The Montreal Star from Montreal, Quebec, Canada • 66

I1 WiWi i ly THE MONTREAL Rf AE WEDNESDAY AUGUST 11 1MB OPENING SPECIALS Fairview Sets Pattern For ects Tranlllne Ttath Brash Bride Shampoo 11 Wilkinson Blades -T Caw Pack WmMmm 1101 Bulbs 4 1 40 "MW" My Patricia Hair Spray Rae21 Maw Om Sim Sw-tW Klionsx Rib Deciding on location for centre! will be enclosed mslls I $141 wt4g BTS IB SJSrf f-W 70d II "IB "BSF -Bit Vapo ft I Baby Pewfir Kctax Modest I2s Baniaids Orest Taoffh Pasts Baa Rail On NMI XagSK Sag Mg SagS11V -Sagtl-21 and lOOa al other aselverllsed and spot specials Cawlata ataab at Xwattag ranch partawaa Tha lag YarUlev "The advantages sre said Mr Kolber The managing director also feels that a shopping centre mkst include at least one major department store in order to prosper Fairview has a number of shopping complexes in the planning stage now and you can depend1 thst there will be at least one major department store in each one he said Already nearing completion in partnership with Steinberg's on Taschereau boulevard ia an enclosed mall which will open Aug 26 Id addition to the supermarket it contains a Miracle Mart large Pascal hardware and 23 other stores A shopping complex similar in size to Die Pointe Claire project will be built in east end Mont real at the corner of the Trans-Canada highway and Montee St Leonard It is still in the planning but should be openetf sometime in 1968 Mr Kolber said Drags laaaamMr Mug Tara CO Ml AND MOWS! AMVNS FUS LAKISHOU DtUVIMY TILt US-4211 fenw(3 armae FAIRVIEW CENTRE-POINTE CLAIRE SUtf PMo by ASrtu Lwany Ltd and Charles Bronfman president Cemp and Fairview (left to right) were photographed in store they Inspected the centre nearing completion and Cemp are joint owners The men who made Fairview Centre possible Lwr-Kolber vice-president' and managing director Cemp Investments and Fairview Shopping Centres Ltd Burton board chairman and chief executive officer Chain Considering urther Investment By DUSTY VMEBERG The Point Claire (hopping centre may be only the firet of geveral Montreal shopping centre! in which Simpgon'i Limited will participste on an ownerahip baaia That statement cams from Burton of Toronto chairman of the board of Limited in Montreal recently to look over recent pragma on the new centre opening tomor- PEOPLES GRAND -OPENING OPEN HOUSE THURSDAY FRIDAY SATURDAY AT THE POINTE CLAIRE FAIRVIEW SHOPPING CENTRE August 12 13 14 Meeting Deadline Was Hectic If Montrealers could have seen Fairview Centre two weeks ago the concensus would have been that it couldn't possibly open on time The terrain floor in the malla was still not finished many of the atom scheduled to open were still installing shelves and! even those that had shelves in still have any mer-j chandise on them The fountains in both eourts on a beehive of activity as donna of men raced against the dock to put finishing touches on them in time for opening day' At Eaton's for example you could hardly find your way through tho stacks of mer-chandise awaiting pricing and sorting fixtures furnishings end equipment without a chart and compass Sales clerks management decorators tradesmen and landscapers worked untiringly fb meet their deadline despite the the Pointe Clairs development msny pessimists who kept tell many centres In tha New York area Elsewhere It's which la Macy's-owned end Gimbels or Macy's and Sears Roebuck as in Albany NY "The whole principle la that if you make the centra really strong all the atom are successful Two strong atom make it a better centre both for the merchants and the 1 The Pointe Claire layout he added locates Simpson's at tea east end and Eaton'a at the west end of the centre with some 10 atom between Mr Burton foresaw no trend away from downtown an that's going on in downtown On the contrary "downtown stores wiU bo bigger and better" Ha odded that Simpson's is spending 328000000 refurbishing and enlarging its downtown Toronto store Nevertheless "we are Just terrifically enthusiastic about Quebec's largest shopping complex was no hit-and-miss matter It was the result of msny months of careful research The owners Cemp Investments Limited snd Simpson's Limited hired top survey eon-' sultsnts to recommend the optt-' mum site on the western end of Montreal island They' carried out studies on such things as population (sc tual and projected) average incomes in given areas and consumer expenditures A Population Centre All indicators led to Points Claire The strategic location is in the heart of the Lakeshore area where population is ex pected to reach 88000 by 1968 and climb to 123000 by 1971 Hundreds of potential customers also would bd drawn from the area Immediately east and west of the Lakeshore area the consultants pointed out This area haa a population which is expected to exceed 175000 by next year and reach 210000 in 1971 The actual site in Pointe Claire wu chosen because of its easy seems via the ada highway from east and west and via St John's road from north and south explsined Leo Kolber vice-president and managing director of Cemp Equally thorough research was employed in choosing the types of stores to be included in the complex The researchers calculated to the foot exactly how much space each store should occupy in order to guarantee its success In fact you could safely say Fairview Centre is probably the moat carefully planned shopping complex in Canads Mistakes Inevitable Despite the elaborate calcula-tlona there likely will be mistakes says Mr Kolber but he Is conWrfent thst the centre as a whole will be a success "You can determine with certainty the amount of trade dollars in a given area but what per cent of those dollars you will get eari only be a valued judgment" he explained An indication of the confi dence the developers have in their Lakeshore project is that they have adopted as a formula for future shopping projects even before it is in operation Cemp already owns shopping centres across Canada but none ia as large as the one in Pointe Claire Fairview Centre is the second largest shopping complex in Canada only by Toronto's Yorkdala centra which opened a year and a half ago Smaller In Rise Moat of the centres built by Fairview since 1958 when the company first began investing in such projects have been of the neighborhood variety having roughly 30 shops and no major department stores All centres are relatively successful have made admits Mr Kolber "but we have learned from our Mr Kolber feels the the Pointe Claire Centre embodies sll the elements that spell success The enclosed mall is a relatively new concept so Pointe Claire Is one of only a in Canada Fairview built the first enclosed msll in Canada at St Catharines in 1M1 But from now on all Fairview them "You'll never make been well planned as any centra I know ing pleased to announce THE OPENING of a new salon In the Fairview Centre In Point Claire Visit us soon you will be sure to receive the same personalized attention that has made our Cota des Neiges salon so famous KAROL SALON DE BEAUTE Mr Burton explained that Limited ia part owner with Cemp Inveatmenta in the new centre The parinerahip get-up ia a firat for Simpson's although it owna Individual atom in other centrea In Toronto'a Yorkdala (hopping contra for example Simpson'! ia a "neighbor" owning that is only the Simpson's Store and part of tha land Partnership Developed Explaining how the Ccmp-Simpson's partnership do eloped ho said that about three years ago Simpson'i asked Cemp real estate dealers to acquire the Pointe Claire property Subsequently Die Idea for a joint development company emerged With 98 per cent of the stora rented ho said the Pointe Claire centre already has proved itself highly successful as a real estate venture Mr Burton said Toronto's Yorkdala has worked out well Serving a larger market thin tha Points Clair centra will initially it is quite similar though larger The Point Claire centra can enlarged as the area grows ha added Both the Simpson's and Eaton's stores in tha centre can be doubled in six later and of has been re-' served for future parking Selection Exteaslvo Ho said "the Prints Clair centre will have as good a election aa shoppers would have on St Catherine with the possible exception of the highest-priced items in each line As for If strange to the of two major department atom like and Simpson's bedding down In the same centra ho said that the trend in the United Stetea Macy's and Gimbete an In 4417 Cat dee Netgee Tafi RL 8 -SMS Fairview Centre Td1 MS-4721 ABOUT TO KICKOFF OUR SECOND MODERN STORE BOB LUNNY SPORTING GOODS LTD OPENING TOMORROW IN THE NEW MEET LOUIS OIIIMET YOUR HEW MANAGER AT THE POINTE CLAIRE FAIRVIEW SHOPPING CENTRE Come in and meet your Peoples Credit Pointe Claire Mon manager during the big Grind Opening Ha is one of the men who has helped Peoples Credit become largest Jewellers through coeiistenrij offering PROVEN OUTSTANDING VALUES of unquationable quality He is fully qualified and-devoted to serve you better in the true Peoples Credit tradition And nothing will give him greater pleasure than presenting yon withthie GOLD PLATED KITCHEN AID ABSOLUTELY FREE! one of the most useful most practical kitchen aids any good home could ask for given to you to enjoy and keep as momenta of your visit to People Credit Jewellers Come in and get your free gift Then browse around but take your timd because you wont want to am any of the fine values Well bet that before you leave know that Peoples Credit hone of the friendliest stores in the' Pointe Claire Fsirview Shopping Centre I WIN A $250 DIAMOND (100 of beautiful Me jorca Purls) REGISTER DURING OUR GRAND-OPENING FOR A DIAMOND RING YOUR CHOICE OF MAN'S OR LADY'S NO rUtCHASE NKISSARY If jov same you havt to 4o umtr 'a quetijjUf quatloH FAIRVIEW CENTRE a Our thanks to you for making thb second store possible Drop in today and lot us outfit you for your favourite sport whether It ha Coif Ttnnis Hockey Skiing Football Bowling Archory Hunting Baseball Wf SPECIALIZE IN TEAM OUTFITTING it Visit ear large Ski dtperteient earning Octeber 1st Tap rid Instrnctnri will ee eer staff GOLF SPECIAL 0VER 250000 rOOTBAU MASON SPECIAL STALMMO cooata wiiki FOOTBALLS Saealar SIMS OMNiNO srtciAL $695 WfeMe Tker Urt MIRON CONVENIENT CREDIT TERMS OPEN AN ACCOUNT TOUT GOLF CLUBS teenier (HO OHNIMiriCIAL $5795 WMta Tfear leal Please IVetei Yse ess UigMs I tsMmr te via tk MM I yea sm sea ar i CONCRETK BLOCKS SUPPLIED IYj WERE USED IN THE CONSTRUCTION OF THE FAIRVIEW SHOPPING CENTRE MIRON COMPANY LIMITED MONTRIAL QUI Fairview Shopping Centre Pointe Claire Now 2 stores to sorvt you better: 5804 COTE ST LUC RD 4SC-C537 FAIRVIEW CERTRE 695-6140.