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GLOBAL RETAIL REAL ESTATE EXPERTSVISION PLANNING DEVELOPMENT OPERATING SUCCESS!
A Complete Range of Professional Services
www.jcwg.com
Toronto Montreal Chicago 90 Richmond Street E., Suite 100 600 de Maisonneuve Boulevard. W., Suite 1700 350 West Hubbard Street, Suite 240 Toronto, ON M5C 1P1 Montréal, QC H3A 3J2 Chicago, IL, 60654 Canada Canada United States +1 (416) 921‐4181 +1 (514) 781‐5429 +1 (312) 673‐1254
Market Research
Strategy and Tenant Mix
Leasing and Operations
Marketing and Opening
Entertainment and Leisure
Food Service
Urban Revitalization
Who We Are
With over 30 years of unparalleled experience, J.C. Williams Group brings exceptional
retail and real estate knowledge and experience in market assessments and strategic
plans. Our expertise provides a practical approach to understanding consumer and retailer
needs. Furthermore, our firm encompasses a group of professionals who have deep public
and private sector experience working with shopping centers, mixed‐use developments,
and urban revitalization.
BENEFITS OF WORKING WITH J.C. WILLIAMS GROUP
J.C. Williams Group provides effective and results‐oriented recommendations that balance
the consumer’s, the retailers’, and the developer’s/mall’s interests for highly profitable
developments. We specialize in translating economic, demographic, design, and physical
conditions into viable shopping and dining places.
J.C. Williams Group brings a unique blend of world‐class expertise gained from working in
small and large retail real estate projects in the United States, Canada, U.K., Russia, India,
Africa, and the Middle East. The benefit of this experience is the ability to ask the right
questions, collect the relevant information needed to evaluate potential, and relate the
information into solid recommendations for unique developments. Our practical
recommendations deliver results that are realistic and sensitive to the local community
and market.
J.C. Williams Group
SELECTED DEVELOPER CLIENTS:
Atlantic Shopping Centers
Beacon Companies
Belmont Properties
Bentall Retail
Cadillac Fairview
Dubai Mall – Emaar Properties
Elad
Enterprise Property Group
(United Arab Emirates)
Esam Construction
Falls Management (Niagara Falls, Canada)
Hammerson
Hines
Irvine Retail Properties
Ivanhoe Cambridge
Karle Group (India)
May Centers
Melvin Simon & Associates
Northam Realty
Northup Group
Orlando Corporation
Oxford Development
Perimeter Development Corporation
Qatari Diar (Doha)
RAMW (Egypt)
Revenue Properties
RioCan
Sama Dubai, UAE
The Rouse Company
Trinity Group Urban Retail Company
What We Do
What We Do Our Team
Initial Assessment
Macro Market Research
Vision
Macro Market Planning
John Archer
John Williams
Ron McCarthy
Investigative and SWOT
Market Research
Trade Area Analysis
Site Analysis
Competitive Assessment
Global Trends and Case Studies
Maureen Atkinson
Warren Vandal
Gregory Antrobus
Suthamie Poologasingham
Planning and Design
Development’s Strategy/Role
Scope of Project
Physical Plans
Design Criteria
Architect Selection
Pro Forma Analysis
John Williams
Stephen Raynor
Finalize Plans and Development
Retail Plans, Anchor Tenants
Tenant Mix
Food, Entertainment, Leisure
Detailed Pro Forma, Cash Flow
Construction Plans/Activity
Patrick Watt
Ron McCarthy
Leasing
Anchor and Key Tenants
Management of Leasing
Stephen Raynor
Operations
Standard Operating Procedures
Accounting, IT, CRM
Management Selection
Establish and Launch
Stephen Raynor
Lisa Hutcheson
Marketing
Support Leasing
Brand the Development
Calendar of Events, etc.
Grand Opening
John Torella
J.C. Williams Group
www.jcwg.com
OUR PUBLICATIONS
J.C. Williams Group is recognized as a global leader in
retail real estate. John Williams has written the book
“Getting Retail Right!” for the International Council
of Shopping Centers (ICSC). This is the basis of ICSC’s
courses at the University of Shopping Centers and
another reason why John is viewed as a retail real
estate and urban planning guru.
Getting Retail Right!, by John C. Williams;
International Council of Shopping Centers, New
York
Retail Revitalization and Recruitment: Action
Programs for Downtown, by Maureen C.
Atkinson, John C. Williams, and John Archer,
Urban Marketing Collaborative, Toronto
Marketing Main Street – A Practical Guide to
Success, by Maureen C. Atkinson and John C.
Williams; Heritage Canada, Ottawa
A Guide to Retail Success, by John C. Williams
and John A. Torella; Fairchild Publications, New
York
re/Think retail branding, by John Torella, J.C. Williams Group, Toronto
CLIENT TESTIMONIALS
“J.C. Williams Group’s exceptional understanding
of retail and consumers always looks to very
practical use of research. We get extra value
out of it.”
Susan Williams, Director
Cadillac Fairview
“ROST‐Retail and J.C. Williams Group gave us very
valuable insight into our market. This knowledge is
just not available anywhere else in Russia.”
Sumara Development
Market Research
WHAT WE DO
Our clients in North America, Russia, the Middle East, and India have found our market
research of great assistance and value. We are able to gather information that is virtually
impossible to get from any other source. A solid foundation of market research forms the
basis for us to make informed and intelligent decisions, rather than “best‐guesses.” This is
of particular importance given the large amount of capital needed and the intense retail
competitive situation around the world today. Good research helps to exploit current
market opportunities.
HOW WE DO IT
J.C. Williams Group offers a wide range of market research services, depending on the
client’s needs and wants. Examples of some of the services we provide in this area include
the following:
Consumer Surveys
Consumer surveys of the trade area are conducted to identify trade area characteristics
and shopping patterns of target markets (residential, tourist, office workers) based on the
retail concept for the development. This includes current shopping patterns of trade area
residents, a demographic and psychographic profile of potential customers, usage of
competing attractions, and consumer spending by product and commodity. Full use of
secondary research is always used, too.
Competitive Assessments and Site Analysis
A thorough audit of potential competitors is completed to determine where the market is
over‐ or under‐saturated; and where there are gaps for new uses in your development.
Observations are made about the development site and how its strength can be enhanced
for increased revenue. Future development projects are considered also.
Trade Area Analysis and Market Impact Study
By analyzing the supply and demand for each retail category, our retail potential model
can predict current and future needs for the catchment area associated with the
development project. This key task determines the appropriate tenant mix. After
completing an estimate of population growth within the trade areas, we use our
proprietary information and data to calculate the required extra retail square feet/metres
to serve the market and its growth.
Global Retail Trends and Case Studies
Generally, the world does not need another traditional shopping center that is a copy of
most other regional centers. We bring our global knowledge to add fresh ideas that keep
new developments ahead of competitors. Shoppers enjoy this experience!
J.C. Williams Group
Market Research Team CVs
MAUREEN ATKINSON, SENIOR PARTNER
Maureen Atkinson is a Senior Partner at J.C.
Williams Group, with an extensive background in
retail operations and retail marketing research.
Maureen has led many J.C. Williams Group
research and strategic planning projects. Examples
of the range of activities include the following:
Consumer surveys and positioning plans
Customer segmentation studies
Branding research using qualitative and
quantitative measures
Real estate research to evaluate expansion
concepts for malls through focus group and
survey research
Customer tracking studies for both consumers
and small businesses
New product development
New retail concept development using in‐depth
store interviews and focus groups.
WARREN VANDAL, ASSOCIATE SENIOR ADVISOR
Warren Vandal, a Business Geographics consultant,
has been providing software solutions to a wide range
of client companies in the areas of computer aided
design, database marketing, geographic marketing
information systems, desktop mapping, and
marketing management for over 25 years. His
expertise includes:
A variety of site analysis studies for retailers,
manufacturers, and real estate developers /
brokers
Development of GIS‐based sales territory
management and market analysis systems
GIS analysis for major shopping malls, with
individual store performance ratings
Design and implementation of database
marketing systems
Spatial analysis of new retail concepts.
CASE STUDY: LARGE DEVELOPMENT IN QATAR
A multi‐phased development was planned with nine different retail districts and malls.
After a thorough analysis of the market potential for each district, J.C. Williams Group
identified planning errors that were 60% over‐built and/or 20% under‐built. Millions will
be saved by avoiding the potential master plan mistakes.
CASE STUDY: LARGE DEVELOPMENT IN NORTH AMERICA Senior Management was questioning why their two million square foot (2,000,000 sq.ft.)
development was not more productive—especially as they were planning a major
expansion. Our research showed that they were significantly over‐stored for one of their
target market segments and under‐stored for another important segment. Changes to the
leasing and tenant mix plans were quickly made—and the mall’s productivity increased.
J.C. Williams Group
www.jcwg.com
Strategy and Tenant Mix
WHAT WE DO
Today most shopping mall development is being done in a mature, competitive market. All
too often, not enough thought is given to how the new entity will be uniquely competitive
and differentiated beyond architectural treatment. Shopping centers must have a clear
strategy and market position to guide design, leasing services, and marketing—and be
competitive!
Attracting retailers and leasing is a very competitive game. Consequently, it is critical to
have a tenant attraction program that is both logical (based on research) and emotional
(dramatic, attractive, unique). To achieve this goal a fresh approach is required.
We work with your company to develop a market positioning strategy that differentiates
your development from its competitors and makes it unique and up‐to‐date. We provide a
market positioning strategy that takes into account all the retail categories that could go
into the shopping mall. Our expertise in retail, food and beverage, leisure, entertainment,
culture, and design is the determining factor in creating a successful retail mix and that
ensures your development stands out in the crowd!
HOW WE WORK
A Powerful Strategy
We perform a SWOT analysis of the development to guide the discussions on strategic
direction. The Strategic Compass Model (see model above) is used to guide retail
developments on the one or two strategic directions and solutions in which the business
will be rated as a “5 out of 5.” Current wisdom and our experience has determined that
successful shopping centers must excel at (get 4.5 or 5) one of the Es to provide a
satisfying solution to shoppers. This decision, in turn, will guide the tenant mix, mall
design, marketing services, etc.
Successful Tenant Mix
J.C. Williams Group uses its proprietary Retail Category Mix Plan and the agreed upon
positioning strategies to develop the most appropriate retail mix for your shopping center
for each category (retail, food and beverage, leisure, etc.).
Added Benefits
We offer additional suggestions on best usage of retail space (e.g., a cart and kiosk
program) and work with your company to ensure the shopping center’s retail strategy,
space usage, and tenant mix are up to date with the latest global shopping center trends.
CLIENT TESTIMONIALS
“J.C. Williams Group was there from day one, all
the way to completion. They took the time to teach
me all I needed to know about this business. Now
that my shopping center is open, I’m looking to
open another and I feel like J.C. Williams Group
and I are on a mission together.”
Jeffry Susman, COO
Dreyfus Development
J.C. Williams Group
Strategy and Tenant Mix Team CV
JOHN WILLIAMS, SENIOR PARTNER
Since starting this consulting company in 1974,
John Williams has been recognized as one of the
world’s retail gurus. J.C. Williams Group serves
retailers, manufacturers of consumer goods,
shopping center developers, downtowns, and
governments. John’s specialty is in retail and
distribution strategy, real estate, and urban
revitalization.
John’s consulting is known for its practical yet
creative approach to achieving results. Strategic
and new concept development projects for
retailers include work for BMW, Henry Birks &
Sons, Le Chateau, Benjamin Moore, MasterCard,
Walmart, Levi Strauss, and Bell Canada plus many
smaller retailers. Real estate projects include The
Dubai Mall, Lusail City in Qatar, and many years of
work for The Rouse Company, Cadillac Fairview,
Oxford Properties, and Ivanhoe Cambridge. Urban
revitalization consulting has taken John to cities
such as Miami, Dallas, Houston, Los Angeles,
Washington DC, plus many more.
Stephen Raynor actively supports him in the
strategy and tenant mix.
CASE STUDY: DUBAI, U.A.E., DUBAI CREEK
The City of Dubai required a master strategic plan and tenant mix plan for six different
infill projects along the central Dubai Creek. This was made especially difficult because the
area along the creek was fully built out—and each project had to fill a special role to be
successful. Based on a thorough retail audit of the city and the area surrounding each
project, a series of opportunities were developed. Obviously, this was not typical and was
extremely creative. A unique theme, detailed tenant mix, and block plan where the
retailers were to be located was prepared.
J.C. Williams Group
www.jcwg.com
Leasing and Operations
WHAT WE DO
Successful learning depends on knowledge of the local market, a clear strategic focus,
creative ideas, an appealing business plan for tenants, and a compelling story about your
development.
We provide leadership, guidance, and expertise to ensure your staff can achieve its leasing
and operating goals and that your development is a success.
HOW WE DO IT
Leasing
J.C. Williams Group offers clients three options to assist with leasing, namely:
1. We manage the leasing activity, or
2. We set up and build a leasing team for clients, or
3. We set up and do the leasing activity.
We work closely with your organization to support the leasing activity, negotiate a
monthly fee for paying all leasing/administrative staff, all expenses and travel, and
incentives /rewards for achieving your company’s goals. We can also aid with conferring
with local government and authorities.
Leasing Strategy Plan
Development of a leasing strategy plan can include the determination of rental rates,
tenant prospecting, evaluation and selecting prospects, tenant negotiation guidelines,
lease agreement, and lease administration.
Operations and Leasing Activity
J.C. Williams Group uses a comprehensive process, which includes:
Research findings related to the development’s market potential;
Painting a picture of the appeal of the development in relation to the type of consumer
that will be attracted to shop;
Outlining the retail space, plan, and store opportunities along with the brand program,
marketing, and operations;
Leasing rates and operating costs for retailers;
Work with a marketing firm to prepare this material (brochures, videos, etc.) and set‐up
a booth at real estate conferences;
Planning a travel schedule to contact key local and foreign retail representatives and
home offices.
CLIENT TESTIMONIALS
“Stephen Raynor is one of the industry’s top leasing experts. His work at the Dubai Mall guided us to professional organization of our offices and a very successful leasing program for Emaar. We could not have done it without Stephen.”
Rashid Zakaria Doleh, Managing Director
Emaar Properties
J.C. Williams Group
Leasing and Operations Team CV
STEPHEN RAYNOR, SENIOR ADVISOR
With over 30 years experience in the development
industry, Stephen is a highly regarded expert with
specific expertise in retail, office, mixed‐use, and
entertainment projects. For 25 years, Stephen
held senior management positions with two of
Canada’s largest property companies, Ivanhoe‐
Cambridge and Oxford Properties Group. As well,
Stephen worked with the Ellman Companies based
in Phoenix Arizona, Falls Management Company,
the developer and owner of Fallsview Casino in
Niagara Falls, Canada, and Emaar Properties PJSC
in Dubai, United Arab Emirates..
Included in Stephen’s wide range of experience is
the creation of the full operations division, the
retail and office leasing division, the market
research group and the urban mixed‐use group
within Ivanhoe‐Cambridge. With the Ellman
Companies he led the development, construction
and leasing of a $700 million mixed‐use project in
Phoenix as well as the development of four power
centers in Phoenix and Denver.
CASE STUDY: DUBAI MALL, DUBAI
Located in the heart of prestigious Downtown Dubai, The Dubai Mall, one of the largest
malls in the world, is the premier lifestyle destination for shopping and entertainment in
Dubai. It features 1,200 retail outlets, two anchor department stores, a 220‐store Gold
Souk, and more than 150 food and beverage outlets – all spread over an area totalling
12.1 million square feet.
It includes the world’s largest single volume Aquarium featuring a 180‐degree
walkthrough tunnel, a large indoor Gold Souk, a Fashion Avenue (a 440,000 sq. ft. precinct
dedicated to haute couture), a 22‐screen cinema (the largest in Dubai), Olympic‐size Ice
Rink, and much more. Kidzania is an innovative children’s ‘edu‐tainment’ concept being
introduced to the region for the first time and, for adrenaline seekers, there is SEGA
Republic, an indoor theme park.
While this was being built, Stephen Raynor was hired to get the leasing and tenant
attraction program on track. Previously, it had not been managed to professional
standards. Stephen took over this huge task of reorganizing the office, implementing
standard operating procedures, revising the lease and leasing procedures (no percent rent
was being required), and coordinating the marketing efforts. He was there for all aspects
of development, design, and construction for this dynamic project. Within a few months,
this aspect of the Dubai Mall was on track.
J.C. Williams Group
www.jcwg.com
Marketing and Grand Opening
WHAT WE DO
There are two important aspects to marketing a new retail development. Firstly, the mall
must attract new tenants, and secondly, it must communicate with the target market and
entice them to visit the center regularly.
Our deep experience at creating a brand image, guiding the grand opening, and preparing
advertising, special events, and public relations ensures a successful mall.
HOW WE DO IT
Creating a Brand
J.C. Williams Group has developed an eight‐step process that results in defining what the
brand image for your project must be. This process starts with the base of information
discovered in the market research activity and then moves onto identifying the brand
character, personality, and brand “essence” that guides the creation of a name, logo,
slogan, and other features.
Pre‐opening Marketing
Our team of experts understand the commercial retail real estate world. We prepare
aggressive plans to ensure that retailers are aware of and understand the opportunities in
your new development. This encompasses the following:
Going to trade shows and ICSC and Urban Land Institute conventions
Preparing direct contact presentations and leasing “sales pitches”
Organizing a wide range of print, video, CD, electronic, social media, etc. material
Creating breakthrough communications that will differentiate your property.
Grand Opening and Year‐round Marketing
J.C. Williams Group creates a master plan and theme for the shopping mall’s opening
event. This ranges from traditional advertising through to special events that will reach
deep into the target community. A grand opening will be spectacular!
An annual calendar of events will be planned to guide the mall management and the
creative agencies supporting the marketing function. We will ensure that this program
supports the brand image and is outstanding in its execution.
CLIENT TESTIMONIALS
“J.C. Williams Group gave us an exceptionally creative approach to the pre, grand, and post opening of Meadowhall Shopping Centre. Their detailed plan guided us through this exciting time, which was for our first super‐regional mall. Additionally, J.C. Williams Group gave our shopping center practical ideas to increase leasable space and mall revenues.”
Eddie Healey, CEO
Stadium Developments
J.C. Williams Group
Marketing and Grand Opening Team CV
JOHN TORELLA, SENIOR ADVISOR
As Senior Partner and Senior Consultant in the area
of Branding, Retail Marketing and
Communications, John brings to our shop a vast
range of retail marketing experience. He began his
career at the T. Eaton Company of Canada, where
he became Advertising and Sales Promotion
Manager and a member of Eaton's Central Division
Management Committee. He left Eaton's to head
the development of a retail division for Vickers &
Benson Advertising. After 12 years, John had
successfully directed the growth of an impressive
list of retail clients. Later he joined Grey Canada as
General Manager of its Retail Division. If John isn't
speaking at any one of the countless retail‐related
events throughout the year, you'll probably find
him somewhere in the audience. John is a member
of and frequent speaker for the Retail Council of
Canada, Retail Advertising Club of Chicago, and the
National Retail Federation, USA. He's also a co‐
author of the highly‐regarded books: A Guide to
Retail Success; Building a Winning Retail Strategy;
Stop Talking, Start Doing Retail Branding; Whole‐
Being Retail Branding; and his latest book, re|think
Retail Branding.
CASE STUDY: MEADOWHALL SHOPPING CENTRE, SHEFFIELD, UK
Meadowhall was the first large super‐regional shopping mall in the UK’s midlands. As such
it was determined that its trade area or catchment area would be unusually large.
J.C. Williams Group worked with Meadowhall’s executive team to:
Interview and recruit the Marketing Manager
Select an advertising agency
Outline a complete advertising, special events, and public relations program
Plan how to reach tourists and bus‐tour groups
Hold special information meetings for local organizations
Introduce art and sculpture into the mall
Organize a Tenant Advisory Committee
Direct where signage and customer service kiosks should be placed.
The grand opening events were a record‐breaking success, as was the following year’s
sales.
J.C. Williams Group
www.jcwg.com
Entertainment and Leisure
WHAT WE DO
The entertainment part of a shopping mall has great potential to be a key anchor draw
and a point of differentiation from its competitors. However, it can be the most complex
and riskiest part of any mall to plan and implement. It is one thing to have an
entertainment area planned, but quite another thing to have the concept outlined in
detail on how it will be built and operated!
We help with the creation of your shopping center’s entertainment area!
HOW WE DO IT
We create a strategic plan for your mall’s entertainment that greatly adds to the shopping
center appeal.The lines between retail and entertainment are usually blurred, as projects
incorporate retail and food/ beverage provision alongside entertainment. Our focus allows
us to support, implement, and enhance emerging trends in retail and entertainment. Our
services in entertainment/leisure include:
Feasibility studies and financial assessments and analysis
Program development to drive the “planning gain” through entertainment and
attractions (i.e., generating residential, office, and retail uses)
Warranted space assessments for retail, entertainment, and food /beverage
Operator solicitation and project management.
We have exceptional talent that leads clients through planning the entertainment area,
which is as follows:
Complete a global review of new concepts
Assess the local market
Determine the role of entertainment in the mall
Decide on the right concept and location
Complete the implementation and operation plan
Find the appropriate operator
Work with the design team
Coordinate the construction
Procure the equipment
Overview the set‐up and testing
Manage the grand opening.
SOME OF OUR CLIENTS:
West Edmonton Mall, Canada
CenrtrO Oberhausen, Germany
The Supermall, Indonesia
The World Trade Center, Saudi Arabia
Metrocentre, England
Warner Bros. Movie World, Australia
Meadowhall Shopping and Leisure Centre,
England
PortAventura, Spain Several Projects With ‘Grupo Lar’, Spain
Downtown Grand Rapids Arts and Entertainment Strategy (Michigan)
CLIENT TESTIMONIALS
“Ron McCarthy has been an important member of
our team. He created new opportunities for us at
Meadowhall that elevated our mall well above the
competition. Furthermore, he identified the
Oberhousen potential site, created a master plan
for it, and saw this shopping center become one of
the most successful in Europe.”
Eddie Healey, CEO
Stadium Developments
J.C. Williams Group
Entertainment Team CVs
RONALD McCARTHY, ASSOCIATE SENIOR
ADVISOR
Ronald McCarthy is a renowned landscape
architect who has consulted on projects around
the world. His work has included residential and
commercial landscape designs, planning/ design of
retail projects, entertainment centers, and theme
parks.
Mr. McCarthy is known for being an innovative
designer and a team leader in retail/entertainment
projects from small to complex mixed‐use
developments. He has been sought after by retail
developers in different parts of the world to bring
a unique concept and feel to a project that will
make it stand out from the others.
Architects that he has worked with include Jon
Jerde of the Jerde Partnership, RTKL (Dallas, Los
Angeles, and London offices), HOK, LaGuarda Low,
Chapman Taylor, Aldo Rossi, and Ellerbe Becket to
name a few.
JOHN COLLINS, ASSOCIATE SENIOR
CONSULTANT
John Collins leads operational, development,
setup, and procurement aspects and is amongst
the industry’s most accomplished and respected
visitor attraction operators, having operated his
own visitor attractions as well as FEC’s and many
theme parks including Spain and the UK’s largest
offers. John is a past Chairman of IAAPA and
BALPPA and past President of Europarks.
YAEL COIFMAN AND MICHAEL COLLINS,
ASSOCIATE SENIOR CONSULTANTS
Yael Coifman and Michael Collins are the core
economics and business planning team for each
assignment. Yael and Michael have worked for
major visitor attraction operating groups, many
governments and other public sector groups, and
leading developers, and operators of visitor
attraction, mixed‐use, and resort developers.
CASE STUDY: CENTRO OBERHAUSEN, GERMANY
CentrO Oberhausen is one of Europe’s largest shopping and leisure developments situated
in the Ruhr Valley on a former steelworks site of over 80 hectares. The project, which
opened in 1996, totals over 200,000 m2 of retail, leisure, and business space, including a
two‐level covered mall with 200 retail units, an open air promenade of restaurants, bars
and cafés, a 12,000 seat arena, and an eight hectare family leisure park.
Associate Senior Consultant, Ronald McCarthy, discusses his work here:
“In the fall of 1990 I found a disused steel site in Oberhausen, Germany (located 45
minutes north of Dusseldorf). The former manufacturing facility was once owned by the
Thyssen Group and totalled over 80 hectares. I brought this opportunity to the Stadium
Group of England (retail developers) who then requested I prepare a Master Plan for the
site.
With three million people within an hours’ drive time, two major autobahns bordering the
property, and no competition, I prepared a plan that reflected the opportunity for a
mixed‐use development of a super regional size. The plan was prepared over a six‐month
period, and was presented to the German government in March of 1991.
Within a year, the Stadium Group of England received planning permission and the
development was opened in 1996. I assisted in negotiating the final master plan with the
regional and local authorities, including a plan for the eight‐hectare theme park and The
Promenade. I was responsible for introducing and securing food and beverage tenants
such as Planet Hollywood, theme park operations such as Tussauds Group and Tivoli, as
well as bring the concept of corporate sponsorship to this development.”
J.C. Williams Group
www.jcwg.com
SOME OF OUR CLIENTS:
Armour Group – Halifax, Nova Scotia
Bonne Cuisine Halifax
Canada’s Smartest Kitchen, Culinary Institute Of
Canada, Charlottetown, PEI
Centennial Hotels (Cambridge Suites, Prince
George, Lord Nelson)
Delta Hotels
Fairmount Hotels
Grannans Hospitality Group, Saint John, NB
Horizon Health, NB (Formerly Atlantic Health
Sciences Corporation)
McCains Foods, Florenceville, NB
Paterson Globalfoods Institute (Culinary),
Winnipeg, MB
University Of New Brunswick
CLIENT TESTIMONIALS
“It’s a pleasure to work with people (such as
Patrick) who take pride in their work and who
know the meaning of efficiency when it comes to
food service concept and design.”
Charles Kwan, Director Foodservices
Northwood Care Incorporated
Food Service
WHAT WE DO
The food court and food offering of any mall plays an important role in a shopping
center’s services. However, if it is executed incorrectly, it can be a drain on resources and
a significant loss of revenue. We have exceptional talent that can lead clients in the
following steps for food, carts, and kiosks.
HOW WE DO IT
The right strategic plan for your food and beverage service greatly adds to your shopping
center’s appeal and profitability. Our team of experts plan this important part of your
shopping center by using these typical steps:
Complete a global review of new concepts.
Assess the local market and identify national trends.
Determine the potential role for food/restaurants in the mall.
Project the desired sales mix for the mall profile and revenue expectations.
Recommend the right concepts and locations for food and beverage operations.
Prepare P&L projections for the recommended concepts.
Identify space requirements for the concept (footprints and common support areas).
Estimate the capital and operating costs, which are direct to the developer for the food
and beverage operations.
Define, design, and commission the implementation and operation’s start‐up
procedures.
Oversee the process of recruiting the appropriate operator.
Work with the design team to specify base building systems and support construction
management requirements.
Equipment identification and procurement.
Facilitate approvals with the authorities of jurisdiction.
Consult on waste, recycling, and building pre‐requisites for food safe practices.
Commission the installation and start‐up.
Manage the grand opening.
J.C. Williams Group
Food Services Team CVs
PATRICK WATT, ASSOCIATE SENIOR
ADVISOR
Patrick utilizes his 29 years of experience in the
food service industry as his toolbox to meet his
client’s needs. Patrick has over 10 years of
experience in front line positions including the
supervision of retail outlets, three years of
operations management within a multi ‐unit
restaurant company environment, and has been
an independent food service consultant for 16
years.
While working in the food service industry, Patrick
obtained a Bachelor of Commerce majoring in
Hospitality and Tourism Management from
Ryerson University in Toronto. In 1997, Patrick
was credentialed as a professional consultant
member (FCSI designate) of the Foodservice
Consultants Society International (www.fcsi.org).
In 2010, Patrick earned the designation of Certified
Foodservice Executive (CFE designate) from the
Canadian Association of Foodservice Professionals
(www.cafp.com). Patrick is one of less than five
individuals in Canada to have this combination of
credentials.
J.C. Williams Group has worked for over 10 years
with the pioneer of food courts in shopping
centers—The Rouse Company. We literally “wrote
the book” on how to plan and create a food court
as part of Rouse’s innovative thinking team.
CASE STUDY: BONNE CUISINE, SPRING GARDEN, HALIFAX, NOVA SCOTIA
The management of Spring Garden needed to revitalize the food court on the lower level
as they were experiencing high tenant turnover leaving the operation with mediocre food
products and a splintered image in the well‐represented local food service market. They
approached Bonne Cuisine to absorb almost 40% of the food court leasable footprint and
create a concept that would match the upper‐scale image of the rest of the property.
Bonne Cuisine engaged Patrick to develop a concept based on real food using traditional
culinary techniques on site. The goal was to engage individuals who cared about the
enjoyment and impacts of retail food service products while maintaining a price point that
would entice frequent visits. The use of cold display, on demand product preparation, and
an ever‐evolving hot lunch counter immediately changed the profile of the space to a
destination culinary experience.
Since the opening, Bonne Cuisine has expanded the footprint to absorb about 80% of the
original food court area. Patrick has been integral in the planning process of growth
including the concept development and realization of Bakewells Pastry Shop and Le Bon
Cafe. Patrick also helped engineer the Bonne Cuisine operation to be a leader in business
and special event catering services.
J.C. Williams Group
www.jcwg.com
Urban Revitalization
WHAT WE DO
J.C. Williams Group believes in a results‐oriented marketing approach to urban
revitalization projects that helps clients improve their cities and towns.
The J.C. Williams Group marketing approach identifies the wants and needs of the client’s
market—business people, shoppers, workers, residents, and visitors. The requirements of
the community’s users are discovered through marketing studies; the area’s ability to satisfy
these needs is determined through a thorough assessment of existing market conditions.
J.C. Williams Group programs are innovative, technically advanced, creative, and
responsible, and are built on a carefully defined balance of heritage and social/cultural
elements and proven contemporary business practices.
HOW WE DO IT
Marketing Research Review pertinent secondary information Conduct user surveys, both telephone and intercept Complete retail/commercial audits.
Consensus Building Lead public meetings Facilitate small group involvement Interview key people in depth Ensure community involvement.
Organization Offer step‐by‐step guidance to achieve goals Provide technical assistance Advise on volunteer activity development.
Strategic Goal Planning Identify issues, problems, and opportunities Determine visions, ideals, and objectives Establish short and long term priorities.
Retail Recruitment Recommend appropriate stores and services to support strategies Advise on optimal quantity and type of stores and services Help develop detailed recruitment programs.
Commercial/Retail/Service Mix Programs Recommend image and positioning Identify retail and business opportunities Suggest social/cultural facilities.
Advertising and Promotion Programs Develop special event strategies and programs Guide good public relations.
SOME OF OUR CLIENTS:
Downtown Los Angeles, California
Denver, Colorado
Orlando, Florida
New Orleans, Louisiana
Grand Rapids, Michigan
Boston, Massachusetts
Ithaca, New York
Philadelphia, Pennsylvania
Pittsburgh, Pennsylvania
Providence, Rhode Island
Dallas, Texas
Fort Worth, Texas
Houston, Texas
San Antonio, Texas
Tacoma, Washington
Edmonton, Alberta
Toronto, Ontario
Montreal, Quebec
J.C. Williams Group
CLIENT TESTIMONIALS
“The J.C. Williams Group team provided us with unique research and insights that were practical and easy to implement. Downtown Denver’s retail growth was guided and inspired by the direction outlined in the revitalization plans. We have used J.C. Williams Group many times since their first assignment.”
Bill Mosher, CEO
Downtown Denver Partnership
Public and Farmers’ Markets Work to build new markets Position or expand existing markets.
City Branding Develop consensus on holistic approach Determine tangible and intangible characteristics Develop strategy based on the brand essence.
Urban Planning and Development Prepare retail commercial strategies and policy reviews Conduct market assessments and identify market trends Advise on development opportunities for main streets, mixed‐use, and “smart growth” developments.
Arts and Culture Economic impact on retail.
CASE STUDY: WEST DON LANDS, TORONTO, ONTARIO
Waterfront Toronto retained the consultant team co‐led by J.C. Williams Group to develop
a retail feasibility and block planning study for the non‐residential areas of the master
planned community of West Don Lands. The new neighborhood of approximately 14,000
residents incorporated innovative design through public realm and park space as well as
public transportation planning. The retail plan focused on serving the immediate
neighborhood with quality convenience‐based retail in mixed‐use developments that was
accessible and visible. In addition, the plan incorporated unique destination retail
opportunities to build out as the project progresses.
CASE STUDY: DOWNTOWN CROSSING, BOSTON, MASSACHUSETTS
Urban Marketing Collaborative led a multi‐disciplinary team to develop an identity and
retail branding program for the downtown Boston neighborhood. Working with urban
design specialists, traffic engineers, pedestrian model experts, and marketing and
branding consultants, the team created a viable plan for changing this once thriving retail
destination into a true multi‐functional neighborhood based on the principal of 360
degrees of living. The marketing and branding plan is being rolled out based on the
concept of Downtown Crossing as Boston’s Meeting Place.
J.C. Williams Group
www.jcwg.com
J.C. Williams Group Limited 90 Richmond Street East, Suite 100 Toronto, ON M5C 1P1 +1 (416) 921‐4181 600 de Maisonneuve Boulevard. West, Suite 1700 Montréal, QC H3A 3J2 +1 (514) 781‐5429 350 West Hubbard Street, Suite 240 Chicago, IL 60654 +1 (312) 673‐1254 www.jcwg.com [email protected]