EL PASO, Texas -- It may just be dirt on the ground now, but soon there will be a new mall and entertainment complex in it's place. Friday Fort Bliss broke ground Freedom Crossing, a new, $100 million shopping mall on post.

"I think the Main Street section of it is going to make you feel like you’re not on post, that you’re in a completely different place and sometimes you need that," said Sarah Haugen. Haugen’s husband is in the Army and is currently serving in Iraq.

The new mall will feature clothing stores, jewelry stores, sporting good stores, a movie theater and restaurants.

"This is like the general says, a new beginning," said Corporal Carlos Molinares. Molinares is the Noncommissioned Officer of the Year 2009.

But for other malls around town, Freedom Crossing spells competition. Some military spouses are already saying once the new mall opens they may not visit other malls as often.

"There is one about 15 minutes from here and there's another about 30, so you now I prefer just to come on post,” said Haugen. “It would be so much easier."

News like that, that has some businesses concerned, especially those in Northeast El Paso.

"If a big percentage of the population that lives and shops in Northeast El Paso shop at the new mall, then it's going to impact what' happens outside the base," said Bob Ayoub, president of Mimco Inc.

Mimco has commercial retail property across El Paso, including strip mall centers in Northeast El Paso at U.S. 54 and McCombs and U.S. 54 and Sun Valley.

Ayoub, doesn't believe that soldiers and their family members will stop shopping off post, but he and other mall owners, like Cielo Vista Mall, know that customers may wander.

"There is at least momentarily, that people want to see what's there, want to explore," said Les Morris, director of public relations for Simon Properties. The company that owns Cielo Vista Mall and Sunland Park Mall.

Morris said competition is a part of business and that their malls are well known and popular in the El Paso area.

Ayoub said he will not know the true impact that the mall at Fort Bliss will have on nearby businesses until he knows which retail stores are coming to the mall. For now, he is remaining optimistic.

"We're not negative on Northeast, in fact very positive. It's just a concern with that big a project and that much retail," said Ayoub.