Banking on KC – Breana Grosz of The Country Club Plaza
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Kelly Scanlon:
Welcome to Banking on KC. I'm your host, Kelly Scanlon. Thank you for joining us. With us on this episode is Breana Grosz, the general manager of the Country Club Plaza, a Kansas City icon that's been celebrating its centennial. Welcome, Breana.
Breana Grosz:
Hi, Kelly. I'm so excited to be here with you today. And I'm so excited to be here in Kansas City when I was approached about this opportunity, talk about banking on KC. I'm the epitome of that right now. I was in Hawaii for nine years. I was only supposed to be there for two. Originally, I'm from Michigan.
Kelly Scanlon:
So you're used to the colder weather in Kansas City than Hawaii.
Breana Grosz:
Yes, I'm like, "I have to prep-"
Kelly Scanlon:
Okay, it wasn't a shock. Okay.
Breana Grosz:
... it's like, "Well wait, I'm originally from Michigan," so I'm back in my Midwest roots. So excited to be, I say, "From the heart of Waikiki to the heart of America," and truly I'm banking on KC because there's so much to do and see here, and I was excited to run Country Club Plaza and so I do oversee the Plaza as a general manager, so everything that goes on, I'm the one that oversees it all.
Kelly Scanlon:
What was your first impression when you stepped onto the Plaza for the first time?
Breana Grosz:
The last piece of signing my offer was to do a market tour, and I had to give the answer by the end of day. And so I did a market tour, and immediately I knew, one, originally I'm from Detroit, so it felt so good to be back in the Midwest, but how Kansas City has honored the history and the architecture in Kansas City, you'll see beautiful old buildings that are well-kept and maintained, and then these new buildings. So this juxtaposition, you can tell there's a story here.
It made sense that Kansas City got the draft. We opened a new airport, there's an energy here and I keep saying it's the best kept secret in America. I felt that. So to be a part of it and to be a part of anything that we're going to do together going forward, especially with the Plaza, I'm like, "Put me in. I want to be a part of that." So I'm again, just so excited to be here.
Kelly Scanlon:
Oh, well welcome and it's wonderful to have you here. You would be right at the heart of the celebrations. The Plaza's turned a hundred, as I mentioned, and part of that celebration has overlapped into 2023. As part of that, you've introduced a new look and a new tagline called "A Kansas City tradition." What inspired the change to that tagline?
Breana Grosz:
I think a Kansas City tradition is even being new to the community, but also, I mean, the Country Club Plaza is one of the best shopping destinations in the country, and we needed a tagline to truly reflect the heart and soul of the Plaza. And so a Kansas City tradition, what else do you want there? There's also some branding, new, a refresh that we did. We really looked at the tiles and the architecture and some of the sculptures, and so you'll see our new brand colors are honoring the history of the Plaza with the new blues and some, the terracotta, and just, it really pulls in the look and feel of the Plaza, the Spanish influence, but in a modern, fresh way.
So a few things we did there, which are really exciting, we kicked off the centennial celebration back in October with a hundred thousand dollars centennial grant. And so 90 local nonprofits entered to win or this $25,000 grant, and we awarded those last fall. So that was the kickoff of everything. And then we just had our June 3rd kind of culminating event here at Country Club Plaza that went really well.
Kelly Scanlon:
Tell us about some of the things that went on at that celebration.
Breana Grosz:
It was such a blast. We gave away some Taylor Swift concert tickets, we also had some live entertainment. We had Jenny Meyer McCall, she's our new Plaza Art Fair featured artist for the upcoming season. So she was there doing a live community paint demo. People could come up and paint and we have this new beautiful piece from her. She was also showing off her hundredth centennial mural. There was food, drinks from Classic Cup. It was just a really great way to celebrate with the community and it was a fun time. It's not often you turn a hundred, so it was a great milestone to celebrate with Kansas City.
Kelly Scanlon:
Absolutely. And I know you called it "the culminating event," but I know that there are more things to come, so can you give us a sneak peek of what else might be in store that will continue that celebration? And just the celebration of the plaza in general, regardless of its 100th anniversary. I
Breana Grosz:
I know, we all love the plaza. And one of my favorite things I love hearing are folks' stories about everyone has a plaza story. And so that thing, an initiative we've kicked off as part of the hundredth, that will continue on. So you'll see on social and some of our emails and things like that, we're going to continue the stories of people and their memories of the plaza. So we invite you all to follow along on social or things like that and share your story with us.
And if you see me out, tell me your Plaza story. The more we know, the more we're going to incorporate that in, because it's truly our Plaza together.
Kelly Scanlon:
There's certainly been lots of memories created here. It's kind of a destination for special occasions too for some people. Let's go back a hundred years to the Plaza's grand opening. We're all used to what we see here in 2023, but what was the Plaza like a century ago?
Breana Grosz:
It officially opened in 1922 with the first store, and then there were some more stores that opened through 1923, so that's why even our celebration period honored from October 22 till June of 23, it was the first regional shopping center you could drive a car to. And that sounds like-
Kelly Scanlon:
[inaudible 00:04:22].
Breana Grosz:
... something you can't even fathom anymore, really nothing else like it. To have those ideas and everything and to actually execute it back a hundred years ago, and to be here today and all of us truly still love it and things like that, it's just so neat. Right?
We know that there was swampland here before. And it was somewhat interesting concept to call it the country club when it was initially opposite of that at first, but it truly did become the Country Club Plaza, and so it's funny how that all kind of panned out. And even with Country Club Bank, it's fun how all of us have really made this place, starting a hundred years ago, what it is today, and it's nothing like the swampland anymore.
Kelly Scanlon:
Of course, most Kansas Citians know about the Plaza's annual Art Fair and the Plaza Lights during the holidays. Talk to us about some of the other memorable events the Plaza's been known for throughout its history.
Breana Grosz:
Absolutely. We also have the Plaza bunnies. We bring them back every year. Those are also in iconic, when I think of the kind of three mainstays of tradition on the plaza, of course you have the Lights, Art Fair and the bunnies. And so those beloved memories, we love bringing those out. And again, back to stories. I love when people come up to me and they're like, "My great grandma stood next to this bunny." We have to put them in the same spots every year because we know people want to bring their families and capture those photos.
And I love now that they're like, "And this is my daughter" or "my granddaughter," and so talk about a Kansas City tradition, those are things that are the mainstays. I also love, again, when people come up and they've told me, "45 years ago, I proposed to my wife next to the Neptune Fountain," and so there's just so many memories and so we're truly, again, trying to capture those memories but also celebrate those milestones together with the community.
Kelly Scanlon:
So speaking of the bunnies, I've heard that there used to be a formal Easter parade that went through the Plaza. Are there any plans to bring that back?
Breana Grosz:
And we're actually exploring some of those things, and I was going to mention that, right? We had Easter parades and even worked with the mayor on some of those things. So we're having those discussions, and there are so many things we can do here. I mean, 15 city blocks and really just continuing to celebrate community in the heart of the Plaza is something I'm really, truly excited about being here to do.
I think something else that's truly exciting is just taking a look back at some of the notable "flippers," we call them, for the Plaza Lighting Ceremony, from Paul Rudd to Heidi Gardner, from our own George Brett. It's just really exciting. We have these traditional events, but there are kind of faces of these events too that are fun to celebrate.
Kelly Scanlon:
Oh, definitely. And it gets national attention even in this day and age with so much competition for viewership, the Plaza Lights are still nationally known. It's incredible.
Breana Grosz:
Well, anytime the Chiefs are playing, I mean, the Plaza is at the forefront of all of those key events for sure.
Kelly Scanlon:
If you look at the Plaza today, most people are on a mission. There are some people who are strolling around and so forth, but a lot of people are hurrying to their offices to get into a restaurant in time for their reservation or they're shopping at stores or heading to their hotel, but I'm not sure that many people realize that the Plaza's actually an open air public art gallery. So tell us about some of the treasures that are sprinkled throughout the Plaza, and I think you actually have, I don't know that it's an official tour, but you've got a little booklet guide that will take you through, so tell us about that.
Breana Grosz:
Absolutely. And so the initial architecture was drafted by a prominent architect, and his name's Edward Buehler Delk, and so he used his travels from Spain, Mexico, and South America for inspiration. So you're going to see those nods in around the Plaza. You mentioned the walking guide, and you can go onto our website at Country Club Plaza and download your own walking guide, and get a little bit of more history on these relics that are there.
If you go to one of our courtyards, it's across from Lululemon, it's called "Mermaid Court." That mermaid there is 300 years old. So, while we have a hundred-year-old history, some of our pieces on property are older than the Plaza itself. So you're right, it's truly an open-air living, breathing museum that's so fun to explore while you're shopping and dining. You can't get that experience anywhere else.
Kelly Scanlon:
You mentioned 300-year-old piece, which obviously preceded the opening of the Plaza, but has any of it been specifically commissioned for the Plaza?
Breana Grosz:
Yes, there are several pieces throughout that are commissioned specifically for the Plaza, but I've been to Italy and even like our theater building, the Seville Theater Building, you can see the inspiration there and you can see some of it. So I love that I can be in the heart of America, but still feel like I can travel the world without leaving my home.
Kelly Scanlon:
Let's talk about the mix of what's there on the Plaza, either restaurants, retailers, the offices that are here, your mix of local and national brands. Tell us about that.
Breana Grosz:
You truly need in today's shopping environment, you need a little bit of something for everyone. And of course we know that we're in the heart of Kansas City, and so so many local residents shop here, but 40% of our customers are visitors. So thanks to Kansas City for bringing when your family's in town to come down to the Plaza.
We also have 17 hotels surrounding the plaza, so we have to think about a little bit of something for everyone. So in my head, I kind of split it up in thirds, and we always have a little bit of local, we have a little bit of national, and then we have a category called "Unique to Market." So they might be national or local brands, but you can only find them at Country Club Plaza.
Kelly Scanlon:
And about a third of the mix falls in that category?
Breana Grosz:
Yeah, when I look at it, it's about that. So we have the perfect mix because we need to be a little bit of something for everyone, and we do some of the breakout on our website. If you're looking for a specific category, you can look local or things like that. So it's neat to kind of look at that. I mean, 150 stores and shops or restaurants, over 18 restaurants, we all have a favorite one. I love them all. I mean, you can find me at Classic Cup or Gram & Dun, or now it's patio season. It's just so fun to just be out and spend a day on the Plaza.
Kelly Scanlon:
Let's talk about retail and office space in a little bit different way here. They're in the news a lot these days, mostly because of the challenges that e-commerce and the pandemic have presented. So how are you working to keep the Plaza viable and relevant in the face of those kinds of challenges?
Breana Grosz:
Yeah, and I would even say the whole narrative about e-commerce has been in our industry's mindset, or we've been talking about it for quite some time, like since the invention of the Internet, basically. And so it's not something we're unfamiliar with. We find that in studies most oftentimes, people actually want to come touch and feel a product. I think where brands start distinguishing themselves and staying relevant is creating an omnichannel experience.
So if Lululemon does it really well, can look online, maybe pick up in store and then come get it. For my team, what we're doing is some of the local shops might not have all of those resources, so we can help be their brand voice through our own marketing channels. And so we're really going out and capturing some of that too, whether it's just making sure their voice is heard as well, but I think, right, to stay relevant, it's asking your consumer what do they want?
And they will tell you. And I think oftentimes, and I've been guilty of this, is we think we know what someone wants. It happened in Hawaii with, "Well, what do our concierge need from us?" And it's like, "Wait, why don't we just ask them?" I think in terms of the pandemic, but I think in terms of business, it really kind of ripped the bandaid off some things that might have taken five or 10 years to happen, accelerated it.
And so I think, let's just rip the bandaid off and get it done. But I think it also helped, you know, had to think quicker, be nimbler, be flexible. This wasn't working. There were no customers during some of the lockdowns, what can we do? And we saw so much innovation in creation come out of that, that I don't want our industry to lose that. And really, all industries are facing that right now. You can see it.
We're with resources or supply chain issues. It's like, how do we do more with less, and just kind of figure that out? So I want, and even maybe personally, some of those self-care goals we had during inset during the pandemic, now we're like, "How did I even do that?" It's just kind of going back to our roots and really sticking with our strategic plans, and I don't want us to lose that innovation and creativity.
Kelly Scanlon:
Speaking of the pandemic, now that it is officially over, what is the Plaza doing to encourage people to come back to eat their meals here on the Plaza, to celebrate those special occasions, to create those memories, shop? What kinds of things are you doing?
Breana Grosz:
I call it our "marquee events," we have those three traditional events. I think we need more. And so, we're adding some more seasonal, I'll call them, "events." I met with a demographic of folks, it was around Valentine's Day. And they said, "There's not a good place to meet people, both for friends and maybe romantically." I'm like, "What do you guys want to do?" And they said, "Let's have a singles and sips event," we put it together.
And then we did something else with our bunnies. We did our own painting night, so we did that with 3DHQ and Jenny Meyer McCall came out and helped us too, and we did. You could paint your own replicated bunny, and you could take it home. So something for the families. And some Easter brunches at Classic Cup.
So really looking at some seasonal activations to, we're not always going to have these events that attract 250,000 people, but throughout the year, these little kind of reminders and incentives to, "Hey, come down and celebrate Easter," or "Come and spend the day with us." So we're really rounding out the guest experience with some of these unique and neat activations.
I think too, we're always keeping security top of mind. Kansas City is an urban environment, just like every city across America. We have some challenges, the city does. And so working with key stakeholders in the community to keep the Plaza area as well as the Kansas City community, clean and safe. And so those are always things that we're focused on.
Kelly Scanlon:
We've talked today about a lot of history, about what's going on now with the Plaza, but let's talk about the future. What's your longer-term vision for the Country Club Plaza?
Breana Grosz:
Yeah, so again, what I've learned in my nine months being here is, again, just so much about the history and the culture and the pride that folks have in Kansas City, but also in the Plaza. And that's something I truly, truly cherish. And as myself coming from Hawaii, I view the properties in the land that we represent as I'm a protector of those stories, the memories, the place itself.
So those are all really important to me, and it takes a good amount of time to make sure I'm truly understanding those things and educating myself properly. So there's still a part of that for me personally that I'm doing, but also having a great and amazing team, and a lot of them, one gentleman has been on the team for over 30 years, and so there's continuity and consistency within the team that still helps educate me internally that we're doing the right things.
So as I look towards the future, adding new memories, creating new traditions, and so I want to continue to build that out. When I walked the 15 city blocks, as I said, it's just especially, I think one morning, it was my first morning ever here, and it was 6:00 in the morning, and it just, what a magical place at Sunrise, so many folks are inside the shops and the restaurants. But bringing folks into when we do Plaza Art Fair, we love celebrating in the street and things like that.
I'm looking for operators to open a new shop or restaurant, email me, I want to hear your story. How can we help make the memories and stories together, whether it's for your shop or restaurant, or even looking at a farmer's market? So again, just kind of seeing what we can do to keep celebrating the heart of this place we all know and love really well.
Kelly Scanlon:
Breana, thank you so much for your stewardship of this treasure that we have right here in the heart of the city, as you say, and good luck with everything that you're planning to do.
Breana Grosz:
Oh, thank you so much. Kelly and Country Club Bank, and also just I'm honored to be here. Thank you.
Joe Close:
This is Joe Close, president of Country Club Bank. Thank you to Breana Grosz for being our guest on this episode of Banking On KC. Throughout its 100-year history, the Country Club Plaza has been a gathering place for both local residents and tourists from around the world. It's laden with steadfast traditions like the holiday lighting ceremony, an annual art fair, but it's also preserved through multiple societal and marketplace changes.
Now, as the historic retail and dining district begins its second century, it is being shepherded by a new general manager, eager to preserve what makes the Plaza iconic, as well as embrace a larger vision for making it economically stronger and more socially diverse. The Country Club Plaza has been the home of Country Club Bank since our founding in 1953. We too embrace fresh concepts and activities that will carry the Plaza businesses and stakeholders forward, bolster the nearby neighborhoods, and foster a welcoming environment for all.
Thanks for tuning in this week, we're banking on you, Kansas City. Country Club Bank, member FDIC.