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SOURCE@BEACH #OCFUSION #NOW #FORWARD
URBAN STRATEGIES
Opportunity:
• Source@Beach is a well-located mixed use complex that can serve as a regional attraction if properly positioned to attract a underserved customer.
• With a hotel, office tower, cinemas, and a carefully curated collection of retail tenants and food and beverage options, the complex could become a regional draw easily accessed by nearby freeways and arterials.
• Orange County suffers from a lack of contemporary destinations that offer entertainment, a sense of community, and a variety of retail and food and beverage options.
• Nowhere in Orange County currently serves as a multicultural destination for the millennial generation offering entertainment, retail and F&B in a welcoming outdoor environment.
• The project sponsors have had success with a previous project that similarly identified an underserved market and developed a unique array of tenants and services to address that market.
Objective:
• Source@Beach seeks to secure a mix of fashion, home, lifestyle and service tenants to create a destination for the millennial customer and fashionable affluents not currently served in Orange County.
• Securing appropriate tenants requires a cohesive branding and market positioning approach that encompasses place-based and online environments across all customer touch points.
• Certain desired tenants require an appropriate context for new stores and that environment must be carefully created through a thoughtful marketing and leasing strategy that creates the desired context.
• Traditional retailing formats are swiftly evolving, so the marketing and leasing strategy must consider this evolution and capitalize on that opportunity.
Obstacles:
• Many of the current Source@Beach tenant commitments lack the national brand prominence needed to attract major brand retailers to the project.
• Most traditional retail tenants are challenged by the demographics of the market area surrounding the project site.
• Marketing efforts to date have not targeted forward looking brands and tenants eager to address the target millennial customer and fashionable affluents.
• The architecture and physical branding, as well as marketing outreach, must be enhanced across all platforms to heighten awareness and create new interest for potential tenants and future patrons.
Proposal:
Urban Strategies proposes to undertake a strategic process that is
intended to broaden interest in the project among potential
tenants and future customers, and to secure lease agreements with
the desired tenant base. A particular focus will be on the fashion
and home categories of tenants, especially recognized retailers
that comprise established fashion destinations both domestically
and internationally.
In order to attract this group of tenants, as well as other high
quality retailers and restauranteurs, a strategy to create and
nurture a “fashion story” will be undertaken to establish a cluster
of apparel and lifestyle retailers that will collectively define a
new fashion retail destination. This approach will involve a Scope
of Work outlined on the following pages.
FASHION/LIFESTYLE/HOME/FOOD/NIGHTLIFE
• Project Positioning
• Branding
• Customer Profiling
• Brand Merchandising Strategies
• Spatial Planning/Design
• Retail Development
• Promotional Events
• Tenant Marketing Materials
• Brochure
• Website
• Lease Plan
• Sponsorship
• Integrated Media Program
• Outreach/PR
Scope of Work:
Project Positioning
A P L A C E T H A T H A S A S T O R Y
Customer Profiles
G L O B A L L O C A L S
Branding
Branding Development Strategies
Spatial Activation
P L A C E S O F M E A N I N G
Retail Enhancement/Programming
Promotional Events
Brand Marketing• Brochure
• Website
• Lease Plan
I T S T A R T S W I T H T H E S T O R Y
Sponsorship
Outreach/Public Relations
• Turn key influencers: (tenants, traditional and social media,
strategic partners) into brand ambassadors and advocates for
the redefined project positioning.
• Communicate effective positioning with a variety of culturally
distinct audiences across emerging and traditional media channels.
• Engage audiences in the story of the property by creating linkages through events, programming an in-store sales.
• Target decision makers who influence the thinking of thousands of other consumers.
• Create a distinct place in the community for the property as a new destination and place of pride and celebration.
• Promote the property’s brand with key audiences: potential tenants, community stakeholders, media, future
customers.
• Leverage editorial opportunities to reinforce brand positioning, tell compelling stories and publicize key messages.
Marketing
M O D E R N L U X U R Y
Integrated Media Program
80 percent of mall shoppers use mobile devices to plan shopping trips and to do online research
while more than 90 percent of shopping purchases are made in-store.
Social Media
Retail Tenant Concepts 1.0
FASHION LIFESTYLE
Abercrombie and Fitch
All Saints
American Apparel
A|X Armani Exchange
Aeropostale
American Eagle Outfitters
Banana Republic
BCBG MaxAzria
bebe
Brooklyn Industries
Charlotte Russe
Club Monaco
COS
Cotton On
Diesel
Desigual
7 For All Mankind
The Limited
True Religion
Uniqlo
Windsor
White House | Black Market
Zadig and Voltaire
Zara
Zumiez
Express
Forever 21
GAP
G-Star RAW
Guess
Hollister
H&M
Intermix
Kit and Ace
Lucky Brand
lululemon athletica
LOFT
Michael Kors
Madewell
PacSun
PINK
Skechers
Superdry
FOOTWEARAdidasAldoCamperChampsCrocsDoc MartensEccoFinish LineJourney’s New BalanceNikePumaSteve MaddenUgg AustraliaVans
Retail Tenant Concepts 2.0
BEAUTYAveda
Bare Minerals
bluemercury
Fresh
Kiehl’s
Lush
M.A.C.
Ulta
Origins
Paul Mitchell Academy
Peach and Lily
Rudy’s Barber Shop
Sephora
ACCESSSORIES
Claire’s
Charming Charlie’sFossilLidsOakleySwatchShinolaSolstice
SPECIALTY
Amazon
Daiso Japan
Diane’s Beachwear
GenZe Electric Bikes and Scooters
GNC
Goorin Bros Hat Shop
H Mart
It’s Sugar
Jack’s Surfboards
Corner W by Walgreens
Sport Chalet
Takashimya
The North Face
Retail Tenant Concepts 3.0
TECHNOLOGY
AT&T
Apple Store
GameStop
Microsoft
Samsung
Sprint
Verizon
SERVICES
Blow Dry Bar
Cosmetic and Laser Surgery
Tattoo
Threading
Day Spa
Nail Salon
Spinning
Yoga
Barber Shop
Beauty Academy
Waxing
CAFES/CASUAL
Paris Baguette Kyo-Chon Café Loft Iota Brew Café Haus by Coffee HunterBrewWellDocument Coffee BarThe Bun ShopThe Boiling Crab
Retail Tenant Concepts 4.0
RESTAURANTS
EMC Seafood and Raw BarGyu-GakuRestaurante GuelaguetzaJ. Zhou
The District
NIGHTLIFE
Angel Hookah LoungeBreakroom 86Pharaoh Karaoke LoungeWalker Inn
April
Brand Identity
Marketing Materials
May
Website
Social Media Channels
ReCon Las Vegas
June
Cinemas Opening
Media Festival Promotion
July
Marketing/Outreach
August
Marketing/Outreach
Luxury Launch
September
Retail Launches
Nightlife Promotion
October
Cultural Festival Promotion
Fashion Lab Launch
Fashion Retail Openings
November
Retail Launches
December/Holiday
New York ICSC
January
Cultural Festival Promotion
Brand Marketing Timeline (Draft)
SOURCE@BEACH #OCFUSION #NOW #FORWARD
Thank you
URBAN STRATEGIES