I-69 (Exit 10): Mall entertains in prime location

by Aleasha Sandley
TheHeraldBulletin.com

When development at Exit 10 along Interstate 69 recently exploded, two companies joined to jump at the opportunity to make the area a destination for travelers and central and east central Indiana residents.

Developers Simon Property Group and Gershman Brown Crowley Inc. built Hamilton Town Center, an outdoor mall complete with large stores, specialty shops and restaurants. The companies also own property around the mall, outlots for more stores, restaurants, banks and other development flowing into the area.

The exit's infrastructure, with an interchange off a major thoroughfare and recently rebuilt cross street of 146th Street, was important in bringing in Hamilton Town Center. Other considerations included the demographics of the mall's target area, which extends through Madison County and into Delaware County, Simon public relations manager Les Morris said.

"It has the household demographics retailers want to see and developers want to see in terms of household income, education and lack of competition," Morris said.

Hamilton Town Center sees a significant amount of traffic coming south on I-69 from Madison and Delaware counties, Morris said.

"We thought that this was a unique project, a unique platform for us," he said. "It's doing very well."

Although restaurants and stores don't generally release their sales figures, Morris said many of them were experiencing high consumer traffic in comparison to other stores in their district.

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