The new entertainment district by Palmer Development Group currently in development on Salt River Pima Maricopa Community land has welcomed a new brokerage team.
The Edge and The Sydney are now being listed by Marti Weinstein of Diversified Partners to bring in new restaurant and entertainment concepts that reflect the demographic of central Scottsdale.
This is the second time Palmer Development Group has joined forces with Diversified Partners. The Block at Pima Center was its first shared mixed-use project at the corner of Loop 101 and Via De Ventura - a 22-acre lot featuring 260,000 square-feet of retail, hospitality, medical offices and restaurants, including the first White Castle in the western United States.
“We’re really excited to work with Diversified Partners,” says Daniel Lupien, managing principal and founder of Palmer Development Group. “(CEO) Walt Brown and Marti Weinstein are exceptional in their industry and we couldn’t be more excited to partner with them.”
The Edge and The Sydney are located at the corner of Loop 101 and 90th Street welcoming the first Hard Rock hotel in the Valley and a blend of restaurant and entertainment concepts. The combined projects are expected to cost upwards of $160 million.
The Edge
Located at the northeast corner of Loop 101 and 90th Street, The Edge is a 212,000 square-foot mixed-used shopping center that has already established a full slate of tenants along 90th Street including Shake Shack, Black Rock Coffee Bar, Thai Chili 2Go, Zest Salon and Café Rio.
The Edge is currently in phase two of development which will focus on the eight-acre lot along Loop 101 with new tenants being announced in the coming months.
The Sydney
The Sydney is a 26-acre lot offering new entertainment concepts with incoming tenants including Pickle & Social which combines craft food, signature drinks and indoor/outdoor pickleball courts ; The Rustic, a Texas-based backyard bar with an emphasis on live music; and GoodSurf, an entertainment complex offering patrons a chance to eat, drink and hop on a surfboard in an on-site wave pool.
Anchoring the new site is Reverb, the new 168-key Hard Rock hotel which is set to open by the summer of 2026.
The Sydney is a 26-acre lot offering new entertainment concepts to local residents (Photo courtesy of Palmer Development Group)
The Edge is currently in phase two of development, focusing on the eight-acre lot near Hwy 101. (Photo courtesy of Palmer Development Group)
Previous Next As Weinstein takes over as the new leasing agent at The Edge and The Sydney, Diversified Partners and the Palmer Group seek to offer one-of-a-kind experiences that will reflect the demographic of families who live and work nearby.
“There is very little entertainment in Scottsdale that actually reflects the customer that lives in central Scottsdale,” says Lupien. “They’re too old for Old Town and too young for Kierland,”
Looking to U.S. cities like Austin, San Antonio and Nashville, Lupien hopes to establish a new benchmark for entertainment and retail in Scottsdale.
“We are excited to team up with Palmer Development Group on these premier entertainment destinations,” CEO of Diversified Partners Walt Brown Jr. said in a press release. “We know that with our shared vision and expertise, we will deliver an experiential retail destination to the Salt River Community that offers a diverse array of choices for the area’s 243,000 residents and 11 million annual visitors.”
Partnership with Salt River Pima-Maricopa Indian Community
Lupien says his team has worked strategically with the Salt River Pima-Maricopa Indian Community to ensure their cultures and histories are represented in the designs of the new developments.
From the landscaping and the earth-toned color palette to the material used on new buildings, Lupien says the tribal governments were adamant that when one walks into a Salt River Pima-Maricopa Indian Community project, they know it isn’t Scottsdale.
And while it can be a challenge to convince national tenants to deviate from their corporate branding, Lupien says they have yet to lose a deal on account of the native-inspired design.
Some tenants like Shake Shack have embraced the branding with a neutral color palette, contemporary design and an outdoor mural that reflects the cultural context of the area.
“I’m really happy that Salt River challenges us on that to make it unique,” Lupien said.
As new tenants are awarded building permits throughout the coming months, the entire project is planned to be completed by 2026.
To learn more about The Edge and The Sydney, visit palmerdevelopmentcorp.com .
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