There are a myriad strategies and techniques that can be employed to lease a new or existing shopping center. Sales and marketing are paramount, but one of the most often overlooked shopping center leasing strategies is that of media relations.
Identity specializes in integrating media relations, along with marketing, social media and creative materials, into the shopping center leasing strategies of real estate management and investment firms. We possess unparalleled relationships with business and shopping center media on a local, regional and national level and leverage these connections on behalf of our clients in order to generate awareness.
Consider an article like the following, and ask yourself what value this would hold for your leasing team.
STEINER + ASSOCIATES BRINGS $200 MILLION REDEVELOPMENT TO HAMPTON, VIRGINIA
By Randall Shearin, Shopping Center Business
In recent years, Columbus, Ohio-based Steiner + Associates has proven its versatility and dynamic, leisure-and entertainment-accented translation of new urbanist themes. Whether greenfield or urban infill, redevelopment or new construction, successes have resulted from hitting the right notes with the tenants, consumers and communities the company serves. In these projects, Steiner says, the shopping experience has regained its sense of place, adventure and discovery, all tailored to the needs of the modern-day consumer.
Through a steady stream of new projects, Steiner + Associates is building upon and sustaining its legacy of developments like CocoWalk in South Florida; Easton Town Center in its hometown of Columbus, Ohio; and Zona Rosa in Kansas City, Missouri.
One of Steiner + Associate’s newest projects is the $200 million Peninsula Town Center, a complete ground-up redevelopment of Hampton, Virginia’s Coliseum Mall. Ground breaking is set for early 2006 with an opening scheduled for Fall 2007.
The Peninsula, says Steiner + Associates President Barry Rosenberg, will be for all practical purposes a brand new project. “By the time we are done taking down the existing 1,350,000 square foot enclosed mall, the only building still standing will be the 174,000 square foot Hecht’s Department Store,” said Rosenberg. “And, that building, which will continue to house Hecht’s, will be completely remodeled before Peninsula Town Center opens.”
At more than 900,000 square feet, Peninsula Town Center will be a synergistic mix of retail, office, residential and recreational space. Described by Steiner + Associates as “A Meeting Place,” Peninsula Town Center will feature both open-air and enclosed spaces, tree-lined walks, fountains and parks.
The project, which will be anchored by Hecht’s, Barnes & Noble and JC Penny’s new single-floor platform, will also feature a multiplex theater, themed restaurants, several entertainment venues and more than 300,000 square feet of specialty retail.
“Work, play, shopping and home are once again compatible; better yet mutually nurturing,” says Rosenberg. “Our projects are designed to accommodate the automobile but also encourage pedestrian activity. Our goal is to make the shopping experience efficient, exhilarating and memorable, whether the customer visits our property for 10 minutes or 10 hours.”
Peninsula Town Center is located directly off of Interstate 64. More than one-half million people live in the immediate area, with nearly 1.5 million consumers within a 30 minute drive of the site. Located on Chesapeake Bay, Hampton is home to Langley Air Force Base and NASA’s world-renowned Langley Research Center.
Steiner’s projects, with their sense of community and efficient mixed-use development patterns, have proven to generate solid economic returns, Rosenberg adds. Based on initial projections of the Hampton market, Rosenberg expects non-department store sales at Peninsula Town Center to exceed $200 million by 2009.
Including Peninsula Town Center, Steiner + Associates is currently developing or redeveloping more than $1.2 billion of “New Urban Town Center” space. Current projects include The Greene in Dayton, Ohio (06); Bayshore in Milwaukee, Wisconsin (06); Phase II of Zona Rosa in Kansas City (07); Phase III of Easton Town Center in Columbus, Ohio (07); and Arlington Town Center in Arlington, Texas (08).
To learn how Identity can help take your shopping center leasing strategies to the next level, contact us today.
