WATERLOO – As part of its Waterloo 2030 strategic plan, the city is considering a plan to lure a popular interactive driving range and restaurant franchise into the battered Crossroads Center.
Jen Neumann, CEO of the consulting firm De Novo in Cedar Rapids, presented “eight big ideas in eight years” to the city council in the planning session on Monday evening.
“The big one, the crazy one” is intended to attract a high-tech golf and game complex – “Crossroad Greens” – like the one operated by the sports and entertainment company Topgolf to the mall.
“Big boxing stores just don’t come back, and we have to accept that as a community,” she said. “Waterloo has the chance to absolutely relax in Iowa if they fly the flag for it, and that would be part of that.”
The plan is based on the city’s ability to either acquire or partner with property in Crossroads Center and convince investors to buy or lease land there. It would encompass part of the mall or space on its northeast corner, presumably the former Sears building and the adjacent parking lot, the presentation said.
From there, these investors would develop “a Topgolf subsidiary franchise or similar type of establishment” and hire a consultant to oversee and promote them and “attract companies that add a golf-themed attraction.”