The West 7th development in Fort Worth today unveiled its new name and branding as Crockett Row at West 7th. Along with the rebranding announcement, development officials also announced two new tenants: Common Desk, a coworking space, and C.H. Robinson, logistics provider.
Vestar, which manages the development, partnered with Fort Worth-based The Woodmont Company, which specializes in retail properties and has expertise in both ground-up development and redevelopment, to lead the rebranding and a strategic leasing campaign to reposition the property’s street-level retail space.
The Crockett Row at West 7th logo and branding reflect a clean, modern look that also proudly pay homage to Cowtown’s western culture, according to a Vestar news release. The new name is inspired by Crockett Street, which runs through the middle of the development and is lined with specialty shops and patio restaurants. Woodmont worked with Dallas-based digital agency Tractorbeam on the rebranding.
Along with new branding, local architecture firm Bennett Benner Partners has designed new architectural enhancements to create a more consumer-friendly experience. Updates include individually-designed tenant storefronts, additional shading and landscaping, public art. The installation of modular outdoor furniture along with eye-catching water features are planned to entice a community atmosphere and encourage visitors to enjoy the newly redesigned outdoor spaces.
The parking garages will be enhanced with new wayfinding features to improve the guest experience. Garage parking will be exclusively for use by guests of Crockett Row at West 7th. Along with the existing parking garages, there will be a new text-to-retrieve valet system with a central pick-up and drop-off location.
“The tremendous growth of the West 7th area drove the decision to evolve the identity of the property,” said Senior Vice President Peter Jacobsen of The Woodmont Company. “The Crockett Row brand will better distinguish the property’s popular restaurants, stores and events to continue to attract visitors, as well as the very best retail and dining concepts.”
The leasing team, led by Jacobsen and Erik Coslik, has secured several prominent tenants including West Elm, Common Desk and C.H. Robinson.
As announced in April, West Elm will open this summer in an 11,000-square-foot space at 2869 W. Seventh St. The store will feature a selection of furnishings and décor products made by Texas-based designers as part of the West Elm LOCAL program.
Common Desk will open in September in a 13,000-square-foot space at 2833 Crockett Street. Created by local entrepreneur Nick Clark, Common Desk offers co-working space for freelancers, startups and small companies. This bustling co-working space should add to daytime foot traffic in the area, says Jacobsen.
While maintaining its industrial chic brand, Common Desk makes each of its locations unique. This office will be the fourth Dallas-Fort Worth location and will have 75 shared seats, 110 dedicated desks, private offices and conference rooms along with amenities such as an outdoor patio and a hospitality bar with snacks and coffee.
Another new addition will be the new location for the local corporate offices for C.H. Robinson, a 11,984-square-foot space at 812 Norwood St. that will open in August. The company is one of the world’s largest third party logistics providers of freight transportation, outsource solutions, and produce sourcing and information services.
Other new tenants should be announced soon, officials with Vestar and Woodmont said.
“First-to-market tenants like West Elm and Common Desk will further establish Crockett Row as a vibrant destination in Fort Worth,” said Cristina Ruiz-Goodwin, marketing director of Crockett Row at West 7th. “We’re proud to offer guests a distinctive mix of top national and locally-owned retailers & restaurants, as well as dynamic arts and cultural events.”
Ruiz-Goodwin announced some new additions to the areas popular events line up as well, as part of the rebranding.
A new Blues Brunch with take place in July; the Local Filmmakers’ Festival in conjunction with Film Fort Worth will debut in October; and Illuminate, a light art installation will host its inaugural event in November. Some current events will continue, including the Chalk Art Festival in September and the Starlight Symphony show in December.
Expect signage with the new Crockett Row at West 7th brand to be installed in the coming months.
Along with all the changes are new social media links. For more information:
www.crockettrow.com