Scottsdale to Welcome 2 New Entertainment Hotspots

Rendering of The Sydney

Diversified Partners and Palmer Development Group are joining forces to transform Scottsdale with two major experiential mixed-use retail projects: The Sydney and The Edge. 

“We are excited to team up with Palmer Development Group on these premier entertainment destinations,” says Walt Brown Jr., CEO of Diversified Partners, an Arizona-based commercial real estate brokerage and development company. “We know that with our shared vision and expertise, we will deliver an experiential retail destination to the Salt River Community that offers a diverse array of choices for the area’s 243,000 residents and 11 million annual visitors.” 

Rendering of The Edge

The Edge’s prime location at the northeast corner of 90th Street and Loop 101 will provide convenient access to executive housing and desired amenities for Scottsdale’s growing, educated workforce. Tenants already signed at The Edge include Little Fig by True Food, Shake Shack, Black Rock Coffee, Thai Chili To Go, Café Rio, Zest Salon, Dirty Dough Cookies, Body Politik by Lagree Pilates, Playa Bowl and Lush Nail bar. 

Just south of The Edge will lie the 26-acre high-powered entertainment concept of The Sydney. The development, including both out-of-market and new-to-market attractions, will feature the first Hard Rock Hotel in Arizona, Reverb by Hard Rock Scottsdale. The hotel is projected to open in late spring or summer of 2026. Palmer Development Group broke ground on the $80 million project last April, securing commitments from Pickle & Social and The Rustic which will offer a blend of food, beverage and nightlife to the space. 

Rendering of The Sydney

“Working with Marti Weinstein on The Block at Pima Center was a huge success, and we’re eager to apply the same caliber of innovation and excellence to The Sydney and The Edge,” added Daniel Lupien, managing principal and founder of Palmer Development Group, one of the top retail, hospitality and office development firms in the Southwest. “These projects will establish new benchmarks for entertainment and retail in Scottsdale. Amazon and e-commerce can’t rival the immersive experiences we are creating to meet the shift in purchasing habits, especially among millennials who feel out of place in Old Town and Kierland.” 

Butler Design Group is working as the architect and Haydon Construction is the general contractor for The Edge. Upwards Architects is managing architecture for The Sydney, with Alexander Building Corp serving as general contractor. ESP provides Civil Engineering and Foursite handles construction management for both projects. 

To learn more about The Edge and The Sydney, visit

The Edge

Photos courtesy Diversified Partners and Palmer Development Group

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