Many students do not know where Dillard Square is simply upon mention of its name. To some it sounds familiar, but nothing about it really commands attention. Loeb Realty is hoping that will change after they change the name of Dillard Square to the University Center, which is located at the intersection of Poplar and Highland. The decision came after Malco’s Highland Quartet, which is located in the square, decided to revamp its image and change its name to University Cinema.
The theater, at 3473 Poplar, is 30 years old, and one of the oldest still operating in Memphis. Loeb Realty has owned the theater and the rest of the square for five years.
“We thought, ‘Why is it called Dillard Square?’ That has nothing to do with anything,” said Jan Mansel, the property manager and Loeb Realty vice president.
With the location of the square near The University of Memphis, it was a perfect choice to rename it the University Center.
Mansel said the shopping center is geared to college-age young adults in their twenties and thirties.
“We are trying to cater to the college campus,” she said.
Mansel noticed that business at the Highland Quartet has been slowing down because of other theaters like Studio on the Square. The change of its name to University Cinema is just the beginning of what is to come. The project is scheduled to begin as soon as September.
The plan is to remove back row seats from a couple theaters and replace them with tables and chairs. Mansel said Malco is really trying something different, and they might even add sofas in the back.
They have already started to serve beer and will soon add barbecue nachos and pizza to the menu. The movies will also be catered to a young crowd, but there will still be a focus on the family as well.
With the new changes and sound systems that were recently upgraded, they are hoping to draw more people in.
“We want to pull in as much traffic as we can,” Mansel said.
That not only includes U of M students but also those from Christian Brothers University and the newly-opened Crichton College.
Other business owners in the shopping center are pleased with the long-awaited change.
“We’re excited,” said Mark Ottinger, manager of The Ugly Mug.
He hopes the area will actually become a university center and not just be a name.
“Ninety-nine percent of our clientele are college students,” Ottinger said. “I would love for the whole place to become a hub.”
Mansel said everybody has been positive. There are still a few spaces open in the center and Loeb is trying to find businesses for which students have a need.
Loeb Realty is in the process of fabricating two new signs that will cost about $60,000.
“If you look at the sign we have now, you can tell it’s been there for 30 years. It’s time for a change,” Mansel said.
She also said the University Center signs will be displayed within six weeks.
Hopefully people will now recognize the name of the center with its location.
“It really will be a beneficial change,” she said.
