$180-Mil Desert Ridge in Sync with Gen Y High-Rollers

PHOENIX-Developers of the $180-million Desert Ridge Marketplace in north Phoenix are going after a younger tier of shoppers by building a section exclusively for the Gen Y crowd.

“The District,” as its known by Phoenix-based Vestar Development Co., will deliver a retail lineup sure to appeal to a demographic with strong clout. “The District is definitely designed with the ‘Gen Y’ consumer in mind,” says David Larcher, Vestar executive vice president. “We spent a lot of time talking with young people in this age group before designing ‘The District’ and really listened to them regarding what they want in a lifestyle and entertainment center.”

Based on Census 2000 results, Gen Y represents more than 600,000 young people in Maricopa County alone. The Gen Y group includes youth between 10 and 24 years old and generally the offspring of Baby Boomers. “What we’ve created is really the best possible mix for parents and kids alike,” says Larcher. “We’re developing an exciting, high-energy, interactive shopping, dining and entertainment experience that’s going to engage the senses in a way that’s never been done before.”