I looked into this developer a while back (from MA) and his record is a bit sketchy with development and builds. But it's interesting what is going on here. The one big smart thing he did was get a lock on all of this land. Most city downtowns are not functioning well for its citizens today. Welfare, etc. services co-exist with retailers and residents and it brings a lower class of citizen to areas that were once thriving. Portland's First Friday's used to be such a dynamic experience with the existing retail a while back. In addition, the focus on pressuring the population to take mass transportation tends to alienate those with more income preferring their cars. The Rock Row idea is happening all over the country now, and one key is the re-design of the roads, of which are not thoroughfares but narrow width entries and exits to parking (mostly big garages). This way, the streets stay relatively safe and are walkable. The idea of teasing or proposing stores and chains is simply a way to help people imagine would could be here. Whole Foods implies a more upscale customer, and that has it's advantages. I wouldn't be surprised if they stuck a Louis Vuitton tease in here too. But yes, it is a bit misleading. I only see continued growth for Rock Row. How ironic that the trend is a return to the suburbs. But we can thank our city "leaders" for that. The front page article from the NY Times a couple of months ago painted a picture of the Portland (ME) downtown core as being a haven for drug addiction and crime. Another aspect that stands out with these new shopping and living areas like Rock Row and The Downs is private security instead of the somewhat apathetic city police departments. Private security has the freedom to harass and remove those that are unwanted.