Peter Edelmann of EB Development, has rebranded his shopping center in Vermont previously known as Essex Outlets. Now known as Essex Experience, the new name reflects the center’s move to multi-use with a theater for live performances, a brewery with a beer garden, a coffee roaster, bakery and more.
Edelmann said that he is rebranding the center to be more local and authentic. He added that he’ll renovate the buildings’ facades and parking lots.
“Essex Experience will help bring tourism to the community, and really a reason to come here,” Edelmann said. “We’re integrating the community into the center in a noteworthy way. And you have to do it with local people and the best-in-the-class type people.”
The additions at the revamped center will co-exist with outlet brands and full-price players.
The Double EE Performance Center has already opened at Essex Experience. It includes three performance spaces including a listening room and larger stage, the T Rex Theater.
“Music is really a very community-based asset,” Edelmann said. “It’s core to bringing the community together and creating an experience. It just opens up a lot more interaction with the community.
“And it opens up a lot more ability to do fundraising events and charitable platforms.”
Also leading the rebranding efforts is Church of Beer, a locally owned craft brewery. A distillery and art center for established and emerging artists are also part of the plan.