How a pop-up program helped Carriage Crossing land eclectic mix of new tenants

One of the creative initiatives Edwards Realty Company implemented to help attract new tenants to The Shops at Carriage Crossing was the firm’s Pop Local program.

Edwards Realty, which was one of two companies that partnered to purchase the Collierville shopping center in March 2023 for $25 million, established Pop Local in 2020 in other shopping centers it owns. The program was created to provide local small business owners and entrepreneurs the opportunity to test out their products or service in a traditional retail space.

According to Ramzi Hassan, president of Edwards Realty Company, more than 200 applications were submitted for The Shops at Carriage Crossing's Pop Local contest. It was the most the firm ever had among the four markets where it has conducted the competition. The contest also has been held in St. Louis; Orland Park, Illinois; and Burr Ridge, Illinois.

Hassan said the intent was to choose two tenants to go into The Shops at Carriage Crossing, but they wound up with five. Edwards Realty Company representatives said there are no firm plans to host a second Pop Local competition at this time, however, the firm is always open to the possibility in the future.

The pop-up businesses included Nerd Alert Retro Arcade, a vintage arcade that also sells nostalgic gifts; L.Y.E. Academy, a dance studio; Slimetastic Kids Play Lab, a children’s activity center allowing kids to create and play with slime; POPPZ Drinks & Sweets, a space offering custom-made drinks and sweets; and One Cozy Home, a home décor store.

As the winners of The Shops at Carriage Crossing’s Pop Local competition, they all initially received three rent-free months inside 1,200-square-feet-retail spaces at the shopping center, plus $5,000 to jumpstart their business ventures. They all activated their tenant space during last year’s peak holiday season, according to Hassan.

All five Pop Local businesses, after establishing a strong presence at the shopping center late last year, have signed leases as permanent tenants at The Shops at Carriage Crossing. Ribbon-cutting ceremonies for the businesses took place in March. POPPZ Drinks & Sweets plans to open by this summer, while the other four businesses have opened. Hassan said these up-and-coming businesses have provided a boost to the shopping center.

“Small businesses are the backbone of any community,” he said. “We have a lot of the larger or regional and national businesses, but what we are really seeking is some entrepreneurs that are really ready to take a leap and get a storefront. But there are a ton of obstacles to do so, and it can be really scary. We kind of helped streamline that process.

"When we run our campaign to seek applicants, we are kind of going out to the community and letting them know we are open to having the small businesses in here. We want to help them grow, succeed and thrive in the community.”

Kirk Cotham, co-founder of Wolf River Hospitality Group, said those tenants are all bringing something unique to The Shops at Carriage Crossing. Wolf River Hospitality Group plans to open a sports bar / live music venue at Carriage Crossing this summer.

“Those tenants are each doing something different at the shopping center,” Cotham said. “Even though nobody is going to spend hours at one of these places, but once you have the variety, they can spend the evening doing three or four different things whether it is a little bit of playing at the arcade (Nerd Alert) or grab a drink (at POPPZ). Those different pieces coming together can help make (Shops at Carriage Crossing) a vibrant retail community."

How One Cozy Home became a permanent tenant at Carriage Crossing

One Cozy Home is among the Pop Local businesses that is now a permanent tenant at The Shops at Carriage Crossing.

The store's offerings include a variety of scented candles, reed diffusers, throw pillow covers, throw blankets, vases and decorative accessories, kitchen and dining accessories, and seasonal décor, according to owner Laura Salvati.

Before going into The Shops at Carriage Crossing, Salvati said One Cozy Home had exclusively been an ecommerce business for the first few years. She made it a goal last year to introduce One Cozy Home to local customers and began attending pop-up events in both Mississippi and Tennessee. She said taking part in those events and planning the look, feel and experience of her booth renewed a strong interest to open storefront.

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Simultaneously, a close friend told Salvati about the Pop Local contest at Carriage Crossing. Ironically, Salvati thought she was a long shot to win the competition, but applied anyway. After an interview process and showcase day in October, Salvati was later notified by Edwards Realty that she was one of the winners. Salvati said opening a storefront was a future goal, but didn't think it was something she could achieve for another five to 10 years.

"When I heard about the Pop Local contest, it was truly serendipitous timing. It was an incredible opportunity in a beautiful neighborhood," Salvati said. "It was the perfect chance for me to try out my dream in a low-risk way."

Salvati said she is thrilled to be a part of The Shops at Carriage Crossing and the small business community in Collierville.

“Through my conversations with customers, there’s a deep sense that this community values small businesses and they want to see them thrive," she said. "I strive to provide a special in-store experience and unique product selection that resonates with customers on a personal level and encourages them to keep coming back.”

How is Carriage Crossing working to bring in more tenants?

According to Hassan, The Shops at Carriage Crossing's vacancy rate is about 20%. He said Memphis-based Jones Aur Commercial Real Estate, leasing firm for The Shops at Carriage Crossing, is helping Edwards Realty find more tenants.

“What we’re doing to entice potential tenants is we feel, we’re priced right for rent and not asking for like top of the market,” Hassan said. “We’re also procuring, so we’re not taking anybody. We’re very cognizant of if there’s a vacant storefront next to Sephora, what is going to be a good tenant that’s going to be complementary. We have the ability and the patience to not have to be aggressive and just put anyone in there to fill it.

"We want to put the right person with the right business that’s here for the long haul. We’re going to take our time and we’re do it right.”

Corey Davis is the Collierville and Germantown reporter with The Commercial Appeal. He can be reached at Corey.Davis@commercialappeal.com or 901-293-1610.

This article originally appeared on Memphis Commercial Appeal: How Carriage Crossing used a pop-up program to land new tenants