Provo — Movies 8 ⎮ Carousel Ice Cream Parlor⎮ Shopko. Three businesses whose names will no doubt create a sense of nostalgia for Provo citizens remembering tenants of the once-thriving Plum Tree shopping center, now five years defunct. 

“Many past college students, myself included, have fond memories of date nights with a $1 movie and sundaes at Carousel Ice Cream Parlor. It was all we could afford,” said Provo Mayor Michelle Kaufusi. “It’s always hard to see community favorites close when they’ve become such a beloved part of our community fabric.” 

“This redevelopment project has been anticipated for many years with our citizens anxious for progress to replace the retail blight,” says Keith Morey, Provo Economic Development Director. “Watching the property lay dormant has been difficult, but the reality of its reawakening and transformation is truly exciting.”

“Successful development is always about timing,” says Kaufusi. “We now have the right timing and the right team to finally bring this development back to its thriving glory days and create a gathering place where a whole new generation can make memories.”

The Mix at River’s Edge mixed-use development, on the northeast corner of University Parkway and 2230 North, has been through numerous plans over the last five years, but now has new ownership. The project will be commencing construction this week.

Even the new developers have sentimental feelings about this project. “I’ve been eating or shopping at the Plum Tree shopping center for over 30 years, since I was a student at BYU in 1988,” said Nate Pugsley, CEO of Brighton Development. “The location is one of the best in Utah County for development opportunities and long-term value, given its proximity to two universities and University Parkway.”

“As a company we couldn’t be more excited to invest a little bit of time, money, and resources to improve this part of Provo.”

“We’re grateful for our financial partners, Provo City and our internal team at Brighton Development for all their hard work,” says Pugsley. “As a company, we are grateful for the opportunity to be able to work and hire great talent in this vibrant part of the state.”

Morey sees interest in Provo increasing and momentum building on exciting development projects in process. 

“The redevelopment at The Mix at River’s Edge is a reflection of the broader strength of the Provo market right now,” says Morey. “Milken’s recent study Identifying Provo as the ‘Best Performing Large City’ in the country is a reflection of what we have all known for a long time.”

“The Mix at River’s Edge is in addition to the many projects underway in Provo right now, like the new Provo City Hall, the redevelopment of the existing City Hall block, the new class A office space being built in downtown Provo by PEG, as well as commercial and residential development in almost every part of our community,” says Morey.

The Mix at River’s Edge is uniquely positioned to capture shoppers from Provo and Orem as they travel along University Parkway.