The beige-colored barricade had just been installed in the City Creek Center galleria. The word “SKIMS” graced the top left corner in its unmistakable cloudlike font.
As soon as the City Creek Center team made the announcement, a buzz filled the air faster than you can say, “Kim Kardashian.”
“There’s tremendous consumer awareness and excitement around SKIMS. Based on the response we got from our social media post, you could feel that enthusiasm immediately,” said Natalie Watson, Director of Marketing and Business Development at City Creek Center.
Nestled beside Temple Square and in the heart of downtown, City Creek Center is part of the lifeblood that defines Salt Lake City, and Watson and her team have been integral in spearheading the vision that makes the outdoor shopping center not just a place to pick up a new pair of jeans, but a destination in and of itself.
“I hope [people come and] leave inspired, refreshed and excited to come back,” Watson said. “Whether they found something they love, enjoyed a meal or simply spent time with family or friends, I want them to feel fulfilled in so many different ways.”
If you follow the serene, trout-filled stream through the open-air corridors, the impressive brand offerings are hard to miss.
Louis Vuitton and Tiffany & Co., recognizable luxury retailers, flank a circular atrium, while distinctive additions like SuitSupply, a Dutch men’s suiting retailer, and Läderach, the Swiss chocolatier, continue expanding the center’s portfolio.
But the arrival of SKIMS signals something else: Salt Lake City is not just a place where fashion exists . . . it is a place where fashion thrives.
“It really reflects how mature the market has become, and national brands are now recognizing the strength of the community here in Salt Lake City and at City Creek Center. It’s an important place to invest.”
“Many people underestimate how sophisticated the Utah shopper is,” Watson said. “They are very brand aware and really looking for an elevated experience.”
The City Creek SKIMS is the first location to open its doors in Utah, representative of the shopping center’s reputation as one of the state’s most forward-thinking fashion destinations.
That evolution hasn’t happened overnight. It has been the result of years spent cultivating relationships with retailers while simultaneously redefining what City Creek offers beyond shopping.
“We really focus on credibility and understanding what retailers want, and presenting City Creek Center as a place where they can be successful long-term.”
Watson’s experience in the industry is both broad and precise. With nearly two decades in retail marketing and six shopping centers behind her, the culmination of her career has led to one conclusion: she understands the Utah shopper.
“[We want City Creek to be] the iconic gathering place in the market that people can enjoy year-round.”
With a retractable roof that invites the mountain air, seasonal fashion events featuring the center’s retailers, and year-round family-friendly programming, City Creek embodies many of the cultural touchpoints that make Utah a distinct place to live.
And once overlooked as a fashion destination, that perception is changing.
“Salt Lake is one of the country’s strongest growth markets with an engaged customer base and a healthy economy,” Watson said.
That’s reflected in the new retailers arriving at City Creek each year—each adding another layer to the center’s evolving identity.
But it’s not just the variety of retailers that makes City Creek special; it’s the atmosphere, the architecture and the intentional experiences that keep people coming back. Shopping is simply the catalyst.
Perhaps that’s because Natalie herself embodies the City Creek customer. A mother of three, Natalie sports metallic leather Tory Burch espadrilles and a floral FARM Rio jumpsuit from Nordstrom. She looks put together in a way that only Utah moms seem to master—polished yet practical—like she could be at a kid’s basketball game or a girls’ dinner at Takashi.
For Watson, City Creek is not simply a place to collect shopping bags, but a place to find joy.
Last spring, Watson watched visitors stop in front of floral installations scattered throughout the gallerias. They smiled, snapped photos and tagged City Creek on social media. For her, it wasn’t simply about creating an Instagram-worthy backdrop; it was about creating a reason for people to pause—to enjoy where they were, if only for a moment.
It’s no wonder families spend weekends feeding the trout and grabbing brunch, or groups of friends turn an afternoon into hours wandering from storefront to storefront. Between the creek, the fountains, seasonal events and ever-changing collection of retailers, City Creek encourages lingering. That’s the hallmark of a true destination: you don’t need a reason to visit. You simply want to.
“Come and rediscover not just City Creek Center, but downtown Salt Lake,” Watson said. “Come down, park, make a day of it and enjoy what this city has to offer. Rediscover why you love where you’re living and why you love downtown Salt Lake.”
Long before a new retailer cuts a ribbon, Natalie Watson is building the relationships that make it possible. As Director of Marketing and Business Development, she spends years cultivating trust with national brands, studying retail trends and positioning City Creek Center as a place where retailers can succeed for the long term. It's a role that blends strategy, negotiation and storytelling in equal measure. While visitors see storefronts, seasonal displays and fashion events, Watson sees years of planning coming to life. Every new opening is the result of countless conversations, careful partnerships and a clear vision for City Creek Center's future.