Broadway Plaza

Broadway Plaza was a mixed-use retail and commercial complex near the intersection of Broadway and Alameda Avenue in Denver, Colorado. Conceived during the high-growth real-estate climate of the 1980s, it was intended to transform a working-class and formerly industrial area into a prestigious shopping destination. The project was developed under the leadership of Denver real-estate developer Allan S. Reiver and his company, Realities, Inc., with former Atlantic Richfield Company chief executive Robert O. Anderson involved as a partner. Its most prominent commercial commitment was Printemps, the French department-store company, which selected Broadway Plaza for what was intended to be its first North American expansion location. The site had a much older commercial and recreational history. From 1922 it was associated with Merchants Park, a sports arena that hosted the Denver Bears baseball team. Merchants Park Shopping Center later opened in 1951, followed by stores including Walgreen Drugs, Miller's Supermarket, and Joslin's Department Store. A large Montgomery Ward warehouse and retail complex stood north of the site, while the Denver Tramway Company's South Division Car Barn occupied nearby land. Broadway Plaza represented a major redevelopment of this established but unevenly performing commercial district. The planned project combined three principal elements: the Printemps department store and an International Collection of boutique retailers, the Denver Design Center, and an office building adapted from part of the Montgomery Ward complex. Construction and opening activity took place in 1986. Printemps opened on November 6, 1987, initially attracting substantial attention and visitor traffic. The International Collection, however, experienced store closures even before the department store opened, despite some retailers receiving free rent as an inducement to participate. As the novelty of the project faded, the complex struggled to attract enough customers for its premium merchandise and location. A double-decker bus service was introduced to connect the property with downtown Denver, but the department store closed in April 1989 after approximately 16 months of operation. Broadway Plaza's difficulties also became entangled with its financing. In mid-1988, while Printemps was weakening and vacancies were increasing, Hill Financial's Red Hill Savings division forced Reiver to relinquish control of the development. A new partnership, Western Equities, acquired Reiver's interest and renamed the project Broadway InterPlaza. The investment was among those associated with the later savings-and-loan failure of Hill Financial. Attempts to sell the Denver Printemps franchise and potential future United States store rights were unsuccessful. After Printemps closed, its large space briefly served as an event center before being occupied by Quest Diagnostics, which uses the building as a medical testing laboratory. Part of the former International Collection was later used by the culinary-arts program of the Art Institute of Colorado. The Montgomery Ward building was demolished on February 14, 1993. Redevelopment of that portion began the same year as Broadway Marketplace, developed initially by Homart, the real-estate arm of Sears, with assistance from the Denver Urban Renewal Authority. Broadway Marketplace introduced a more conventional big-box retail mix, including Kmart, OfficeMax, Sam's Club, and an Albertsons grocery store that was later replaced or rebranded as Safeway. Kmart closed in March 2017. The broader area has also been incorporated into longer-term urban-planning proposals. In 2009, the Denver City Council approved a General Development Plan for the Denver Design District, under which D4 Urban LLC was to pursue a transit-oriented development covering the original Broadway Plaza area and adjacent properties southwest of Broadway and Alameda Avenue. A notable surviving feature is Herbert Bayer's Articulated W…

The Broadway Plaza site has served several different commercial and civic functions. Beginning in 1922, Merchants Park operated as a sports arena and was associated with the Denver Bears baseball team. The area later became Merchants Park Shopping Center, which opened in 1951. Its early tenants included Walgreen Drugs, Miller's Supermarket, and Joslin's Department Store, while a major Montgomery Ward warehouse and retail operation stood to the north. Nearby transportation infrastructure included the Denver Tramway Company's South Division Car Barn. Denver developer Allan S. Reiver later proposed replacing the established retail pattern with a much larger and more ambitious mixed-use project. Through Realities, Inc., he arranged a contract to develop Printemps locations in the United States and worked with Robert O. Anderson to bring the French department store to Denver. Land for the project was purchased in 1984 with financing connected to Red Hill Savings, a division of Hill Financial. Broadway Plaza was planned around three components: Printemps and the International Collection of specialty stores, the Denver Design Center, and office space created through renovation of the Montgomery Ward complex. The complex opened in late 1986. The luxury-retail concept immediately faced challenges. Numerous International Collection stores closed by late 1987, even though some had received free rent before Printemps opened. Printemps itself opened on November 6, 1987, and initially generated significant traffic. As patronage weakened, operators introduced a double-decker shuttle bus linking the property with downtown Denver. The store closed in April 1989, after roughly 16 months. Contemporary retail assessments attributed the failure to the combination of expensive merchandise and an unsuitable location; Cherry Creek Shopping Center was widely viewed as a stronger potential site for the retailer. Financial pressure developed alongside the retail problems. In mid-1988, Hill Financial's Red Hill Savings division caused Reiver to sell his interest in the project and the Printemps store to Western Equities. The development was renamed Broadway InterPlaza. The Broadway Plaza investment was later identified as one of the investments contributing to Hill Financial's savings-and-loan failure. Following Printemps's departure, the department-store building was briefly used as an event center and subsequently occupied by Quest Diagnostics as a medical testing laboratory. Some of the International Collection space was adapted for the culinary-arts program of the Art Institute of Colorado. The former Montgomery Ward building was demolished on February 14, 1993, and redevelopment began that year as Broadway Marketplace. Initially developed by Homart, Sears's real-estate development arm, together with the Denver Urban Renewal Authority, Broadway Marketplace introduced large-format retailers including Kmart, OfficeMax, Sam's Club, and Albertsons, later associated with Safeway. The district's later planning was linked to the Denver Design District. In 2009, Denver City Council approved a General Development Plan under which D4 Urban LLC would pursue a transit-oriented development covering the original Broadway Plaza area and adjacent properties. The name Denver Design District was already used for the Denver Design Center portion of the area. The complex also retains a significant public-art feature: Herbert Bayer's Articulated Wall, dedicated in July 1995 and held by the Denver Art Museum. Because the property has passed through multiple ownership and use arrangements, the present status of Broadway Plaza as a unified operating brand is unclear.

1. 2017Kmart closes

   The Kmart location at Broadway Marketplace closes in March.

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2. 2009Denver Design District plan approved

   Denver City Council approves a general development plan for a proposed transit-oriented redevelopment of the area.

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3. 1995Articulated Wall dedicated

   Herbert Bayer's Articulated Wall is dedicated at the complex beside Interstate 25.

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4. 1993Broadway Marketplace redevelopment begins

   The former Montgomery Ward portion is demolished and redevelopment begins with Homart and the Denver Urban Renewal Authority.

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5. 1989Printemps closes

   The anchor department store closes in April after a short operating period.

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6. 1988Project renamed Broadway InterPlaza

   Western Equities takes over the project after Reiver loses control and changes its name to Broadway InterPlaza.

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7. 1987Printemps opens

   Printemps launches its Denver department store on November 6.

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8. 1986Broadway Plaza opens

   The new complex opens with retail, design, and office components.

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9. 1984Land acquired for Broadway Plaza

   Allan S. Reiver's development effort acquires land for the planned luxury-oriented mixed-use complex.

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10. 1951Merchants Park Shopping Center opens

    The site transitions from a sports venue to a neighborhood shopping center.

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11. 1922Merchants Park begins operating

    The future Broadway Plaza site begins its recorded history as Merchants Park, a sports arena associated with the Denver Bears baseball team.

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Originally positioned as an upscale, internationally oriented shopping and mixed-use destination in Denver, Broadway Plaza later shifted toward adaptive reuse and conventional value-oriented retail after the failure of its luxury retail strategy.

• PrintempsDepartment store1987

  Printemps was the signature tenant and principal attraction of Broadway Plaza's original luxury-retail strategy. The French department store opened on November 6, 1987, as its first North American location. It initially attracted strong traffic, but the combination of premium pricing, a difficult location, and weakening interest caused the store to close in April 1989 after approximately 16 months.

• International CollectionBoutique retail district1986

  The International Collection was Broadway Plaza's planned group of specialty boutiques surrounding the Printemps anchor. It was designed to reinforce the complex's international and upscale positioning. Many smaller retailers closed by late 1987, before or around the opening period of Printemps, despite rent incentives intended to attract tenants.

• Denver Design CenterDesign trade center1986

  The Denver Design Center formed one of the three planned elements of Broadway Plaza. It supplied the project with a design-industry and commercial-use component distinct from its consumer retail stores. The Denver Design District name later became associated with the broader area and was already in use for the Design Center portion.

• Broadway MarketplaceBig-box retail center1993

  Broadway Marketplace emerged from redevelopment of the former Montgomery Ward portion of the site beginning in 1993. Developed initially by Homart with the Denver Urban Renewal Authority, it adopted a conventional large-format retail mix that included Kmart, OfficeMax, Sam's Club, and Albertsons, later associated with Safeway.

• 1993Conversion to Broadway MarketplaceStrategy

  The original luxury-oriented project had lost its department-store anchor and the Montgomery Ward building was no longer retained.

  What changed. Homart and the Denver Urban Renewal Authority began redevelopment toward a big-box retail center.

  Aftermath. The property moved away from international luxury retail toward large-format everyday shopping.

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• 1988Renaming and ownership restructuringStrategy

  The project faced high vacancies and a deteriorating anchor-store situation while its financing came under pressure.

  What changed. Western Equities acquired Reiver's interest and renamed the development Broadway InterPlaza.

  Aftermath. The site continued under changing ownership and was subsequently repurposed into a mixture of medical, educational, office, and conventional retail uses.

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• 1984Pursuit of an upscale international retail destinationStrategy

  Developer Allan S. Reiver sought to establish a prestigious shopping complex in an area with working-class and industrial characteristics.

  What changed. Realities, Inc. arranged a contract to develop Printemps locations in the United States and made Printemps the intended anchor of Broadway Plaza.

  Aftermath. The luxury positioning produced initial attention but proved difficult to sustain at the location.

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• 1988Financial distress and loss of developer controlControversy

  As Printemps declined and vacancies increased, Hill Financial's Red Hill Savings division forced Allan S. Reiver to sell his interest in Broadway Plaza. The investment was later described as one contributing to Hill Financial's savings-and-loan failure.

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• 2017Kmart closes at Broadway Marketplace

  The Kmart store at the Broadway Marketplace portion of the former complex closed in March.

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• 2009Denver City Council approves Denver Design District development plan

  A General Development Plan was approved for a proposed transit-oriented redevelopment covering the original Broadway Plaza area and nearby properties southwest of Broadway and Alameda Avenue.

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• 1995Articulated Wall dedicated at the complex

  Herbert Bayer's Articulated Wall sculpture was dedicated beside Interstate 25. The work is held by the Denver Art Museum.

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• 1993Montgomery Ward building demolished

  The former Montgomery Ward building was demolished on February 14 as the site transitioned toward the Broadway Marketplace retail redevelopment.

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• 1989Printemps closes after approximately 16 months

  The Denver Printemps store closed in April after the project failed to sustain sufficient demand for its premium merchandise and after attempts to sell the local franchise and future United States rights did not succeed.

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• 1988Control of Broadway Plaza shifts to Western Equities

  Amid declining Printemps performance and growing vacancies, Hill Financial's Red Hill Savings division compelled developer Allan S. Reiver to sell his interest. The new partnership renamed the project Broadway InterPlaza.

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• 1987Printemps opens its Denver department store

  Printemps opened at Broadway Plaza on November 6, marking the French department store's first North American location and the centerpiece of the complex's luxury-retail strategy.

  Product launch
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• 1986Broadway Plaza opens as a major Denver mixed-use retail project

  The Broadway Plaza shopping complex opened in Denver with a planned combination of international retail, the Denver Design Center, and commercial space adapted from the former Montgomery Ward complex.

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1. Broadway Plaza (Denver)