Giant retailer barred from project

Miami city officials do not want a Wal-Mart Supercenter to be part of the Midtown Miami mixed-use project.

BY ELAINE WALKER
ewalker@herald.com

Big-box retailers are welcome at The Shops at Midtown Miami -- except Wal-Mart.

That's the message from Miami city officials who killed a potential deal this summer that would have had a Wal-Mart Supercenter anchoring the project, along with Target.

The Shops at Midtown Miami is a 600,000-square-foot shopping center under construction as part of a mixed-used project on the former Buena Vista rail yard, on the outskirts of Wynwood.

''We're not opposed to a Wal-Mart coming to the city of Miami,'' City Commissioner Johnny Winton said. "That site is not one we want to be known as a Wal-Mart site.''

What Winton and others don't like: Wal-Mart's "image.''

Winton said the city made that clear to Developers Diversified Realty when the project began several years ago, but the message had to be reiterated this summer when a Wal-Mart deal was proposed.

Eric Brewer, Wal-Mart's Florida spokesman, said the chain was disappointed in losing out on the Midtown Miami project.

Wal-Mart was willing to do a nontraditional, pedestrian-friendly design with multilevel parking garage with the option for a second-floor entrance, Brewer said.

''That project would have really helped Wal-Mart improve the perception in South Florida of our ability to build differently,'' Brewer said.

Scott Schroeder, spokesman for Developers Diversified, said this week the company would not discuss its "leasing strategy or potential tenants.''

Target, Linens 'n Things, Circuit City, OfficeMax, PetSmart, Ross Dress for Less and West Elm, a lower-priced concept by Pottery Barn, are all expected in the initial lineup of tenants, when the shops open next fall. There's also the possibility of a home improvement superstore.

But those tenants are all fine with Winton.

''Target doesn't have the same image that Wal-Mart has,'' Winton said. "It's about the look and feel of the big box.''

Brewer said Wal-Mart is still working with Developers Diversified on finding another site for a Miami supercenter.

''We're still very interested in finding a good opportunity in Miami's urban core,'' Brewer said.

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