An adult store chain has opened on Mill Avenue despite ongoing controversy over a proposed "superstore" location in South Tempe.
Fascinations' spokesman Michael Ham said the new store is set up differently than the "superstore" planned for the proposed location on Elliot Road and Roosevelt Street.
Ham explained that because Mill Avenue is zoned as a central commercial district, the amount of adult material sold had to be less than 33 percent.
"In order for us to be here, this location has to be considered as a gift shop," he said.
The new store primarily sells lingerie, candles and massage oils. Romantic toys and videos are among the offered adult material.
The company owns a store similar to the Mill Avenue location in Tucson, referred to as a "70/30 store" due to the store's low content of adult material.
Ham said he has not received any negativity from the city of Tempe over Fascinations' decision to lease the space on Mill Avenue.
Nicole Morris, manager of the new store, said she has seen significantly more sales to women than men at the new store than at the other three Fascinations locations in Phoenix.
Morris added that women coming into the store are more curious and open than she has ever seen.
"They are asking a lot of questions and laughing a lot," she said. "Many want to stay longer than their boyfriends."
Plans for the South Tempe store were denied by the Tempe City Council, which asked Fascinations to revise the building plans by moving the building to the back of the property and adding more windows. Construction is scheduled to begin in March.
Councilman Hugh Hallman said he suspects a number of city planners are surprised that a store selling adult material could be allowed in downtown Tempe.
"This is not the market the city of Tempe has spent millions of dollars trying to develop," he said.
Nate Shivers, a salesperson at the new Fascinations store, said the reaction from passers-by has been positive.
"So far, we have not had any negative responses to the store," he said. "Some people are surprised we are in downtown Tempe because they did not think the city would allow it."
Jason Malito, marketing manager for the Downtown Tempe Community, said the DTC plans to treat the new store like any other business downtown.
"If it brings more walking traffic to the north end of downtown, we are fully behind it," he said.
Reach Dana Brody at dana5286@aol.com.
