CBL's Hamilton Place Showcases Multi-Million-Dollar Renovation and Sponsor with New Indoor Play Area

December 2, 2011

“With Hamilton Place being a super-regional shopping center, we felt like the indoor play area was such a popular shopper amenity that we had to update,” said Jim Ward, senior director of brand development, CBL & Associates Properties, Inc. "Plus, our play area reaches our sponsor's target demographic and provides a unique forum to connect with millions of consumers.”

Hamilton Place is located in Chattanooga, TN, right across the street from CBL & Associates Properties’ corporate office, making it one of the flagship properties within the portfolio and a source of pride for the company. Hamilton Place is also the retail, dining, and entertainment hub for Chattanooga, boasting eight anchor stores, 160 specialty stores, numerous restaurants, and five associated centers.

Therefore, when plans were made for the Center’s renovation and transformation, the eight-year-old indoor playground was deemed important enough to replace and upgrade. According to Ward, the right sponsor stepped up at the right time.

“The sponsor is Emerson Russell,” explains Ward. “The play area promotes his residential and commercial security monitoring business and his residential developments.”

Ward says that, in the mall’s play area, Emerson Russell “saw an opportunity to bring those businesses to the forefront and give him an edge against the competition."

The new soft-foam sculpted play area also showcases the best of Chattanooga and Tennessee, with a replica of the city’s Walnut Street walking bridge, a canon to symbolize the importance of the Civil War to the region, a raccoon, which is the state animal of Tennessee, a train to symbolize the “Chattanooga Choo-Choo”, and a replica of Lookout Mountain and Ruby Falls, a national tourist attraction.

“This indoor play area not only promotes our sponsor’s businesses, but represents the history and uniqueness of the region” says Ward.

The themed, sculpted play equipment was designed, manufactured and installed by PLAYTIME, LLC, the global provider of unique, interactive play areas.

CBL & Associates Properties offers PLAYTIME’s themed playground equipment in many of its retail properties and Ward says it is a relationship that he values.

“PLAYTIME is great,” says Ward. “They have been willing to talk to any and all of our sponsors and they show great patience, insight, and creativity when working with those who may not understand what can be accomplished with a soft play area. Also, their artistic flair throughout the design process is second-to-none."