Developers say the south Tulsa market is currently being under served, so they're stepping in to provide a new shopping experience.
Construction is moving right along at "The Vineyard" off 109th Street and Memorial Drive.
The development is meant to satisfy the shopping and dining needs of people on the south side.
The broker who brought Oklahoma's only Lifetime Fitness to South Tulsa now has a new $10 million venture right next door.
It's boasting tenants like My Fit Foods, Riviera Tanning Spa and Sport Clips.
"We want to have a shopping experience," broker Steve Walman said. "We want to be able to have restaurants we can go to that are close to home. We want dress shops and coffee shops and workout facilities and quality daycare.
The Vineyard targets the 44,000 people who drive by 109th and Memorial daily.
Walman says it's an ideal market.
"We're sitting in one of the best demographic profiles in the seat, where the average income is over $113,000 in a 3-mile radius," he said.
Seventy-five percent of the center is already occupied by tenants like Jenna Krimbill, who is introducing Tulsa to new eateries: The Wine Loft and La Crepe Nanou.
"Good wine, good food, good service," Krimbill said. "I want it to be a place where people feel comfortable."
Walman also sees potential for surrounding lots, where he's putting in a childcare center, office space and more retail.
"There's a lot of sales numbers to do in south Tulsa and it's kind of proven that this market wants its own shopping," he said. "It doesn't want to go other places to do it if it doesn't have to."
Krimbill hopes "this area can kind of do for South Tulsa what Utica Square did for midtown and be a go-to place for people to enjoy dining, shopping, just the whole, the whole thing."
A section of The Vineyard is opening in April, while the whole center will be complete in the summer.