ICSC Local Oklahoma brings together industry leaders to shape retail growth

Innovating Commerce Serving Communities (ICSC), a global trade organization for the marketplace industry, recently hosted its ICSC Local Oklahoma event designed to foster networking and information sharing among local professionals. 

To kick off the event, guests participated in a guided tour of the OKANA Resort and Indoor Waterpark. This immersive experience showcased the impact of transformational retail and development projects, offering a closer look at how innovation and collaboration is reshaping the local community.  

The event featured the panel, “The Oklahoma Playbook—Reinventing Retail, Culture and Community,” moderated by Fate. The Panel discussed developments shaping the retail landscape, the impact of regional transportation on retail growth and the culinary scene as a driver for development. 

Panelists included: 

• Andrew Black, executive chef and co-owner of Culinary Edge Concepts; James Beard Award Winner, Best Chef: Southwest 2023 
• Chris Challis, president of Sooner Investment 
• Jeff Dixon, founder and CEO of Provision Concepts 
• Chip Nolen, planning manager of Embark OK 
• Melissa Pepper, executive director of The Uncommon Ground Sculpture Park 

The panel discussion, held at OAK—a newly developed 27-acre mixed-use property integrating retail, hospitality, and residential spaces—emphasized the panelists' point that Oklahoma City is a prime location for thoughtfully designed developments that enhance the community. 

“The energy in the room was electric, and it's clear the collaboration is driving our industry forward,” said Tammy Fate, director of retail development and recruitment for the Greater Oklahoma City Chamber and chair of ICSC membership. “We’re proud to bring together top leaders and visionaries who are shaping the future of retail in our state.” 

OKC’s evolving culinary scene 

Over time, restaurateurs have expanded culinary offerings, transforming dining into a key driver for development and making it central to the city’s growth. Black and Dixon are two restaurateurs who have created several concepts in OKC that have elevated the culinary industry. Black owns Grey Sweater, Black Walnut and Perle Mesta, while Dixon owns Broadway 10, Culprits, Riserva, Vecina and others. 

“People are genuinely excited about the state and our food scene,” Black said. “When I travel now, I don’t have to explain where Oklahoma is or what we cook. We’ve grown so much, and we’re only at the beginning. This is just the tip of the iceberg.” 

Black said people often ask about Oklahoma’s culinary future. He expects the city’s rapid growth to introduce new cultures and cuisines, creating a diverse experience for consumers and expanding dining opportunities for both local chefs and national brands. 

Jeff Dixon discussed restaurant site selection and its role in business success, sharing that unique concepts are essential because innovation drives success. Dixon said identifying locations where a restaurant can make a lasting impact is key to sustained growth. 

OKC’s culinary industry is working hard to elevate the city’s food scene. The industry continues to expand, attracting investment and increasing visitation. This momentum helps drive demand for additional retail, mixed-use developments and entertainment. 

Development shaping OKC’s retail landscape 

Commercial real estate plays a key role in OKC’s expansion, shaping the retail landscape by attracting new businesses and creating consumer experiences. As president of a shopping center development company, Challis discussed how development patterns influence market trends. 

Challis said Oklahoma’s steady growth has created a stable economic environment, avoiding major fluctuations and positioning the state as a new frontier for retailers and restaurants entering the market for the first time. 

OKC is home to a diverse mix of developments, with different uses generating foot traffic throughout the day. Retail peaks in the afternoon, while entertainment venues thrive in the evening, leading to a rising demand for mixed-use developments. Challis emphasized this evolving landscape presents opportunities for national brands looking at OKC. 

A common misconception about Oklahoma, Challis said, is that the state offers cheaper land and rents than larger cities. Many expect low-cost real estate, but quality land in OKC is not much cheaper than those in southern metro areas. The cost of construction materials is similar, with many large-scale projects relying on Dallas contractors. 

Challis explained that many developers initially test their concepts in the Midwest before expanding into Oklahoma, often expecting bargain prices. However, they are frequently surprised by the competitive land costs and the strong demand for quality developments. “People are appalled we’re not giving farmland away for free,” Challis said. “But we continue to stay strong in Oklahoma.” Nonetheless, the state remains a thriving market with opportunities for growth. 

Uncommon Ground Sculpture Park as a catalyst for retail growth and increased transportation 

With a background in placemaking, Melissa Pepper is leading the development of The Uncommon Ground Sculpture Park, a 62-acre site in Edmond operated through public-private partnerships. The park is expected to generate significant economic activity, projecting a $300 million regional economic impact with nearly 1 million visitors in its first three years of operation.  

The park will be Oklahoma’s first dedicated sculpture park. Upon opening in 2026, 45 sculptures will be in place, with plans to expand the collection. “I always like to say the art is the star of the show, with nature as the supporting character,” she said.  

The park’s development is expected to stimulate retail and dining growth. The Edmond Fine Arts Institute has proposed building a new facility at the heart of the park to expand visual and performing arts programs. Additionally, a 5.35-acre site along Second Street is available for sale, offering restaurant groups an opportunity to establish new concepts in a high-traffic area. 

“Most of us in this room are in the quality-of-life business, and that’s what is so fun about this park,” Pepper said. “We get to imagine all the different ways it can provide an improved quality of life for our community.”   

Pepper emphasized that parks generate economic and cultural impacts at multiple levels, with potential for international recognition through strategic promotion. The park will increase walkability, bike-ability and use of transit for local residents, while regional partnerships with Visit OKC, Visit Edmond and arts organizations aim to position the area as the state’s outdoor art capital. With 65% of the state’s visitors reporting travel for an arts and culture experience, the park will only help shape Oklahoma’s reputation as an arts and culture destination, further increasing visitation and retail demand.  

Transportation’s role in OKC retail growth 

As OKC continues to expand, a well-planned transportation network is essential for connecting residents, attracting visitors and driving economic development. Nolan shared insight on Oklahoma’s transit landscape and its direct impact on retail growth. 

The OKC region is nearing 1.5 million residents, with projections reaching 2 million in the near future. With this growing population, Nolan said it is crucial to invest in transit infrastructure now to prevent the challenges seen in other growing metro areas. “We have a unique opportunity here in Oklahoma City to be ahead of that curve,” Nolan said. 

OKC’s transit system has improved significantly in recent years, enhancing accessibility to retail hubs and commercial districts with the addition of Sunday bus service, extended operating hours, holiday service and increased route frequency. The Streetcar and Northwest Rapid BRT line has further improved convenient transit options. These enhancements increase visitation to retail areas, benefiting local businesses and encouraging further commercial development. Nolan said future efforts will build on these successes using similar projects to expand transit options without increasing travel time.  

The Regional Transportation Authority (RTA) has developed a system plan that includes Community Rail, BRT lines to Edmond, Yukon and Tinker Air Force Base, as well as light rail to the airport. These accessible transit routes focus on the Greater OKC region, making it easier for residents and visitors to travel between key destinations.  

The Classen Corridor, a proposed Tax Increment Financing (TIF) district, exemplifies how transit can shape the city’s growth potential. The city plans to launch a transit-oriented development study to assess zoning, land use and density around BRT platforms along the corridor. This study will explore ways to improve connectivity and create retail environments that cater to a growing population. 

ICSC Local Oklahoma successfully united industry leaders across the state to discuss retail and development trends while tying in the role of regional transportation. With over 100 attendees, professionals from across Oklahoma were able to network, discussing ideas for retail improvements and future expansion of the industry.