cohesive structure for cycling testing patrons in and out of the mall’s parking lot testing site.
The Eastfield Mall also embraced the advent of COVID-19 vaccines in January 2021 by working with Curative Inc. The organization hosted a vaccination clinic for five months before re-opening their operation in October 2021. “They were a very good group to work with. They are very efficient,” said Thompson.
Once stores in the mall became operational, Thompson said the Curative site drew additional traffic to the mall itself. “The traffic was a big boost for the center,” said Thompson.
The mall’s AMR COVID-19 testing site will cease operations on May 15, while the Curative vaccine center is currently closed.
Cinemark Lawsuit
Opening in August 1999, the Eastfield Mall’s 16-screen movie theater served as an entertainment destination until the theater’s owner, Cinemark, suddenly shuttered its operations in June 2020. Thompson said the space’s closure included an aggressive dismantling of the space so that a competitor could not quickly revive the space. The damages included destroyed movie screens and removal of all equipment within the space.
“It was organized, quick and devastating,” said Thompson. The damages occurred led to a lawsuit between Cinemark and the Eastfield Mall, which was settled in February 2022.
Thompson said the mall reached the intended settlement figure they were seeking. As for the future of the former movie theater, the mall manger remains unsure of how it will revitalize the space due to the ever-changing tides of the movie industry.
“Is it worth that investment [for another movie theater] or should we do something else,” questioned Thompson.
Diem Cannabis
The inclusion of Diem Cannabis in the Eastfield Mall remained a potential project over the last three years as Diem awaited special permits. Thompson expressed support for Diem’s proposal of the former Macy’s space, with the company planning a retail center on the former department store’s first floor and a cultivation site on the second floor.
“That has some legit possibilities that would benefit the mall,” said Thompson.
Thompson said Diem continues to be agreeable to the mall’s terms, including proper insulation of odor prevention methods. The project is now preparing to move forward as the Springfield City Council approved special permits for Diem to operate in the Eastfield Mall space in March 2022.
Thompson believes Diem could create over 100 jobs, including 60 percent at an entry level with opportunities for promotion.
Future of the Mall
As impacts of the coronavirus pandemic diminish, the Eastfield Mall is pressing forward on a new trajectory. The appeals of marquee chain stores are becoming less of a priority as internet shopping siphons demand from the traditional mall model.
Thompson shared that the mall continues embracing a wave of local start-up businesses into its retail spaces. Giving the business owners necessary support remains a significant goal, with most of the new businesses receiving cheaper rent and lower utility costs during their initial months, according to Thompson.
“We’re doing whatever we can to help [business owners] succeed … we’re collecting enough rent to keep the lights on,” said Thompson. The mall manager explained that the tenants continue to share a good relationship as the mall aids in maximizing the success of each business.
On March 1, Massachusetts Latino Chamber of Commerce Director Andrew Melendez, state Sen. Adam Gomez and state Reps. Carlos Gonzalez and Orlando Ramos celebrated the increased diversity of the Eastfield Mall. Six months prior to the ceremony, 16 Latino businesses set up operations within the retail space, for a total of 22 Latino-owned businesses.
Along with local enterprises, Burroughs shared that the mall is exploring other avenues to reinforce the Eastfield Mall as a destination center, including searching for “internet-proof businesses” as malls’ retail viability decays across the country.
Burroughs shared that tentative ideas include professional buildings, restaurants, housing projects or a supermarket.
“We want to build our own community,” said Burroughs.
Thompson said the Eastfield Mall is also developing projects that they cannot officially announce, but expressed excitement for the mall’s ongoing reinvention.
“We have plans that are closer to reality than people know,” said Thompson, who expects official announcements to made during the second and third financial quarters.
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