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Nearly 25 years ago, rumors of gold-plated grocery carts began spreading through the Tri-Valley as Blackhawk Plaza welcomed its first customers to its tiled mall with soaring ceilings and domes leading to open-air walkways overlooking koi ponds, waterfalls and fountains at the upscale shopping center six miles east of Interstate 680.
Built to serve the affluent housing developments in the largely unincorporated hills near the plaza, the Danville shopping center was kept purposely small by commercial mall standards, and proudly fostered an air of exclusivity that fit in well with the massive homes and gated communities being built nearby.
Posh patrons of Blackhawk Plaza’s original anchor store, FJ’s Blackhawk Market, did, indeed, push shiny brass carts equipped with individual cell phones. Families of ducks swam amid the two acres of man-made flowing water features, hoping for handouts from the ladies who lunched at the white-clothed tables of the Blackhawk Grille.
However, the expensive communities of the surrounding area did not provide enough customers to attract businesses to fill the plaza. Nor was the inarguable beauty and resort atmosphere of Blackhawk Plaza enough to entice customers away from the well established and easily accessible shopping available at Pleasanton’s Stoneridge Mall and Broadway Plaza in downtown Walnut Creek.
After FJ’s Blackhawk Market closed following a drawn-out argument over the sale and transfer of ownership of the property, a string of successors moved into the gourmet grocery’s space, including Saks Fifth Avenue which lasted only 11 months, closing in January 1999. A less flashy but still well received Gottschalks department store took over the premises in October of the same year and seemed to be setting down roots until it was replaced by Draeger’s Market, an upscale grocery based on the Peninsula, in 2007.
Changing storefronts and economic fluctuations that have affected businesses throughout California certainly account for some of Blackhawk Plaza’s struggle to gain traction and loyal customers. But in two-and-a-half decades, the property has not been able to establish an identity beyond the elite image promoted in its earliest days.
Veronica Curley, general manager for CenterCal Properties, sees that changing for a variety of reasons, most notably, the company’s commitment to community.
CenterCal bought the 250,000-square-foot boutique mall in 2005 and spent more than $50 million improving all aspects of the plaza including adding new facades, lighting, fireplaces, outdoor seating areas, sculptures and a play structure for children.
“Blackhawk Plaza is not exclusive at all,” explained Curley who, although new to CenterCal’s team, is a Danville native with a child going through the local school system. “We are part of the community — an amazing community. In just a five-mile radius we have Danville, San Ramon, Alamo and parts of Dublin. We love Blackhawk, but we have opened our arms and embraced our neighbors.”
This, Curley said, includes a renewed focus on bringing locally owned businesses to the plaza.
“It has been very important for us to find the right balance and mix of retailers. Our national stores, like Anthropologie, are great; people want them here. Our local vendors are committed to the community, and we work together to create a really unique and valuable gathering place.”
It was the commitment to working together that brought Keila Santos to Blackhawk Plaza when she opened Little Fairy Princess — Girl Spa and Party Palace. After working for five years as a party planner in Florida, Santos moved to Danville and began a search to find the perfect venue for her vision of a permanent party place to pamper young girls.
“I looked at downtown Danville, but there were too many regulations and not enough parking,” Santos said. “The owners at Blackhawk Plaza loved my concept of a fairytale palace for little girls.”
Little Fairy Princess celebrated its one-month anniversary on July 11, and Santos couldn’t be more hopeful for the future of her business.
“We have been busy,” Santos said. “The owners of the plaza are working hard to promote our business through social media and involve us in the events that take place at the plaza.”
This included 12 of Santos’ pretty princesses taking the stage at “Rockin’ the Plaza,” a weekly, themed concert series taking place every Friday night, July 5-Aug. 23.
“We called it Posh Princesses Rockin’ the Concert,” Santos recalled. “The girls performed a fashion show with nearly 6,000 people in the crowd, and they were amazing.”
Local celebrity chef Rodney Worth clearly believes in the future of Blackhawk Plaza. Three of his six highly successful (and very delicious) restaurants are located within a few steps of each other — all at the plaza.
“Actually I believe in myself,” said Worth with a laugh. “But Blackhawk Plaza is a great place for my business.”
Living in Danville with his family, Worth said he and his wife Natalie brought their three kids to the Century Theatres at Blackhawk Plaza and then had nowhere to go for dinner.
“We would come out from a movie with hungry children and be forced to choose between McDonald’s and the Blackhawk Grille,” he said. “McDonald’s was too often the choice.”
Worth opened the Little Pear in 2010, the Prickly Pear Cantina just a few months later, and Ferrari’s Cucina Italiana started serving customers in August 2012. Each restaurant has a distinctly different menu and feel, but share a common goal.
“All of my restaurants offer good food at a reasonable price,” said Worth. “We keep our ingredients simple and authentic and our portion size reasonable. Shoppers don’t need to leave lunch carrying half their meal in a bag while they shop.”
Like Santos, Worth believes management is working to increase the appeal of Blackhawk Plaza to a wider range of the community, but says for the plaza to thrive, he sees a need for shops with basic appeal.
“The concert series is a big boost for business, particularly restaurants, and the playground is packed all day with moms and kids. These are great, but they don’t necessarily get people shopping here,” he said.
Worth pointed to stores like Claire’s, Francesca’s and Apricot Lane as examples of the center heading in the right direction, but said there is opportunity to make Blackhawk Plaza a shopping destination.
“Landlocked like we are between Stoneridge Mall and Walnut Creek, we need a place for people to buy socks and underwear, stationery — maybe a surf shop and an ice cream parlor, casual places for teens. If we want people to buy local, we have to give them more options,” he said.
Larry Cobabe remembers when Danville residents didn’t have a good library, much less an upscale plaza to call their own. Now the proud owner of the popular, family owned G.R. Doodlebug store at Blackhawk Plaza, Cobabe calls the plaza a valuable asset to the community, but says it’s still underutilized.
“(Blackhawk Plaza) is a local gem that people don’t realize is here,” he said. “We are only a few miles off the freeway, but people just don’t think about shopping up here.”
Brushing aside any notions that the shopping center is for the elite, or too expensive, Cobabe focuses on how the plaza and the vendors serve the people in the surrounding cities, fostering a sense of community.
“The original owners went for the upper elite, but most people around here now are two working parents, with kids. We have wealthy people and ordinary people,” he said. “We’re not Walmart, we are local, independent business people with a personal stake in the community. Even Draeger’s is a small chain in the grocery world. We care about what happens here; it’s in everyone’s best interest that we take care of each other.”
Cobabe pointed to the growing populations of San Ramon and Dublin and cited a need for convenient shopping options on the east side of the valley. Indeed, CenterCal’s demographic charts show Danville’s five-mile radius population was 70,686 in 1990, just after the plaza opened. The population projection for the same area in 2015 is 108,394 and growing.
Tony Draeger, vice president of Draeger’s Markets, says his company saw the Blackhawk Plaza location as nothing but positive while selecting its fourth Northern California location six years ago.
“It’s a great combination of rural and suburban,” he explained. “We knew we would be appealing to an audience from greater distances than our other stores; that encouraged us to locate there.”
While vendors and management are quick to downplay any sense of exclusivity at Blackhawk Plaza, there really is no denying its exceptional beauty and the unique setting. Lots of things at Blackhawk seem at least a little bit special, plus not many shopping centers include a cosmetic surgery center or a sizable fitness center.
Outdoor seating is common enough, but Blackhawk’s patios are set next to waterfalls where swans glide by all year long. At the top of the plaza, behind a series of beautifully bubbling water fountains where other, more practically minded malls might place a department store, Blackhawk is graced with the nationally recognized Blackhawk Auto Museum.
The three-story Smithsonian affiliate features nearly 90 rare and vintage cars as well as hosting several exhibitions throughout the year, all highlighting various aspects of the automobile culture.
Don’t be too quick to label this as another elitist attraction; the first Sunday of every month the museum and the plaza’s own Starbucks host Cars and Coffee, inviting all car enthusiasts to “share their vehicles and admire the other classics, exotics, rods and anything else with wheels and a motor.”
Even after the large scale wing was added next to the museum to accommodate Anthropologie and other enterprises, Draeger’s Market and Home Store remains the anchor. This 43,000-square-foot gourmet supermarket features a cooking school, plus it sells little packages of duck food to make sure visitors feeding the Blackhawk water fowl give them nutritious treats.
After 25 years it is difficult to predict the future of Blackhawk Plaza, though it seems to recognize its challenges and make necessary adjustments. The thing that must be considered is this: What it is missing, can probably be added — but what it already has, cannot be found anywhere else.
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While the outdoor area of Blackhawk Plaza features water elements and beautiful landscaping, the indoor mall has marble floors and comfortable seating under soaring domes. Photo by Dolores Fox Ciardelli. -
The Blackhawk Auto Museum is at one end of Blackhawk Plaza, which has meandering waterways graced by ducks, geese and swans, some alive and others permanent in whimsical sculptures. Photo by Dolores Fox Ciardelli. -
This entrance to Blackhawk Plaza faces the Century Blackhawk Theatres, which were the first in the area with stadium seating and reclining chairs. Photo by Dolores Fox Ciardelli. -
A children’s play structure, added to Blackhawk Plaza as part of its $50 million renovation in 2005, is popular with families. Photo by Dolores Fox Ciardelli. -
While the outdoor area of Blackhawk Plaza features water elements and beautiful landscaping, the indoor mall has tiled floors and comfortable seating under soaring domes. Photo by Dolores Fox Ciardelli.
We go to Blackhawk Plaza for movies and Starbucks. I used to go to Draegers, but found better pricing for specialty items at Lunardi’s, otherwise Safeway or Costco are my go to places for groceries. My teenager &her friends do not shop at the plaza because they were followed closely by security and that made them uncomfortable. The plaza is toddler friendly, but once they are older there is little to attract them to go shopping with me so we just go elsewhere . It still has an exclusive rep because the stores are on the high end and you can only take so many poor experiences to know you are not welcome. It seems only the eateries last .
The restaurants even come and go, the only one making any money are the contractors. How many times has the space at the new Field House been renevated since Blue Footed Booby Canoe Club? Let’s see Laurus, Roti 8, and now Field House. I think I’m forgetting one What about the location of the Prickley Pear Cantina. Alberto’s, Coa, and now Prickely Pear. The restaurants need to have some real lunch specials for bring in the locals. The turn over is very high for these restaurants. I’ve lived here nine years and I’m still waiting for a real anchor store. It’s not Drager’s; everytime I go in there, it seams to have more employee’s than shoppers. I agree too exspensive for everyday shopping. Safeway, Costco, and the local Farmer’s Markets take’s care of my needs. Bring back Ann Taylor and Restoration Hardware.
This article is too long to actually read, but it would have been nice to see pictures from 25 years ago, or how it has changed through the years…we all know what it looks like now!
I do agree with the comments above. I used to go there for Cold Stone, but I no longer shop there and I don’t know anyone who does. Too expensive and not enough good stores! The only thing it’s good for is to show-off to someone visiting the area.
I would love it if there were more practical stores there mixed with unique boutiques. People around here do enjoy a bargain and don’t necessarily like to pay top prices for goods that can be bought at other stores not in the plaza. I also like to buy from stores that don’t give me a hard time in returning something later that I didn’t use or need after the purchase. Draeger’s gave me such a hard time once for returning a couple of items that it became humiliating and they lost my business. As far as portions are concerned at restaurants, I rather have too much food on my plate leftover than none at all while still feeling I wish I had more without having to order more. The prices of food at many restaurants with a tip are high enough without having to feel that the restaurant is cheap with their food portions. No thanks, I will pay for the gas to go to a great restaurant with good sized portions, quality food and service that is deserving of my tips.
I agree with all the comments above, and find it revealing that this article did not mention the real “anchor” business – the Blackhawk Plastic Surgery Center. They fly in burn victims from poor Latin countries, and help those cannot afford reconstructive surgery after disease or injury claims parts of their bodies.
And if you believe that, I’ll find you a shallow, vapid, nip-tucked, silicon-enhanced, peroxide-infused Blackhawk republican lady who can clean your bathroom.
Hmmmm a lot of annoyed people here. How about hearing from those that DO enjoy the mall. Chances are they aren’t here reading the online version 🙂 I happen to LOVE that mall and find that there is a GOOD mix of high end and moderate priced businesses there. It’s a beautiful mall where you can sit and enjoy the well constructed center water courts and cute ducks without paying anything. Free concerts on Fridays, stroll around and purchase items at Reasonable prices at places like Doodlebugs, have lunch also at Normal prices at any number of places there. ~
The mall caters to people who want the Finer things in life and the Average bear too. I enjoy being around the finer things even if I’m not dropping dollar bills every time I step in the door of a store. Anyone heard of Window Shopping? Yes security is there, as they should be because there are so many incidents of theft, mugging and vandalism at malls. If you aren’t doing anything wrong, feel blessed.
You don’t have to spend money to enjoy what that mall has to offer… Wake up and take a stroll it’s FREE! Gather a few friends and sit in some comfy chairs, grab a cup of coffee and enjoy the environment, it’s FREE. Think of it as a City Park with a Visual Assortments of Nature and Retail, Window Shop if you Can’t afford to buy, until you can afford it. Mid to High end is What ALL MALLS have, which makes it No Different than ANY OTHER MALL.
It’s a great place to stroll around, and I enjoy the free Friday evening concerts during the summer. My wife does some shopping there, but we’re more likely to eat there, primarily at one of the three “Pear family” restaurants – Little Pear, Prickly Pear Cantina, and Ferrari’s. Good food at all three, with good portions. The museum is also a nice place to take visitors from out of town, at least if they have an interest in classic cars.
I agree that the plaza doesn’t really have a true anchor store. So I hope that the current mix of stores and restaurants is enough to sustain a critical mass of shoppers. In the end, business owners have to price things competitively, as convenience can only go so far.
I am glad to see some recent positive posts after reading all of the negativity a few days ago. My husband and I were just talking about all of the positive changes which have happened at the Plaza in recent years. There are quite a few affordable stores and some really good restaurants. Our area has been craving a sports bar/restaurant and Firehouse seems it will prove successful. The Friday night summer concert series is a huge success. My teenage daughter has some really good shopping options here.
As for an anchor store, Draegers will obviously not last. They are simply too expensive. As the earlier person spoke, more employees than customers. Put a Trader Joes at that location and it will be a completely different story!
Keep up the good work!
We find the food delicious and prices reasonable at the Prickly Pear and Little Pear. For more expensive dining, we go to the always-great Blackhawk Grill and when the weather is right we sit outside.
I used to shop regularly at Gottschalk’s–nice clothes at reasonable prices. Also, loved Starz childrens’ apparel store when my children were small.
Anthropologie is a very nice store to get women’s fashions. Let’s hope it doesn’t leave! Please patronize it!
The setting is nice, and we’ll try the Prickly Pear now, based on the reviews above.
I just never have much reason to go there — carppy blockbuster movies, other over-priced carp (not meaning those nice fish) for folks who’ll pay extra for labels, an abundance of couture shoppes — and nary a bookstore to be found since the inception of the place. I fear it’s a commentary.
I agree with both the positive and negative comments. My family and I have lived here almost 20 years and I do my best to shop at the plaza to keep it alive, but the turn over in EVERY location has been amazing. Although Draegers has a nice kitchen area, I truly miss the culinary store that now houses the nannies and tutors shop. I also miss the French restaurant that was located were Prickly Pear is now, but we do enjoy Rodney’s restaurants and look forward to venturing to Napa to try the newest one. The Eddie Bauer and Ann Taylor stores are also sorely missed, but Apricot Lane does have some cute stuff. I always try the plaza first, but unfortunately end up at the mall most times.
This Mall is a Visual Feast!
* I’m testing the waters with an Idea to open a Business that brings together People in one location to Socialize while: Wine Tasting, Food Tasting and getting their Creativity ON with Family, Friends and Lovers 🙂
What do you think about having this at the Blackhawk Mall? Would you attend?
How many lovers, and do you plan to supply them? 😉
Alamo Plaza has a surprisingly active coffee house scene — there actually seems to be some ‘community’ expressed there. It may be more convenient to the demographic you seek. I’d at least check it out, and good luck — I hope you succeed!
Yesterday’s Doc Mcstuffin children morning was a fiasco. The space was too small for the crowds and strollers. Part of the lineS ran us onto squishy wet lawns. Why weren’t the Drager cookie handouts set up out of the store? There was no Doc Mcstuffin to be seen and the clinic was a joke. Very poor planning.