Target #3354
11619 Daryl Carter Parkway, Orlando, FL - Vineland Pointe
While 2020 was a rather depressing year for retail, a year plagued with bankruptcies and store closings, there were still some bright spots to be had along the way. While we've talked about the recent Floridian supermarket growth spurt
here on My Florida Retail and
over on AFB, even on the national level, there were some interesting (and positive!) retail developments to be had. While we all know the sad story of Kmart, the storied retailer that is slowly (and I do mean slowly) departing into oblivion, one of Kmart's competitors has been taking full advantage of the chain's demise. Target has been gobbling up shuttered Kmart stores all over the country to convert into new stores, in places like
Somers Point, NJ,
Kill Devil Hills, NC, and
Bradenton, FL, and even former Kmart stores in more far-out places like
Jackson, WY and
Lihue, HI. There are even more examples if you scroll through
Target's list of upcoming stores, with roughly 10 or so former Kmarts (and even a few former Sears stores) in the works to be converted into a Target in some way. Target is certainly taking advantage of the current retail environment to fuel their own growth, with those former Kmart stores opening alongside numerous flex-format Target stores, Target's shrunken-down store format that's been the focus of the company's growth for the last few years. While the purchase of those old Kmart stores renews Target's commitment to full-line stores, the flex stores are a large (and extremely important) part of Target's growth plan. Target's flex stores can range in size from less than 20,000 square feet to somewhere in the 65,000 to 70,000 square foot range, propelling Target's growth in urban areas where large spaces are difficult to find (and in smaller towns where a fill-size Target would have never been feasible in the past).
Target's flex-format stores (originally called 'City Target') debuted in 2012, and the format has been tweaked through the years as Target began to get a feel of running smaller-than-normal stores. Florida (and the Southeastern US as a whole) got its first flex-format Target in 2017, with the opening of the Target store near the University of Florida campus in Gainesville. Florida has gained a few other Target flex stores since, including locations in Tallahassee, South Beach, Coral Gables, and the store we'll be seeing today in Orlando, with future Target flex stores planned for Grove Station (near Miami), Bradenton (the old Kmart I mentioned before - Target opted small with that one), and Disney World. As I mentioned before, Target's flex stores vary greatly in size, with the store we'll be touring today being on the larger end of the spectrum for one of these stores. The new Orlando Vineland Pointe Target is 65,000 square feet, with a much more complete product selection than one of the 15,000 square foot college-campus focused locations.
The Vineland Pointe Target is the largest anchor in the new Vineland Pointe shopping center, a new shopping center being built behind the Orlando Vineland Premium Outlets (a huge tourist destination located at the eastern edge of Disney property, just across I-4 from the last Gooding's). Being close to the tourist district and some new housing developments, Target's new store looks like it will be a popular destination for shoppers. Once tourism surges back into the area, I'm sure business will greatly increase here (and I've heard this store still gets pretty busy as it is, even with many tourists not coming into the area, so it looks like Target chose well with this location). The Vineland Pointe Target opened for business on August 16, 2020, the first new Target store in the Orlando area in over a decade. While smaller than normal, this store still sports Target's latest decor and most of the usual amenities, with certain departments cut back more than others to make up for the decrease in size.
From the outside, the exterior design of this store is quite similar to what a new-build full-size Target would look like. Even at 65,000 square feet, this store was designed with dual entrances on either side of the building, a trait usually reserved for Target's largest stores. The photo above looks toward what I'd consider the "main" entrance, located toward the left side of the building. The other entrance leads you to the grocery department and liquor store, acting more like a side door for people wanting to get in and out with a few groceries (or bottles of booze). I visited this store not long after it opened, so the "Now Open" banner was still hanging from the facade upon my visit, seen above.
The middle of the facade is a wall of windows, which illuminates the front end and the Starbucks kiosk inside. This store incorporates more windows into its design than the typical Target store, which is a nice touch we'll see more of as we tour the inside...
Stepping inside, we see the wall of windows and vestibule behind Bullseye's playground, lighting up the inside (which is a nice effect in person while shopping, but for photos, not so much with all the glare!)
Another Target logo can be found on the inner part of the vestibule, a white bullseye set onto a red-colored panel of glass.
Like every store within close proximity to Orlando's tourist district, the Vineland Pointe Target has a large Disney souvenir department. While Target does have a deal with Disney to operate special Disney Store departments, that's not what we see here. This is just the usual tourist district Disney department, flanked with more souvenir T-shirts and tchotchkes than official Disney store stuff (which, if you look at the photo at that link, has a much fancier setup with a larger focus on toys). The Disney department at this store bumps against the main front aisle behind the check lanes, taking up a decent amount of floorspace in the clothing department.
While the official Disney Stores within Target are focused on toys, T-shirts are the focus here in the tourist district. Commemorative T-shirts are a Disney vacation staple, and there was no shortage of shirts like this here.
Leaving the magic of the Disney department behind us, the magic of Target can be seen before us looking down the center aisle. The aisle in the picture above serves as the dividing line between the hardline and softline sides of the store. We'll start our walk through the store by wandering around the hardlines side, which stretches out to my left from this vantage point...
As we begin to venture further into the store, here's a quick look back at the front end and Bullseye's playground. We'll see more of this area later in the tour, so let's get back on track:
Looking away from the front entrance, the main front aisle passes by the beauty department to my left, and office supplies to my right. The pharmacy counter can be seen straight ahead at the end of the main aisle, located on the left side wall.
As one of Target's core departments, this store's beauty department wasn't shrunken much in this smaller store. The beauty department still received the fancy lighting and fixtures a modern, full-size Target would get, and looks really nice overall.
From the front wall in the beauty department, here's a look toward the vestibule.
More aisles of health and beauty products span into the store's front left corner, which is also home to the restrooms.
A full-size pharmacy counter was included here too. Pharmacies are rather common in these Target flex stores, with pharmacies being included in some of the really small stores too.
Health and beauty continues along the building's left side wall, eventually transitioning into seasonal merchandise and hardware as we move further back.
Returning to the main aisle, here's a look toward the back of the store.
Housewares occupy the center part of the hardlines side of the store. Housewares was one of the departments that was noticeably shrunken down in this store compared to a normal Target store, but there was still a comprehensive selection of the most popular housewares items for sale here.
Some more round lights were placed in the center of the store for a classy effect. In addition to the wavy light strip that follows the length of the aisle, it really makes for a nice visual.
While we've looked width-wise across the housewares department already, here's a look down one of the houseware aisles looking toward the front of the store.
The fitting rooms are located in an island between women's clothing and the Disney department, as seen from this viewpoint from within the housewares department.
Here's another look toward the clothing department before we turn the corner and return to the back of the store.
Here's the dividing aisle between hardlines and softlines once again, but as seen from the back of the store this time.
The back left corner of the store contains a wide variety of shrunken down departments, including seasonal, small appliances, luggage, toys, and sporting goods.
This photo looks across the back of the store, showing off the building's entire length. It's not the largest Target by any means, but still quite the sizeable store.
Continuing along the store's back wall, we enter the toy department, with electronics being the department to follow in the distance.
Menswear resides across the main aisle from electronics, with electronics being the next department we'll explore:
Electronics was another department that seemed fairly complete at this Target flex store, not being too much smaller than the electronics department at a standard P17 Target. This store also included a full-service electronics counter, a feature that's typically eliminated in the really small stores, which typically condense the entire electronics department into an aisle or two.
Interestingly, the back wall of the store also includes windows. With stockrooms and receiving bays in the way, it's not common to see windows in the back of a store. However, this store was designed with the stockrooms and receiving bays to be on the side of the building, so the back of the store (which bumps up against I-4) was free and clear to have windows. Having windows in both the front and back of the store was really nice, and did a great job keeping the store bright.
Leaving electronics, the next department we find is cleaning supplies, followed by the beginning of the grocery department. Baby supplies are located opposite these departments, bumping against the other clothing departments.
Entering the grocery department, we find aisles of snacks and drinks in the store's back left corner. Grocery is another one of the departments that Target kept in its full form here, getting the full P-Fresh grocery selection of a normal sized store into this 65,000 square foot space - plus a liquor store too. This tiny Target has a larger grocery department than my local 90,000 square foot Target store does, which is quite strange to think about!
Turning the corner, here's a look down the store's right side wall. The three or four grocery aisles in the back corner give way for the remainder of the grocery department, which we'll head toward next.
Here's the main aisle that runs alongside the grocery department. The visuals here aren't all that different from what you'd see in a normal Target store, with the standard P17 signage in use here (as some really small stores lack the hanging aisle signs over the grocery department).
As we walk past grocery, here's a quick peek into the baby department.
The main center aisle through the clothing department, as seen from grocery.
Nearing the front of the store, we find a few aisles of frozen foods before we transition into the "fresh" part of the P-Fresh grocery department.
The side wall again, this time as seen from the front of the store.
Here we have the very classy looking fresh aisle, home to produce, dairy, some pre-packaged baked goods, and some meat. With dry groceries being a popular item in the tourist district, Target went all out by offering the full P-Fresh assortment here, which is a very tourist-friendly selection of grocery items (snacks, frozen meals, foods easy to prepare in a hotel room). However, the most important grocery department in the tourist district lies to the right of all this, behind the windows:
And that very important department is the full liquor store (as I've heard from my sources in the tourist district that parents need two bottles of rum to counteract every one day spent at Disney World). Even if that's not the exact reason, like I've said before, alcohol sells really well in this part of town, so Target felt it was worthwhile to add a liquor store to this flex location. While I've seen some remodeled Target stores get fancy wine and beer alcoves within the store itself, this is one of very few full-blown Target liquor stores in Florida (the only other Target liquor store I know of being located in the tourist district as well, in the Super Target at US 192 and SR 429 in western Kissimmee). I want to say I've seen other Target liquor stores in pictures from elsewhere around the country, but for whatever reason, Target doesn't seem to bother with them much in Florida (except in really high volume liquor sale locations, like we have here). However, in true Target style, this is one of the fanciest and nicest liquor stores I've ever seen! To be in compliance with Florida law, the entrance to the liquor store is located within the vestibule of the side entrance, although the all glass walls of the liquor store make it appear like it's part of the main sales floor, which I thought was a neat design touch.
Turning away from the liquor store, we find the service desk tucked alongside the entryway.
Completing our loop of the store, we find ourselves at the front end once again.
This store has six regular check lanes, in addition to a bank of 8 self checkouts next to the main entrance (if I remember right). The really small flex stores tend to sacrifice the regular check lanes for a bank of 15-25 self checkouts (depending on the store's size and volume, as the much smaller self-checkout machines take up less space than the normal lanes).
In front of the check lanes we find the Starbucks kiosk, which is set up like an island here rather than being tucked into a corner like you'd find at a regular Target store.
Here's another view of the Starbucks counter, this time without the check lanes blocking the way.
Lastly, I thought we'd finish out this tour with one of my favorite sights from this entire store - the giant Bullseye mascot statue! Bullseye keeps watch from his over-sized perch next to the vestibule, a much larger alternative to
the usual Bullseye statue you'd find elsewhere.
Back outside, we have a look at the side entrance, where the signage for the liquor store can be found. Of course, as I was leaving, a liquor delivery truck had to pull up out front and obstruct some of my exterior photos!
And there you have it everyone - the new Vineland Pointe Target! Overall this was a nice little store, and it will certainly be popular with tourists and locals alike. While the selection isn't as extensive as what you'd find at any of the other Target stores in the area, this store still serves its purpose and provides all the basics. On the opposite side of Disney World, a similar (although likely smaller, based on the diagrams I've seen) Target flex store will be rising from the ground as part of Disney's new
Flamingo Crossings development, a development which includes a number of new hotels in addition to a new shopping center that Target will anchor. While this may be Central Florida's first Target flex store, it's certainly not going to be the last. Unlike Walmart, who seems to have heavily curtailed new store development recently, Target continues to grow, using these flexibly sized stores and growing opportunities to expand their footprint to places the company would have never gone before. Target's recent expansion kick seems to be working out, and hopefully we'll see this momentum continue well into the future.
Anyway, I felt this new Target store was a nice way to start off the new year. 2020 was a rough one, that's for sure, but let's hope 2021 brings us some better news, both in general and for the retail world as well!
So that's all I have for now. Have a Happy New Year everyone, and until the next post,
AFB