Rachel Ferluge sees Stuyvesant Plaza as more than a shopping center.
She sees it as a place where friends can dine, shop and do other fun things—take a yoga class, paint some pottery, attend a book signing—and families can create magical memories, all year long.
“We want to be a community gathering space,” says Ferluge, a Schenectady native who became general manager of the venerable upscale shopping plaza in 2022. Thanks to a new management team, aesthetic improvements and an influx of beloved Capital Region brands opening in the plaza, that dream is already becoming a reality.
But let’s back up a bit.
Opened 65 years ago, Stuyvesant Plaza has long maintained a high-quality mix of leading national brands (think Warby Parker, Ten Thousand Villages and Chipotle Mexican Grill) and buzzy, local stores and restaurants (such as Rad Soap Co., The Book House of Stuyvesant Plaza and Bountiful Bread). It sits at the intersection of I-87 and the New York State Thruway—a prime spot that makes it accessible to Albany-area residents, commuters and travelers from further afield. With 230,000 square feet of retail space and more than 60 shops and eateries, the plaza’s open-air environment distinguishes it from the typical mall, and an oversized overhang protects shoppers from the elements, allowing for window-shopping and strolling in all seasons and weather.
In recent years, the plaza has distinguished itself for another reason. It’s no secret that many malls and retailers have been struggling due to the rise of online shopping, changing consumer habits and the Covid pandemic. Stuyvesant is bucking this trend. Customers who appreciate relationships, face-to-face interaction and expertise have embraced shopping there, as have younger Gen Z shoppers who place more value on unique, in-person experiences than the ease of e-commerce.
“We just had two of the best years we’ve ever had,” says Barry Richman, owner of Pearl Grant Richmans, a high-end gift store that opened in 1959 and is the only original store remaining at Stuyvesant Plaza. “We had an excellent year through the pandemic. We didn’t miss a beat. People were eager to get out to a place like Stuyvesant Plaza to shop and dine.”
Two years after the pandemic struck, longtime Stuyvesant Plaza owner Ed Swyer sold his majority stake in the property to Massachusetts-based real estate firm WS Development, and the shopping center’s renaissance—largely facilitated by Saratoga County resident Ferluge—began. Since 2022, Ferluge has worked swiftly to improve the shopping center’s exterior, attract and retain retailers, and build up Stuyvesant’s reputation as a hub of social activity. Shoppers won’t notice dramatic changes, but rather small enhancements that enliven the property and upgrade what was already there.
“We’ve been really consistent in staying ahead of the curve,” Ferluge says. “We’re essentially taking the formula they’d already established and running with it in a more modern and fresh way.”
New to Stuyvesant Plaza: Apple Barrel Home + Pantré, an offshoot of the Apple Barrel Store + Cafe in Schoharie; Simone’s Kitchen, a Mediterranean food mecca that started in Schenectady and is also expanding to Coxsackie; and Union Hall Supply Co., a men’s clothing store with a flagship shop in Saratoga Springs.
Heidi Owen West, owner of Union Hall, shares Ferluge’s vision of the plaza as a lifestyle center. “I love the direction the plaza is headed,” she says. “It’s a thriving, vibrant community. People are looking for experiences when they go shopping or dining. They’re looking for something more than just picking up product.”
Sharon Fenno, owner of Circles, is one of Stuyvesant Plaza’s longer-term tenants; her store has been there 28 years. “It’s been a great place to be,” she says.
At Circles, Fenno sells women’s clothing, accessories and makeup and employs a team of talented stylists. She said her shop provides a personal touch that’s lacking in online and big-box store shopping. “It’s like ‘Cheers,’” she says. “It’s a place where everyone knows your name. People like it when they walk in and you’re like, ‘Hi, Sara, how are you?’ and you remember what they bought last year.”
Beyond the addition of shops and restaurants themselves, in the last year and a half WS has given Stuyvesant Plaza new paint and color schemes, installed furniture planters, reworked the landscaping and planted varietals. A lively new mural by local artist Caroline Corrigan was painted above Warby Parker, and new perimeter lighting was installed.
Ferluge is especially proud of The Lawn, a 3,000-square-foot greenspace that debuted last summer in front of Jean Paul Spa and Salon. The Lawn hosts outdoor events such as the plaza’s annual Summer Market and Autumn Fest, in addition to fitness classes, lawn games, children’s programming and other activities. It also features a patio with seating and complimentary WiFi.
Ferluge’s goal is to host more events. She says many of Stuyvesant Plaza’s stores and restaurants organize events of their own and that “on any given day, you can pop into any of our stores and restaurants and there’s something special drawing in customers.”
But the most event-filled—and downright magical—time of the year is the holiday season. The festivities kick off with a tree-lighting ceremony on the Saturday before Thanksgiving, and every Sunday leading up to Christmas there will be free horse-drawn carriage rides, hot cocoa and photos with Santa. “All of the businesses go all out on their window displays,” Ferluge said. “You have the best selection of gift shops in the Capital Region.”
What makes Stuyvesant truly sparkle during the holidays, though, are the local shoppers that have a longstanding attachment to the place. “She’s been loyal to us for generations,” Ferluge says of the plaza’s core customer. “Her mother and grandmother shopped here. Her daughter and granddaughter are going to shop here.”
Ferluge understands this affection for Stuyvesant Plaza, because she is that core customer. Her grandmother and mother both shopped here. When she was young, her mother, who worked at nearby 4 Tower Place, took her to Take Your Daughter to Work Day, and the two visited Stuyvesant Plaza during her lunch break.
“I’d grab something special, and we would sit on one of the benches at the plaza and people-watch,” Ferluge said. “It was a really memorable experience that I had with my mom. The plaza has always held a special place in my heart.”
