[SAguy]

From: SABJ
By W. Scott Bailey

Wonderland of the Americas is facing a midlife crisis. Having survived more than 60 years of demographic shifts and ownership changes, it’s now faced with an uncertain future.

Because its economic fortunes remain tethered to the mall, leaders in Balcones Heights are in talks with the property’s ownership about reinvention of the more than 30-acre site. 

“It's a hard habit to break. But this really isn't a mall anymore,” said Lorenzo Nastasi, director of economic development the city of Balcones Heights, at the crossroads of Interstate 10 and Loop 410.

The 740,000-square-foot development, tucked between the freeway interchange and Fredericksburg Road, currently houses 78 businesses. Only 20 of them are considered medium to large retailers as Stein Mart was the latest to close its doors.

Much of the development’s square footage is now filled with a mix of health care providers and office space. There is also a food court and a movie theater operated by Santikos.

Balcones Heights Mayor Suzanne de Leon said she’d like to see a more expanded mix of tenants, including a regional restaurant row and residential space. She believes stakeholders could take some inspiration from the Pearl district, incorporating a craft brewpub or wine bar and even a farmer’s market into some of the space.

“Wonderland’s success has always been tied to the city's economic success because it is the largest property in Balcones Heights,” she said. “We think that that evolution is really a key to the future of the city. I believe this is more relevant now than ever before.”

There could be lingering temptation among some to hold on to the mall’s past as a retail center, but Nastasi believes the pandemic has caused developers and community leaders to be more creative.

“The return to retail as we knew it, there's a lot of skepticism about that,” he said.

Balcones Heights officials are optimistic as they note the limited partnership group headed by Sid Weiss which owns Wonderland, understands the need for change.

“We have to adapt,” de Leon said.

There will likely be more discussion about what Wonderland can become and what it should be called. The one conclusion so far, according to Nastasi, is that it’s “not a mall.”