California Centers

SEP 2017

California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.

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38 California Centers Magazine | September 2017 C C "The biggest misconception for shopping center owners is that they don't have much of a role in the om- nichannel process," he warns. "In fact, they play a big role. First, landlords are chiefly responsible for effective place-making. As retailers create com- pelling in-store environments, they also need engaging venues for their stores to operate in." This can encompass everything from the center's mix of tenants to its archi- tecture, public spaces and program- ming. That's why retail acquisition, development, leasing and manage- ment firms like Pine Tree have created individuals and teams dedicated to all points that comprise the omnichannel platform. Graham Grochocinski, se- nior vice president of the firm's brand, creative and omnichannel marketing initiatives, says it is these consider- ations that have made it more crucial than ever for landlords and tenants to work together. "As consumers flock to certain stores out of either necessity, conve- nience or for a unique experience, landlords are now taking steps to help tenants evolve with their digital mar- keting strategies and discover ways to help drive traffic to their respective centers," he asserts. "Consumers want choice and a satisfying experience. With virtually everything you can buy in-store also available online, and of- ten with a more efficient way to digest detailed information about any giv- en product, the stand-out qualities in retail are mostly convenience, choice and uniqueness." Pine Tree is trying to facilitate this relationship with its own tenants through the development and dissem- ination of a welcome kit that is deliv- ered with each newly signed lease. The kit includes a guide to digital market- ing, complete with a full report on the latest trends in social media marketing and omnichannel strategies. The firm then interviews the retailer's team and conducts an audit of its local market- ing practices to see what, if anything, can be improved upon and how Pine Tree can enhance the store's local busi- ness through omnichannel means. This is the strategy in place at the firm's Pine Creek shopping center, a 216,683-square-foot outpost in Grass Valley, about 60 miles northeast of Sac- ramento in the foothills of the Sierra Nevadas. Pine Tree crafted its select mix of retailers and restaurants by focusing on what the area — famous for its Gold Rush roots and remaining small town charm — needed and want- ed. The center features 60,000-square- foot anchor Raley's and three national junior anchor tenants, including JC Penney, Petco and Dollar Tree. The roster is rounded out by both national and regional tenants like accessories maker Split Pea, Grass and Chantara Thai Restaurant, and much-needed area services like Hospice of the Foot- hills, McDonald Hearing Aid Center and Grass Valley Laundromat. Crafting this tenant mix is only half the battle, however. Grochocinski and his team are then tasked with support- ing these tenants and their businesses by partnering with them on their mar- keting and social media efforts. This ensures that the public is aware of the value each tenant brings to the area. It can also attract additional comple- mentary tenants to the center. Grass Valley's population is less than 13,000, but Pine Creek shopping center is ap- proaching 700 "likes" on Facebook. This platform and others like it allow the firm to remind residents that Little Caesars is the perfect dinner pick-up on their drive home. Or that Hospice of the Foothills offers ample volunteer opportunities. 8 5 5 - 6 4 5 - S I G N S I G N S & S I G N P R O G R A M S F O R R E TA I L B R A N D I N G, M I X E D - U S E & U R B A N D E V E L O P M E N T National Retail Reimage/Remodel Design/Build Experiential Design Corporate Manuals International retailer Miniso recently opened its first U.S. store in Pasadena. The retailer has many online fans.

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