Confessions of a Target Shopper

Davis Store Hits the Mark

by Sheryl Patterson

With great apprehension, I went shopping at the new Davis Target last Saturday. I couldn’t have shown up at the grand opening last weekend. That would have been way too embarrassing. As it was, I hoped I wouldn’t run into my neighbors or friends. Luckily, the store was crowded and everyone was fascinated by the “newness;” we were all more focused on what to buy than who else was shopping.

You see, I worked hard to make sure that a Target store in Davis would never be built. As a City Planning Commissioner, I voted against the development plan for a shopping center on 2nd Street next to the I-80 freeway anchored by a new Target store. The store size violated the General Plan. I was concerned that this was the first phase of a 20 acre suburban freeway shopping  center, and it would impact the viability of downtown stores. Also, the site design seemed insensitive to the existing residential neighborhood.

I worked on the No on Target (No on Measure K) campaign writing letters, walking precincts and helping with fundraising. At Celebrate Davis, I proudly wore my No on Target button. Never before had Target needed to seek voter approval to locate a new store. Thank goodness Target decided to engage in Davis politics and spend its funds trying to convince Davis voters that a new Target would complement, not destroy, Davis. In retrospect, I was wrong.

Compatible with Mace Ranch?

At the time the Target project was proposed in 2005, the City  had already approved two other shopping centers; in East Davis along Alhambra and in South Davis along Cowell. Neither of these  community shopping centers has been built, but Target is not to blame.

My freeway mall concern has been dissipated somewhat now that the huge “TL” office complex, a “technology digital laboratory,” has been built on Faraday behind the homes in southeast Mace Ranch. This office/light industrial, weekday 8  to 5 land use was what had been planned in that neighborhood in the General Plan. The Mace Ranch residents opposed Target and wanted the City to abide by its adopted land use plan because they were concerned about the impacts of a 24/7 retail business.

Big Box Store Gone Right

Why is the Target store now okay? Its not just the LEED  certification, it’s the brick and stone exterior materials, the windows and the glass-walled entrance allowing in natural light, pavers along the bikeway entrance, the shade covered outdoor patio for transit patrons, and the heavily landscaped parking lot. It’s a beautiful big box store.The “meadow,” providing a buffer between the new store and the homes, seems large enough and an attractive open space separation for the neighbors. There are many trees planted and the grasses should soon fill in. The adjacent neighborhood park is protected by wrought iron fencing and the extended pathway allows the neighbors to walk over to shop. The truck loading dock is along 2nd Street facing the freeway and late-night deliveries are prohibited. I like to think that if not for Davis’ community activism, Target would not have spent the additional funds to create such an attractive and well-designed store.

I never disliked Target, in fact I regularly shopped at the old store in the Woodland mall on Gibson Road (the new Burlington Coat Factory site). I have shopped at the new “super” Target stores in the Gateway Mall in Woodland and in Natomas, but they both are so large they seem difficult to navigate The new Davis Target is also big, but it just doesn’t feel as humungous as those other stores, and it is much more pedestrian friendly in its design.

Commitment to Continue Shopping in Downtown Davis

I went to Target to buy new towels and a new rug for our bathroom I recently repainted. I would have otherwise driven to Woodland or Natomas to make my purchases. Yes, I also bought other items, but nothing I wouldn’t have purchased from another chain store. In fact, I had planned on driving over to Home Depot in Woodland, but found what I needed at the Davis Target instead.

I am still committed to shopping at Davis downtown stores to buy my regular purchases. I went to Davis Ace the next day for another item, even after shopping at Lowes in West Sacramento for a part not available in Davis.

We all need to commit to helping our existing businesses survive in this economy by continuing our prior shopping habits. Adding a Target in Davis is a good fit for our community, providing jobs and revenues  our city needs. I don’t regret my prior position, but the election outcome and this finished development project seem like a winner. Please remember to shop locally whenever possible, which now includes shopping at our Davis Target store.