Scottsdale is set to welcome its newest and hottest entertainment district as Diversified Partners, the Scottsdale real estate brokerage and development company, and Palmer Development Group, the development firm renowned for transforming landscapes into innovative destinations, join forces. The dynamic duo is poised to transform Scottsdale with two major experiential mixed-use retail projects: The Sydney and The Edge.
Diversified Partners’ newly announced partner, Marti Weinstein, and Palmer Development Group first teamed up in 2020 to merchandise The Block at Pima Center. The 22-acre mixed-use project is comprised of 260,000 square feet of medical office, hospitality, retail and restaurants. Located at the Loop 101 and Via de Ventura near Talking Stick Resort, this development received widespread acclaim and is home to the first White Castle in the Western United States. Their successful collaboration laid the groundwork for Diversified Partners’ partnership with Palmer Development Group.
“We are excited to team up with Palmer Development Group on these premier entertainment destinations,” said Walt Brown Jr., CEO of Diversified Partners. “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.”
Daniel Lupien, managing principal and founder of Palmer Development Group, added, “Working with Marti Weinstein on The Block at Pima Center was a huge success, and we’re eager to apply the same caliber of innovation and excellence to The Sydney and The Edge. These projects will establish new benchmarks for entertainment and retail in Scottsdale. Amazon and e-commerce can’t rival the immersive experiences we are creating to meet the shift in purchasing habits, especially among millennials who feel out of place in Old Town and Kierland.”
The Edge, located at the northeast corner of 90th Street and Loop 101, is a 212,000 square foot Class A shopping center. The prime location provides convenient access to executive housing and desired amenities for Scottsdale’s growing, educated workforce. Notable tenants already signed at The Edge include Little Fig by True Food, Shake Shack, Black Rock Coffee, Thai Chili To Go, Café Rio, Zest Salon, Dirty Dough Cookies, Body Politik by Lagree Pilates, Playa Bowl and Lush Nail Bar. Diversified Partners has been appointed as the leasing brokerage firm to handle further development at The Edge.
Located just south of The Edge, The Sydney will offer 26-acres of high-powered entertainment concepts, including both out-of-market and new-to-market attractions. The development will also feature Reverb by Hard Rock Scottsdale, the first Hard Rock hotel in Arizona, set to open by late spring or summer 2026. Palmer Development Group broke ground on the $80 million project in April 2023 and has already secured commitments from Pickle & Social and The Rustic each offering a blend of food and beverage and entertainment nightlife. Diversified Partners will handle the leasing for the remaining retail, restaurants and entertainment concepts to come.
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