California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.
Issue link: https://californiacenters.epubxp.com/i/472297
22 California Centers Magazine | March 2015 C C T oday's convenience-driven world has given consumers the luxury of choosing how, when and where to meet their shopping, dining and entertainment needs. From subscription-based services to the Internet and bricks-and-mortar centers, it's evident a retailer's fate is in the hands of the bag holder. This leaves shopping center owners with the unenviable task of trying to capture the attention of new custom- ers, while motivating their current pa- trons to remain loyal. The good news is consumers have money to spend post-recession, while consumer confdence has returned to pre-recession levels, according to the Conference Board Consumer Conf- dence Index. The bad news is these dollar-holding costumers can't pa- tronize your center if they don't know it exists. Show Them A Sign "Signage is one of the most critical marketing tools for any retailer," says Brad Umansky, pres- ident of Rancho Cu- camonga-based Pro- gressive Real Estate Partners. "It creates vibrancy within a property, adding to the building design and landscaping. It allows retailers to be seen by customers who are making impulse-buying de- cisions, and it helps enforce a mental image in a customer's mind so when they do desire a particular retailer's service, they recall where the retailer is located." The signs that get a retailer or cen- ter noticed today, however, are a dif- ferent breed than they were just a few years ago. Like most other sectors, technology has infltrated signage and branding, with many owners opting for state-of-the-art digital signs that feature rotating messages. "At the outset of our development, we were determined to capitalize on the tremendous location of our center, which was fanked by one of the most traveled freeways in the nation, the 405," says Therese Hotvedt, president of Burnham USA, which developed and owns the South Coast Collection (SOCO) interior design center and The OC Mix, which features locally owned boutiques and specialty foods spots within SOCO, in Costa Mesa. "We built a large LED sign that communi- cates — in a powerful, ever-changing and compellingly visual way — the exceptional tenants and events at SOCO and The OC Mix. This marquee LED freeway signage reaches more than 300,000 consumers each day." Though Hotvedt believes this signage is an integral part of the 300,000-square-foot design and culi- nary center's marketing strategy, she emphasizes the messages and brand- ing displayed on this sign are equally important. "Keeping our signage and market- ing fresh and current is critical, as our consumers are very design-driv- en and trend-savvy," she says. "They come to SOCO and The OC Mix not only for shopping and dining, but also for inspiration. The signage needs to convey that." The presence of digital signage isn't just appreci- ated within the hip centers like SOCO that feature a mix of showrooms, ar- tisan food purvey- ors, boutiques and creative studios, but throughout most shopping destina- tions. And owners know it. "Investments in new and renovated signs are made annually across our portfolio, including converting to digital reader boards whenever pos- sible," says Randy Banchik, executive vice president at Los Angeles-based Westwood Financial Corp. "We also add architectural elements that sup- DRAWING A CROWD Competition for consumer dollars is stif throughout California's retail landscape. With so many centers to choose from — not to mention the ability to shop online — the onus has fallen on shopping center owners to make their assets stand out from the competition. By Nellie Day Burnham USA's South Coast Collection in Costa Mesa uses location and signage to its advantage. Brad Umansky President Progressive Real Estate Partners Therese Hotvedt President Burnham USA