California Centers

MAY 2018

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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Page 34 of 58

26 California Centers Magazine | May 2018 C C dedicated light system at The Veran- da, a 375,000-square-foot retail, din- ing and entertainment destination in the Silicon Valley submarket of Con- cord. "Gen Z lives on Instagram and, as such, has a very artistic view of the world — capturing beauty, evaluating it, comparing it, modifying it," says Julie Taylor, executive vice president in Colliers International's San Fran- cisco office. "Instagram celebrates individuality — a person's experi- ences, tastes, views. For this reason Gen Z'ers are more individ- ualistic than M i l l e n n i a l s . Being unique, doing some- thing unique, being some- where no one else has gone, gets you no- ticed and ap- preciated." Stimuli that grab the eyes — not to men- tion the other senses — of Gen Z provide the types of unique, ap- pealing and photo-worthy experiences that entice this gener- ation to glance up, if only for a few seconds, from that siren screen. "Retail owners have approximate- ly eight seconds to capture and hold the attention of Gen Z shoppers," Zimmerman continues. "Therefore, they need to incorporate unique, in- teresting and innovative features that will draw these shoppers into a cen- ter. One way to do this is through a retail center 's landscaping and water features. By incorporating interactive, open spaces... retail centers are able to capture the attention of Gen Z'ers and deliver that Instagrammable environ- ment they are demanding." The World Wide Web and the smart- phones that provide access to it may seem like very isolating tools, but this actually couldn't be further from the truth based on the ways they're uti- lized by Millennials and Gen Z. Yes, online shopping does mean increased competition, requiring shopping cen- ters owners to get more creative and compelling with their offerings. How- ever, these younger generations view these devices as connection tools. So- cial media, text and email allow them A 45-foot-high, 131-foot-long upside-down San Diego skyline by interactive artist Kelsey Montague at Westfield's Horton Plaza in San Diego serves as a backdrop for many Instagram moments taken at the center. A second mural by Kelsey Montague at San Diego's Horton Plaza.

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