The sixth ICSC Foundation Virtual Case Competition challenged university teams to advise Brixmor Property Group on the future of Britton Plaza, a midcentury, Publix-anchored shopping center in South Tampa, Florida, that the owner considers a once-in-a-generation reinvestment opportunity.

A Real-World Redevelopment Challenge

Teams evaluated three predefined redevelopment scenarios:

• retail re-merchandising and net operating income growth
• phased mixed-use redevelopment
• a hybrid lifestyle center and community hub

Their task was to select the repositioning strategy that best balanced market realism with visionary thinking. Students were asked to consider Britton Plaza’s competitive environment, the importance of its anchor tenants and how any transformation could affect small-shop and local businesses.

Beyond the Numbers

The task centered not on hard financials or potential net operating income but rather on preserving the center’s identity as an accessible, community anchor while proposing contemporary design, tenanting and placemaking strategies that respond to evolving retail behaviors, neighborhood expectations, value for the owner and Brixmor’s ethos of sustainability, community-serving retail and balanced growth.

The Winners

The University of Alabama team earned first place and $2,500, along with an all-expenses-paid trip to ICSC LAS VEGAS 2026. Penn State University took second place and $2,000, while Texas Tech University secured third and $1,500.

1st Place: University of Alabama

Competing as Crestline Capital, students Lindsey Brewer, Andrew Mannion, Ace Moran and Faith Turner collaborated with faculty adviser Wes Herring. Their proposal reimagined Britton Plaza as a hybrid lifestyle center and community hub, introducing open-air green spaces framed by small retail shops and experiential dining. A network of sidewalks would link the center’s anchor tenants to a new central lifestyle node, strengthening walkability and overall cohesion.

2nd Place: Penn State University

Students Jake Goldstein, Samantha Nonack, Noam Pishoto and Jake Zarnowsky — competing as Buffalo Rise Development with faculty member Tony Talbert — also advanced the hybrid lifestyle center and community hub concept. Their approach incorporated new construction, additional tenants and expanded green space, along with a walkable shopping area designed to enhance connectivity and encourage community engagement.

3rd Place: Texas Tech University

Royal Flush Investments — students Owen Anderson, Hudson Freedle, Eli Huggins and Amanda Mercer, supported by faculty adviser Jared Harrell — pursued the retail re-merchandising and NOI growth strategy. Their plan unfolded over three phased initiatives, each focused on elevating performance and driving long-term value creation.

Expanding the Competition To Meet Growing Demand

This year marked the first time the ICSC Virtual Case Competition adopted an expanded, two-round format. Rising interest from University Partners and the growing popularity of case-based learning in retail real estate made the shift both necessary and timely.

“This virtual competition started out of necessity during the pandemic and has grown into a mainstay on university calendars,” said ICSC Foundation director of University Partners and student engagement James Dulin. “Students are hungry for opportunities to challenge and prove themselves.”

Previously capped at 10 teams in a single day of live Zoom presentations, this year’s event drew 17 prerecorded submissions. Six teams advanced to the Nov. 15 finals for 30-minute interactive sessions with judges, including Q&A and direct feedback.

Teams from the University of Illinois, University of Texas at El Paso and University of Southern California also made it to the finals round.

The Judges

Preliminary round:

• Ryan Ash, Vestar
• Michael Carroll, RD Management
• Emily Gagliardi, First Washington Realty
• Dave Henry, Peaceable Street Capital
• Ran Meng, Phillips Edison
• Gary Rappaport, Rappaport
• Beverly Ricks, Retail Property Solutions
• Eve Sembler, The Sembler Co.
• Anjee Solanki, Colliers

Finals round:

• Gina Baker Chambers, MCB Real Estate
• Ivy Greaner, Greaner Strategies
• Reggie Livingston, Acadia Realty Trust
• Val Richardson, ICSC

Louisiana State University Real Estate Research Institute executive director Brian Andrews wrote the case study.

For more information on the ICSC Foundation’s programs, click here.