Stoneridge Shopping Center hires new marketing director

Also: JCPenney launches new sports shop, salon concept at mall

Stoneridge Shopping Center has named Lafayette resident Amanda Fernandez as its new director of marketing and business development, bringing more than 10 years of marketing experience for retail, hospitality and food industries to the Pleasanton mall.

Fernandez, who joins Stoneridge after working at Westfield San Francisco Centre, will lead overall marketing strategies such as event programming, social media, guest services, public relations and overall communications as well as manage various business functions encompassing revenue generation and community, tenant and partner relationships, mall officials said.

"I am eager and excited to join the Tri-Valley and greater East Bay Area communities, and the extraordinary team at Stoneridge Shopping Center," Fernandez said in a statement.

"With summer around the corner, I look forward to cultivating relationships with our shoppers, retailers and partners to ensure we are the premier lifestyle destination for shopping, dining and entertainment," she added.

Raised in Burlingame and a University of Arizona graduate, Fernandez most recently led initiatives on tourism, customer experience, community and retailer relations for the Westfield San Francisco Centre, climbing the ranks from a marketing contractor to the marketing director in under three years.

Her other career highlights include building the Bourbon Steak, Bourbon Pub and Michael Mina's Tailgate restaurant brands for chef and restaurateur Michael Mina and the San Francisco 49ers, for their joint venture at Levi's Stadium in Santa Clara.

She has also been a supporter of the Okizu Foundation, a local organization benefiting children and families battling pediatric cancer, by serving on the Art Inspiring Hope fundraiser gala committee.

In other mall news

JCPenney recently announced two new ventures at its Stoneridge Shopping Center store, one focused on sports merchandise and the other on the in-store salon experience.

The company has partnered with online retailer Fanatics, Inc. to launch a shop inside the local JCPenney store to connect sports fans to more licensed team apparel.

One of four destinations in the Bay Area, the sports shop will offer 1,300 square feet of space filled with college and pro sports merchandise for men, women and children, representing all major sports leagues. The Pleasanton location is already open, in time for Father's Day and the Golden State Warriors' championship.

JCPenney's other partnership is with InStyle to revamp its in-store salon experience into The Salon by InStyle, set to open at the Stoneridge store this Friday.

The new salon will offer a range of services, including haircuts, color, signature blowouts, hair treatments, extensions and natural styling -- plus customers can shop for name-brand salon products, tools and accessories.

The JCPenney stores in Pleasanton and San Jose and Pleasanton are two of 100 locations nationwide that will be receiving the updated salon experience.

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3 people like this
Posted by Dan S
a resident of Kottinger Ranch
on Jun 14, 2018 at 9:36 am

About time. This mall needs to be bull dozed down and rebuilt. For such a great area this mall is horrible, time to revamp this! i never like going to it, i go to walnut creek but sometimes is far.

Like this comment
Posted by Joe
a resident of Downtown
on Jul 3, 2018 at 6:18 pm

Good. I think Simon has gone all in on the outlets, which means Stoneridge is pretty neglected. They haven't been able to keep a tenant in the old Baja Fresh location for the last couple years.

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