Domain II complex adds ‘great lawn,’ revises look

New amenities help to lure new tenants to mixed-use project.

By Gary Dinges

A yearlong, multimillion-dollar remake of some public areas at the Domain has wrapped up and is getting high marks from shoppers and retailers, the center’s developer said.

Highlights of the project, which focused on Domain II, include the addition of a “great lawn” that will host concerts and other events, new playscapes and enhancements to signage, landscaping and lighting.

Domain II, which is anchored by Dillard’s, Dick’s Sporting Goods and an iPic movie theater, opened in 2010, three years after the Domain’s first phase debuted. The mixed-use project, which features apartments, hotels and offices in addition to dozens of shops and restaurants, is near Braker Lane and Bur-net Road in North Austin.

“In response to customer and retailer feedback, we wanted a more usable space,” said Lauren Krumlauf, area director of marketing for Simon, the company that operates the Domain and several other Austin-area shopping centers. “A lot of people are already hanging out on the lawn. People are really excited to see all the activity in the area now.”

The area where the great lawn is located is in front of the iPic theater, where a water feature once stood.

The great lawn will feature live music from local musicians each weekend — 6 to 9

p.m. Fridays, 2 to 5 p.m. and 6 to 9 p.m. Saturdays and 2 to 5 p.m. on Sundays — in addition to hosting several yoga classes each week and a farmers market each Sunday beginning May 10.

One food truck, Kebabque, is already open and two more — Turf & Surf and Baby’s Burgers — will arrive soon.

No changes are planned at this time for Domain I, Krumlauf said.

“We’ve gone ahead and given Domain II its own identity with its own look and feel while still making sure it’s connected to

— and a part of — the Domain as a whole,” she said.

The Domain has welcomed several retailers and restaurants in recent months, including many that are new to Austin. Austin-based jeweler Kendra Scott is among the latest, opening a store there this week.

More are on the way, Krumlauf said, such as a Shake Shack burger stand and a new bar and restaurant concept set to open soon near the great lawn.

The new amenities are helping lure some of those tenants, said Karen Soeffker, owner of All Things Kids, a book and toy store that offers babysitting services on Saturday nights.

“Before opening our second location at the Domain, Simon shared their vision for the newly designed Domain II space with us,” Soeffker said. “We’re so excited to see these new developments come to life. The enhancements, along with the center’s strong international and local shopper base, led us to choose the Domain as our business location.

“We’re seeing a lot of new families and increased traffic due to the new enhancements. The change has been dramatic. Weekends are very busy with families coming out to enjoy live music on the lawn.”

Contact Gary Dinges at 512-912-5987.