Pharr mayor: Big plans for El Centro Mall

CORRECTION: This story includes a correction. The Red Carpet Inn is being demolished to make room for more retail space.

PHARR — Veronica and Erica Contreras had not been to El Centro Mall in years, and after a quick visit Wednesday morning they left disappointed.

What was once their favorite childhood shopping complex is now a shadow of its former self.

 “We wanted to walk around and look at things. See what’s new, but …” Veronica Contreras trailed off without wanting to point out the obviously empty mall.

But that could soon be changing, Pharr Mayor Leo “Polo” Palacios said.

City officials are working with Houston-based owner Levcor Inc., who acquired the property in 2006, to revitalize the area in hopes of attracting more retail renters.

Palacios hopes renovations would boost the city’s sales tax revenue by meeting the needs of Pharr residents who travel to McAllen for retail goods, and create employment opportunities.

“We’re very excited. The plans are beautiful and it’s going to open up the area because that’s the best location in the county,” the mayor said.

POTENTIAL

Built in 1976, the 335,000-square-foot building was one of the first shopping malls in the Rio Grande Valley. Now, only a couple scattered stores remain, and customers are hard to come by.

Diamond Nails employee Lena Ho said there are days when they see two or three customers and others when no one comes at all.

However, for Heavenly Boutique & More owner Edubina Diaz, business is better than at her previous location in San Juan. Diaz began leasing two months ago after the shopping center on Raul Longoria failed to attract customers.

“It was dead over there,” she said about the plaza located in front of the San Juan police station. “At least here I sell one or two dresses.”

Diaz is not the only one who sees potential.

Levcor did not return repeated phone calls, but Palacios said there are big improvements planned for the area. 

According to the mayor, owners hope to attract “big-box” stores to the area, renovate the dilapidated Cinemark Theatre, build a high-end hotel and even build a new street.

The building will be modified to showcase storefronts and names on the east and west side, but is still expected to maintain a conventional mall feel.

He also said Levcor was working with several major hotels in an effort to bring one to the surrounding area.

The company also owns an adjacent 10 acres, where Houston-based Pappadeaux Seafood Kitchen is expected to open at the beginning of August.

Across from the mall, Red Carpet Inn is in the process of being demolished to make room for more retail space, Palacios said.

An east-west street would reportedly connect the Expressway 83 frontage road with Jackson Road, dividing the mall in two and making it more accessible.

City officials are scheduled to meet with the owners, architects and engineers to review drainage, sewer and landscaping plans, Palacios said. 

“They’re keeping it hush-hush,” he said. “They haven’t said anything because they are in the negotiating period.”

CURRENT TENANTS

But making room for new features could mean shuffling some long-time tenants.

While there was some talk about wanting Convergys out of the mall, Levcor has agreed to accommodate the call center, Palacios said. A Convergys representative said they haven’t received any new information for about six months, but the call center planned to stay in one of the anchor storefronts and renovation would be done around them as far as they knew.

The Graham Central Station night club, however, did not fare so well.

“The city and the mayor ran us out,” said the company’s president Roger Gearhart.

According to Gearhart, Pappadeaux would not make a deal with Levcor Inc. if the night club remained at El Centro. After some legal battles and being denied the renewal of their alcoholic beverage permit by the city, the club left the mall almost two years ago. 

“They thought we were a nuisance,” he said.

Across the parking lot where the night club used to be, Burger King is planning to stay.

The burger joint, who also leases from Levcor, was looking into purchasing the space at 400 N. Jackson Road to renovate their establishment as well, the mayor said.

Palacios said a timeline to complete the project has not been established, but they are working on getting necessary permits.

This is not the first time the city has tried to renovate the mall. A failing economy stymied a previous effort about two years ago.

Located at 500 N. Jackson Rd., the property is valued at a little less than $10 million by the Hidalgo County Appraisal District.

____

Naxiely Lopez covers PSJA and general assignments for The Monitor. She can be reached at 683-4434.