El Pasoans get a glimpse of shopping at Fountains at Farah


POSTED: Wednesday, September 18, 2013 - 5:58pm

UPDATED: Wednesday, September 18, 2013 - 9:15pm

After a long wait Shoppers can celebrate. The fountains at Farah is finally open for business. The East side shopping complex was originally slated to open in 2011. After the two year wait El Pasoans are finally getting a glimpse of what the shopping area can deliver -- as its first store opened its doors Wednesday.

The wait is over! Borderland residents finally got a taste of what shopping will be like at the Fountains at Farah. "Today is our soft-opening, we call it,” Phillip Birkbeck, the Community Marketing Manager for Dick’s Sporting Goods said. Well, sort of Dick's sporting goods saw its first several hundred customers. About 150-people started lining up before the store even opened.

"Already been a fan of Dick's for a long time already and I was glad to see it. I'm here without my sons so they don't take everything off the shelves and let me shop by myself,” Sergio Cervantes, an East El Pasoan told us.

More waiting is in store -- big anchor stores -- are scheduling their grand openings for the coming weeks. "I know it got me and my family excited because we were expecting more stores,” David Sleeks, a Lower Valley resident said.

Shoppers were excited to finally walk through a dick's sporting goods in the Sun City. "We used to go to Cruces to go buy my sons equipment so now we come here,” Cervantes explained.

However, they want what they've been asking for -- more high end stores. "To see kind of the same stores being open up here it is a little disappointing,” Sleek told us. The opening will also bring in Best Buy and Barnes and Noble which currently does business just a mile away. "That is definitely going to be a concern to anybody because when you take away big stores, I mean I know off of Viscount, everybody would go to Viscount for Best Buy."

We left several messages with Jenco Realty, the group who manages the space and tried to find out what will happen to the soon vacant stores. We have not heard back. "They want to be in some place new, some place exciting. I don't blame them. That’s good business,” Cervantes said.

For now, El Pasoans are waiting some more to see if the Fountains at Farah can deliver on some big names.

"We can't release some of the names that are already in process. But I promise you that come November 8th, 9th, and 10th,” Bianca Cervantes, the Director of Marketing and Events with the shopping area told us. "You'll see who we are bringing in."

The shopping center will ultimately be home to seventy stores -- although several store fronts are still empty and awaiting tenants.


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