News Roundup

Massey’s Signs Lease for Site on Carrollton

The Times-Picayune
October 10, 2007

Massey’s Professional Outfitters has signed a long-term lease for a century-old North Carrollton Avenue building where it will build its fourth retail site plus a warehouse and distribution center to consolidate its growing Internet business.

The 28,000 square-foot building, known as the Rowley building, sits storm-damaged at 509 N. Carrollton Ave., next to the former Bohn Ford site and the vast swath of land that Victory Real Estate Investments LLC of Columbus, Ga., has proposed for a large urban retail development running from Jefferson Davis Parkway across Carrollton Avenue and through the old Bohn site.

The landlord is developer Joseph Fertitta, doing business as North Carrollton LLC.

Third-generation owner Mike Massey said that locally owned Massey’s Outfitters, which offers a line of back-packing, camping, canoeing, kayaking, and other outdoor equipment, has three existing locations in Baton Rouge, Covington and on Severn Avenue in Metairie. To date the Severn store has doubled as the company headquarters. That store will remain open, but all administration will be moved into the city, along with 20 to 30 jobs.

Massey said that it was Victory’s proposed development that sold him on the site, and he hopes that planners will incorporate local stores such as his — and not just big-box retailers — in its development.

“We didn’t really have much expectations for Mid-City as a retail corridor until Victory’s” plans were revealed, Massey said.

It’s still uncertain what retailers Victory is working with, and the company has remained publicly quiet on development plans aside from working with the Mid-City Neighborhood Association, which has major concerns about big-box retailers overcowding the area.

Massey said he’s shooting to get the building renovated and operational after Mardi Gras.

The warehouse space has become necessary because of Massey’s success online. Massey’s operates four Internet sites that have collectively seen orders shoot up 30 percent. Most of the orders are from out of state.

“Right now we don’t use a warehouse. Every store autonomously runs their own shipping and receiving department,” which distracts from in-site retail sales, Massey said.

Massey said that the site on Carrollton is perfect because of the potential for other new retail in the area and the proximity to the street car line and Bayou St. John.

He said they expect to develop a canoe and kayak rental business that would allow customers to rent boats that would be delivered to Bayou St. John and then transported back by Massey’s employees. Massey said he is investigating the potential use of historical tax credits and hopes to restore the building to its orginal appearance.