The center has attracted luxury retailers and top restaurants since its inception nearly 18 years ago, said Domain General Manager Scott Budge. Of its 120 restaurants and retail stores, 35 are exclusive to the market, and 14 are or will be luxury retailers.
By the end of the year, over a dozen businesses will have opened at The Domain in 2024 alone, including restaurant Sixty Vines.
“If you wanted to build a new high [end] restaurant, it was always downtown,” said Kristopher Johnson, director of new restaurants for Sixty Vines. “What I’ve seen is a shift, and there are more cool restaurants coming up here.”
The big picture
The Domain officials announced in August 2023 that renovations across the property would take place throughout 2024 and 2025, including new green space areas and building facade updates.
Further planned renovations include modernizing bathrooms, adding a private nursing lounge, and repairing tile work around lamps and clock posts.
Amidst these ongoing renovations, eight retailers have opened at the center this year, with four set to open by the end of this year and at least three more by 2025. Most of the new offerings are luxury retailers and join The Domain’s portfolio of other luxury brands, such as Gucci, Tiffany and Co., and Saint Laurent, which are currently the brands’ only Austin-area stores.
Monica Esparza, director of marketing at The Domain, said the Austin market has been a hotspot for luxury brands wanting to be in the area.
“We have brands that are first to market; we have brands that are unique to The Domain,” Esparza said. “We are transforming, but it’s all for the better and all for our shoppers’ demands.”
Zooming in
One of The Domain’s ongoing projects is a series of architectural renovations, which include removing the canopies above storefronts to raise building facades and updating storefront textures with marble, stone and wood.
While the renovations are propertywide, Esparza said the center wanted a more cohesive, modern and elevated look among the luxury retailers as more of them continue to open.
Many of the luxury retailers are located along Century Oaks Terrace, which Esparza said have been situated in this area since The Domain first opened.
“We did have an area that was mainly for luxury down by the Neiman Marcus end, and it’s just kind of grown from there,” Esparza said. “Leasing may have a specific strategy for that, but it also just kind of aligned with retailers that are either no longer with us or we relocated.”
In their own words
Retailers such as luxury footwear brand Freebird are finding success in mixed-use developments, said Freebird Area Director Piper Livingston. The brand has another location on South Congress, but its Domain store features a bar and music stage.
“I think a big part of what we were missing on South Congress was that interaction, and I think that’s what The Domain customer really loves,” Livingston said. “Being able to make a full space that meets retail, [a] bar and live music, is exactly what we thought the local Austin customer was looking for.”
The last four Sixty Vines openings have also been in mixed-use developments, Johnson said.
“I think that there’s a little more support in [opening] in a spot like this; things are a little more streamlined,” Johnson said. “Overall, I think I prefer doing multiuse. I think it just lends itself a little bit easier to what we do.”
Quote of note
“We always look for three factors when building our restaurants: We have to have a good retail presence, a business presence, and there has to be a good area where there are homes. That’s why The Domain makes so much sense for us. With the other shopping, it becomes a destination for people to come out to.” - Kristopher Johnson, director of new restaurants for Sixty Vines
Another detail
The other component of The Domain’s renovation project is its green-space renovations of Century Oaks Park, which will add 22,200 square feet of green space to the center, and Agave Park, which will add 5,857 square feet.
The opening of The Domain Farmers Market last November, held at the south end of the center, has also brought more outdoor opportunities for Domain shoppers, Esparza said.
“The green space renovations were actually already in the works prior to the launch of the farmers market, but we love presenting a wide range of products and price points for our dedicated Domain shoppers,” Esparza said. “That has really been enhanced by the farmers market.”
The Domain's green space renovations will feature:
- 28,057 sq. ft. of added green space
- New landscaping
- Terraced seating
- Lawn space with live music stage at Century Oaks Park
- Valet parking area at agave park
In February, Austin City Council approved a rezoning development request to allow The Domain to build taller, denser buildings.
The changes allow for about 46.7 acres of land within the center to be redeveloped, which could lead to additional shopping, residential, hotel, industrial and office space, per city documents.
The approved request states that for future redevelopment:
- Buildings can be built up to 42 stories high.
- There are no limitations on the maximum number of dwelling units.
- The floor-to-area ratio, or measure of a development’s density, was increased to 12:1.
“I know there’s a stigma that the malls are dying, but actually, brick-and-mortar shopping is thriving,” Esparza said. “Simon had a record year last year for sales, passing pre- and post-COVID numbers. So consumers really love shopping in real life with family and friends; they crave that in-person connection. They like the immediate gratification of shopping in stores.”
