By Randy Tucker
The Cincinnati Enquirer

The Mills Corp. - which has begun renovating Forest Fair Mall into one of its signature properties, featuring a dynamic blend of shopping and entertainment - Wednesday unveiled the mall's new design.

But the planned rebirth of the 1.6 million-square-foot Fairfield shopping center as a regional shopping and entertainment destination is still in its infant stage.

Demolition began about a month ago, and Mills officials said they're still negotiating to sign the first of the close to 200 specialty retailers they hope to place around current anchors, which include Bass Pro Shops Outdoor World, Kohl's and Burlington Coat Factory.

Even the logo for the mall, which will reopen this fall under new banner Cincinnati Mills, is still on the drawing table.

Still, renovations are on pace to be completed in time for the Christmas shopping season, when visitors to the new mall will find unique entertainment venues as well as value and off-price retailing, said Dennis Connolly, vice president and senior development director for The Mills. The Arlington, Va.-based real estate investment trust bought Forest Fair in September for $69.4 million.

"What's different about us is that we have a very unique mix of retail and entertainment that other places don't have," Connolly said. "People will come here to enjoy the mix and excitement that we present and will stay here a long time."

Connolly said shoppers who visit Mills properties stay, on average, almost three times longer than those who visit typical regional malls.

They need the time to explore the Mills' "neighborhoods" - or themed wings of the mall that provide different retail and entertainment offerings.

Entertainment venues are a large part of Mills properties' draw and are a major focus of the Forest Fair redevelopment, Connoly said.

"We're attempting to bring in a large entertainment venue and two children's entertainment venues that will be very unique to the area," he said.

Entertainment and themed restaurants at Mills projects have included Rainforest Cafe, Johnny Rockets, ESPN X Games Skateparks and Crayola Works.

E-mail rtucker@enquirer.com