The goal is to attract new signature retail tenants (SRTs) to Eastview Mall; the type of stores that are commonly found in larger, major metropolitan areas. These upscale stores can become significant community amenities, adding to the area’s quality of life, and making the surrounding area more attractive for companies looking to relocate or recruit from outside the area.  SRTs are high-end retailers that generate significantly greater sales per square foot. They are tenants and/or "pad" owners that differentiate the Mall and will increase Eastview Mall sales over the aggregate sales trends.  They are critical to the success of nearby businesses. The future of Eastview Mall is dependent on successfully attracting signature retail tenants.

By making Eastview an “upscale” destination, the mall will maintain and strengthen its competitive position in the Rochester area, and throughout upstate New York. The establishment of a public-private partnership will make Eastview Mall the premier destination retail center in upstate New York and the benefits will be enjoyed for many years to come. Without this investment, the mall’s competitive position will be seriously compromised, resulting in a negative impact to the community.