Greensborough Plaza
Greensborough Plaza is a major regional shopping centre, located in Greensborough, Victoria in the north eastern suburbs of Melbourne, Australia.

History and development

Early days
First opening in 1978, the centre was known simply as Greensborough Shopping Centre. Around 1990, the centre was known as Valley Central, and the current Greensborough Plaza name was introduced in 1995. Former major tenants in the centre over the years have included: Stan Cash, McEwans, Venture, Jewel Food Barn, Franklins No Frills and World 4 Kids.

Redevelopments
The shopping centre has undergone two major renovations in its lifetime. The first of these renovations took place in 1990, and the second in 1996 which included the addition of a new 13,000m² Myer store, the first new store for the chain to open within Victoria in over twenty years. In 1998, both Harvey Norman and Rebel Sport both commenced operations at the centre. Both stores were designed as new larger concept stores which had never been tried by either retailer before.

Myer controversy
In September 1997, it was announced that the Myer department store was to be converted into an outlet for Target, as a Target Home concept store. Costing A$5 million (1997), the conversion was scheduled for completion by February 1998. The store was converted after months of evaluation and market research, on account that the store was not satisfying consumer needs. According to research undertaken by the Centre and Coles Myer at the time, customers were preferring to go to larger Myer outlets in the neighbouring suburbs of Northland and Doncaster. Analysis also suggested that a Target outlet at the centre was more preferred by the centre's target market, and would boost visitors to the centre by 6%. The Greensborough Plaza location was the first Target store to be rolled out as part of the Target Home concept. The change cause some significant controversy amongst retailers in the centre, who complained that they had rented in the centre on the key basis of Myer being an anchor tenant. Some in the centre had even considered taking legal action against then centre managers Lend Lease, particularly in light of what they felt were inflated rent prices based on the stores presence in the centre. The situation between tenants and the centre managers continued to escalate, until a merchant group was formed in March 1998 to represent affected retailers in discussions with Lend Lease. One long-time tenant of the shopping centre claimed that his rent had increased by 110% since the naming of Myer as a new anchor tenant in 1995. The Myer store eventually closed its doors on 17 May 1998, with Target opening in its place later the same year.

Ownership
During the 1990s, the centre was part owned by both General Property Trust and then later Lend Lease subsidiary MLC Limited. Unlisted Lend Lease managed trust, the Australian Prime Property Fund was the other joint owner during this period. During both these owners, the centre was managed by Lend Lease. In 2000, MLC sold its stake in Greensborough to SAS Trustee Corporation (State Super), in a deal said to be valued at around A$80 million (1999). In 2005, the centre was owned by SAS Trustee Corporation and Australian Prime Property Fund. On 26 May 2005, Australian Prime Property Fund completed the purchase of SAS's 50% share in the centre for A$160 million (2005), giving it full ownership of the centre.

Statistics
Total annual retail sales at the centre by March 2005 came to A$312 million.

Retailers

Major anchors
The following major anchors operate within the centre:
  • Kmart discount department store.
  • Coles supermarket
  • Rebel Sport sporting goods store.
  • Hoyts 8 screen cinema multiplex.
  • Target discount department store with attached 'Target Home' store.
  • Harvey Norman electrical and computer store.
Future major anchors
  • Aldi supermarket (opening July 2011).


Minor anchors
The following minor anchors operate within the centre:
  • Dick Smith electrical and computer store.
  • The Reject Shop discount variety store.
  • Priceline health and beauty store.
Future minor anchors
  • JB Hi-Fi electrical and computer store (opening July 2011).


Major food restaurants
Major food retailers within the centre include two McDonald's outlets (one exterior stand-alone restaurant and one interior food court outlet), a Red Rooster, Nando's, two Wendy's outlets, two Donut Kings and a KFC.

Transport
Greensborough Plaza provides parking for around 2700 vehicles and is serviced by trains, 10 bus routes and taxis.

Parking
Adjoining the Plaza is a seven-level multideck carpark (six levels undercover), accessible via The Circuit. An additional three levels of parking are located above the Target store. Parking at Greensborough Plaza is free, however a 3 hour limit applies on most parking levels. Some 90 minute outdoor parking, catering for supermarket only shoppers, is available near the entrances to the Coles supermarket.

Public transport
Greensborough Plaza is directly serviced by SmartBus route 902 as well as 7 regular bus routes (513, 517, 518, 520, 562, 563, 566), with bus stops located outside the main plaza entrance on Main Street. A taxi rank is also located adjacent to the bus stops on Main Street. The stop for bus route 293 can be reached by a 200 metre walk north east from the plaza along Main Street. Greensborough railway station is located nearby and is a 500 metre walk east from the plaza to the station. SmartBus route 901 stops outside the station.