DALLAS — The Broadmoor, a five-star hotel and resort at the foot of the Rockies in Colorado Springs, Colo., sees opportunity in retail.

The property has added a shopping village of eight stores to the 15 shops in its nine buildings. The Broadmoor built the 11,400-square-foot shopping plaza because retail is a growing, profitable and important service for guests, said Steve Bartolin, president and chief executive officer of The Broadmoor.

“We look at retail at our resort as much of an amenity as golf or spa or tennis and any of the other activities we offer,” Bartolin said. “So many hotels look at retail as a sundry shop or gift shop and logo shop and it’s kind of an afterthought, but in our eyes, having unique, high-end shopping experiences adds to the attractiveness of the whole resort.”

Among the tenants in the new space is Balliet’s, which is celebrating its 70th anniversary in September as one of Oklahoma City’s leading luxury stores. Balliet’s opened a 1,000-square-foot designer boutique Saturday at the new center, which features a red tiled roof and Mediterranean-style architecture. The center is tentatively called The Shops at The Broadmoor.

Other stores in the plaza include a prestige cosmetics boutique, a full-service bridal boutique, a travel shop, a book and game store, a florist, a Broadmoor Lifestyle store featuring signature resort items from martini shakers to mattresses and a western fashion and home store inspired by The Broadmoor’s sister property, Hotel Jerome in Aspen, Colo.

The Broadmoor’s existing stores sell upscale spa, hair, golf and tennis products, women’s fashion, fine and fashion jewelry, fine art, home furnishings and kitchenware sundries and signature logo goods.

Bob Benham, Balliet’s owner, said he’s been visiting the resort for years and was asked to consider opening a store there by his neighbor, Christy Gaylord Everest, chairman and ceo of Oklahoma Publishing Co., which owns The Broadmoor.

Benham forecast $800 a foot in sales at Balliet’s at The Broadmoor, which will carry designer sportswear and accessories, including such labels as Michael Kors, Etro and St. John Knits.

“We had no plans to expand, but this was such a wonderful and serendipitous marriage of two high-quality entities that we decided to do it,” he said.

This story first appeared in the July 5, 2006 issue of WWD. Subscribe Today.

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