El Cajon, California, Reimagines Parkway Plaza

As shopping malls across the U.S. face challenges from the rise of online sales, the City of El Cajon is taking proactive steps to ensure the future vibrancy of Parkway Plaza, East County’s largest regional shopping mall.

The city commissioned a market analysis, resulting in two visionary redevelopment plans from Hunden Partners and 505 Design. These plans transform Parkway Plaza into a mixed-use district with residential, retail, office, entertainment, and community spaces. Imagine “eatertainment” facilities combining traditional dining with immersive sport-centered bars and dynamic lifestyle retail shops, all centered around a linear park.

Rob Hunden, CEO of Hunden Partners, highlighted the urgency: “You’re in that transition phase where if you let it go too long, it’s going to go in a direction you’re probably not too fond of, so it’s a great time to assess the situation and the opportunity.”