Melbourne Square

What Melbourne Square does

Melbourne Square is a 710,000-square-foot regional shopping mall located at 1700 West New Haven Avenue in Melbourne, Florida. Founded in 1982, the property is owned by CBRE (CBRE Group, Inc., NYSE: CBRE) and operated under management by Placewise LLC. The mall serves two primary customer segments: B2B retail tenants, who lease physical retail space, and B2C consumers in the surrounding trade area, who visit for shopping, dining, and entertainment. The mall hosts approximately 90+ retail tenants, anchored by national department stores Dillard's (operating multiple sub-stores), JCPenney, and Macy's, complemented by inline retailers (H&M, American Eagle, Foot Locker, and others), dining options (BJ's Restaurant and Brewhouse, Chick-fil-A, Outback Steakhouse, First Watch, Starbucks), and specialty services. The property attracts roughly 4.4 million visitors per year, serving a 5-mile trade area with an average household income of $90,027.

The mall's product surface combines physical retail space with a digital presence managed by Placewise. The website platform (melbournesquare.com) provides an online store directory, dining listings, sales/deals aggregation, event calendar, and the Buzz/Trends lifestyle editorial blog. The site is built on standards-compliant HTML, CSS, and JavaScript and conforms to W3C Web Content Accessibility Guidelines 2.0 and 2.1 AA standards. Third-party integrations include Meta (Facebook) and Twitter sharing widgets plus Google Maps for directions. The property is not a technology company — its core operating model is commercial real estate leasing with event-driven foot traffic marketing.

Revenue is generated through three streams: base retail rent from long-term anchor and inline tenants, specialty leasing for short-term and seasonal kiosk/cart/pop-up arrangements, and tenant sales promotions that drive foot traffic. Retail leasing is handled by Joe Ramsberger and specialty leasing by Wendy Tanis, both at CBRE. The mall employs 1-10 people, with operations effectively outsourced to CBRE (leasing/management) and Placewise (digital/technology). Pricing is negotiated individually with tenants and is not publicly disclosed. The entity is privately held as a property asset within CBRE's commercial real estate portfolio and is not separately capitalized.

Name

Melbourne Square

Legal name

Melbourne Square

Website

https://melbournesquare.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Melbourne Square is a 710,000-square-foot regional shopping mall in Melbourne, Florida, owned by CBRE and operated by Placewise LLC, hosting 90+ retail tenants anchored by Dillard's, JCPenney, and Macy's and serving 4.4 million annual visitors in a $90k-HHI trade area.

Ownership category

akta.pro rank

Product category

Shopping Mall Property Management

NAICS

General Merchandise Retailers (455)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Regional Department Store–Anchored Multi-Category Retail (Store-in-Store) (CRAGAFAH)

akta.pro secondary industry

Retail Property Management (BPAJAGAB)

Keywords

• Shopping mall operations
• Retail leasing services
• Commercial real estate
• Specialty leasing
• Mall property management

Headquarters

HQ city

Melbourne

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Infrastructure, Marketing or Sales, Personnel

Revenue model

1. Retail Leasing: Base rent from retail tenants occupying mall space, including anchor stores like Dillard's, JCPenney, Macy's, and inline retailers
2. Specialty Leasing: Short-term and temporary leasing through CBRE Specialty Leasing (Wendy Tanis), including kiosks, carts, and seasonal pop-ups
3. Tenant Sales Promotions: Deals and sales promotions driving foot traffic and commercial activity across tenant base

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Melbourne Square operates a 710,000 square-foot regional shopping mall in Melbourne, Florida, hosting over 90 retail tenants including anchor stores (Dillard's, JCPenney, Macy's), inline retailers, dining options, and a movie theater. The property generates revenue by leasing physical retail space to businesses and drives foot traffic (4.4M annual visitors) through events, promotions, and community programming.

Product overview

Melbourne Square is a single-site regional shopping mall operated by Placewise LLC on behalf of owner CBRE. The property offers a unified retail experience combining physical shopping (retail stores and dining), digital services (online store directory, sales platform, event information), and content marketing (Buzz lifestyle articles). The mall's digital presence supports core operations: a store directory, dining options, deals platform, events calendar, and lifestyle content hub. The mall spans 710,000 square feet with 4.4 million annual visitors and serves a 5-mile radius with average household income of $90,027.

Differentiator

Problem solved

Functional benefit

Products and services

• Melbourne Square Mall A 710,000 square-foot regional shopping center in Melbourne, Florida offering retail, dining, and entertainment experiences with approximately 4.4 million visitors annually and 90+ stores.
• Retail Leasing B2B service offering long-term leasing of retail space within Melbourne Square to anchor stores (Dillard's, JCPenney, Macy's) and inline retailers. Handled by Joe Ramsberger at CBRE.
• Specialty Leasing B2B service offering short-term, temporary, and seasonal leasing opportunities for kiosks, carts, and pop-up retail tenants within the mall. Handled by Wendy Tanis at CBRE Specialty Leasing.

Quantifiable outcome

• 4.4M visitors per year
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• CBREcoreStrategic or Co-development PartnerCBRE is the owner and primary leasing partner for Melbourne Square. They manage retail leasing (Joe Ramsberger) and specialty leasing (Wendy Tanis) for the property.
• Placewise LLCcoreTechnology or IntegrationPlacewise operates and manages the Melbourne Square website and digital presence. They provide the website platform, digital marketing tools, and mall management technology.
• Brevard County Sheriff's OfficeminorStrategic or Co-development PartnerCommunity partnership for Shred Events held at the mall property. Residents can bring personal documents for secure shredding (up to two boxes) during scheduled events.
• Dillard'scoreChannel Partner/ Reseller/ DistributorMajor anchor tenant with multiple store locations within the mall including Dillard's Children's, Dillard's Men's, Dillard's Women's, and Dillard's Home

Scale indicators4 records

Recent moves1 record

Expansion highlights3 records

Direct peers

• Simon Property Group: Largest US mall REIT, operating regional malls and premium outlets anchored by national department stores. Directly comparable business model: multi-tenant enclosed retail properties leased to inline and anchor tenants, with similar GTM to attract shoppers and retailers.
• Brookfield Properties: Operates a portfolio of regional malls and shopping centers in the US, with comparable asset class, anchor tenant relationships, and leasing-driven revenue model. Directly competes for tenant placements and shopper traffic in regional markets.
• Macerich: Mall REIT focused on regional and super-regional malls with department store anchors. Highly comparable asset profile (size, anchor mix, B2B leasing + B2C traffic GTM) and similar exposure to department store tenant risk.
• Unibail-Rodamco-Westfield: International operator of flagship and regional malls. Operates US mall assets with department store anchors and similar leasing/event programming model. Comparable as a global mall operator with diversified portfolio rather than single asset.
• CBL & Associates: Regional mall REIT with portfolio of enclosed malls anchored by mid-tier department stores (similar tier to Melbourne Square). Highly comparable operating model and tenant mix, though CBL underwent restructuring, illustrating the format's downside risk.
• Placewise LLC: Mall digital platform and operating partner that directly operates Melbourne Square's website and marketing. Operates similar digital and event programs for many other US malls, making it a directly comparable technology and operating partner.
• Taubman Centers: Mall REIT focused on premium and super-regional enclosed malls (now operating as part of Simon's portfolio). Comparable as an enclosed regional mall operator with department store anchor exposure.

Broad incumbents

• Brixmor Property Group: Open-air and grocery-anchored shopping center REIT with comparable tenant leasing and shopper traffic model. Less directly comparable on enclosed-mall format but operates in the same retail real estate competitive set for tenants.
• Kimco Realty: Large shopping center REIT with open-air community centers. Comparable revenue model (base rent + percentage rent, lease renewals) and tenant relationships, though primarily open-air rather than enclosed mall format.
• Regency Centers: Open-air shopping center REIT anchored by grocery. Comparable leasing-driven GTM and consumer-tenant value proposition, though different physical format and tenant mix from enclosed regional malls.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MelbourneSquareMa
• LinkedInlinkedin.com/company/melbourne-square-llc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Melbourne Square