Station 12 to Brand Itself as a Lifestyle Center

Developer says retailers have to do things differently

Tom Puckett
November 20, 2019 - 4:00 am

Amherst, NY (WBEN) In an era where retailers are struggling, a new shopping facility will soon open up that will take a different approach. 

What was once Northtown Plaza will become Station 12. Brian Sciera of WS Development says in the retail business, things have to be done differently. Sciera calls Station 12 a lifestyle center. "It's open air, it's a pleasant pedestrian experience with expanded sidewalks, nice landscaping, and a central green with many events every week where we engage with the community," says Sciera.

Sciera says diversity is important. "You want to invite the entire community into your project. You do it with all types of events on the green, you do it with the community around the stores and who they hire," notes Sciera.

He says the weather will not play a factor. "We design a project to cater to convenience. 9 to 5 Monday through Friday, you can pull up to the store you want to go to, get in and get out, or make multiple trips to multiple stores. Unless the weather is horrible, when people won't go anywhere, this will work, and we've done it in cold weather markets," explains Sciera.

Sciera notes there will be yoga classes, yappy hours where customers can bring their dogs, and a New Year's Eve ball drop at 8pm to accommodate families.

Stores should open less than a year from now. 

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