Starbucks, Tangelo Frozen Yogurt, Rheem Theater, TJ Maxx – these are all places that would seemingly be the pillars of a small community; however, hardly anyone seems to visit them. The Rheem Valley shopping center in Moraga is a shopping center that, when you pass, is a desert compared to rival shopping centers in Lamorinda; yet, hypothetically, it should be a hot spot for teens.
Rheem Valley Shopping Center, anchored by T.J. Maxx, Dollar Tree, CVS Pharmacy, and more, was established in 1954 when Donald Rheem opened the first air-conditioned supermarket in Contra Costa County, named “Clark’s Market,” which became a huge hit with local families and began the shopping center as we know it today.
But what’s happened since then? Firstly, times have changed; most malls and shopping centers are now either closing due to increased online shopping or are geared towards teens and their free time. This increases revenue for both the stores and malls, allowing for more in-person shopping in a time when online shopping has become increasingly common.
Teens now run shopping centers and malls; according to CNBC, “Generation Z is spending $143 billion per year and influences others to spend approximately $450 billion in addition to their own spending.”
So, in the case of Rheem Valley, a Starbucks simply isn’t going to cut it if we’re comparing it to competitors like Lafayette Plaza or Broadway Plaza in Walnut Creek, which gear their shopping experiences towards teens through stores like Brandy Mellville, Sephora, Victoria’s Secret, Target and more.
“I think it [Rheem Valley Shopping Center] is pretty dead right now. Not a lot of kids our age like to go there on the weekends or anything. I think the theater is the main attraction at the moment,” junior Ollie Ribble said.
Although the Rheem Valley shopping center has its downsides, something it has done right is having the Rheem Theater, placed towards the edge of the shopping center. It brings in people of all ages to watch new and old movies, which attracts business for places nearby.
“I definitely think the theater is the main attraction at the moment,” Ribble said.
Along with stores, the shopping center is also missing trending food. Having a place to sit down and chat with friends over lunch is something many teens crave after spending so much time at school and at home. While there may be a few spots to grab a bite, they mainly consist of Subway and Nations, which don’t entice students the way Gott’s Roadside in Broadway Plaza or the Lamorinda-famous Kibi’s Cafe does. One of the only busy spots in the center is the family-owned La Chamba Taqueria, which serves burritos, tacos and more. From families to teenagers, this place is successful because it draws in everyone for delicious food.
On the same topic of food, there are some rumors of a new Grocery Outlet coming to Rheem Shopping Center, replacing what once was a collection of smaller stores, including a Goodwill. While this is somewhat of a step in the right direction of adding larger stores, it veers away from attracting teenage customers, and with a growing online grocery shopping trend, it is far less likely to bring in shoppers than, say, a new Alo or Lululemon. Another issue with a Grocery Outlet in the Rheem Valley shopping center is that there is an extremely popular Safeway with loyal customers just under 2 miles away, making the likelihood of frequent, loyal shoppers unlikely.
While there may be a new Grocery Outlet on the way, there is also a rumor of a remodel coming to the Rheem Valley shopping center, according to the Town of Moraga official website.
A partial remodel is in the works with the already completed demolition of the previous buildings, and the building of a new grocery store taking 75 unused parking spots, along with more buildings. The building is being constructed by Deacon Construction according to signs outside of the construction zone, and is being prepped for the remodel.
While the Rheem Valley shopping center does need a remodel, a Grocery Outlet may be a step in the wrong direction. Its addition would continue to gear the shopping center to the wrong audience and would be unnecessary, considering Lamorinda has plenty of grocery stores. This remodel could be something to improve this shopping center, especially with the inclusion of stores geared towards teenagers and students, especially considering how close it is to Orinda.
“It could definitely use some more trendy stores and more good food because we don’t have a lot of either in Orinda and Moraga. The community and the shopping center would gain so much from it,” junior Marley Vlieks said.
