urban retail solutions:catherine timko: developing a winning retail strategy
DESCRIPTION
Catherine Timko is the Founding partner, Community Retail Catalysts & Principal at The Riddle Company. Timko has more than 25 years of experience in community and economic development. She is the dean for Economic Development for ICSC’s University of Shopping Centers. She has been involved in more than 75 downtown planning and marketing projects nationwide.TRANSCRIPT
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Developing A Winning Retail Strategy
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Connecting Communities
to Retail Development
It is increasingly complex and challenging
for communities and retailers alike to
explore, initiate and structure
relationships yielding the successful
results they both want and need
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State of The Industry
Paradigm shift in retail
real estate industry
• Competition for
opportunistic sites is fierce
• Projects still stalled, even at a standstill
• Major demographic shifts
• Urban markets appealing
• Retailers refining their models prototypes
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State of The Industry
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State of The Industry
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State of The Industry
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Building a Sustainable Retail Base
• Fundamentals of retail & real estate development
paramount
• Pursue a market based approach to retail attraction
• Determine what your community can support
• Package information to create a powerful – competitive
position
• Garner political will and local support
• Collaborate with local industry leaders
• Develop relevant tools and incentives to support existing
and new retailers
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Create a CollectiveVision
• Understand your market, create your story
• Create a strategy for retail- what do you want and how will you get there
• Meet one on one with every property owner to help sell the vision and get buy-in
• Work to collect information on every property/lease hold information
• Educate, communicate and market the vision to get community/policy leader buy-in
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Where to Begin
• Collect basic economic data about your specific geographic market - get from your city demographer, or large brokerage firm to determine potential retail demand
• Create a vision for the retail area, work with a retail professional/consultant to confirm to create a merchandise mix and implementation strategy
• Identify key retail street/area, collect retail square footage numbers - net rentable sq. footage, lease information, build a database with contact information, photos, etc.
• Create simple marketing materials to support findings and help sell the vision to owners and potential retail clients
• Begin recruiting retailers who fit the mix
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The Market Based Approach
• Effectively Use Data and Intel to
build a Market Based Approach
• Determine what your community
can realistically support.
• Package information to create a
powerful competitive position
and keep it current and
accessible
• Track retail and market trends
• Know your market
•
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Manage Expectations
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Retail Site Selection Factors
Traditional
Three primary factors
• Demographics
• Income levels (household and disposable)
• Competition
Secondary
• Market segmentation
• Traffic patterns and travel times
• Daytime population
• Cost of land
• Tax burden
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Site Selection
Unexpected Real Estate
Barometers
• Urban - transit oriented
development
• Gentrification
• High density areas
• Aging populations
• Overlapping markets -
• Walkable environments
• Minority populations
• Women – the mom factor
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Tools of the Trade
.
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Trade Areas
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Demand Analysis
Leakage/Surplus Factor by Industry Group
Leakage/Surplus Factor1009080706050403020100-10-20
Drinking Places (Alcoholic Beverages)
Special Food Services
Limited-Service Eating Places
Full-Service Restaurants
Direct Selling Establishments
Vending Machine Operators
Electronic Shopping and Mail-Order Houses
Other Miscellaneous Store Retailers
Used Merchandise Stores
Office Supplies, Stationery, and Gift Stores
Florists
Other General Merchandise Stores
Department Stores (Excluding Leased Depts.)
Book, Periodical, and Music Stores
Jewelry, Luggage, and Leather Goods Stores
Shoe Stores
Clothing Stores
Gasoline Stations
Health & Personal Care Stores
Beer, Wine, and Liquor Stores
Specialty Food Stores
Grocery Stores
Lawn and Garden Equipment and Supplies Stores
Building Material and Supplies Dealers
Electronics & Appliance Stores
Home Furnishings Stores
Furniture Stores
Auto Parts, Accessories, and Tire Stores
Other Motor Vehicle Dealers
Automobile Dealers
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Access to Information
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Tools & Incentives
• Tax abatements and rate reductions/deferments
• Rent subsidies
• Loan programs, grants for operations &
improvements
• Tax Increment Financing
• Façade and infrastructure improvement programs
• Retail and business training
• Coordinated buying and marketing initiatives
• Strategic merchandising planning
• Tax holidays and free parking
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Recruitment vs. Retention
Recruitment
•Actively and systematically recruit new prospects to ensure leads in the pipeline
•Create a strong story - from market demographics to the retail vision
•Create tools for your retail toolbox
•Hand holding & nurturing
•Measure your success
Retention
•Knowing what is going on - how your current retailers are doing,
•Business assistance and education programs
•Collective public relations & marketing
• Customer base/focus groups/surveys
•Create/strengthen partnerships
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Maps & GIS
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Retail Attraction Toolkit
• Retail marketing and attraction strategies utilizing
traditional and nontraditional tools: – Implementation Programs Policies, programs and incentives
– Site inventories Project profiles
– Comprehensive editorial coverage Advertising and direct mail campaigns
– Interactive Websites and portals General marketing and project brochures
– Social networking GIS mapping & customer profiling,
– Database Management & Plotting Customized tradeshow booths& marketing
– Custom mapping
• Demographic reports that demonstrate market strength and potential and showcase consumer preferences (standard reports, expenditure reports, graphic profiles and psychographic analysis)
• Competitive analysis that shows how sites and communities compare to others
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Case Studies
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Philadelphia
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Testimonials
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Custom Research
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Current Development
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Relevant Indicators
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Pedestrian Counts
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Transit Use
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Restaurants/Cafes
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Benchmarking
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Targeted Indicators
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Deals
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Philadelphia Retail
• National Tenants
• Menswear
• Big box tenants
• Local retailers
• Retail & manufacturing
• Redevelopment
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Washington DC
A Neighborhood
Strategy
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Tactics & Tools
• Great Streets Initiative
– Retail loans
– Façade Renovation
– Transit
• Anchor Strategy
• Neighborhood based research
• Public development
opportunities
• Housing
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Neighborhood Profiles
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Great Streets
• Up to $2 million in gap funding currently
available for individual projects
• Over 1 million square feet of available
retail space located along Great Streets
corridors
• Metrorail-accessible opportunities with 9
Metrorail stations located on Great Streets
• More than $17 million in Great Streets
grants and Tax Increment Financing
awarded
• More than $75 million spent on Great
Streets streetscape improvements for
the beautification of corridors
GreatStreets.dc.gov
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Great Streets
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Anchor Strategy
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VerticalDensity
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Focus on Design
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Focus on Design
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Mixed-UseTOD
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Adaptive Reuse
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Adaptive Reuse
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Think Outside The Box
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Think Outside The Box
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Think Outside The Box
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Think Outside The Box
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Think Outside The Box
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Think Outside The Box
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Short-Term Retail
• Pop-up stores
• Seasonal Users
• Art & Culture
• Retail incubators &
Coops
• Non-retail users
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Animate the Street
• Activate Vacant lots
• Storefront displays
• Street Retail
• Sidewalk Cafes
• Farmers Markets
• Art & Murals
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Innovative Uses of Space
Service oriented retail
Civic uses
Social services
Medical facilities
Commercial tenants
Educational facilities
Non-profit organizations
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Best Practices for Success
• Strengthen data collection, organization, and accessibility
• Develop and maintain inventory of available sites
• Strengthen presence in the national marketplace
• Collaborate with transactional professionals
• Establish protocols for marketing new retail
• Create case studies documenting retail successes
• Develop an arsenal of retail-oriented marketing tools
and information
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Secrets of Success
• Look at models that work elsewhere.
• Be open to interim uses
• Encourage green retail
• Fill gaps with local entrepreneurs
• Strengthen relationships with
investors, retailers, and owners
• Be tenacious
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Catherine Timko
principal/CEO
The Riddle Company/Community Retail Catalysts
202-365-7470
1220 L St., NW #100-447
Washington, DC 20005