By Bailey Coyle, Fox23 News
TULSA, OK – Eton Square, once a vibrant cornerstone of Tulsa’s retail and dining scene, is getting a major makeover. Known for its heyday in the late ’80s and early ’90s, Eton Square was home to popular spots like Atlantic Sea Grill, TGI Fridays, and Uno’s Pizzeria. Today, much of the property sits vacant, but the vision for its revitalization is strong and moving forward.
Rob Hefner, owner of Eton Square, along with his wife, took the first step in the renovation journey when they acquired Parcel C of the property in December 2024. In just one year, Hefner’s team has invested over $2.2 million into modernizing the space, with new roofs, HVAC systems, paint, parking lots, and landscaping upgrades.
Progress on Parcel C
“We’ve worked hard to update and modernize Parcel C,” Hefner said. “From Jason Design Gallery down to Eton Square Cinema, we’ve replaced roofs, installed new HVAC systems, repainted the buildings, and revamped the parking lot. The landscaping has also gotten a facelift. It’s all part of our long-term plan to bring Eton Square back to life.”
Already, Elysian Bay Golf, a high-end golf simulator business, and BYS Fitness, a performance-based gym, have opened their doors. Hefner believes that these businesses align with his vision to attract upscale tenants to the area, transforming Eton Square into an elite shopping and dining hub once again.
Expansion to Parcel B
In December 2025, Hefner expanded his footprint by acquiring Parcel B, which houses the Square Office Complex, where Jason Deli is located. He plans to invest between $2.4 million and $2.6 million into this section, continuing the same level of revitalization seen in Parcel C. Among the first priorities are the roof, HVAC system, paint, and, notably, the restoration of the Atlantic Sea Grill building that was damaged by fire in the past.
“Restoring the Atlantic Sea Grill building is going to take some extra care. But we’re dedicated to bringing it back, along with developing new commercial retail spaces on the exterior,” Hefner said.
Big Plans Ahead
The road ahead for Eton Square’s full renovation is long, with Hefner estimating it will take five years to complete the project. In the meantime, they are actively pursuing new tenants for both Parcel C and Parcel B, which has already seen interest in office space.
“We’re excited to have already secured tenants and gotten interest in office space, even though we haven’t finished the full transformation yet. It’s a testament to the potential this place has,” Hefner remarked.
The renovation plans for Parcel B also include improvements to the courtyard, where they plan to regrade, re-pave, and install turf for a fresh, modern look. This will be followed by an expansion of retail space on the lower levels, which Hefner says should be ready for tenants in about three months.
Uniformity Across Eton Square
While Hefner is spearheading the restoration of Parcels C and B, Parcel A, the final section of Eton Square, was recently purchased by a new owner. Hefner confirms that the new owner is committed to maintaining the same aesthetic as the rest of the property, including the same roofing materials, paint colors, and parking lot upgrades, ensuring a unified, cohesive design across all parcels.
The Future Vision
Ultimately, Hefner’s goal is to make Eton Square an upscale destination that rivals the best shopping centers in Tulsa. While he acknowledges that Utica Square is the standard, Hefner hopes to create a similar experience, blending the iconic spirit of Eton Square with a more modern, upscale feel.
“We want to maintain that same energy from the ’80s and ’90s but in a more refined, contemporary way. Some of the best memories in Tulsa are tied to Eton Square, and we want to restore that magic,” Hefner explained.
In addition to the improvements to the structure and tenant spaces, Hefner is also exploring options for outdoor leasing opportunities, including potential restaurants or entertainment venues in the future. He hopes to bring back a similar dining experience to the iconic Atlantic Sea Grill, though he admits it’s a tough challenge given the specific nature of the restaurant business.
Local Ownership and Pride
Hefner, a Tulsa native, takes great pride in being a local owner and feels a deep responsibility to the community to restore Eton Square to its former glory.
“We want people to know that this property is locally owned, and we take great pride in what we’re doing here,” Hefner said. “It’s not just about fixing buildings—it’s about restoring a piece of Tulsa’s history. We’re excited to bring Eton Square back to life for future generations.”
A Five-Year Journey
With a projected completion date of 2029, Hefner and his team are committed to turning Eton Square into a thriving, upscale retail and commercial space that will continue to be a cornerstone of Tulsa’s history.
While the project is still in the early stages, the vision is clear: Eton Square is on its way to becoming a shining example of what can be achieved with local ownership, investment, and a passion for revitalizing a city’s most beloved landmarks.
